Clever Girl by Carmen Rosa Zagazeta

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GR620 Fall 2016 Carmen Zagazeta

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CONTENTS

DISCOVER TOPIC SELECTION INSIGHTS PERSONAS CREATIVE BRIEF

DESIGN NAMING MOODBOARDS VISUAL LANGUAGE IDENTITY VISUAL SYSTEM

DEVELOP & DEPLOY CLEVER GIRL APP CLEVER BOX SCIENCE-A-THON!

FINAL THOUGHTS

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DISCOVER

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TOPIC SELECTION

INITIAL TOPIC SELECTION We were instructed to think of 5 things we liked, 5 things disliked, 10 problems that could be solved, 10 t hat could not be solved and ten problems that c ould be improved with better communication. The idea behind this brainstorming session was t o helps us to find a Topic of Investigation.

Assignment 1: Five things I like, five things I donâ&#x20AC;&#x2122;t like, five things that are mysterious.

TOPIC SELECTION

FIVE TOPICS OF INVESTIGATION

Making First Contact

Women in STEM

Due to the vast, overwhelming distance between the Earth and the nearest inhabitable planet, we may never know if life outside of our home has or will ever exist. Since we don’t have a vehicle that can travel faster than the speed of light, making contact with alien civilizations is almost impossible.

Our society still has negative gender stereotypes for both men and women. These notions can be detrimental to an individual’s development and happiness. In particular, there’s little encouragement for girls and young women to seek STEM related careers. This lack of enthusiasm is often times a response to persistent gender bias, such as the notion that women are inferior in male dominated fields, like science and engineering.

I would like to conceive a way to travel through wormholes in space, offering the opportunity to cross incredible distances in seconds, without breaking the speed of light, and discover if we are indeed alone.

TOPIC SELECTION

CHOSEN TOPIC:

WOMEN IN STEM

Secular State

About the Round About

Brain for Sale

The belief in a god has been the catalyst for wars, death and atrocities throughout history. Even today there’s pressure to legislate from a religious point of view among many politicians in the United States. I wish to educate about the reasons behind the separation of church and state, and to gain support for all secular causes in the country.

Few people know how to use a round about in the United States. This causes traffic to come to a halt or, in many cases, accidents. Drivers stopping at an empty roundabout or even treating it like a four way stop, have become common occurrences at these intersections. I wish for drivers to use roundabouts properly, speeding up traffic and reducing the number of accidents.

Although there’s an understanding of how the human brain works, modern science still speculates about much of it’s varied functions and parts. When diseases like Alzheimer’s or Cerebral Palsy degenerate brain tissue, we don’t have a way to replace it or transplant it, like with other organs. I would like to create a futuristic company that offers artificial brain replacements for patients with degenerative deceases or brain damage.

FOLIO INSIGHTS

INSIGHTS AND OBSERVATIONS

A piece of information that is not well known or understood. Between elementary and high school, many gifted girls begint to loose interest in academics, specially STEM related subjects. The result of understanding the inner nature of things. There are hormonal changes during puberty that exacerbate the problem. Certain biochemical and neurological differences can set girls apart. The production of estrogen, early growth of the amygdala and anterior cingulate cortex, all contribute to a tendency toward caution, worry and emotional reactivity that increases during puberty. Girls are more geared towards relationships, they are more interactive to faces and even smile at an earlier age on average than boys. The Stone Center at Wellesley College introduced the concept of “self-in-relation”. This concept proposes that women develop through their relationships with others. They also observed that women are often rewarded for being care-takers. This social construct can create problems, when assertiveness is required for success. Many girls can be labeled as “bossy” or ‘overbearing”, and this will have a great effect on their personal development.

INSIGHTS

An introspection. Stereotypes about girls’ abilities still persist. Teachers and parents tend to underestimate girl’s innate abilities. They assume that the girls just work harder, while the boys are inherently good at STEM subjects, while there’s no scientific evidence to support those claims. Middle School girls know themselves to be capable and talented, but they are also aware of the stereotypes and social stigma associated with their success. The result of an acute observation and deduction. Girls can benefit from meeting women who are successful in STEM fields, and who can balance work and family life. These role models can include computer programmers or aerospace engineers. When social or group activities are in place, girls tend to show off their talents. If science is normalized, the social stigmas and stereotypes don’t influence the gender dynamic as much. When girls are able to not conform to the negative gender roles, they can achieve great success in STEM fields. An understanding of cause and effect based on identification of their relationships and behaviors. Middle School aged girls tend to modify their behaviors to fit in and conform to society’s stereotypes of femininity, sexuality and beauty. They become preoccupied with their appearance, specially in terms of peer pressure and expectations. They are forced to choose between popularity and their passions, resulting in many times an abandonment of STEM interests. Some of them even “dumb themselves down” in order to not alienate other girls or intimidate the boys. In conclusion, the research shows that girls go through a critical stage during Middle School, where both their bodies, psyche and external influencers can detiment their scientific development. This stage can, however, be overcome if youg girls are encouraged to persevere and, in particular, if teacher, parents and role models use the girl’s inherent social skills and personality strengths to counteract the potential damage.

