National Science & Technology Medals Foundation Lab

User Experience Strategy & Launch Promotion Campaign

How can you highlight some of the most groundbreaking scientific and technological advancements developed by Americans, in a way that can engages and educates people? This was the question the National Science and Technology Medals Foundation asked themselves, so they developed the NSTMF Lab.

As this digital asset neared completion, I was brought in to make sure the Lab fit well inside their website, and to create a promotional strategy. I conducted a user experience strategy audit, identifying improvements to navigation and usability. When all of the user testing was finished and the Lab was ready to go live, I made sure that we were driving traffic to the site and encouraging social sharing. I wrote a press release and distributed it to news outlets, designed and wrote copy for a Facebook and Instagram campaign, and created a social media strategy for the Foundation to execute.

We successfully drove over 3000 users to the Lab in the first week after the launch, and continued to drive steady traffic to the site in the weeks that followed. Using A|B testing on images and copy, we were able to increase click-through rates and decrease cost-per-click.

The Lab is still an excellent digital diversion, and I encourage you to check it out.