The world’s largest database for pet DNA
— WISDOM PANEL —
OVERVIEW
WISDOM PANEL IN A NUTSHELL 🌰
Wisdom Panel is the world's most comprehensive and accurate pet DNA and genomics data platform. Over 4 million pet parents use the application to uncover their pets' complete story, including DNA insights into health, breed, ancestry, traits, and behavior analysis.
MY ROLE: Head of Product Design & Experience
RESPONSIBILITIES
Project management
UX performance analytics tracking and reporting
Design direction and reviews
Product design roadmapping
Design staff management and resource allocation
Design strategy and operations
Design system planning and curation
CHALLENGES
Fresh Talent: Navigating the challenges of a relatively new engineering and product team
Racing the Clock: Managing tight timelines during a complete app and e-commerce overhaul
Feature Debates: Balancing differing opinions on product features and direction
Competitive Pressure: Facing intense competition from leading pet DNA company, Embark
Roadmap Juggling: Coordinating multiple product roadmaps simultaneously
ACCOMPLISHMENTS
Streamlined onboarding UX: Took advantage of the SSO refactoring and removed friction within the user onboarding flow(s)
SSO and Pet Parent/Pet Profile overhaul: Successful and timely refactoring of the SSO and Pet Parent DNA data service
Key feature improvements: Marked experiential improvements of the ‘highlights’, ‘ancestry’, ‘traits’, and ‘health insights’ experiences/views
E-commerce redesign: Refactored and redesigned the DTC e-commerce experience for the Wisdom Panel DNA services platform
Scaled the Coco Design System: We extended the Wisdom "Coco" Design System to our sister brands.
ONE CHANCE FOR A FIRST IMPRESSION: ONBOARDING v2.0
Our research insights and app analytics revealed some pain points and UX friction during app onboarding. With this valuable info, we shaped our feature roadmap and redesign efforts, turning challenges into a smoother, more enjoyable user experience. We were joined by the hip with our engineering and enterprise architects on this effort.
ONBOARDING
We focused on a swift sign-up process, balancing essential data capture with ease of entry. Aware that users might find administering the DNA test stressful, we minimized initial information requests. To complete profiles and participate in research surveys, we used post-onboarding prompts while users awaited test results.
ONBOARDING 2.0: We tackled SSO, password recovery, and extended data capture
RELATIVES REDUX
Refreshing our ‘Relatives’ feature was overdue
After several months of research and testing we were poised to make needed changes to one of our flagship features. Both internally and with users, there was significant anticipation for us to unveil a feature that was both distinctive and added value.
We leaned into our ability to provide clear, simple and yet descriptive infographics, while leveraging the social content sharing design foundation we had already established with our Highlights page and sharing features.
ONE DESIGN SYSTEM TO RULE THEM ALL
As Kinship and Wisdom expanded, it became clear that relying solely on Figma wasn't scalable for our design-to-development workflows. To address this, we collaborated with our engineering and product teams to create an extensible, integrated Design System, establishing a unified source of truth for all our design efforts and components.
The COCO Design System was born
With a solid foundation of base components and patterns, our design, engineering, and product teams were motivated to quickly explore new ideas and build rapid prototypes for testing (internally and externally). From there, we started integrating the COCO Design System into our sister brand’s workflows.
DTC/B2C COMMERCE & MARKETING SITE
OVERALL PERFORMANCE
Net Promoter Score: ~76 (up from ~45)
30-Day Engagement: 94% high post-results engagement, outperforming similar products
Average Customer Rating: 4.7 - bringing joy to Pet Parents
Year-over-Year Growth: 40% (2022-2023)
Pets Tested: 4.1 million, including over 32,000 dogs in our breed reference panel, the largest dog DNA database in the industry
Accuracy: 98% - Human-rated genomics backed by a dedicated science/R&D team