PERSONAS

PERSONAS GIRLS AND MOTHER The following personas were chosen in light of the insigths found through research. Due to the highly social component in wmen’s development, the personas were created with a thorough social perspective. Additionally, the parental figure was added as secondary audience/influencer.

ALICE: THE FASHIONISTA Demographics Age: 13 years old. Average grade in Math: C. Has a stay at home mom who has never worked. Has two older brothers. Traits Talkative: She gets in trouble for talking during class. Outgoing: Has no problem making new friends. Scretly Insecure: She hides her insecutiry behind false bravado. Complacent: She’s OK with coasting, as long as she doesn’t get in trouble. Computer Savvy: She’s very good at using technology, specially her phone. Fashionable: She likes to have the latest clothes and accesories. Attractive: Boys her age gravitate towards her and ofter ask her out.

ENJOYS

Shopping

Watching reality TV

Texting

PERSONAS

JOAN: THE MOM Demographics Age: 39 years old Average grade in Math: C+ Had a single mom, who worked two jobs. Is in a a stable marriage Dual income household. Has a 13 year old daughter

ENJOYS

Shopping

Watching Home Shows

Reading Romance

Traits Organized: Likes to plan ahead and make lists of tasks to complete. Hard Working: Works as a dental assistant, while doing most of the chores. Crafty: Loves crafts and “hands-on” projects for the home. Concerned: Is constantly worried about her daughter and her future. Friendly: Loves to interact with other women her age, that have daughters too. Overwhelmed: Is constantly tired from a large list of things to do. Optimistic: Although she struggles with the day to day, she is quick to find solutions and see the bright side.

CLAIRE: THE MATHLETE Demographics Age: 13 years old. Average grade in Math: A. Parents are married, they both work full time. Has a younger sister Traits Responsible: Takes her classes and school work very seriously. Inquisitive: Likes to ask questions and will always try to find the answers. Shy: Doesn’t like to speak out loud or draw attention to herself. Computer Savvy: She’s good at using technology, specially her computer. Loyal: Has a small group of friends with very strong attachments to them. Likes Comfort: Likes clothes,dresses well, but won’t sacrifice comfort for fashion Passionate: Dedicates herself entirely to the activities she likes.

ENJOYS

Reading comic books

Watching Netflix

Gaming

CREATIVE BRIEF

CREATIVE BRIEF AND DELIVERABLES

Background Between elementary and high school, many young girls loose interest in science. In particular, there’s little encouragement for them to seek STEM careers. This lack of enthusiasm is often times a response to persistent gender bias, such as the notion that women are inferior in male dominated fields, like science. Audience Primary audience: Young women in middle school that have an interest in the sciences. They’re technologically savvy, very loyal to their close friends and highly inquisitive and curious. Secondary Audience: Parents of young women that are in middle school and have an interest in the sciences. They may inadvertently underestimate their daughter’s aptitude for science. Outcome To encourage young girls to pursue STEM subjects beyond middle school. To help parents encourage their daughters in scientific pursuits. SMP Discover your inner genius. Keywords Discovery, Gender, Confidence.

