Case Study
CASE STUDY
Case Study
Art House - AR Storytelling Platform For Brands
Art House - AR Storytelling Platform For Brands
Art House - AR Storytelling Platform For Brands
Art House - AR Storytelling Platform For Brands
Using augmented reality to help brands tell stories behind their products using art
Using augmented reality to help brands tell stories behind their products using art
Using augmented reality to help brands tell stories behind their products using art
Using augmented reality to help brands tell stories behind their products using art
Using augmented reality to help brands tell stories behind their products using art
CHALLENGES
CHALLENGE
CHALLENGE
CHALLENGE
CHALLENGE
To integrate AR technologies into the existing business strategy and create new revenue streams. To develop a platform using native mobile technologies to work for both iOS and Android.
To come up with new ways of telling stories behind art with the help of Augmented Reality. Integrating new technology into the existing strategy and creating new revenue streams.
To come up with new ways of telling stories behind art with the help of Augmented Reality. Integrating new technology into the existing strategy and creating new revenue streams.
To come up with new ways of telling stories behind art with the help of Augmented Reality. Integrating new technology into the existing strategy and creating new revenue streams.
To come up with new ways of telling stories behind art with the help of Augmented Reality. Integrating new technology into the existing strategy and creating new revenue streams.
LEARNINGS
OUTCOME
OUTCOME
OUTCOME
OUTCOME
While developing our platform, AR technology has continued to improve with new features that allowed for a never seen before fidelity of digital AR experiences. We also learned a lot about augmented reality and its usage in business.
We developed and launched our augmented reality platform for telling stories behind the art. It led to an increase in merchandise sales and an exploration of entirely new business models for the company.
We developed and launched our augmented reality platform for telling stories behind the art. It led to an increase in merchandise sales and an exploration of entirely new business models for the company.
We developed and launched our augmented reality platform for telling stories behind the art. It led to an increase in merchandise sales and an exploration of entirely new business models for the company.
We developed and launched our augmented reality platform for telling stories behind the art. It led to an increase in merchandise sales and an exploration of entirely new business models for the company.
OUTCOMES
OUTCOME
OUTCOME
OUTCOME
OUTCOME
As a result, what started as a tool to tell stories behind street art is now transitioned into a full-fledged marketing platform for your physical marketing and advertising needs. We are currently focused on growth and onboarding new enterprise clients.
MY PART WAS
MY PART WAS
MY PART WAS
MY PART WAS
MY PART WAS
Research, Strategy, Information Architecture, User Flows, User Testing, UX and Visual design, Developer Handoff
Research, Strategy, Information Architecture, User Flows, User Testing, UX and Visual design, Developer Handoff
Research, Strategy, Information Architecture, User Flows, User Testing, UX and Visual design, Developer Handoff
Research, Strategy, Information Architecture, User Flows, User Testing, UX and Visual design, Developer Handoff
Research, Strategy, Information Architecture, User Flows, User Testing, UX and Visual design, Developer Handoff
TEAM
Product Designer: Maxym Nesmashny
Project Manager: Alexandr Mir
Software Engineer: Serhii Mykytenko
QA: Dmytro Dmytryshyn
TEAM
Product Designer: Maxym Nesmashny
Project Manager: Alexandr Mir
Software Engineer: Serhii Mykytenko
QA: Dmytro Dmytryshyn
TEAM
Product Designer: Maxym Nesmashny
Project Manager: Alexandr Mir
Software Engineer: Serhii Mykytenko
QA: Dmytro Dmytryshyn
TEAM
Product Designer: Maxym Nesmashny
Project Manager: Alexandr Mir
Software Engineer: Serhii Mykytenko
QA: Dmytro Dmytryshyn
TEAM
Product Designer: Maxym Nesmashny
Project Manager: Alexandr Mir
Software Engineer: Serhii Mykytenko
QA: Dmytro Dmytryshyn
Client: Street Art House, artxco
Client: Street Art House, artxco
Client: Street Art House, artxco
Client: Street Art House, artxco
Client: Street Art House, artxco
Website: arthousear.com
Website: arthousear.com
Website: arthousear.com
Website: arthousear.com
Website: arthousear.com
Point to this image by WRDSMTH using Art House App and watch it come to life
Point to this image by WRDSMTH using the Art House App and see it come to life
Meet the Client
Meet the Client
Street Art House is an art curation startup based in Los Angeles. Its team works with street artists around the world to host events, sell merchandise, and connect them with businesses and brands to build unique collaborations. Some of the clients include
Street Art House is an art curation startup based in Los Angeles. Its team works with street artists around the world to host events, sell merchandise, and connect them with businesses and brands to build unique collaborations.
