Attracting a younger demographic for National Geographic

Project introduction

The National Geographic Society needed assistance with its genographic project, the Geno 2.0 Next Generation, to obtain an extensive database of genetic markers for its survey on anthropological genetics, which would help improve research and increase efficiency. This problem was solved when National Geographic tied up with Helix to access its large repository of genetic information. 

However, National Geographic did not have the technology to employ this information to its full potential.

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Challenge

Younger demographics and expanding the existing consumer base

This lack of technology was also affecting National Geographic in attracting a younger audience, which was beginning to affect sales.

Thus, in order to stop the slide and attract the younger demographic, the solution was clear.  Develop an app powered by Helix that would help the Geno 2.0 Next Generation expand its consumer base.

This was when Helix approached Mutual Mobile in 2017 to develop an interactive iOS app named the Geno 2.0 Next Generation Helix.

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Solution

Develop an iOS app from scratch

• The objective was clear as day—develop an iOS app to attract younger consumers and broaden the audience segment.
• The entire development process was slightly tricky since Helix contacted Mutual Mobile, and there was no direct exchange with National Geographic.
• The APIs were developed once a significant portion of the app had been designed, which led to a mock-up of most services.
• Despite these two drawbacks, Mutual Mobile rose to the challenge.
• There was a clear outline that Mutual Mobile created to facilitate the development of the app.
• This wireframe helped convert the vision into reality in seven months.
• The iOS app for Geno 2.0 Next Generation Helix included several interactive features such as individual user authentication, engaging images, charts, personalized videos based on an individual’s DNA, and sharing these videos to social media.

Outcome

Younger demographic, expanded customer base, and greater referrals

Attracted a younger audience

The iOS app helped National Geographic attract a younger demographic, which helped expand its consumer base.

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Greater referrals

The ‘share’ option present in the Geno 2.0 Next Generation Helix app helped it obtain greater referrals.

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Improved user experience

The personalized videos feature opened doors to newer ‘results experience’ possibilities for end-users.

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