<ul><li>AncestryDNA, a DNA testing product, has managed to sustain user engagement despite being perceived as a one-time-use product due to its ability to tap into personal curiosity about ancestry and ethnicity.</li><li>The product experience of AncestryDNA is simple - order a kit, swab your cheek, send it back, and receive a detailed breakdown of your ethnic background and potential DNA relatives, leading to a one-and-done use case.</li><li>Realizing the limitations of a single-use model, AncestryDNA expanded horizontally and vertically to create more reasons for continued user engagement and revenue through discovery and personalization tools.</li><li>AncestryDNA shifted from monetizing the test itself to monetizing the ongoing journey by offering personalized health insights, enhancing user engagement and transforming the product into a platform rather than just a one-time product.</li></ul>

Beyond one-and-done: AncestryDNA

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