23andMe CEO Anne Wojcicki On The Company’s Plans
Post date: Dec 5, 2015 3:31:39 PM
Here is (yet another) interview of 23andMe CEO Anne Wojcicki discussing the $150 million in new funding and the focus for 23andMe's relaunch.
23andMe is focused on improving healthcare, not on providing customers with the tools to use and evaluate DNA test results for genealogical purposes.
23andMe has managed to amass "tons and tons of data" by selling DNA test kits to consumers.
Ordinarily, a pharmaceutical company would have to spend tens of millions of dollars or more in order to collect the massive amount of genetic and health history data that 23andMe has been collecting. 23andMe have quite brilliantly, found a way to get their customers to pay for the provision of the DNA data, and to complete surveys about their personal health histories. They have capitalized on the public's interest in DNA testing for genealogical purposes and "genetic health reports" (which provide some vague insight into one's potential for carrying genetic markers that might, or might not, indicate a predisposition any of a handful of diseases), to do so.
Today, customers pay $199 to 23andMe to provide 23andMe with the data that they will sell to pharmaceutical companies and use to develop new treatments for diseases. Not only is this a brilliant business model, but it will hopefully drive advancements in healthcare. I am truly a fan, and I have completed every survey available.
This is not a new vision for 23andMe. Ms. Wojcicki explains that "the vision of 23andMe has not changed from day one". Unfortunately, the focus of their consumer-facing product (their website) had changed. All one needs to do is to compare what is now "the old 23andMe" homepage (see below - not my results; I have already been moved to the "new 23andMe") with the home page of the "relaunched" 23andMe site (further below).
As one can see, the "old 23andMe homepage (above) provided the user with information about themselves right up front. It showed estimated ethnicity, DNA matches, ancestry overview, raw data, and more, all accessible via a singe click. There also was an opportunity to provide more information to 23andMe by completing surveys, but the survey opportunity did not dominate the screen (it was pushed over to the side), and users did not have to go hunting for information about themselves.
The user experience of the "new 23andMe" is quite different. As you can see below, the relaunched 23andMe home page reflects too closely the focus of the company. Collecting your data!
Even when one scrolls down to the bottom, and clicks the link under "Ethnicity and your reports", you won't get your reports. You will get a tutorial about why it is important to self-report your ethnicity, with no link back to the homepage! Even on the homepage there is a link to the homepage (which may seem a little unnecessary).
The genealogically relevant items, such as you ethnicity estimate "Ancestry Composition", and DNA matches (DNA Relatives) are divided between "Reports" and "Tools".
The new homepage experience is more reflective of 23andMe's business focus, not its customer's focus. Customers are focused on either the genealogically relevant items, or the health reports (and frequently both). Completing surveys are generally secondary to these primary interests.
As much as I am a fan of the company and the business model, I am not a fan of the new customer experience, nor of the new price point. Their website should reflect the primary interest of their customers, not of the company. Also, given the profits that 23andMe stands to make through the use and sale of its customer's data, and given the cost of alternatives (I can download my raw DNA data from AncestryDNA, a $99 test, and upload the raw data to Promethease, and receive health reports for only $5), I think that 23andMe should consider reducing the cost of their DNA test kit to something more like $129.
That said, if you have already tested with 23andMe, I encourage you to complete all available surveys (even if you only tested for the genealogical value of the DNA test), and to accept genetic sharing requests (even if you only tested for the health reports).
I also encourage you to contact Ancestors & Cousins for help with your genealogical research.