FOLIO CREATIVE BRIEF

DELIVERABLES Mobile App App with fun science-based games and a community or forum aspect. In this app girls can share photos of their projects, like, comment and rate other projects, play games against each other etc. By integrating a social platform, the app leverages girl’s relationship strengths to create a stronger attachment to science as well as a support group in case of harassment or bias. Media: Mobile App for iOS. Quantity: Sign Up, Profile, Discover, My Science Feed, Clever Hunt AR Game, “Science box” sign up, Scholarship Search. Science-a-thon! A contest where girls compete against each other in a scientific and physical obstacle course. Organized in teams of six, the participants are tasked with finding the parts and building a robot along the course. As they advance, they have to carry their project with them and ensure it stays operational. In the end, the robots race each other for the victory. The winning team gets a grand prize of a $10,000 scholarship for each girl, as well as a field-trip to a renowned STEM facility, such as NASA, the Hubble Telescope, Google Campus, etc. The second place gets to join in the filed-trip, while the third place wins a free ticket to another science-a-thon! Media: Outdoors event Quantity: Graphics for game structures, tickets, uniforms for teams, signage. Product Design A “science box” where the girls can work on a fun science project. These projects encourage the use of science in ways relevant to their age group and interests, thus motivating the pursuit of scientific fields. Media: Packaging and collateral materials. Quantity: All graphics on all sides, comped digitally.

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DESIGN

INITIAL NAMING

INITIAL NAMING IDEAS A name was selected by merging two ideas: a descriptive name and a magic spell. However, the different spelling was left behind in favor of a straight forward, yet playful choice.

Founder

Descriptive

Z Project

Science for Girls

STEM Girls

Zagazeta foundation

Genius Gal

Magic Spell

Combinations

Dskover

The Athena Project

Clevr

ScienceUp

genieUS

Roots to STEM

INITIAL NAMING

CHOSEN NAME:

CLEVER GIRL

Acronym

Metaphor

GFS. Girls for Stem

Athena

WISE. Women in Science and Engineering.

Ada

GALS. Girls are able to learn Science

Fabricated Femscience Galent StemFem Girltific

Gifted Clever Bright Roots

REFINED IDENTITY FOLIO

REFINED IDENTITY

After exploring several directions, a science-inspired, bold and playful logo was created. The typeface is used in two different weights to show hierarchy. The icon, in itâ&#x20AC;&#x2122;s central position, takes the center stage with the only color present in the identity.

Typefaces

ZONA PRO BOLD ZONA PRO THIN Colors C:79 M:12 Y:45 K:0 C:83 M:77 Y:56 K:75

Identity Sketches

MOOD BOARDS

MOOD BOARDS DISCOVERY & GENDER Out of the three main keywords, the concepts of “Discovery” and “Gender” yielded the most appropriate visuals for the project. A combination of illustration, bold typography and vibrant colors against dark backgrrounds, served as a starting point for the initial visual language explorations.

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VISUAL LANGUAGE

INITIAL POSTER The inpiration drawn from the moodboards was very useful for creating these inital sketches. After a few explorations, the project settled on highly illustrated, contrasted and bold visuals.

VISUAL LANGUAGE

The icons, in vibrant, youthful colors, shine against a navy blue backgound that serves as a counterpoint to the bold, yet whimsical typographic choices. The main sans serif used in the titles is accompanied by the slab serif Caecilia. This typeface adds a softness that is approriate to the subejct and audience and objectives.

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DEVELOP & DEPLOY

CLEVER GIRL APP

MOBILE APP CLEVER GIRL

The first deliverable is a Social Media App. This application consists of several sections: First, a social media feed where girls can find, create, like, comment and share posts. This section uses push notifications to keep users up to date. Second, the app has the option for signing up to receive and manage a Clever Box â&#x20AC;&#x201D;which is the projectâ&#x20AC;&#x2122;s second deliverable. Additionally, girls can find STEM related scholarships and apply to them directly on the app. Finally, users can participate in the Clever Hunt, an augmented reality game that finds clues and problems troughout the city. As users complete problems or solve riddles, they accumulate points and achievements that translate into real world discounts for books and supplies.

Initial Sketches

FIRST DELIVERABLE

PROFILE

N OT I F I C AT I O N S ja n e 0 1 l i k e d y o u r p i c t u r e

JA N E 01 M at h l e t e Fa s h i o n i s t a ! Pl e a s a nt o n , C A

CLEV E R

ja n e 0 1 t a g g e d y o u i n a p o s t

C a r l a J . P i c k e t t r e ac h e d L e v e l 1 2

GIRL

MY INFO User Name

Z o e 3 2 24 s o l v e d a n e q u at i o n i n ...

