Next Nature: More than a Philosophy
The Next Nature Magazine is a digital companion to the museum’s annual print publication, designed not just to inform, but to reposition Next Nature as a lifestyle. Rather than promoting exhibitions or explaining complex theory, the magazine introduces the values of the museum through tone, mood, and speculative aesthetics. The goal: shift Next Nature from being perceived as a distant philosophy into something emotionally resonant, relatable, and culturally relevant – especially for younger audiences.
Client:
Next Nature
Timeline:
2025, Q1/Q2
(17 weeks)
Responsibilities:
User Research, Digital Design
Project Type:
Graduation Project
Client Context
Next Nature is a non-profit design organization based in Eindhoven, known for its speculative design work and exhibitions on the relationship between nature and technology.
It operates both as a museum and a broader network, engaging in publications, events, and installations.
Problem: Bridging the Gap Between Vision and Perception
67% of locals didn’t know what the Evoluon currently houses.
56% of visitors described the exhibitions as “unclear,” “deep,” or “hard to follow.”
Mission remains abstract – Many young respondents were unsure what “Next Nature” actually means, despite finding the themes interesting.
Research Methods
54 survey responses
8 semi-structured interviews
On-site observations & autoethnography
Compatitor analysis
Key Insights
The Evoluon is seen, but not entered.
Visitors feel intrigued, then lost.
Volunteers translate what the design doesn’t.
From Definition to Conceptualizing
Reframe Next Nature as a lifestyle rather than an abstract philosophy.
Design a digital counterpart to the physical magazine — not a website, but an editorial experience.
Pivoted from in-museum UX to pre-visit engagement due to renovation constraints.
Benchmarking & Reverse Engineering
Benchmarked 20+ digital experiences: editorial, interactive, speculative.
Extracted interaction patterns, tone strategies, and content structures.
Defined 6 thematic pillars (based on Maslow + Pyramid of Technology)
Context Definition
Used 5W1H to define assumptions.
Service Blueprint: magazine as member gift.
Impact Ripple Effect: led to preview interaction and new entry logic.
Design Sprint 1: Structure & Usability
Built chunked navigation, modular Information Architecture & developed wireframes.
Usability testing revealed fatigue from long scrolls.
A/B tested visual direction (black vs. white).
Design Sprint 2: Layout, Narrative & Reflection
Added onboarding flow to explain the philosophy accessibly, while using simplified language.
Crafted a magazine like design system (aesthetics).
Value Opportunity Analysis: curiosity scored high, reflection scored low.
Final Design Outcome
Opens in brand visuals, shifts to wellness tones.
Chunked navigation across 6 editorial pillars.
Free exploration supported by clear structure.
Stakeholder Response & Validation
Supported by Next Nature stakeholders with positive feedback on direction and usability.
User enthusiasm observed through high engagement in usability tests.
Continued development: The project remains active within Next Nature’s internal roadmap, with content development and iteration planned beyond graduation.
Reflection: Lessons Learned
Adaptive design requires self-direction – Navigating client changes and vague briefs taught me to create clarity through my own tools and frameworks.
Progress doesn’t require all the answers – Design work can and must move forward even when parts of the brief, context, or goals remain unclear
Responsibility doesn't replace credibility – Being given responsibility early doesn’t mean you’re automatically trusted; you still need to advocate for your role and value.
