FAMILYSEARCH
Design That Works: Aligning Users and Business Goals
Summary
By combining user feedback with a clear understanding of business goals, I created a Homepage for FamilySearch Japan that not only improved usability but also delivered measurable outcomes.
Skills & Features
What is Continuous Discovery?
Continuous Discovery is a design approach focused on ongoing learning and iteration. It prioritizes frequent user feedback and testing to ensure decisions align with both user needs and business goals. For this project, I used Continuous Discovery to ground the design in actionable insights and measurable outcomes.
Taking the Continuous Discovery masterclass revealed how closely its structure mirrors the UX Double Diamond process. Both emphasize discovery and delivery, but Continuous Discovery simplifies this into a repeatable cycle: identify opportunities, connect them to goals, develop solutions, and test ideas. It’s about making discovery a continuous habit rather than a one-time task.
Finding the Intersection of Business Outcomes & User Needs
In this project, you might think my challenge was to balance the needs of the business with the expectations of the users. But the real challenge was to understand what the users were saying because all of our interviews were conducted in Japanese.
We utilized in country contacts to conduct interviews and to translate the findings. Here is a summarized version of what we learned from the interviews.
In this project, you might think my challenge was to balance the needs of the business with the expectations of the users. But the real challenge was to understand what the users were saying because all of our interviews were conducted in Japanese.
We utilized in country contacts to conduct interviews and to translate the findings. Here is a summarized version of what we learned from the interviews.
Determining What to Focus on in the New Homepage Design
With our outcomes defined and user interviews completed, we moved on to creating an opportunity solutions tree. We chose to prioritize increasing new account creations, as users who create an account are much more likely to add a name to the tree.
Designing the Page
For the page design, I wanted to ensure it resonated with Japanese users. I consulted with Japanese friends to understand their preferences, with the Starbucks Japan site serving as a key reference. Japanese UI design tends to favor more content density over the minimalism common in US design, so I tailored the page to this while keeping it user-friendly.
I used authentic imagery, featuring Japanese family photos and cultural motifs, to create a familiar and comfortable experience. We also prioritized the most requested features in a collage-style hero section, with the most important elements at the top. To build trust, we added social proof with user testimonials. This approach ensured the design was culturally relevant, visually engaging, and aligned with business goals.
What I Learned & Results
Through the process of designing this page, I learned how important it is to align both cultural nuances and user expectations with business goals. By immersing myself in the specific tastes of the Japanese market and collaborating with local friends for insights, I was able to create a design that felt both familiar and trustworthy. Incorporating authentic imagery, prioritizing user needs, and introducing social proof all played a significant role in shaping a more user-centric experience.
To validate our design choices, we conducted an A/B test against the preexisting Japan site experience. The results were impressive—account creations increased by 280%. This substantial improvement showed how a design rooted in cultural understanding, user feedback, and clear business outcomes could drive meaningful results. It reinforced the importance of continuously testing, iterating, and aligning designs with both user needs and business objectives to achieve impactful outcomes.
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