C L E V E R B OX : 2 AV A I L A B L E

ja n e 0 1 l i k e d y o u r p i c t u r e

C L E V E R H U N T: 1 3 7 P O I N T S Password

Z o e 3 2 24

POSTS

C a r l a J . P i c k e t t i s o n t h e C l e v e r H u nt N OT A M E M B E R ? S I G N U P H E R E

Z o e 3 2 24 l i k e d y o u r p i c t u r e

ja n e 0 1 c o m m e nt e d o n y o u r p i c t u r e

Z o e 3 2 24 o r d e r e d a b o x

FEE D

Bac

C L E V E R B OX

W r it e a P o s t

PROFILE ja n e 0 1

C L E V E R B OX

C U RR EN T B OX

L AVA L A M P

ja n e 0 1

R e c e i v e d : O c t o b e r 31

2 AV A I L A B L E

SCHOLARS HIPS S C I E N C E - A -T H O N !

35 likes

2 c o m m e nt s

INTRO This clever box will show you how to make a home Lava Lamp and teach you about how electrically charged elements interact with each other.

35 likes

Main menu sidebar

D I S C OV E R

Components:

B OX F E E D

S o mu c h f u n at #

4 shares

Main feed

L AVA L A M P

Easy Preparation Time: 10 minutes Subjects: Chemistr y

INSTRUCTIONS V IDEO TU TOR IALS

C O N TA C T

S o mu c h f u n at # s c i e n c e - a - t o n ! G o # t e a m at o m

INST RU CTIO NS

2 AVA I L A B L E

SETTINGS AB OUT

INSTRUCTIONS B ac k t o C l e v e r B o x

W r it e a P o s t

Clever Box home

Written Instructions

Vid

SCHOLARS HIPS

CLE V E R GIR LS NE AR YOU W E â&#x20AC;&#x2122; V E G OT Y O U R B A C K The Largest Database Search, rev iew and apply to some of the most prest ig ious scholarships available for young

Jane 01

Carla J.

Z o e 3 2 24 Simply choose the scholarships you want to apply for and we w ill beg in the process for you.

F E AT U R E D B OX E S fur ther instr uct ions once the applicat ion has been submited.

GO B y click i n g G O, y o u a g r e e t o o u r Te m s t h a t y o u h a v e r e a d o u r D at a U s e P o l i c y.

Find new friends and fun posts

Sch

FEE D

CLEV ER HU NT

137

W r it e a P o s t

ja n e 0 1

IT’ S ALL AR OUN D YOU What is the Clever Hunt?

FOR 2 POINTS: FIND “X”

E Q U AT I O N

Clever Girl has developed a unique, game that uses Aug mented Realit y (A R) to help you discover and lear n about science around you.

2 POINTS

2 x + 40 = 6y y - 32 = 8x

Use the camera to browse your sur roundings.

- 3 .1 7

-4.2

3 .04

The harder the quest ion, the more points!

LAU NCH GAME

S o mu c h f u n at # s c i e n c e - a - t o n ! G o # t e a m at o m 35 likes

2 c o m m e nt s

4 shares E

N E A R BY

Back to main feed

Game play - An equation as been found

N E A R BY

Game Play - An equation is being solved

S C I E N C E - A -T H O N !

TUTOR IALS

B ac k t o C l e v e r B o x

W r it e a P o s t

U P COMING N E A R YOU

PROFILE V I D E O T U TO R I A L S

C L E V E R B OX

L AVA L A M P

ja n e 0 1

S A N F R A N C I S CO

2 AV A I L A B L E

Easy Preparation Time: 10 minutes Subjects: Chemistr y

N OV E M B E R 1 8 , 1 9 , 2 0

SCHOLARS HIPS S C I E N C E - A -T H O N !

What is Science-a-thon? your best fr iends to compete in an act ion

and w in wonder ful pr ices!

SETTINGS AB OUT

JO IN NOW !

C O N TA C T

A L R E A DY I N A T E A M ? S I G N I N H E R E

S o mu c h f u n at # 35 likes

Video tutorials

Main menu sidebar

Science-a-thon sign up

SCHOLARS HIPS

A P P LY

SELECT Select

Girls in Science yearly award

B e g i n t h e ap p l i c at i o n p r o c e s s b y w r i t i n g a n e s s a y a b o u t a c h a l l e n g i n g t i m e i n y o u r ac a d e m i c c a r e e r... L e a r n M o r e

B e g i n t h e ap p l i c at i o n p r o c e s s b y w r i t i n g a n e s s a y a b o u t a c h a l l e n g i n g t i m e i n y o u r ac a d e m i c ... L e a r n M o r e

G i r l M at h l e t e s C o l l e g e F u n d

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Av a i l a b l e t o g i r l s t h at h av e p a r t i c i p at e d i n at l e a s t t w o m at h l e t e s c o mp e t i t i o n s w i t h a s c o r e of... L e a

