Fantasy · 2015

Reimagining ancestry dashboard to make DNA insights more accessible.

Discover how 23andMe’s redesigned dashboard makes ancestry insights more intuitive, visual, and accessible, helping users explore their heritage with ease.

Introduction

23andMe is a biotech company offering direct-to-consumer DNA testing for ancestry, health, and genetic traits. Customers submit a saliva sample to receive insights on their ethnic background, inherited traits, health risks, and potential genetic conditions.

In 2015, 23andMe partnered with Fantasy to reimagine the global user experience and visual design of their dashboard, making ancestry data more intuitive, accessible, and easy to explore.

The mission

Simplifying raw and complex DNA data, into clear human-centered insights.

Our challenge was to transform 23andMe’s vast and intricate genetic data, from ancestry and traits to health risks, into a streamlined and intuitive digital experience. Through a bold visual language, clear information architecture, and thoughtful data visualization, we created a dashboard that empowered users to explore their DNA with confidence and clarity.

Sharing your story

Your DNA story, always with you and ready to be shared.

Bringing genetic data to mobile wasn’t just a technical challenge—it was about meeting users where they are. We redesigned the experience to make complex ancestry insights easy to browse, understand, and share, right from your pocket.