By consistently communicating their practices and giving customers a better sense of ownership and control, 23andMe will better tackle their greatest barriers: fear and misconception.
23andMe’s core vision has always been to empower individuals with actionable genetic information. They’ve helped make the category of at-home DNA testing mainstream and accepted by the public.
FDA approval problems and misinformation about their products has created some distrust of the company’s reliability and ethical practices.
Give customers a better sense of ownership and control.
where does the brand live
Between the doctor’s office and your family tree.
Fear (of what the might discover) and misconception (of the product/process)
The knowledge-seekers of the world.
what can we offer them
Our offerings of ancestral history and vital health information tap into a basic human truth that we all share: curiosity about ourselves.
You already have the answer, you just need help understanding it. 23andMe unlocks that knowledge so you can begin your journey towards self-discovery.
The product offers a complicated and length user journey which allows us several touchpoint with the consumer. The journey can be broken down into three sections: Awareness, Product Experience, Results. Each offer opportunities to engage the user.
Outward messaging should not only excite the user, but also reassure them throughout the process.
To help dissipate any fear during the six week waiting period before receiving your results, we want reassure the customer throughout process that we’re there with them throughout this emotional journey.
Joe Castagna (ST) • Sarah Matheson Harris (ST)