Reimagining FamilySearch through the lens of gamification

April 8th, 2025  |  3 min read

While rocking my baby daughter to sleep, I grabbed my cellphone with my free hand to avoid falling asleep myself. I resisted the urge to open social media and opened FamilySearch instead, to work on my family tree.

Navigating one-handed was tricky because I had to pinch with two fingers to zoom in and out. So I started brainstorming possible solutions. During that process, I realized it could also be fun to explore ways to make the interface more appealing to younger audiences.

Every hero needs a call to action 

I checked the FamilySearch website to find any documentation on branding, but I didn’t find much. To create cohesive interactions, I needed users to feel a sense of responsibility and epic meaning right away.

Verbal Meaning

I came across sentences like “Contribute to the global, unified family tree for mankind” or “Feel a closer connection to the past,” but I was looking for something shorter and deeper. After brainstorming ideas using AI, I landed on the tagline "The Story is Yours".

This carries dual significance — connection and responsibility. You can dive deep into details in the graph bellow:

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Visual Meaning

The current logo is pretty literal. It’s a family tree with squares representing each person. The interface and visual identity feel very institutional, and seem to be based on Material Design principles.

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A sample of current visual elements

The goal is to apply subtle gamification techniques. But I also began to wonder:

Would younger people feel more drawn to a visual identity that feels more technological or even slightly game-like?

I noticed the social media team has been doing a great job creating visuals that feel youthful and modern. I had thought about using the squares as pixels, hinting that each person is a building block in the family tree. To my surprise, their recent visuals are exploring something very similar — using small solid squares, warm colors, and simple shapes to bring a sense of playfulness and familiarity.

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A sample of current visual elements

What if we took that idea even further and brought the same aesthetic into the interface itself? I experimented with a pixel-like, square-based pattern across the experience, exploring how it could bring visual consistency and a playful energy. I also had some fun imagining a new logo that follows the same logic.

What if we took that idea even further and brought the same aesthetic into the interface itself? I experimented with a pixel-like, square-based pattern across the experience, exploring how it could bring visual consistency and a playful energy. I also had some fun imagining a new logo that follows the same logic.

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Initial Color Experiment

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Initial Color Experiment