Redesigning the Experience of the Science League
Science League is an educational platform that challenges its members to be change agents in their communities. It offers a set of missions in which members compete to solve particular challenges in different fields ranging from arts to science. The missions are designed to inspire real world interactions through the online community. Members upload videos and pictures that document their experience of completing the mission to the platform. In turn, they receive badges as rewards.
Science League asked Made of Labs to help them better inform the national community about their range of services, and encourage them to donate, volunteer and participate. However, the target generation demanded we do more than rebrand the Science League or provide them with a new look and feel for their site. We needed to design an experience that could compete with an era of digitization. Further, we restructured the business model of the Science League and developed a new set of value propositions along with a differentiation framework to ensure the newly designed experience fits the requirements of the beneficiaries.
Made of Labs worked collaboratively with Science League to create a user experience that helped beneficiaries get involved, regardless of how much time or effort they were able to offer. We conceived of a spectrum of actions, from sending a postcard to learning, playing, and volunteering. In this way, we created opportunities for users with a variety of priorities and levels of involvement.
Industries
Education
Community development
Science & Technology
Services
Design consultancy
Branding design
Strategy & Positioning
Web Design & Development
Collaborators
Made of Labs
Ahmed Okour
Sufian Ahmad
Sja Irshaid
Tammim Hamoudi
Raja Azaizeh
BRAND BUILDING
Competitive Analysis:
Analysis was conducted to understand and build upon the competitive gaps in the offerings of similar institutions while having the ability to counter their strategies.
Value Propositions:
We developed propositions for five types of potential Science League beneficiaries. These value propositions would serve as the north-star for how the Science League delivers services and products to meet the needs of their beneficiaries.
Opportunities:
Insights were categorized into a final list of opportunities that guided us throughout the design and production phase, and helped us illustrate our design strategy.
Positioning Opportunity Matrix
Strategy & Positioning
Science League’s challenge was not just a design challenge, it was a strategic challenge. The struggle to find and communicate the essence of the organization closely related to how successfully they could outpace competitors, find corporate partners and funding, and expand across the country to new markets.
Brand Platform & Attributes
Through research, competitor analysis, and workshops, we helped Science League distill their brand attributes, emotional benefits, functional benefits, onliness statement, archetype, brand story, key messages, and tagline. These elements form their new brand platform and serve as the north star of our design work.
Brand Color Palette
The colors has been carefully selected to reflect the newly crafted vision and mission of Science League while enhancing the brand attribute. The team continued to build on the strategic positioning bringing up the brand values and attributes through grouping colors. The resulting brand is a celebration of the vision we aspire to have.
Website Wireframing
Worked together with Science league to identify primary and secondary audiences, build an all-encompassing map of the new site, and identify goals and objectives for each page. In this way, our content strategy makes sure to meet the user experience and interface needs of the many different types of beneficiaries that come to the website.
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