Flow Studio
2024
Case Study
Research
Product Design
UX/UI Design
Brand identiy
Illustration
Motion Design
FIGMA
Photoshop
Illustrator
After Effects
Maze
Otter.io
The problem. Art enthusiasts and artists lack a unified platform to discover both local & global high-quality Art events, connect with communities, gain visibility and collaborate. Existing platforms are fragmented, often showcasing low-quality or irrelevant events, making it difficult to engage with meaningful Art experiences & with fellow art lovers.
The goal. To create a centralized, AI-enhanced platform for Art discovery, events, news, and community interactions tailored to artists, art lovers, and newcomers to the Art world. The Art world can feel for most like a sometimes unreachable, overwhelming and therefore isolating experience, Muse aims to ultimately create a stronger bond among the art community both globally & locally.
Research approach
I decided to conduct user interviews in order to produce rich qualitative information, generate new ideas, evaluate existing product, confirm/infirm my assumptions & yield valuable results with a small sample size.
Methodology
1:1 interviews3-5 in-persons / Google meet interviews
Note taking through Otter.ai.
Objectives
Explore and identify patterns of how participants attend Art events & collaborate. Identify pain points and unmet needs that participants face when trying to accomplish these 2 actions.
Participants expressed frustration with having to navigate multiple sites, social media pages, and newsletters to stay informed about events & call to Arts, leading to information overload & a sense of missing out on opportunities.
Interviewees reported experiences with poorly organized events, misleading descriptions, and subpar exhibitions, undermining their trust and interest & making them hesitant to invest time and money in future events.
Interviewees find it tedious & inefficient to personally reach out to other Artists for collaborations / calls for Art. Many feel uncomfortable initiating contact due to fear of rejection or lack of confidence.
Emma has been passionate about art since childhood. She pursued a Bachelor of Fine Arts and has been working as a freelance artist for 5 years. Emma participates in local and international art communities and is constantly seeking new ways to connect with other artists and art enthusiasts
I don’t go to many Art events because it can be so time-consuming to look for them on the internet & they’re often overpriced.
I wish I could collaborate more, but frankly it's so discouraging to reach out to a bunch of random artists on Instagram and hope for a response.
How might we gather Art event discovery, connect Artists and Art lovers, and fosters growth & collaborations all in one space?
How might we leverage AI to create a comprehensive platform that efficiently filters & tailors Art discovery to each user’s need?
How might we make the experience of keeping up with opportunities & Art events entertaining rather than tedious?
Introduction
In order to properly determine, categorize & prioritize features, I decided to get a deeper understanding into exactly what Art events & Calls for Art are.
What are Art events?
Art events encompass a wide range of activities and gatherings where art is created, displayed, discussed, or experienced. These events are designed to engage artists and art lovers, fostering a sense of community, education, and inspiration. They can be both physical and virtual, allowing for diverse participation and interaction.
What are Calls for Art?
Calls for art are invitations for artists to participate in various opportunities, such as exhibitions, grants, competitions, and collaborations. These calls seek to discover and promote talent, provide funding or resources, and encourage artistic growth and innovation. They are essential for artists looking to gain exposure, develop their careers, and engage with the art community.
1. Art Exhibitions
Types: gallery showings, museum exhibitions, solo or group artist showcases, virtual gallery tours, online exhibitions.
2. Art Fairs / Festivals
Large-scale art fairs, local art festivals, art and craft fairs, digital art festivals.
3. Workshops / Classes
In-person workshops, hands-on art classes, live demonstrations, webinars, live-streamed art classes, pre-recorded tutorial series.
4. Art Auctions
Traditional & charity art auctions, estate sales, online auction platforms, live-streamed bidding events.
5. Art Talks / Panels
Lectures, artist talks, panel discussions, , webinars, live-streamed discussions, podcast interviews.
6. Art Performances
Live art performances, interactive installations, street art events, live-streamed performances, VR experiences.
7. Open Studio Events
Artist studio open houses, art walks, studio tours, virtual studio tours.
1. Grants
Individual artist grants, project-specific grants, research grants from private foundations, and corporate sponsors.
2. Exhibitions
Solo exhibitions, group exhibitions, open calls, juried exhibitions.
3. Residences
Artist residencies, research residencies, studio residencies.
4. Competitions / Awards
Art contests, juried competitions, thematic competitions, awards and public art contests.
5. Internships / Fellowships
Museum internships, gallery internships, research fellowships.
6. Project Collaborations
Collaborative art projects, cross-disciplinary collaborations, art projects involving artist-artist, artist-institution, or artist-community partnerships.
2 step method
Categorizing features will help us transition from our research / theoretical goals & translate these objectives into material / logistical aspects of our product. We categorize tangible features in order to better prioritize them, and therefore being able to articulate our MVP.In this specific project, I decided to rely on a combination of 2 methods: FIist: a cross categorization ( feature role / objectives it fulfills) followed by the use of the MoscoW method.
In order to create a roadmap for our MVP, I decided to categorize all the features into the sections of the app they should be part of. Additionally, to ensure all features remain relevant, I cross-categorized them with the key objectives outlined above ( see respective color treatment).
In addition, I used the MoscoW prioritization technique in order to determine which feature should make it into our MVP. It allows us to figure out which features are:
Why a user flow?
I decided to focus on creating a user flow for a first-time user looking to purchase an event. The idea was to develop this specific user flow into wireframes ready for user testing, in order to make sure the process of both the initial onboarding + event search would be intuitive enough for someone who had never used the app before.
Research approach
Time and monitor users asking them to complete a specific task > complete the purchasing of one event “Echoes of emotions”.The user is asked to verbally describe their actions & comment on their emotional state as they go through it.
Methodology
1:1 Google meet interview | 2-3 persons | observations only (no guiding)Prototype built through Figma | Note taking though Otter.ai
Objectives
• Identity “wrong paths” if any in order to correct
• Prevent user fatigue & maximize retention of the critical 1st time opening the app
• Track their mood & the time it takes them to accomplish the task.
Finding. Onboarding felt too long & fragmented making users question why they had to complete all steps before getting to their goal.
Solution. I streamlined the process, allowing earlier event exploration & delayed some of the questionings to a later “profile creation” task.
Finding. The two-part AI test was seen as insufficient, and the quantifiable results felt discouraging and unfriendly.
Solution. I added a third part to the AI test for depth, switch to a type-based categorization, & broke down results into tabs for easier navigation.
Finding. The interface felt "click-heavy," without option to back track, with some paragraph titles mistaken for buttons.
Solution. I simplified navigation, reduced clicks, & clarified UI elements to distinguish text from interactive elements.
Why “muse”?
The name "Muse" was chosen to embody the app's core mission: to inspire, guide artists & fuel their artistic journeys.I decided to focus on creating a user flow for a first-time user looking to purchase an event. The idea was to develop this specific user flow into wireframes ready for user testing, in order to make sure the process of both the initial onboarding + event search would be intuitive enough for someone who had never used the app before.
Minimalist color scheme
By working with very few colors, Iintentionally created a visual environment that feels spacious and uncluttered, giving the artwork and event imagery room to breathe and resonate. The use of yellow was selected for its vibrant, energetic qualities, symbolizing creativity and optimism.
Characterful illustrations
These warm & personable visuals guide users through tasks in an engaging & approachable manner, simplifying & enhancing navigation. Their whimsical style also aligns with the creative spirit of the art community, supporting the app's mission to inspire & create.