Street Art House is an art curation startup based in Los Angeles. Its team works with street artists around the world to host events, sell merchandise, and connect them with businesses and brands to build unique collaborations.
Starting with Discovery
Starting with Discovery
We initiated the project after a brief conversation with Street Art House CEO Justin Fredericks. The company was exploring the use of augmented reality in public art spaces but wasn't satisfied with available solutions on the market.
We agreed to kick off the project by conduction a 2-day discovery session at the client's office. Justin and his partner Mikey told me about the obstacles they were facing while running their business as well as opportunities to expand it. That helped me understand how their business was operated and in what ways we could impact it with the help of Augmented Reality.
We initiated the project after a brief conversation with Street Art House CEO Justin Fredericks. The company was exploring the use of augmented reality in public art spaces but wasn't satisfied with available solutions on the market.
We agreed to kick off the project by conduction a 2-day discovery session at the client's office. Justin and his partner Mikey told us about the obstacles they were facing while running their business as well as opportunities to expand it. That helped us understand in what areas utilizing modern technologies would be the most impactful for their business.
We initiated the project after a brief conversation with Street Art House CEO Justin Fredericks. The company was exploring the use of augmented reality in public art spaces but wasn't satisfied with available solutions on the market.
We agreed to kick off the project by conduction a 2-day discovery session at the client's office. Justin and his partner Mikey told us about the obstacles they were facing while running their business as well as opportunities to expand it. That helped us understand in what areas utilizing modern technologies would be the most impactful for their business.
Kicking off the project by conducting workshops aimed at discovery with Justin and Mikey. Photo courtesy of Thomas Drouault.
Kicking off the project by conducting workshops aimed at discovery with Justin and Mikey. Photo courtesy of Thomas Drouault.
Kicking off the project by conducting workshops aimed at discovery with Justin and Mikey. Photo courtesy of Thomas Drouault.
Kicking off the project by conducting discovery sessions with Street Art House.
Photo courtesy of Austin Destel.
Kicking off the project by conducting discovery sessions with Street Art House. Photo courtesy of Thomas Drouault.
Conducting Initial User Research
Conducting User Research
Before we had an app that we could test on, we already started interviewing our future users. Street Art House's core business relies strongly on its relationships with its artists and brands. To understand our clients' goals and needs, we created a range of user personas and scenarios of future engagements. To gather needed data, we conducted multiple 1 on 1 interviews and sent out surveys to learn key insights.
Before we had an app that we could test on, we already started interviewing our future users. Street Art House's core business relies strongly on its relationships with its artists and brands. To understand our clients' goals and needs, we created a range of user personas and scenarios of future engagements. To gather needed data, we conducted multiple 1 on 1 interviews and sent out surveys to learn key insights.
Before we had an app that we could test on, we already started interviewing our future users. Street Art House's core business relies strongly on its relationships with its artists and brands. To understand our clients' goals and needs, we created a range of user personas and scenarios of future engagements. To gather needed data, we conducted multiple 1 on 1 interviews and sent out surveys to learn key insights.
Before we had an app that we could test on, we already started interviewing our future users. Street Art House's core business relies strongly on its relationships with its artists and brands. To understand our clients' goals and needs, we created a range of user personas and scenarios of future engagements. To gather needed data, we conducted multiple 1 on 1 interviews and sent out surveys to learn key insights.
Before we had an app that we could test on, we already started interviewing our future users. Street Art House's core business relies strongly on its relationships with its artists and brands. To understand our clients' goals and needs, we created a range of user personas and scenarios of future engagements. To gather needed data, we conducted multiple 1 on 1 interviews and sent out surveys to learn key insights.
Objectives
Learn more about our client’s existing users and identify what type of AR art content they would respond to.
Participant Criteria
We recruited a specific cohort of people. One group consisted of people who visited at least one of the clients’ events in the past. And another group, who made at least one purchase through the client’s merch shop. We interviewed a total of 8 people.
Crafting a User Persona
As a result of user interviews, we created a range of user personas that helped us understand who our customers are.
Persona 1: Nicole Watson
Persona 1
Persona 2: Thomas Wolf
Persona 2
Persona 3: Krishna Laghari
Persona 3
Persona 4: Jeff Pantonello
Persona 4
Key Insights
- 87.5% of all the users showed interest in introducing AR art into the next exhibit they go
- 37.5% were frustrated in events they recently visited
- 87.5% wanted a way to interact with art
- 100% of participants were already familiar with AR through face filters
Moving to the User Experience
Crafting User Experience
Based on key findings from discovery and initial user research sessions, we gathered our findings and moved into crafting the ultimate user experience.
