Client
Ancestry
Contact Me
Standardizing the Client Journey: An ERP Overhaul for Ancestry
A unified Client Journey that boosted operational visibility by ~85% and created a single system for all employees
Project Overview
As UX Designer at Ancestry, I led experience design for a custom ERP/CRM unifying client, project, timekeeping, and billing workflows for AncestryProGenealogists—the world's largest genealogical research firm with over 80 genealogists. I ran discovery with researchers, project managers, sales, and finance to map client journeys and SOPs, then designed standardized milestones, dashboards, and communication timelines that improved visibility and consistency at scale. I partnered with engineering on data models, feasibility, and phased rollout for a modern, accessible UI.
Sector
Professional Services • Genealogy Research
Project Timeline
Nov 2015–Jan2021
My Role
Sole UX Designer • Product Manager
Team
Cross-functional partnership between Engineering, Finance, Genealogist Researchers, Sales, and Operations
Problems & Goals
Problem
Outdated ERP & no CRM; no single source of truth
Goal
Unified project tracking
Problem
Client updates inconsistent
Goal
Standardize client updates
Problem
Leadership lacked line-of-sight to project status/communications
Problem
Real-time project visibility
Problem
Scattered tools (email, Word, Trello, spreadsheets)
Problem
Consolidate workflow tools
Problem
Rapid growth (20 → 120+ researchers) outpaced SOP adherence
Problem
Enforce SOP compliance
My Role as Sole UX Designer
Shaped the overarching vision and framework for the Client Journey system
Led user research initiatives and comprehensive process mapping across departments
Designed wireframes, interactive prototypes, and high-fidelity interfaces meeting accessibility standards; ensured adherence to Ancestry Design System principles
Partnered with engineering team to ensure technical viability and seamless data architecture
Facilitated stakeholder meetings to align business objectives with user needs and optimize employee workflows
Discovery & Insights
Methods
Shadowed researchers and account managers
Mapped SOPs with operations
Finance systems analysis
Technical review of legacy code & restraints
Key Insights
No centralized process for research notes, client communications, budgeting, and tasks
Managers blind to communication history and project health
Finance reliant on CSV exports and manual reconciliation
Legacy code required phased refactors to ship safely.
“Every day I'm jumping between email, spreadsheets, Trello boards, and Word docs just to track one project.”
- Research Manager
“I can’t see what’s been promised to clients.”
- Account Manager
Ideation & Wireframes
Concept
Define a Client Journey with mandatory milestones to ensure consistent deliverables and timely client communication.
Journey Milestones
Agreement
Kickoff Call
Agreement
Review
Close
Artifacts
Low-fi whiteboards → grayscale wires → overlay prototypes on legacy screens to validate feasibility and change management.
Initial page layout ideas
Session & Journey statuses
Mandatory milestones
Brainstorming a session revamp
Very early wireframe concept of a session & client journey
Overlayed wireframe concept on top of existing ERP system
Design System & Iterations
Design Rationale
I adopted the Ancestry Design System (type, color, components) for speed and familiarity.
Ancestry corporate design system
Information Consolidation
I consolidated 7 tabs into one Session Management tab, unifying all project information in a single view.
Before (7 tabs)
After (1 tab)
Session Management including budget, tasks, hours, expenses, and more
Client Journey
I standardized communications and activities in a timeline format. Each activity type had enforceable steps while allowing flexibility to personalize content for individual clients.
Client Journey, showing mandatory milestones for a session
Testing & Iteration
Approach
Observed researchers & account managers navigating interactive prototypes with minimal guidance to evaluate intuitiveness.
Notes
Communications
Contracts
Milestone Completion
What Changed
Clearer milestone copy & progressive disclosure on forms
Used more subtle colors for journey activities to reduce visual distraction
Moved most recent activities to the top of the timeline
Added communications templates: variables + quick-edit
Faster access from research notes → client-facing summary
Collapsible milestone activities to reduce clutter when full details aren't needed
Before: V1
After: V2
After: Collapsible activity events to reduce clutter when full details aren't needed.
