23andMe Unified Design System Across All Connected Devices

The “23andMe Root For Your Roots Unified User Interface” project represents a groundbreaking initiative aimed at revolutionizing the way individuals connect with their ancestry and health data.


By integrating cutting-edge technology with intuitive design, this project seeks to offer users a seamless and engaging experience as they embark on a journey to discover their genetic heritage and understand their health predispositions. With a focus on user-centered design, the unified interface promises to simplify complex genetic information into accessible, actionable insights, fostering a deeper connection between users and their personal histories.


Whether it’s tracing lineage, exploring genetic traits, or identifying health trends, the “Root For Your Roots” project is dedicated to empowering individuals with knowledge and tools to explore their roots in a meaningful, interactive way.

case study
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23andMe Unified Design System Across All Connected Devices

About 23AnMe

23andMe is a pioneering personal genomics and biotechnology company that has transformed the landscape of consumer genetics since its inception in 2006.

Renowned for its direct-to-consumer genetic testing kits, 23andMe empowers individuals with insightful and detailed analyses of their genetic makeup, offering a unique window into their ancestry, lineage, and potential health predispositions. By leveraging a simple saliva sample, the company provides users with comprehensive reports that delve into genetic ancestry, inherited traits, and potential health risks, all aimed at fostering a deeper understanding of one’s biological heritage and well-being.

With a mission to help people access, understand, and benefit from the human genome, 23andMe stands at the forefront of the genomics revolution, continuously innovating to enhance user engagement and drive forward the field of personal genetics.


Principal IA UI/UX Strategy & Design
Creative Direction
Hands-on UX/UI Design
Mobile Design

Competitive Benchmark/Landscape Study, Stakeholders Interviews, Requirements Gathering, User Personas, Moodboards, Sketching, Wire Frames, Site Maps, Style & Design Guide’s, Design Comps, Prototype, Final High-fidelity Assets, Presentation Assets

Adobe Creative Suite:
Photoshop, Illustrator, XD & InDesign

Sketch, Invision



A new visual design system to support the 2018 World Cup.

New asset styles, direction for mobile, desktop, and other connected devices.

Motion graphic asset libraries and design systems.

Revised/updated administrative interface for client partners/internal users.


Responsible for creative direction, information architecture, UI/UX design and strategy as well as hands-on graphic design and web development in producing a new, responsive and mobile first e-commerce system.

Design Specifications


View PDF | 48 pages

185MB (Yes the file is huge, In some cases I print screens up in full color, full tabloid extra 13″ x 19″ and pin up on our agile wall for review comments.)

Document Slideshow

Let’s make something amazing together


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