Flag

We stand with Ukraine and our team members from Ukraine. Here are ways you can help

Get exclusive access to thought-provoking articles, bonus podcast content, and cutting-edge whitepapers. Become a member of the UX Magazine community today!

Home ›› Design ›› Nova: A Modern Publication for the Sexy Nerd

Nova: A Modern Publication for the Sexy Nerd

by Jennifer ODonnell
6 min read
Share this post on
Tweet
Share
Post
Share
Email
Print

Save

NOVA: A Modern Publication for the Sexy Nerd | Jennifer O’Donnell

Process notes of creating an online magazine for a female professional.

OVERVIEW

For this project, my partner and I were tasked with creating an online magazine to spice up the life of a busy, young, female professional. It was our aim to figure out what motivated her on the day to day and on a larger scale and to design a publication that fostered some excitement and self-development.

PROBLEM STATEMENT

How might we help Elaine, our fictional user, think rationally, discover new passions and achieve a good work-life balance?

USERS & AUDIENCE

Elaine and Friends! Our publication is geared toward a female demographic ranging from 30–45 years old. These individuals are likely professional urbanites saturated with a culture that feels inaccessible to them due to their busy and career-focused lifestyle.

Like many mid-thirty-something-year-olds, our persona, Elaine, is searching for calm and inspiration in a demanding world. She wants to focus on self-development from a whole-systems perspective, whether enjoying more cultured experiences or exposing herself to healthier lifestyles and decisions.

ROLES AND RESPONSIBILITIES

UI/UX Researcher, Designer, UX Writer

Scope and Constraints:

In only four days, we were tasked to acquire enough information to create an online magazine, for both mobile and desktop applications.

PROCESS

To start our process, my partner and I needed to deeply understand our persona. We gathered that Elaine was intelligent, driven, and kind-hearted. Based on her motivations and behavior, we deemed her to be an over-achiever, searching for more thoughtful ways to get out of her head and making better use of her free time.

RESEARCH

Qualitative Research

Competitor Analysis

To start our research, we performed an extensive competitive analysis of relevant online magazines to identify opportunities and threats in the current marketplace. We took notes on their content, tone, demographic, and aesthetic.

All exhibited a fair amount of contrast, rich tones and a variety of different sized columns and cards.

The following graphic pins how Elaine’s favorite magazines (National Geographic, The New Yorker, and Broadly) stood up against one another, and compared them to a handful of other publications, geared more towards the endeavors she wishes to pursue. These include Notable life, Live Naturally, Vida Simples, Tree Hugger, Wired & Elle magazine.

After much research, there were clear patterns and a definite niche that was looking to be filled.

Interviews

We then used this information to compose a series of interview questions in order to gain more clarity around our demographic’s general habits and preferences. We spoke with 5 individuals.

TLTR (too long to read)

What we discovered, overall, was that most people this age group consumed their media either in the morning, before work, while on public transit, or in the evenings before bed, in bed. Others would plug into a podcast during a midday walk or while exercising. This information led us to believe that people were merely sneaking in time to read online- which was why most of our interviewees admitted to rarely finishing the articles they’ve started. (Same, guys. Same.)

Our interview also concluded that users access online tools primarily for news, education, and information, reading up on healthy tips: lifestyle, food & exercise, and new trends: fashion, art, and music. And because (let’s face it) we are all a bit voyeuristic at heart, three of these interviewees expressed spending “an embarrassing amount of time” snooping on others’ “feeds” — be it friends or celebrities.

Quantitate Research

Survey:

These insights helped us compose a survey to cast a wider net, further aimed at better understanding what drives people to:

  1. look for information,
  2. search for a specific publication,
  3. figure out how to retrieve it and,
  4. at what time they generally find themselves consuming it.

This would give us more perspective on the patterns of human behaviors and how we might develop a site based upon those patterns.

We sent this survey out to various online platforms and social media sites, hoping to get as much unbiased feedback as possible (but there are only so many responses one can expect in 2 days’ time.) Here are the answers to only a few of our questions.

What we learned from the whole of this data was that our users were on-the-go, meaning: get information to them flashy and quick before losing their interest and readership. We needed to find a way to set our readers up for success by offering a shortened version of articles without losing the more intellectual aspects.

CARD SORTING

At this point, we used card sorting as a way to sort information gleaned from the survey and interviews and to develop an information hierarchy based on the most popular topics our users were interested in.

And because we wanted to keep it simple, we did!

Folks chose:

  1. Local Happenings (music, art, culture, etc)
  2. Current Events
  3. Podcasts (entertaining and educational)
  4. Health.

LOW-FI

Once we decided on our headings, it was time to begin our Low-Fi wire framing and sketch out five different pages from our publication.

  1. Homepage: This would have a curated feature article (thanks, A.I.!) with an accompanying hero photo, a scroll-bar offering short, up-to-date articles and stories, with the option of reading on, and 4 Headings such as Science, Health, Eco Travel, and so on with related stories below. This design catered to a curious mind and hectic lifestyle.
  2. A Heading Page: [SCIENCE] with related articles and archives
  3. An Article: A full-page article or story about an important current event
  4. A SHORT article page, from the scroll bar.
  5. And finally a PODCAST page, for hands-free, on-the-go listening.

Now to test: [insert the clammering of users]

MID-FI

After some very helpful peer feedback, it was suggested that we rethink the “Special Extras” and “Podcast Page” — that we should condense some of our features and be mindful of redundancies. Sounds good!

