Pacific Science Center

The Pacific Science Center (PacSci) is a private, not-for-profit museum that focuses on science and technology. At the time of the project kick-off, PacSci had been closed due to the COVID-19 pandemic. During that time, PacSci remodeled the grounds, facilities and reexamined their current programming.

Looking toward a reopening in the Spring of 2022, PacSci wanted to redesign and develop a website that demonstrates current and new offerings, including exhibits and events. There was also a need to ensure the new website could properly showcase and host their suite of digital programming and content, which had grown exponentially during the closure.

SCOPE

Pacific Science Center
pacificsciencecenter.org
UX Research and Visual Design
9 months
Figma, Adobe Illustrator, Zoom
Usability testing, visual and UI design, design validation testing
Davey Awards. Gold, Science Website, 2022

PROBLEM

The last redesign was conducted in 2014, during that time a design system and templates were created but were no longer consistently followed.
Users had a difficult time finding information, resources, exhibits, and events.
The site is large, with over 900 pages, causing it to be slow.
The current CMS is difficult to update and change.

GOALS

Create a more modern and easily navigable user experience that clearly demonstrates the many offerings that PacSci has.
Create seamless purchase experiences for general admissions, theater tickets, memberships, and donations.
Host PacSci's growing suite of digital programming.
Provide a sense of dynamic and inspiring in-person and virtual experiences of the Science Center, inspiring curiosity and critical thinking and reflecting their mission and guiding principles.
Resolve speed issue.
Extend the museum experience to more audiences. Specifically, connecting wider audiences to resources, programs, and digital experiences that are convenient, accessible, and fun.

USABILITY TESTING

The PacSci redesign was well underway and in the prototyping stage when I was on-boarded to the project. One of my primary roles was to support another UX designer in conducting moderated usability testing. PacSci recruited 5 participants who represented various target audiences and had a range of familiarity with PacSci.

Our goal for each session was to test navigation structure, get feedback on content, and test hierarchy by seeing if users could find high-priority content.

Sessions were conducted via Zoom and participants were sent a link to prototyped Figma wireframes. During the usability sessions, I took notes and compiled key findings, which were then presented formally to the client.

FINDINGS

Participants who were unfamiliar with PacSci were confused about what is and isn’t included in general admission.
Labeling something as “Tickets Required” was seen as an indicator that you need to get tickets in advance, and it didn’t answer the question of how much it would cost.
On the events landing page: consider exploring a technical way of combining upcoming events with upcoming showtimes so that it shows all the things happening “today.”

On events calendar: better define the event types (participants weren’t sure of the difference between lecture and seminar).
On the Tropical Butterfly House page: change the text of “Butterfly count for June 5, 2022” to “Butterfly count as of June 5, 2022” to be clear that is the date it was updated.
Consider offering a version of the virtual field trip experience as an event that anyone and their child could pay to attend.

DESIGN SYSTEM

As usability testing was underway, I was asked to collaborate with the project’s visual designer to help implement a design system and create visual assets for key components. With an established brand identity and strategy for print we needed to translate this system to a digital environment.

We worked closely with the project team conducting several discovery sessions to identify the tone of the website. Words like “vibrant, dynamic, engaging, exciting, and informative,” were used to inform supplemental fonts and the creation of custom icons, patterns, and imagery. As components and design elements were finalized we created a design system, Illustrator, and Photoshop templates so that PacSci’s new graphic designer could easily develop new assets.

“Overall, we LOVE the design! The double headers, the buttons, the use of arrows, the images are all fantastic!”

— PacSci

DESIGN VALIDATION TESTING

Upon the completion of the design system and prior to launch, we conducted validation testing. As the UX designer on the team I was tasked with developing a script, leading 11 moderated sessions, and presenting findings in a formal presentation to the client.

The primary purpose of the design validation testing was to evaluate design inclusivity with PacSci’s growth audiences, especially people who are Black, Indigenous, Hispanic, Latino, Asian, and non-parents. We were also interesting in:

Gaining insights into content that will help PacSci engage its growth audience, such as what kinds of exhibits you pursue in the future, what types of events you host, and what kinds of resources your audiences are interested in.
Understanding the differences in reactions and interests of non-parents and parents.

FINDINGS

Reactions to the design were overwhelmingly positive. Participants loved the images and described the pages as colorful, inspiring, and informational.

Participants were able to easily navigate through the pages, using either the submenu or the cards.
Multiple participants said they thought the website was for “everyone.”

Many participants expressed surprise and enjoyment over the fact that there was so much at the Pacific Science Center.
Participants mentioned having high expectations for the in person experience after seeing our designs.
Participants liked the diversity of the people in the photos