Introduction
The case study focuses on enhancing the effectiveness of storytelling on the Jet Propulsion Laboratory (JPL) website through a qualitative analysis of voice and tone and comparative analysis between JPL and SpaceX websites. The study aims to identify the challenges JPL faces in communicating complex, technology-heavy content in an engaging way to a diverse audience, primarily space enthusiasts and STEM professionals, and provide recommendations for improvement.
Problem Statement
While JPL excels in conveying complex, technological content, it faces significant challenges in inconsistent voice and tone and the shortage of balanced microcopy and visual elements, which hampers its ability to maintain an authoritative and engaging online presence.
Recommendation
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Adopt a consistent voice and tone across all web content to maintain professional credibility and user engagement
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Enhance the integration of text with visual aids, including dynamic images, interactive elements, and infographics
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Use sidebars or pull quotes to summarize complex technical content
Before We Start, What Is JPL?
The Jet Propulsion Laboratory (JPL) is a premier center for robotic space exploration funded by NASA and managed by Caltech, known for its successful missions to every planet in our solar system, including Mars rovers.
JPL Homepage
Who Are the Audience?
What Do People Most Care About?
According to a Pew Research Center survey conducted in June 2023, which included a substantial sample of 10,329 Americans, two primary interests stand out in the public's view of space: conducting basic scientific research to expand our knowledge and searching for extraterrestrial life and habitable planets.
Process Overview
Research
Method
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Comparative study: SpaceX website used as a benchmark
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User scenarios:
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Identifying and reading through one featured story
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Exploring the details of a space exploration mission
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Analysis
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Qualitative analysis of JPL's website content using Four Dimensions of Tone of Voice" by Nielsen Norman Group
Research Questions
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How does the current voice and tone of JPL’s website cater to the informational needs and engagement of space enthusiasts versus STEM professionals?
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How effectively does the voice and tone convey JPL’s intended messages and uphold its brand identity?
Examination
Scenario 1: Identify and Read through One Featured Story
Determined Pioneers.
JPL's homepage effectively employs an ambitious and authoritative voice through strategic word choice and design elements.
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Present continuous verbs to emphasize ongoing commitment to discovery, with powerful terms like "Exploring" and "Searching" aligning with JPL's mission.
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The use of "new worlds" frames space exploration as a historic adventure.
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The tagline "JPL dares mighty things" reinforces the brand's pioneering spirit in space technology and research.
Dreamy,
Evocative,
And...Informative?
Phrases such as "the dark curtain sprinkled with tiny dots of light" and metaphors like "sparked romances" enrich the narrative, blending the fantasy with the scientific to engage readers at an emotional level.
Yet, when describing JPL’s technical achievements and the complex mechanics of its space missions, the tone shifts immediately to being informative.
Condense,
Consistent.
The page focuses on mission specifics and timeline and enhances user engagement through real-time elements like a launch countdown and links to live webcasts.
Hmm, Dreamy Again?
The use of adjectives such as “astonishing” and “bizarre” introduces a more casual tone that may inadvertently diminish the professional voice expected in serious space exploration discussions.
Scenario 2: Explore the Details of a Space Exploration Mission
Authoritative,
Contextual.
The page begins effectively with a brief paragraph that outlines NASA's investigation into the habitability of life on Europa, Jupiter’s moon.
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An accompanying image of a spacecraft approaching Europa sets the context for the mission and visually communicates the operational plan
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The use of the term "reconnaissance" implies the complexity of Europa’s environment and conveys a sense of military precision.
Dry,
Drier than the Sahara.
However, the page quickly falls short in visual engagement beyond this initial display.
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The opening paragraphs is repetitive: this redundancy undermines the page's professional credibility and dilutes the authoritative tone
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The good textual description of Europa fails to resonate without visual aids to help visualize this distant moon
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The mission instruments list without any accompanying images or links adds a disrupting tone to users who want to learn more.
Condense, Consistent.
SpaceX effectively integrates text and visuals on its "Starship" mission page, enhancing both its authoritative voice and user engagement.
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The technical descriptions and ambitious performance metrics appeal to a technically informed audience and captivate a broader public interested in space exploration advancements.
Recommendations
Recommendation #1 Unifying Voice and Tone Across All Pages
Add a transition sentence to smooth the change of the tone:
Behind every dream of exploration lies a meticulously crafted instrument, ready to transform wonder into scientific breakthrough.
Put this section right after to strengthen the authoritative tone and enhance user engagement.
Recommendation #2 Balancing Visual & Text
Matching Visual to showcase the mission
Action button to increase click rate of JPL and NASA websites
Switch to view info of different instruments
Reflection
Be Techy But Also Be Human
JPL's renowned achievements in space exploration often involve complex technical jargon. However, with thoughtful content design, this complexity can be conveyed clearly while maintaining an authoritative yet engaging voice and tone. By balancing scientific precision with accessible language, JPL can effectively communicate its groundbreaking work to a broader audience, inspiring both experts and enthusiasts alike.
We Are Visual Animals
When telling an exciting story, content designers should always consider incorporating engaging visual demonstrations to complement the textual description. This approach not only enhances user engagement but also aids in comprehension by providing context and clarity. Visual elements such as images, infographics, and interactive features can effectively illustrate complex ideas and narratives, making them more accessible to a diverse audience.