Creating a digital pathway to engage citizens with public arts.
Role: Product Designer Timeline: Jan - Aug 2020 Tools: Figma, Adobe AI, Ps, Pr, ProtoPie, Principle
In a team of 5, I worked with one designer and three researchers. Our client, Metro21: Smart Cities Institute, wanted to create an economically inclusive digital pathway to (1) engage citizens with the public art and (2) allow for data collections for subsequent analysis to measure the impact of the public art investments. After handing over deliverables to our client, I continued to iterate on the design and pivoted to a direction that collects and showcases street art through crowdsourcing.
Understand how people get information, find the public art that interests them, and engage with it.
I worked closely with UX researchers to understand how people get information, find the public art and engage with it. Here are three main findings from the research.
1. Public art is contextualized, this is what differentiates public art from museum art.
"Public art lose half of its beauty if without the immediate context or environment." -- art viewer A.
Art viewers care about the immediate environment where the art situated. The context formed a large portion of their memory of the art experience. In addition, many of the public art are temporary. Especially, the newly emerging street art in response to current affairs, which contribute heavily to a city’s cultural status and fuels relevant discussion about topics in society.
2. Pain point: information delivery.
People agree that it's hard to get information about the latest public art and learn relevant information like history, artist, and context. There's a mismatch of how the contents are delivered and how people get information.
Journey Map: How does an art viewer find information of an art and engage with it?
3. People usually do not find/visit public art on purpose.
People usually do not visit public art purposefully, except those most enthusiastic art hunters and travelers. Oftentimes, they encountered the artworks on their way, and, if they are not in a hurry, a great portion of them will be willing to stop and spend some time with the art catches them.
How might we bring contextualized and relevant public art information about the encounters, over the phone?
To make it clearer and actionable for design, I consolidate our research findings and break down our design goal into 3 sub-goals:
(1) make it easier for users to find the art that interests them,
(2) provide easier access to relevant information, and
(3) navigate to the art on the go.
Two archetypes: sharer and viewer.
Through our research, we found that art viewers are highly diversified in background knowledge, preferred types of art and interests about public art. In terms of their online social behavior, we identified two archetypes of users - sharer and viewer.
Designing for online and offline scenarios.
Based on the breakdown goals, we brainstormed a list of features, tested with users, and prioritized them based on user needs.
Through user testing, we found that there are two typical scenario of using this app: Online casual browsing and offline visiting. I designed the information architecture based on these two typical scenarios: worldwide for casual browsing, and nearby for offline visiting.
Here's an overview of the user journey from screen to screen.
Increasing the fidelity
Worldwide (home) page:
how to help users find the art that they want to learn more?
The worldwide page serves for the online casual browsing scenario. Users might casually browse to look for and/or virtually tour arts over the world. Especially during the pandemic lockdown, people are more willing to spend time to try new apps and browse new contents.
We tested different wireframes to understand how much information is needed to find the art that them might be interested to learn more and which layout is most efficient.
We then increased the fidelity and did cart sorting with participants to prioritize the information needed for the decision to click to learn more.
pedestrian-based experience & avoid missing any master pieces nearby.
The nearby page mainly serves for offline visiting. People might want to visit the place physically, interact with the art, and using our app to look for relevant information about encounters. We designed and tested different ways on showing the spots on the map to help users quickly locate the artworks that they might want to visit.
How to show public art spots on the map efficiently?
How to give quick information to users?
We found that most of the offline visiting is based on pedestrian experience.
A typical use case is: Jenny is at a coffee shop, she has 30 min before her next appointment. She wants to walk around to kill her time. So she open Art Everywhere to find the artworks within walking distance.
The most important information she needs is (1) a picture of the art to decide whether she wants to visit, (2) how long does it take to walk there, and (3) how to go there.
A mobile app that connects and brings the available public art information to art viewers on the go.
Art Everywhere is the hub for outdoor public art, connecting and bringing the available sources to art viewers, over the phone. People can learn, virtually tour, and navigate to the public art from partner cultural organizations and from other users’ submissions.
We tested with about 30 participants and got some rough data about the product. In hi-fi prototype testing, 82% of participants want to use the product, with an average of ~20 min estimated time spent per day.
To measure success after this product being launched, there are a few key numbers we can take a look at:
1. Conversion rate: moving from the home page to a street view page.
2. Number of street view pages being viewed per day.
3. Number of check-ins per day.
4. Qualitative accounts of how awareness and appreciation of public art has improved with Art Everywhere.