Ben Shown and
Megan Greco got to design with the funnest team at NASA. Some highlights:
- NASA's redesign succeeded because it grounded decisions in audience motivations, not just demographics, using an alternative to personas, they called "Thinking Styles", to identify how people approach problems differently.
- The team used a research-led, low-fi-first process: large-scale survey work, in-depth interviews, rough concept exploration, and repeated stakeholder critique to get better strategic feedback faster.
- Outcome was not just a visual refresh but a scalable system: Horizon gave NASA a consistent design foundation across thousands of sites and supported products like NASA.gov, NASA+, and the Space App Challenge platform.
BTW, it was fun to see these "Thinking Styles" illustrated using Muppets characters: Miss Piggy is the Pragmatist, Beaker is the Learner, Gonzo is the Explorer, and Kermit is the Connector.