Ancestry - Your Musical DNA

UX / UI Design

Created at Red Apple Creative
Client - Ancestry / Spotify

 

  • Create a way of enriching the Ancestry DNA testing experience by utilising Spotify's Web API and first party data.

  • We’ll turn your Ancestry.com DNA results into something musical with this unique micro-site experience.

 

User Journey

Serving the customer an ad

Potential customers would be invited to visit the site via an ad.

Existing customers would receive a newsletter explaining how they could use their DNA results to create a Spotify playlist bespoke to their genetic background.

Creating their Playlist

Users are then asked to select the regions most dominant in their test results (or make a guess if they aren’t an existing customer).

 

The Payoff

Once the regions have been selected users will then be given their playlist made up tracks which culturally represent the sound of their heritage.

 
 

UI Design

 

Media Coverage

 

“This first-of-its kind partnership with Spotify offers people a fresh way to explore their heritage through music”

Danielle Lee,
Global Head of Partner Solutions at Spotify
Source (The Drum)

 

Performance

The average percentage of people who visit a website via clicking on a web banner and leaving without exploring the site further is generally around 56.5%. This is what’s commonly known as a bounce rate. While some bounces are unavoidable, a high bounce rate may indicate that your content is unsatisfactory or poorly optimized.

Overall this project reached 810,045 users while it was live, receiving a 40.2% bounce rate on desktop and 36.6% bounce rate on mobile, showing that around 63% of visitors had meaningfully engaged with the experience.