Knowledge about family history is generally acquired through socialization with stories and photos. Translating this behavior into digital experiences is an opportunity to build novel products for Ancestry, however, the term “social” is loaded. In this session, we will touch on Bourdieu’s social capital theory and the co-creation mapping which led the team to reconsider how they thought about the target segment and their behaviors when acquiring and sharing family history knowledge.
|Repositioning What Social Means in a Social Media Defined World Slide Handout (1 MB)||Available after Purchase|
Anaïs’ experience lies in foundational and generative research which is used to guide cross functional team members to understand people’s beliefs, behaviors, and attitudes while building new, emerging, or improved product experiences. With 6 years working in the tech sector for companies like Google, eBay and Rodan + Fields Anaïs continues to pull from her academic background in anthropology leveraging critical theory, futures thinking, and sociolinguistics to help her stakeholders to think outside of their own worldviews.
Educated with a Masters in Applied Anthropology from Cal State East Bay and Undergraduate in Cultural Anthropology from UC Berkeley, Anais further leans on her own lived experiences ranging from military life, dual citizenship, blue and pink collar ethos, and street culture to offer multiple and marginalized perspectives.