NASA +
Class Project
Spring 2024
UI Design
UX Design
Team of 5
Overview
NASA+ makes space and science engaging for kids through its vast content library and Cosmo, a friendly AI that answers questions in a simple, accessible way, inspiring future explorers.
Role: Team Lead, Visual Design Lead
Specifications
Team:
Sejoon Kim, UX Research Lead
Lara Kurt, Branding Lead, UI Design
Lukas Wiesner, UX Research, Interaction
Julian Salinas, UI Design, Interaction
Duration: 10 Weeks
Tools: Figma, Illustrator, After Effect
Project Topic
Identify a brand that needs help, it may be a brand that was once a great brand and fell off, or it is still a good brand, but has a clear opportunity for growth and/or innovation.
Assumption
“I see NASA only on a T-shirt these days.”
The team recognized that NASA logos appear in many places, yet the organization's activities have remained relatively quiet recently. For those who grew up inspired by space exploration, NASA is the perfect brand to re-ignite interest in this topic.
Secondary Research
While exploring people’s interest in NASA and their curiosity about space and science, we also examined related information. This included the reputation of science among Gen Z, the current state of the STEM field, and NASA’s demographic reach.
More than 85% people were interested in STEM in their young age.
18-24 are guided more by science fiction and movies than a real understanding of what is happening in space.
7% of the agency’s science and engineering workers are age 20 - 29.
56% say they have heard a little, and 33% say they have heard nothing at all about NASA.
Expert Interviews
We engaged experts by exploring their motivations for pursuing scientific careers, examining the role NASA played in influencing their choices, and gathering their opinions on the effectiveness of NASA’s public outreach. This provided valuable insights into how NASA impacts career decisions and its current outreach strategies.
Reggie Martin
Chief of Branch Control Division at NASA Kennedy Space Center
Tap to view the quotation.
Tae-jin Chang
Senior Researcher at Korea Aerospace Research Institute
Tap to view the quotation.
Nathan
Meteorologist Student in College
Persona — Target Audience
As previously mentioned, our target audience was the future generation, specifically children aged 7 to 11—an age when they begin imagining their dreams for the future. Our goal was to inspire them by introducing possibilities and options for their future aspirations.
Activities with students
The Mars rover, named 'Perseverance,' received its name through a student contest organized by NASA. This inspired us to collaborate with an elementary school, involving students in the design process of the platform.
During the exercise, we identified three key insights.
Extensive amount of questions
Fascinated about the space
Delving deeper into the concept of drawing 'relatable pictures,' we observed that the majority of students used purple to represent space and green to represent Earth.
Drawing a relatable pictures
NASA+ Cycle
STEM
LEARNING
The cycle highlights three main components: NASA+ content, STEM learning, and their integration with Cosmo AI, which connects the two seamlessly.
Lo-Fi — Design Development
I designed big and bold content boxes to emphasize the visuals and capture kids' attention. Additionally, I incorporated intuitive buttons and arrows to provide clear navigation and ensure a user-friendly experience.
Mid-Fi
I focused on creating an interactive button icon and a clear direction indicator to enhance usability. Additionally, we prioritized child-friendly UX writing and ensured color contrast was appropriate for young users.
Survey
To validate our assumption, we began by gathering insights from a diverse group of people. We asked individuals ranging from 18-year-old students to those aged 65 and older who grew up witnessing NASA’s achievements. Additionally, we aimed to gauge how interested people are in learning about space and science.
101 respondents
6 continents
ages 18 - 65 +
Design System
Reflecting on the insights gathered from elementary school children, I developed two design versions: Green and Purple. The final decision will be made based on the results of A/B testing.
User Testing
We returned to the same elementary school and asked the same group of students for feedback on how our product had evolved. As our initial target audience, the students provided more practical and honest feedback, helping us refine the product further.
A/B Testing
We also visited Forsyth Park to interview parents and gather their perspectives on the platform. During this visit, we conducted A/B testing on the two versions and asked questions to gauge parents' willingness to create an account for their child or children.
For the final design, we chose purple over green, as the majority of testers felt that purple was more relatable to space. Additionally, we incorporated more space-related graphics to enhance engagement and capture students' interest.
Featured — Final Design
'Featured,' showcases a large visual representation of the content in a slide-up-and-down style, highlighting and suggesting new content from NASA.
For You
Suggested content is tailored to the user's preferences, helping them discover new materials related to the videos they have already watched.
STEM Activity
A conversational AI named 'Cosmo' is designed to be easily approachable and ready to answer any questions children have about the world, fostering their curiosity and learning.
Ask Cosmo
A conversational AI named 'Cosmo' is designed to be easily approachable and ready to answer any questions children have about the world, fostering their curiosity and learning.
Vision Video
Instant Metric
> Amount of membership
> Amount of Daily Traffic
> Amount of Views
5 Year Metric
> Attention to NASA
> Raise of Budget
> National Education
Collaboration
10 Year Metric
> Flow of Future Talents
Key Performance Indicator
WHY
Media coverage of NASA often highlights its past glory from the 1970s, but it rarely focuses on the advanced technologies NASA is currently developing.
HOW
Utilize the vast collection of data and stories to inspire the next generation, encouraging their engagement with science and technology.
WHAT
An educational platform designed to showcase videos and activities, allowing users to experience the wonders of space and explore how science is applied.
Interested in exploring more? ✿˖°