Based on key findings from discovery and research sessions, we gathered our findings and moved into crafting the ultimate user experience. Our first step was to write user stories, based on which I moved on to create Information Architecture, User Flows, Sketches, and Wireframes.
Based on key findings from discovery and research sessions, we gathered our findings and moved into crafting the ultimate user experience. Our first step was to write user stories, based on which I moved on to create Information Architecture, User Flows, Sketches, and Wireframes.
Information architecture for ARt House platform
Information architecture for ARt House platform
Art House Sketches
Initial sketches of the app
Low Fidelity Wireframes
Wireframes overview
Complete User Flow of the Art House App
User flow
Benchmarking UX Decisions
Benchmarking UX Decisions
Benchmarking UX Decisions
Benchmarking UX Decisions
Throughout the development process, we used analytics and benchmarking methods to understand what solutions were working better.
Throughout the development process, we used analytics and benchmarking methods to understand what solutions were working better.
Throughout the development process, we used analytics and benchmarking methods to understand what solutions were working better.
Throughout the development process, we used analytics and benchmarking methods to understand what solutions were working better.
Camera Button
Video Recording
Video Recording
Video Recording
We learned that customers didn't respond well to the first version of our camera button. Even though it felt like the most nonobstructive solution, users failed to notice it at first. As one of the possibilities, we added a semi-transparent circle into the button to improve contrast, and it improved the success rate but not too much. As the next step, we went ahead and made the circle inside red. That improved the success rate by roughly 200%
We learned that customers didn't respond well to the first version of our camera button. Even though it felt like the most nonobstructive solution, users failed to notice it at first. As one of the possibilities, we added a semi-transparent circle into the button to improve contrast, and it improved the success rate but not too much. As the next step, we went ahead and made the circle inside red. That improved the success rate by roughly 200%
We learned that customers didn't respond well to the first version of our camera button. Even though it felt like the most nonobstructive solution, users failed to notice it at first. As one of the possibilities, we added a semi-transparent circle into the button to improve contrast, and it improved the success rate but not too much. As the next step, we went ahead and made the circle inside red. That improved the success rate by roughly 200%
We learned that customers didn't respond well to the first version of our camera button. Even though it felt like the most nonobstructive solution, users failed to notice it at first. As one of the possibilities, we added a semi-transparent circle into the button to improve contrast, and it improved the success rate but not too much. As the next step, we went ahead and made the circle inside red. That improved the success rate by roughly 200%
Video Recording
Video Recording
Video Recording
Video Recording
Another challenge we faced was concerning the recording method. At first, users needed to press and hold the camera button for recording. We quickly learned that most of our users didn't recognize this pattern. They tried pressing the button and were getting 1-second clips instead. As a solution, we used a 2 state button. By pressing it once, video recording started and the button itself changed to the one that was obviously needed to be pressed again in order to save.
Another challenge we faced was concerning the recording method. At first, users needed to press and hold the camera button for recording. We quickly learned that most of our users didn't recognize this pattern. They tried pressing the button and were getting 1-second clips instead. As a solution, we used a 2 state button. By pressing it once, video recording started and the button itself changed to the one that was obviously needed to be pressed again in order to save.
Another challenge we faced was concerning the recording method. At first, users needed to press and hold the camera button for recording. We quickly learned that most of our users didn't recognize this pattern. They tried pressing the button and were getting 1-second clips instead. As a solution, we used a 2 state button. By pressing it once, video recording started and the button itself changed to the one that was obviously needed to be pressed again in order to save.
Another challenge we faced was concerning the recording method. At first, users needed to press and hold the camera button for recording. We quickly learned that most of our users didn't recognize this pattern. They tried pressing the button and were getting 1-second clips instead. As a solution, we used a 2 state button. By pressing it once, video recording started and the button itself changed to the one that was obviously needed to be pressed again in order to save.
Entering 360 Mode
Entering 360 Mode
Entering 360 Mode
Entering 360 Mode
We also had a trial and error experience with success rates of entering a 360 mode. At first, we used a prompt to warn users - they are about to exit camera view and enter 360 view. We hypothesized that users would want a heads up before such a sudden change. In reality, most users decided to skip 360 mode altogether and weren't engaging with it as much as we'd like them to. To change this behavior, we eliminated the heads up message and loaded 360 photo or video right away. The succession rate went up and our users were engaging with 360 format well.
