hello.chorong@gmail.com© 2019 Chorong Kim

23andUs

A DNA Data Marketplace

Group Project| 2 Weeks | Brand Strategy, Product Strategy, Service Design

Empowering people with the option to choose how they use their DNA data 

ASK

How can 23andMe encourage more people to participate in genetic testing?

Being able to know what sorts of disease and sickness you could be prone to is invaluable information. At least that’s what 23andMe thought when they first started. However we found that when you’re young and healthy, the knowledge of a potential illness in the far off future gives little actionable usage except to fear a future you can't control. 

OPPORTUNITY

Your data for a cure

What if individuals could use this data to contribute to medical research that could save many lives and, possibly later their own?

 

But there’s a still a big obstacle: Only 1 in 25 Americans have accessed their personal genetic data, and with privacy concerns at loom, only a portion of them agree to let their DNA data be used in research. 

HURDLE

Lack of trust in the entities that handle your data 

Mass DNA data is invaluable for medical research. Test takers and research entities both are aware of that. Yet organizations who want this data fail to instill trust in  test takers that they have individuals’ or society’s best interests at heart. 

 

Their mistrust lies in three main areas:

1. Privacy concerns
2. Lack of transparency on how the data is being used
3. Treatments developed from such research coming back to the public of at exorbitant prices

 

 

The consequences of that mistrust spreads to a problematic number:
 

One.

 

Most people will take a DNA test exactly once in their lifetime. So when someone decides to opt out of participating in research, 23andMe has to discard all data as well as the physical DNA sample collected, losing that valuable, potentially lifesaving data forever. 

INSIGHT

You can advocate with your data just like you can vote with your dollar.

STRATEGY

Commodify DNA data so that people can wield the power of advocacy through how they choose to use their data.

THE BIG IDEA

A TWO-SIDED DNA MARKETPLACE THAT PUTS THE POWER OF PERMISSION IN THE INDIVIDUAL’S HANDS

HOW IT WORKS

CHANGING THE BUSINESS MODEL

From middleman to open market platform

Instead of 23andMe being the sole decision maker of who the data will be sold to, this open marketplace platform puts the individual in the middle of all transactions, allowing the user to decide where their data will go on every occasion. 
 

From single source revenue to multi-source commission

23andUs changes 23andMe's current business model for research revenue. While it currently sells data to a small number of organizations, through expanding the services with 23andUS, they can take commission from organizations that post proposals asking for DNA data. 
 

From binary choice to multi-choice

Before the only choices one had was either to opt in to research or opt out. With 23andUs users can go through different proposals and choose where they want to give their DNA data to.

WEBSITE & PROPOSAL PAGE

HOW WE GOT HERE

4C research

Current product audit/assessment

Man on the street interviews

Product prototyping

Feature prototyping
Visual and verbal branding

TEAM

Joelle Halle (XD)

Andrew Allen (ST)

Chorong Kim (ST)