ART HOUSE - PERFECT ART COMPANION

ART HOUSE

ART HOUSE

CASE STUDY

CASE STUDY

CASE STUDY

Art House Cover Image

Using augmented reality to help artists tell stories behind their art

Using augmented reality to help artists tell stories behind their art

CHALLENGE

To come up with new ways of telling stories behind art using latest technologies.  Integration of those technologies into existing business model to improve current and create new revenue streams.

To come up with new ways of telling stories behind art using latest technologies.  Integration of those technologies into existing business model to improve current and create new revenue streams.

To come up with new ways of telling stories behind art using latest technologies.  Integration of those technologies into existing business model to improve current and create new revenue streams.

OUTCOME

We launched the augmented reality storytelling platform for street art. It led to growth in revenue by increasing ticket and merchandise sales but the most impact was made in customer engagement.

We launched the augmented reality storytelling platform for street art. It led to growth in revenue by increasing ticket and merchandise sales. It also made possible for business to team up with new partners.

We launched the augmented reality storytelling platform for street art. It led to growth in revenue by increasing ticket and merchandise sales. It also made possible for business to team up with new partners.

MY PART WAS:

Research & Understanding, Information Architecture, User Flows, User Testing, UX
and Visual design, Developer Handoff

Research & Understanding, Information Architecture, User Flows, User Testing, UX
and Visual design, Developer Handoff

Research & Understanding, Information Architecture, User Flows, User Testing, UX
and Visual design, Developer Handoff

Team: Product Designer, Project Manager, Software Engineer, QA

Team: Product Designer, Project Manager, Software Engineer, QA

Art House App Screenshots

App Store Screenshots

App Store Screenshots

Point to Augment - Augmented Sneaker

Point on this image with Art House App to see it come to life

App Store Screenshots

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.

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

One of the artists from outer space (Sara Sandoval) visiting Street Art House

One of the artists from outer space (Sara Sandoval)
visiting Street Art House

Starting the 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 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.

unsplash-image

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 Austin Destel.

Kicking off the project by conducting discovery sessions with Street Art House. Photo courtesy of Austin Destel.

Understanding the users

Understanding users

Street Art House's core business relies strongly on its relationships with artists and their patrons. To understand their goals and needs, we created the range of user personas and scenarios of the possible engagements. To gather data we conducted several 1 on 1 interviews with existing customers and also sent out surveys. We then aligned our personas on the empathy map to see the bigger picture of their needs. 

Street Art House's core business relies strongly on its relationships with artists and art enthusiasts. To understand their goals and needs, we created the range of user personas and scenarios of the possible engagements. To gather data we conducted several 1 on 1 interviews with existing customers and also sent out questionnaires.  We then aligned our personas on the empathy map in order to see the bigger picture of their needs. 

Street Art House's core business relies strongly on its relationships with artists and art enthusiasts. To understand their goals and needs, we created the range of user personas and scenarios of the possible engagements. To gather data we conducted several 1 on 1 interviews with existing customers and also sent out questionnaires.  We then aligned our personas on the empathy map in order to see the bigger picture of their needs. 

User Persona Research - Jennifer

As a result of user interviews, we created a range of user personas

As a result of user interviews, we created a range of user personas

User Persona Research - Thomas

That helped us to focus on our customers and eliminate any subjective feelings about the project

That helped us to focus on our customers and eliminate any subjective feelings about the project

Understanding AR technologies

Understanding AR technologies

Understanding AR technologies

microsoft-executives-testing-the-hololens

Another important step was to decide what AR technologies would be best suited for the needs of the project. I've been researching VR/AR since 2014, so I was well aware of the limitations and capabilities of the current technologies.

After several rounds of consultations, I described all the pros and cons of native and 3rd party technologies. It was advised by me to move with the native solutions, such as ARkit and ARcore. The only problem was that ARkit 2.0 and ARcore hadn't been released yet. So we decided to make a bet, expecting that native solutions will be catching up with existing solutions like Vuforia or Wikitude. Luckily for us, in 2 months ARkit 2.0 was released as predicted, giving us a long-awaited image-recognition and world tracking capabilities.