We also had a trial and error experience with success rates of entering a 360 mode. At first, we used a prompt to warn users - they are about to exit camera view and enter 360 view. We hypothesized that users would want a heads up before such a sudden change. In reality, most users decided to skip 360 mode altogether and weren't engaging with it as much as we'd like them to. To change this behavior, we eliminated the heads up message and loaded 360 photo or video right away. The succession rate went up and our users were engaging with 360 format well.
We also had a trial and error experience with success rates of entering a 360 mode. At first, we used a prompt to warn users - they are about to exit camera view and enter 360 view. We hypothesized that users would want a heads up before such a sudden change. In reality, most users decided to skip 360 mode altogether and weren't engaging with it as much as we'd like them to. To change this behavior, we eliminated the heads up message and loaded 360 photo or video right away. The succession rate went up and our users were engaging with 360 format well.
We also had a trial and error experience with success rates of entering a 360 mode. At first, we used a prompt to warn users - they are about to exit camera view and enter 360 view. We hypothesized that users would want a heads up before such a sudden change. In reality, most users decided to skip 360 mode altogether and weren't engaging with it as much as we'd like them to. To change this behavior, we eliminated the heads up message and loaded 360 photo or video right away. The succession rate went up and our users were engaging with 360 format well.
Couchmarking
Couchmarking
Couchmarking
Couchmarking
Another area of testing for us was Couch Marks Screen. On the first opening of the app, users were greeted with a message explaining how to use the app controls. At first, we used a static screen showcasing all of the controls to our users. We quickly learned that most of them chose to skip it instead. So we made a step by step couch mark that helped our users learn in context. That improved the success rate and app exits.
Another area of testing for us was Couch Marks Screen. On the first opening of the app, users were greeted with a message explaining how to use the app controls. At first, we used a static screen showcasing all of the controls to our users. We quickly learned that most of them chose to skip it instead. So we made a step by step couch mark that helped our users learn in context. That improved the success rate and app exits.
Another area of testing for us was Couch Marks Screen. On the first opening of the app, users were greeted with a message explaining how to use the app controls. At first, we used a static screen showcasing all of the controls to our users. We quickly learned that most of them chose to skip it instead. So we made a step by step couch mark that helped our users learn in context. That improved the success rate and app exits.
Another area of testing for us was Couch Marks Screen. On the first opening of the app, users were greeted with a message explaining how to use the app controls. At first, we used a static screen showcasing all of the controls to our users. We quickly learned that most of them chose to skip it instead. So we made a step by step couch mark that helped our users learn in context. That improved the success rate and app exits.
User Testing
Throughout the development process, we conducted user testing and usability studies to identify pain points and edge cases of current versions at the time. We shared Invision prototypes with stakeholders to get early feedback that we would later incorporate and test. We used user pilot applications to share the latest version of the app with the team and the artists, as well as some potential clients. We hosted ARt events where we would test out the latest versions of the app.
Throughout the development process, we conducted testing to identify pain points and edge cases of current versions at the time. We shared Invision prototypes with stakeholders to get early feedback. We used user pilot applications to share the latest version of the app with the company and the artists. We collected all of the feedback and utilized it in the further creation of the app.
Throughout the development process, we conducted testing to identify pain points and edge cases of current versions at the time. We shared Invision prototypes with stakeholders to get early feedback. We used user pilot applications to share the latest version of the app with the company and the artists. We collected all of the feedback and utilized it in the further creation of the app.
Throughout the development process, we conducted testing to identify pain points and edge cases of current versions at the time. We shared Invision prototypes with stakeholders to get early feedback. We used user pilot applications to share the latest version of the app with the company and the artists. We collected all of the feedback and utilized it in the further creation of the app.
App testing in real world exhibition environment. ARt by James Haunt
App testing in a real-world exhibition environment. ARt by James Haunt
Visual Design
Visual Design: Main Flow
Visual Design: Main Flow
From the beginning, we set to create an unobstructed UI experience. Slide anywhere on the screen to change between different AR Layers, which in turn can be set up to represent different types of content: Motion Graphic, 3D Animation, Video File, 360 Panorama, and an information card.
Point camera at Art House powered piece to activate the experience. Slide anywhere to change between different AR Layers. The layers can be set up to represent different types of content: Motion Graphic, Video File, 360 Panorama, or an info card.
Point camera at Art House powered piece to activate the experience. Slide anywhere to change between different AR Layers. The layers can be set up to represent different types of content: Motion Graphic, Video File, 360 Panorama, or an info card.
Point camera at Art House powered piece to activate the experience. Slide anywhere to change between different AR Layers. The layers can be set up to represent different types of content: Motion Graphic, Video File, 360 Panorama, or an info card.
Onboarding flow
Onboarding Flow
Couchmarking
Couchmarks
AR Layers, Record and Share screens
AR Layers, Record and Share
Gallery Card Interaction
AR Layers, Record and Share
Content Management System
Content Management System
Content Management System
Telling stories uses a lot of bandwidth. One of the differentiators of our app is that you are not required to pre-download images of artworks (markers) to your device. We manage it all for you. All you need to do is point your camera and enjoy the art coming to life. For that to work, we built a robust back end infrastructure.
Our artists and enterprise customers can utilize the power of a CMS - content management system. With its help, you can manage your Artwork and its AR layers. With just a few clicks, your art is ready to go, provided you have prepared some awesome motion graphics beforehand.
Telling stories uses a lot of bandwidth. One of the differentiators of our app is that you are not required to pre-download images of artworks (markers) to your device. We manage it all for you. All you need to do is point your camera and enjoy the art coming to life. For that to work, we built a robust back end infrastructure.
Our artists and enterprise customers can utilize the power of a CMS - content management system. With its help, you can manage your Artwork and its AR layers. With just a few clicks, your art is ready to go, provided you have prepared some awesome motion graphics beforehand.
Telling stories uses a lot of bandwidth. One of the differentiators of our app is that you are not required to pre-download images of artworks (markers) to your device. We manage it all for you. All you need to do is point your camera and enjoy the art coming to life. For that to work, we built a robust back end infrastructure.
Our artists and enterprise customers can utilize the power of a CMS - content management system. With its help, you can manage your Artwork and its AR layers. With just a few clicks, your art is ready to go, provided you have prepared some awesome motion graphics beforehand.
Telling stories uses a lot of bandwidth. One of the differentiators of our app is that you are not required to pre-download images of artworks (markers) to your device. We manage it all for you. All you need to do is point your camera and enjoy the art coming to life. For that to work, we built a robust back end infrastructure.
Our artists and enterprise customers can utilize the power of a CMS - content management system. With its help, you can manage your Artwork and its AR layers. With just a few clicks, your art is ready to go, provided you have prepared some awesome motion graphics beforehand.
Art House Content Management - Augmentables, Marketing Screens, Users Management
Art House Content Management - Augmentables, Marketing Screens, Users Management
Launch Event: Sneakertopia
Launch Event: Sneakertopia
Conclusion
As a result, what started as a tool to tell stories behind street art is now transitioned into a full-fledged marketing platform for your physical marketing and advertising needs. We are currently focused on growth and onboarding new enterprise clients. We see a lot of interest from brands and already onboarded a hotel chain, a movie theater, and a real estate agency.
At the same time, the merch business shows positive projections. We launched our first augmented reality collaborative piece with WRDSMT and it turned out to be a huge success. We are now working with other artists to augment their art and put it on our AR merchandise.
The feedback we've got given so far from our users was overwhelmingly positive. For most customers, it's their first interaction with augmented reality and they come to love it. At the same time, the business shows positive projections as customers are already showing a bigger interest in buying augmented merchandise and specialized augmented art pieces. Art House was the app powering the Sneakertopia exhibit. The app was launched in December 2018 and is available to download on the App Store and Play Store.
As a result, what started as a tool to tell stories behind street art is now transitioned into a full-fledged marketing platform for your physical marketing and advertising needs. We are currently focused on growth and onboarding new enterprise clients. We see a lot of interest from brands and already onboarded a hotel chain, a movie theater, and a real estate agency.
At the same time, the merch business shows positive projections. We launched our first augmented reality collaborative piece with WRDSMT and it turned out to be a huge success. We are now working with other artists to augment their art and put it on our AR merchandise.
As a result, what started as a tool to tell stories behind street art is now transitioned into a full-fledged marketing platform for your physical marketing and advertising needs. We are currently focused on growth and onboarding new enterprise clients. We see a lot of interest from brands and already onboarded a hotel chain, a movie theater, and a real estate agency.
At the same time, the merch business shows positive projections. We launched our first augmented reality collaborative piece with WRDSMT and it turned out to be a huge success. We are now working with other artists to augment their art and put it on our AR merchandise.
Have a similar project in mind? Let's talk!
Have a similar project in mind? Let's talk!
Have a project in mind? Let's discuss it!
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Get in touch for any full-time or freelance opportunities 
hi@maxym.me
Get in touch for any full-time or freelance opportunities
hi@maxym.me
