Ancestry Pet DNA Dashboard

Ancestry built their name helping people trace their family histories through DNA and historical records. The next question was natural: what about the other family members? Know Your Pet DNA was a new product designed to extend that same spirit of discovery to people's pets, connecting humans and animals through genetic insights.

The challenge was defining what that experience should feel like for a completely new audience, while staying true to a brand people already trusted. Working with the team at Fantasy Interactive, we designed and launched a responsive MVP in eight weeks. I supported discovery and research, helped shape the information architecture, prototyped the experience, and designed interfaces that balanced Ancestry's established brand with a fresher, more playful tone.

The scope was end to end: a marketing site, product pages, checkout flow, and sign up flow to bring people in — and then the actual product itself. That included a pet dashboard, breed breakdown, personality traits reveal, and one of my favorite features: DNA genetic matches connecting your pet with other pets nearby who share the same lineage.

Within four months, Know Your Pet DNA sold over 50,000 kits and landed partnerships with Petco and BarkBox. After my contract with Fantasy wrapped, Ancestry brought me on directly to keep growing the product, expanding into new features like pet health traits.