A d a L o v e l ac e s c h o l a r s h i p

ou. C o m p l e t e a q u e s t i o n a i r e a n d w r i t e a n e s s ay a b o u t

Complet e a quest iona i re and w r ite an essay about

L ear n More

Wo m e n o f To m o r r o w

G r a nt e d o nc e p e r y e a r, t h i s aw a r d r e q u i r e s t h e r e c i p i e nt t o h av e a G PA o f at l e a s t 3 . 5 a n d a n S AT... L e a r n M o r e

G r a nt e d o n c e p e r y e a r, t h i s aw a r d r e q u i r e s t h e r e c i p i e nt t o h av e a G PA o f at l e a s t 3 . 5 a n d a n S AT... L e a

Scholarship Database

Scholarship bulk application

App Wireframe

CLEVER GIRL APP

CLEVER BOX

SCIENCE PROJECTS

Clever box is an experiment box delivered to suscribers. It uses a virtual work bench on the Clever Girl app where girls find elements to build an experiment. They can mix and match different items until they find the correct three that will actually form a project, in this case a lava lamp. As the girls â&#x20AC;&#x153;matchâ&#x20AC;? parts to build boxes, they learn about the qualities of all the available items. Once they gather the parts for a box, they graduate from Lab Assistant up to Scientist. Only Scientists can order the Clever Box to assemble at home.

Clever Box sketches

SECOND DELIVERABLE

CLEVER BOX

Clever Box design, viewed on all sides. This box holds all the ingredients necessary to perform an experiment, as well as an instructional booklet.

CLEVER BOX

Instructions to accompany the box and feature all the steps and ingredietns necessary to complete the experiment. The booklet also highlights the scientific principles that the project illustrates.

CLEVER BOX

WORKBENCH

AND SIGN UP FORM Small website where girls that donâ&#x20AC;&#x2122;t have the Clever Girl app can sign up and order Clever Boxes.

CLEVER BOX

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SCIENCE-A-THON!

EVENT

SCIENCE-A-THON!

This specific event consists on an obstacle course where girls will have to collect the parts and build a Robot as they go through several physical hurdles. The final task, will be a race where the robots themselves will compete to cross the finish line.

Science-a-thon! Initial sketches and ideas.

SCIENCE-A-THON!

Signage. Physycal hurdle sign. These are smaller signs that describe each station’s physical portion. Bellow we have a team’s name and logo. Each registered team can choose an icon and name that will be printed on t-shirts, and other materials.

Event ticket for one day entrance to a Science-a-thon! Each ticket admits one and has a barcode that identifies the player and her team.

SCIENCE-A THON!

SAN FRANCISCO NOVEMBER 18 2016

Golden Gate Park, San Francisco, CA 94122 10:00 AM - 6:00 PM GA0001 Team Atom

CLEV ER GIRL

Admit One

11/18/16

GA0001

10 AM

Team Atom

SF, CA

SCIENCE-A-THON!

Entryway banner. This Arch will be displayed at the entrance of the Science-a-thon! or by the starting line, depending on the venue.

Signage. Each station of the Science-a-thon! will have eithaer a challenge, question or task that must be performed by the team in order to advance. These signs will clearly mark each stop.

SCIENCE-A-THON!

FIRST

QU ESTION S C I E N C E - A -T H O N !

TE AM DIAMOND

T E A M BACT E R IA

SCIENCE-A-THON!

T E A M BACT E R IA

TE AM BA CT

ER IA

SCIENCE-A-THON!

TEAM

T E A M BACT E R IA

T E AM

Robot Assembly Draw Blueprint

Tires

BA CT E

RIA

Assemble Robo Leg 2

Assemble Robot Leg 1

Mud Pool - Collect Robot Parts in the mud

The Floor is Lava

SCIENCE-A-THON!

TE AM B AC TE RI A

Battery Installation and charge

Assemble Robot Torso/ Main Circuitry

Rope 1

Robot Race

Rope 2 Carry robots across the mud in cartwheels

r o pe cha ll e n g e s c i e n c e - a -t h o n !

FINAL THOUGHTS

FINAL

THOUGHTS

The Clever Girl project has been both challenging and rewarding. I would like to believe that —through diligent research, various explorations and the application of a thoughtful visual system— I have presented a valid solution to the problem in question. The deliverables are built to work together and to use the invaluable insights found in order to reach the objectives. I also believe that, if these designs were to be implemented in the real world, they could make a difference in many young girl’s lives.

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