Outcomes & Impact
Quantitative Impact
~85%
Ops Visibility
(dashboards + drill-downs to communications & project health)
~90%
Consistency
(standardized updates across all projects; auditable history)
~80%
Communications
(more frequent communications, happier clients)
Qualitative Feedback
Initial skepticism shifted to advocacy after 2–3 weeks of use.
“At first, I thought mandatory fields and checkpoints would slow me down. After 15 years, I had my own methods. I was wrong. The Client Journey keeps me organized and is critical for company growth and client satisfaction. Clients now thank me for regular updates.”
- Dr. Janette Silverman, Sr. Genealogist
Reflection & Takeaways
What Worked
Enforcing Consistency at Scale
Mandatory steps ensured uniform client communication and project execution across all teams.
Collaborative Cross-Functional Alignment
Cross-functional collaboration across operations, engineering, and finance ensured alignment and feasibility.
Design System Acceleration
Design system reuse accelerated build and adoption.
Future Considerations
Given more time on this project, these are the enhancements I would have prioritized to further improve the system and user experience.
Client Portal
Enable clients to view milestones, comms, and status independently.
SLA Dashboards & Alerting
Proactive notifications when projects approach deadline thresholds, enabling managers to intervene before client expectations are missed.
Deeper Finance Analytics
Measure profitability by project phase and session type to optimize resource allocation and pricing.
End of page, but not the end of the story—thanks for being part of my UX journey.
A.C. Ivory
UX Designer
Contact Me
Standardizing the Client Journey: An ERP Overhaul for Ancestry
A unified Client Journey that boosted operational visibility by ~85% and created a single system for all employees
Project Overview
As UX Designer at Ancestry, I led experience design for a custom ERP/CRM unifying client, project, timekeeping, and billing workflows for AncestryProGenealogists—the world's largest genealogical research firm with over 80 genealogists. I ran discovery with researchers, project managers, sales, and finance to map client journeys and SOPs, then designed standardized milestones, dashboards, and communication timelines that improved visibility and consistency at scale. I partnered with engineering on data models, feasibility, and phased rollout for a modern, accessible UI.
Client
Ancestry
Sector
Professional Services • Genealogy Research
Project Timeline
Nov 2015–Jan2021
My Role
Sole UX Designer • Product Manager
Team
Cross-functional partnership between Engineering, Finance, Genealogist Researchers, Sales, and Operations
Problems & Goals
Problems
Goals
Outdated ERP & no CRM; no single source of truth
Unified project tracking
Client updates inconsistent
Standardize client updates
Leadership lacked line-of-sight to project status/communications
Real-time project visibility
Scattered tools (email, Word, Trello, spreadsheets)
Consolidate workflow tools
Rapid growth (20 → 120+ researchers) outpaced SOP adherence
Enforce SOP compliance
My Role as Sole UX Designer
Shaped the overarching vision and framework for the Client Journey system
Led user research initiatives and comprehensive process mapping across departments
Designed wireframes, interactive prototypes, and high-fidelity interfaces meeting accessibility standards; ensured adherence to Ancestry Design System principles
Partnered with engineering team to ensure technical viability and seamless data architecture
Facilitated stakeholder meetings to align business objectives with user needs and optimize employee workflows
Discovery & Insights
Methods
Shadowed researchers and account managers
Mapped SOPs with operations
Finance systems analysis
Technical review of legacy code & restraints
Key Insights
No centralized process for research notes, client communications, budgeting, and tasks
Managers blind to communication history and project health
Finance reliant on CSV exports and manual reconciliation
Legacy code required phased refactors to ship safely.
“Every day I'm jumping between email, spreadsheets, Trello boards, and Word docs just to track one project.”
- Research Manager
“I can’t see what’s been promised to clients.”
- Account Manager
Ideation & Wireframes
Concept
Define a Client Journey with mandatory milestones to ensure consistent deliverables and timely client communication.
Journey Milestones
Agreement
Kickoff Call
Agreement
Review
Close
Artifacts
Low-fi whiteboards → grayscale wires → overlay prototypes on legacy screens to validate feasibility and change management.
