P003 → Science World - Brainery
A Project By: Aamir Ali, Krista McDiarmid, Nicole Woo, Jacqueline Chiang
The Brainery is a self-paced multi-modal online learning platform that utilizes interactive play-based curriculums to help adolescents explore their interests in STEAM topics.
Science World is an historical
non-profit that curates immersive hands-on educational experiences for children and adolescents.
Our team was enlisted to aid the internal design team in adapting their exhibitions for 2-7 year olds to new pandemic protocols.
In addition to team lead, I was the primary UX/UI designer, responsible for copywriting, content design, and product strategy. As lead, I crafted the road-map, spearheaded our research and guided our unique design process. Additionally, I oversaw user-testing, interviews, and developed the UX for the mobile app and desktop microsite.
To establish a problem space, we analyzed over 5 hours of observation data, 41 survey responses, 100+ Google Reviews, and conducted 16 in-person interviews. Employing various grouping techniques, we distilled the findings into six problem spaces.
Long-standing systemic issues were found, with exhibitions remaining unchanged for years, causing declining interest over time and reducing the perceived value of annual memberships.
Research revealed that pre-teens (ages 8-12) are the second-largest market segment, yet they report 20% lower satisfaction and fewer annual visits than other demographics. This age group experiences a significant decline in visitations, with 60% citing a lack of new content and age-appropriate activities as barriers to return visits. By targeting this audience, Science World could tap into a new revenue stream that has been overlooked.
Understanding The Core Interaction Loop
A journey map was created to identify key touchpoints for intervention. The discrepancy between people’s mood and level of engagement during the core interaction loop highlighted an intervention opportunity.
+ Mood Vs. Engagement: Design opportunities arise at the intersections of people’s engagement levels and mood discrepancies.
During playtime, when engagement should peak, it decreases due to long wait-times as people vie for the same few interactive activities due to a lack of content.
I co-created and facilitated a three-hour workshop with Science World’s lead exhibit designer and families of pre-teen visitors to gather insights on the team’s design concepts.
Using affinity mapping, we organized insights into themes which identified four core principles to base our design focus on:Independence,Activity Advancement, Knowledge Sharing & Collaboration, and Multi-Modal Learning.
Create interactive and regenerative experiences for pre-teens to individually explore, learn, and progress in S.T.E.A.M topics within Science World’s existing galleries and encourage repeat visits.
The Brainery emphasizes self-paced, interactive, play-based learning experiences that encourage users to explore interests. The platform fosters agency in learners, allowing them to guide their educational journeys and discover subjects deeply.
People embark on a seamless onboarding journey, designed to enhance their familiarity with the app and its key features.
The central hub launches users' journeys, fostering self-discovery before they explore subjects more deeply through a node-link system.
Upon finishing the 'General Scientist' node through engaging activities at Science World, outdoors, and independently at home, users advance toward a new specialization.
Each specialization has three tiers to complete. After finishing a stream, participants receive a take-home kit, which can be shared or kept as a memento.
The desktop microsite enhances engagement by offering a new touchpoint for users to explore their curiosities outside of Science World.
Reflecting Vancouver's rich diversity—encompassing various cultures, income levels, family structures, and multigenerational households—The Brainery was thoughtfully designed for inclusivity. It offers free tablets, prioritizes multilingual support, and encourages exploration beyond Science World through its app activities, ensuring accessibility for all, regardless of financial constraints.
Other Projects: