Strategy: Measuring what matters

A dashboard prototype for 23andMe

Redefining 23andMe

23andMe, a pioneer in consumer genetics, achieved remarkable success in its early years, capturing significant market share and establishing a robust customer base. However, after going public, the company faced a series of financial challenges compounded by a data breach that significantly tarnished its brand reputation.


This project was initiated to redefine 23andMe's strategic direction and set up a robust framework to monitor its transformation from a financially unstable consumer biotechnology company to a leading genetic data repository for clinical research and development. The primary objective was to leverage the company's extensive genetic database to attract partnerships with research institutions and pharmaceutical companies. This initiative is expected to open new revenue streams and restore trust in its data security and management capabilities.

Strategic Initiative
Understanding 23andMe's current market, potential growth areas, and internal capabilities to create a strategy focused focused on positioning 23andMe as a critical player in clinical research and development.
Measuring things that matter is critical to understand progress. The focus was placed on areas like new partnerships formed, research projects initiated, improvements in data security protocols, and recovery in customer trust and satisfaction levels.
A custom dashboard was designed for the executive team, providing a real-time view of these critical metrics. This tool was developed to facilitate informed decision-making, allowing for quick adjustments to strategies based on actual performance against the set objectives.
Metric Identification
Dashboard Prototyping

New The existing Smart Writing System solves a problem in itself, but another problem arises.

The Smart Writing System is based on a Smart Pen accompanied by a standalone mobile application. It allows users to have their physical notebook content available in digital format. The problem is that this limits users' content creation capabilities to a specific device, the Smart Pen. This is a commonality observed across Moleskine’s competitors.


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