Initial page layout ideas
Session & Journey statuses
Mandatory milestones
Brainstorming a session revamp
Very early wireframe concept of a session & client journey
Overlayed wireframe concept on top of existing ERP system
Design System & Iterations
Design Rationale
I adopted the Ancestry Design System (type, color, components) for speed and familiarity.
Ancestry corporate design system
Information Consolidation
I consolidated 7 tabs into one Session Management tab, unifying all project information in a single view.
Before (7 tabs)
After (1 tab)
Session Management including budget, tasks, hours, expenses, and more
Client Journey
I standardized communications and activities in a timeline format. Each activity type had enforceable steps while allowing flexibility to personalize content for individual clients.
Client Journey, showing mandatory milestones for a session
Testing & Iteration
Approach
Observed researchers & account managers navigating interactive prototypes with minimal guidance to evaluate intuitiveness.
Notes
Communications
Contracts
Milestone Completion
What Changed
Clearer milestone copy & progressive disclosure on forms
Used more subtle colors for journey activities to reduce visual distraction
Moved most recent activities to the top of the timeline
Added communications templates: variables + quick-edit
Faster access from research notes → client-facing summary
Collapsible milestone activities to reduce clutter when full details aren't needed
Before: V1
After: V2
After: Collapsible activity events to reduce clutter when full details aren't needed.
Outcomes & Impact
Quantitative Impact
~85%
Ops Visibility
(dashboards + drill-downs to communications & project health)
~90%
Consistency
(standardized updates across all projects; auditable history)
~80%
Communications
(more frequent communications, happier clients)
Qualitative Feedback
Initial skepticism shifted to advocacy after 2–3 weeks of use.
“At first, I thought mandatory fields and checkpoints would slow me down. After 15 years, I had my own methods. I was wrong. The Client Journey keeps me organized and is critical for company growth and client satisfaction. Clients now thank me for regular updates.”
- Dr. Janette Silverman, Sr. Genealogist
Reflection & Takeaways
What Worked
Enforcing Consistency at Scale
Mandatory steps ensured uniform client communication and project execution across all teams.
Collaborative Cross-Functional Alignment
Cross-functional collaboration across operations, engineering, and finance ensured alignment and feasibility.
Design System Acceleration
Design system reuse accelerated build and adoption.
Future Considerations
Given more time on this project, these are the enhancements I would have prioritized to further improve the system and user experience.
Client Portal
Enable clients to view milestones, comms, and status independently.
SLA Dashboards & Alerting
Proactive notifications when projects approach deadline thresholds, enabling managers to intervene before client expectations are missed.
Deeper Finance Analytics
Measure profitability by project phase and session type to optimize resource allocation and pricing.
End of page, but not the end of the story—thanks for being part of my UX journey.
A.C. Ivory
UX Designer
Contact Me
Standardizing the Client Journey: An ERP Overhaul for Ancestry
A unified Client Journey that boosted operational visibility by ~85% and created a single system for all employees
Project Overview
As UX Designer at Ancestry, I led experience design for a custom ERP/CRM unifying client, project, timekeeping, and billing workflows for AncestryProGenealogists—the world's largest genealogical research firm with over 80 genealogists. I ran discovery with researchers, project managers, sales, and finance to map client journeys and SOPs, then designed standardized milestones, dashboards, and communication timelines that improved visibility and consistency at scale. I partnered with engineering on data models, feasibility, and phased rollout for a modern, accessible UI.
