Here is an outline of how it works. Give a DNA sample using a painless cheek swab, put it in the mail and your DNA sequence will be determined. The sequenced DNA gives a string of numbers and letters that represent gene sequences. This string of letters and numbers is combined with a personal serial number to create a unique website address. The unique website address is encoded in a QR Code and transformed into a custom canvas. Scanning your personal QR Code art work will direct you to your unique ancestry page (video below). Marketing genius! For more details visit the DNA 11 website.