Kennedy Space Center IA Redesign

Goal

Redesign the Kennedy Space Center website’s information architecture to improve content findability, reduce navigation complexity, and support visitor journeys through a clearer, research-backed structure.

Outcome

The redesigned IA improved task success to 88%, reduced click depth for key actions, strengthened category clarity, and aligned the site structure with the mental models of families, educators, and space-enthusiast visitors.

Role

Product Analyst
Collaborated within a 4-person team, contributing to research synthesis, card sorting analysis, IA modeling, and validation through Treejack testing.

Course

Information Architecture – UC Berkeley Extension

Tools

Optimal Workshop (Treejack)

Skills

Card Sorting, Tree Testing, Task Analysis, IA Modeling, Sitemap Design, Accessibility Planning

Initial Research & Business Goals

To understand what the IA needed to support, we identified top-level business objectives and mapped the most frequent tasks visitors attempt on the site.

Primary Business Goals

  • Sell admission and launch tickets
  • Promote group visits and educational programs
  • Support teachers, students, and families
  • Communicate launch schedules and operational updates

Key User Tasks

  • Buy tickets
  • Plan a visit
  • View launch schedules
  • Reserve group visits
  • Find accessibility information

User Personas

  • Nelly — A teacher planning a school visit who prioritizes logistics, cost clarity, and accessibility
  • Micah — A space-enthusiast student eager to discover attractions and upcoming launches
Nelly persona diagram
Nelly persona focused on educational value, logistics, and accessibility for student groups.
Micah persona diagram
Micah persona representing high engagement in attractions and space experiences.

Task & Content Analysis

Task Inventory

We documented 25+ discrete visitor tasks and scored them based on frequency and business importance to shape prioritization.

Gap Analysis

Several content gaps and pathway issues emerged:

  • Support pages lacked direct links to launch schedules and group reservations
  • Key content like maps and operating hours was buried several clicks deep
  • There was no dedicated page explaining pass inclusions or experience levels
Gap analysis diagram
Gap analysis identifying buried content, weak pathways, and unclear mapping between user tasks and site structure.

Card Sorting & Abstract IA

We conducted open and closed card sorting sessions to reveal how users naturally categorize the content. Five patterns consistently emerged:

  • Plan Your Visit
  • Launches & Events
  • Explore Attractions
  • Groups & Education
  • Accessibility & Support

These groupings shaped an abstract IA that aligned with user expectations and removed redundant or confusing categories.

Abstract IA diagram
Abstract IA reflecting user-centered grouping of site content before finalizing the sitemap.

Tree Testing & Validation

Using Treejack, we validated our redesigned structure through scenario-based tasks.

  • Find launch times
  • Plan a group trip
  • Locate operating hours

Results showed significant improvement:

  • 88% successful task completion
  • Reduced click depth across all pathways
  • Higher confidence in category labeling
  • Improved clarity in top-level sections

Sitemap Redesign

The final sitemap organized content into intuitive, goal-oriented categories that reduced friction and brought the most important visitor tasks within one or two clicks.

Key IA Principles Applied

Hick’s Law

Reduced top-level categories from nine to five, simplifying decision-making and reducing cognitive load.

Accessibility & Usability

Improved labeling consistency, logical grouping, and mobile-first navigation. Enhanced pathways for support, FAQs, and accessibility resources.

Final Takeaways

This project strengthened my ability to build user-centered information architecture systems grounded in research, testing, and behavioral patterns. It reinforced the value of IA as both a usability function and a storytelling tool for large digital ecosystems.

  • Translate research insights into clear, intuitive structures
  • Validate IA decisions through card sorting and tree testing
  • Align content strategy with user goals and organizational priorities
  • Design accessible pathways that support diverse visitors