Client
Ancestry
Sector
Professional Services • Genealogy Research
Project Timeline
Feb 2015–Jan2021
My Role
Sole UX Designer • Product Manager
Team
Cross-functional partnership between Engineering, Finance, Genealogist Researchers, Sales, and Operations
Problems & Goals
Problems
Goals
Outdated ERP & no CRM; no single source of truth
Unified project tracking
Client updates inconsistent
Standardize client updates
Leadership lacked line-of-sight to project status/communications
Real-time project visibility
Scattered tools (email, Word, Trello, spreadsheets)
Consolidate workflow tools
Rapid growth (20 → 120+ researchers) outpaced SOP adherence
Enforce SOP compliance
My Role as Sole UX Designer
Shaped the overarching vision and framework for the Client Journey system
Led user research initiatives and comprehensive process mapping across departments
Designed wireframes, interactive prototypes, and high-fidelity interfaces meeting accessibility standards; ensured adherence to Ancestry Design System principles
Partnered with engineering team to ensure technical viability and seamless data architecture
Facilitated stakeholder meetings to align business objectives with user needs and optimize employee workflows
Discovery & Insights
Methods
Shadowed researchers and account managers
Mapped SOPs with operations
Finance systems analysis
Technical review of legacy code & restraints
Key Insights
No centralized process for research notes, client communications, budgeting, and tasks
Managers blind to communication history and project health
Finance reliant on CSV exports and manual reconciliation
Legacy code required phased refactors to ship safely.
“Every day I'm jumping between email, spreadsheets, Trello boards, and Word docs just to track one project.”
- Research Manager
“I can’t see what’s been promised to clients.”
- Account Manager
Ideation & Wireframes
Concept
Define a Client Journey with mandatory milestones to ensure consistent deliverables and timely client communication.
Journey Milestones
Agreement
Kickoff Call
Midpoint Update
Review
Close
Artifacts
Low-fi whiteboards → grayscale wires → overlay prototypes on legacy screens to validate feasibility and change management.
Initial page layout ideas
Session & Journey statuses
Mandatory milestones
Brainstorming a session revamp
Very early wireframe concept of a session & client journey
Overlayed wireframe concept on top of existing ERP system
Design System & Iterations
Design Rationale
I adopted the Ancestry Design System (type, color, components) for speed and familiarity.
Ancestry corporate design system
Information Consolidation
I consolidated 7 tabs into one Session Management tab, unifying all project information in a single view.
Before (7 tabs)
After (1 tab)
Session Management including budget, tasks, hours, expenses, and more
Client Journey
I standardized communications and activities in a timeline format. Each activity type had enforceable steps while allowing flexibility to personalize content for individual clients.
Client Journey, showing mandatory milestones for a session
Testing & Iteration
Approach
Observed researchers & account managers navigating interactive prototypes with minimal guidance to evaluate intuitiveness.
Notes
Communications
Contracts
Milestone Completion
What Changed
Removed extraneous details from milestone activities
Used more subtle colors for journey activities to reduce visual distraction
Moved most recent activities to the top of the timeline
Added communications templates: variables + quick-edit
Faster access from research notes → client-facing summary
Collapsible milestone activities to reduce clutter when full details aren't needed
Before: V1
After: V2
After: Collapsible milestone activities to reduce clutter when full details aren't needed.
Outcomes & Impact
Quantitative Impact
~85%
Ops Visibility
(dashboards + drill-downs to communications & project health)
~90%
Consistency
(standardized updates across all projects; auditable history)
~80%
Communications
(more frequent communications, happier clients)
Qualitative Feedback
Initial skepticism shifted to advocacy after 2–3 weeks of use.
“At first, I thought mandatory fields and checkpoints would slow me down. After 15 years, I had my own methods. I was wrong. The Client Journey keeps me organized and is critical for company growth and client satisfaction. Clients now thank me for regular updates.”
- Dr. Janette Silverman, Sr. Genealogist
Reflection & Takeaways
What Worked
Enforcing Consistency at Scale
Mandatory steps ensured uniform client communication and project execution across all teams.
Collaborative Cross-Functional Alignment
Cross-functional collaboration across operations, engineering, and finance ensured alignment and feasibility.
Design System Acceleration
Design system reuse accelerated build and adoption.
Future Considerations
Given more time on this project, these are the enhancements I would have prioritized to further improve the system and user experience.
Client Portal
Enable clients to view milestones, communications, and status independently.
SLA Dashboards & Alerting
Proactive notifications when projects approach deadline thresholds, enabling managers to intervene before client expectations are missed.
Deeper Finance Analytics
Measure profitability by project phase and session type to optimize resource allocation and pricing.
End of page, but not the end of the story—thanks for being part of my UX journey.
A.C. Ivory
UX Designer