In what ways could Ancestry expand its family tree building tools to better accommodate complex or non-traditional family structures?

Introduction

To expand Ancestry's family tree building tools for complex or non-traditional family structures, we need to consider the evolving nature of families and the diverse needs of our users. I'll outline a strategic approach to enhance our product, focusing on user needs, technological innovations, and market trends.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking about the current limitations of Ancestry's family tree tools. Could you share what specific features or functionalities are currently available for representing non-traditional family structures?

Why it matters: Helps identify gaps in the current offering and areas for improvement. Expected answer: Limited options for step-families, same-sex parents, or adoptive relationships. Impact on approach: Would focus on expanding relationship types and visualization options.

• Considering user behavior, I'm curious about the most common pain points users encounter when trying to represent complex family structures. What feedback have we received from users struggling with this issue?

Why it matters: Pinpoints the most pressing user needs and frustrations. Expected answer: Difficulty in representing multiple marriages, adoptions, or non-biological relationships. Impact on approach: Would prioritize solutions addressing the most frequent user complaints.

• Regarding product lifecycle, where does Ancestry stand in terms of market saturation and user growth? Are we looking to attract new users or improve retention of existing ones?

Why it matters: Determines whether to focus on feature expansion or optimization of existing tools. Expected answer: Moderate market saturation with a focus on user retention and engagement. Impact on approach: Would emphasize enhancing existing user experience and adding value for long-term users.

• In terms of company alignment, how does improving family tree tools for complex structures fit into Ancestry's broader strategic goals? Are there any specific metrics or OKRs tied to this initiative?

Why it matters: Ensures the proposed solutions align with company objectives. Expected answer: Aligns with goals to increase user engagement and subscription retention rates. Impact on approach: Would focus on solutions that drive key engagement and retention metrics.