Edits

Our podcasts, which once had their own page had moved to a section on the Homepage for easy accessibility. We also got rid of our “short stories.”Upon reflecting back on our interviews, it was clear that Elaine’s demographic placed a lot of value on healthy living, so we added a “recipes” section for quick, delicious, healthy food.

In the end, here are some of the topics we chose:

BRANDING

Now for the fun part. What did we want the personality of our publication to FEEL like, keeping in mind that we wanted to create something that not only reflected the user but attracted and inspired them?

First of all, why NOVA?

NOVA (n):

A star showing a sudden increase in brightness and returning to its original state in a few months.

In Portuguese: “New.”

The surge of energy. Bold. Bisyllabic. Strong and feminine. We wanted to capture the eye of the user by developing a strong, welcoming aesthetic.

Creative, yet uncluttered. Friendly and intelligent.

Colors

We developed a rich palate with high contrast by combining rose and deep green hues. Our secondary colors were just as important to complete the look and feel and were expressed in the website’s image, further adding to its dynamism and contrast.

Font

For the typeface, we chose Oswald and Quattrocento Sans, using a variety of weights and cases. These complimentary fonts evoke a classic yet modern look that is easy to read for people scrolling on their phones at night or on the go.

Voice & Tone

Because our demographic is young professionals looking to explore and expand, we gravitated towards a personality that was intelligent and quirky — altruistic with an edge.

We chose the following adjectives to define NOVA’s Brand Attributes:

Intelligent, Dynamic, Easy-Going, Creative, Hip, and Inclusive. A look that was bold and feminine.

Mood Board

Based on all these attributes, we created a mood board that aligned with the style and concept of our magazine proposition:

Again, our goal was to note what our users gravitated towards and to fill the niche left by our competitors, creating something fresh, smart, edgy, and fun.

After a few more bouts of user-feed back and edits, mostly concerning spacing, we felt confident in the final product.

Hi-Fi

Here are our HI-FI prototypes. Enjoy!

And screen shots of some of our frames.

Lessons and Learnings

  • It’s important to be mindful of spacing, especially margins.
  • There needs to be a good balance between creativity and function in every design.
  • To know when enough is enough. Ha!

Next steps

  • To make the pages more interactive.
  • Clean up some more of the spacing.
post authorJennifer ODonnell

Jennifer ODonnell
Jennifer ODonnell is UI/UX Designer based in Boston, MA with a background is in Psychology, Landscape Design and Entrepreneurship. She loves to study the dynamic relationships between people and the environment, and how we can use those relationships for good. She is an Environmentalist, Death Positive, and forever curious, passionate about using her skills to Humanize technology.

Tweet
Share
Post
Share
Email
Print
Ideas In Brief
  • The article covers the creation of an online magazine,“NOVA” — a publication focused on spicing up the life of female professionals.
  • The author shares process notes and perspective from each of the project phases:
    • Research (qualitative research, competitor analysis, interviews, quantitate research)
    • Card Sorting
    • LOW-FI (wire framing)
    • MID-FI (edits)
    • Branding (colors, font, voice&tone, mood board)
    • Hi-Fi
  • Lessons and learnings from the project:
    • Mind spacing, especially margins
    • Balance between creativity and function in every design
    • Know when enough is enough

Related Articles

AI that always agrees? Over-alignment might be the hidden danger, reinforcing your misconceptions and draining your mind. Learn why this subtle failure mode is more harmful than you think — and how we can fix it.

Article by Bernard Fitzgerald
Introducing Over-Alignment
  • The article explores over-alignment — a failure mode where AI overly validates users’ assumptions, reinforcing false beliefs.
  • It shows how this feedback loop can cause cognitive fatigue, emotional strain, and professional harm.
  • The piece calls for AI systems to balance empathy with critical feedback to prevent these risks.
Share:Introducing Over-Alignment
4 min read

Why does AI call you brilliant — then refuse to tell you why? This article unpacks the paradox of empty praise and the silence that follows when validation really matters.

Article by Bernard Fitzgerald
The AI Praise Paradox
  • The article explores how AI often gives empty compliments instead of real support, and how design choices like that can make people trust it less.
  • It looks at the strange way AI praises fancy-sounding language but ignores real logic, which can be harmful, especially in sensitive areas like mental health.
  • The piece argues that AI needs to be more genuinely helpful and aligned with users to truly empower them.
Share:The AI Praise Paradox
4 min read

Mashed potatoes as a lifestyle brand? When AI starts generating user personas for absurd products — and we start taking them seriously — it’s time to ask if we’ve all lost the plot. This sharp, irreverent critique exposes the real risks of using LLMs as synthetic users in UX research.

Article by Saul Wyner
Have SpudGun, Will Travel: How AI’s Agreeableness Risks Undermining UX Thinking
  • The article explores the growing use of AI-generated personas in UX research and why it’s often a shortcut with serious flaws.
  • It introduces critiques that LLMs are trained to mimic structure, not judgment. When researchers use AI as a stand-in for real users, they risk mistaking coherence for credibility and fantasy for data.
  • The piece argues that AI tools in UX should be assistants, not oracles. Trusting “synthetic users” or AI-conjured feedback risks replacing real insights with confident nonsense.
Share:Have SpudGun, Will Travel: How AI’s Agreeableness Risks Undermining UX Thinking
22 min read

Join the UX Magazine community!

Stay informed with exclusive content on the intersection of UX, AI agents, and agentic automation—essential reading for future-focused professionals.

Hello!

You're officially a member of the UX Magazine Community.
We're excited to have you with us!

Thank you!

To begin viewing member content, please verify your email.

Tell us about you. Enroll in the course.

    This website uses cookies to ensure you get the best experience on our website. Check our privacy policy and