Another important step was to decide what AR technologies would be best suited for the needs of the project. I've been researching VR/AR since 2014, so I was well aware of the limitations and capabilities of the current technologies.

After several rounds of consultations, I described all the pros and cons of native and 3rd party technologies. It was adviced by me to move with the native solutions, such as ARkit and ARcore. The only problem was that ARkit 2.0 and ARcore hadn't been released yet. So we decided to make a bet, expecting that native solutions will be catching up with existing solutions like Vuforia or Wikitude. Luckily for us, in 2 months ARkit 2.0 was released as predicted, giving us a long- awaited image-recognition and world tracking capabilities.

The pattern emerges

The pattern emerges

During the research and understanding phase, we discovered that a lot of the artists resonated with a feeling of not being personally acknowledged for their art. A few of them also voiced concern that true stories behind their art are rarely interpreted in a way it was intended.

The art goers group had mostly different concerns. They enjoyed the modern art scene for its interactivity and blending of different mediums together. A lot of them pointed out to social gatherings and the feeling of community as the main driver for attending art events.

During the research and understanding phase, we discovered that a lot of the artists resonated with a feeling of not being personally acknowledged for their art. A few of them also voiced concern that true stories behind their art are rarely interpreted in a way it was intended.

The art goers group had mostly different concerns. They enjoyed the modern art scene for its interactivity and blending of different mediums together. A lot of them pointed out to social gatherings and the feeling of community as the main driver for attending art events.

Wireframes

Low Fidelity Wireframes

Wireframes overview

Creating the user experience

Creating 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.

art house IA

Information architecture for ARt House platform

Information architecture for ARt House platform

Initial Sketches of ART HOUSE app

Initial sketches of the app

Initial sketches of the app

FLOW

User Flow

User Flow laid out

Content (art) is the king

Content (art) is the king

We believe the user interface of our app shouldn't get between users and art. The content is the king and our app is a comfortable tool that helps people experience it in the best way. Based on that, we made our user interface functional yet minimalistic by eliminating all unnecessary elements and scenarios.

We also set out to learn what type of content works best in AR. It was important to identify it from the start in order to build it into the CMS. Based on our interviews with stakeholders, we identified the following types of content: 

We believe the user interface of our app shouldn't get between users and art. The content is the king and our app is a comfortable tool that helps people experience it in the best way. Based on that, we made our user interface functional yet minimalistic by eliminating any unnecessary elements and scenarios.

We also set out to learn what type of content works best in AR. It was important to identify it from the start in order to build it into the CMS. Based on our interviews with stakeholders, we identified the following types of content: 


  • AR Animation - A custom-crafted 2D / 3D animation playing on top of the art piece
  • Video Overlay - Timelapse of the process, artist interview, clips, etc
  • 360 Artist Studio Tour - A 360 panorama image that allows us to visit the places that are important to the story
  • Artist Information - Learn more about the person behind art and give them a follow on social media


  • AR Animation - A custom-crafted 2D / 3D animation playing on top of the art piece

  • Video Overlay - Timelapse of the process, artist interview, clips, etc

  • 360 Artist Studio Tour - A 360 panorama image that allows us to visit the places that are important to the story

  • Artist Information - Learn more about the person behind art and give them a follow on social media
Visual Design

Visual overview of Art House app

Visual overview of Art House app

Visual Design: Main Flow

Visual Design: Main Flow

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. 

Visual Design: Onboarding

Visual Design: Onboarding

Upon launching the app we present users onboarding flow to familiarize them with capabilities of the app and get their contact information for future promotions. 

Upon launching the app we present users onboarding flow to familiarize them with capabilities of the app and get their contact information for future promotions.

Content Management System

Content Management System

Upon launching the app we present users onboarding flow to familiarize them with capabilities of the app and get their contact information for future promotions. 

Upon launching the app we present users onboarding flow to familiarize them with capabilities of the app and get their contact information for future promotions.

Art House Content Management - Augmentables, Marketing Screens, Users Management

Art House Content Management - Augmentables, Marketing Screens, Users Management

User testing

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 in 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 in further creation of the app.

AR art

App testing in real world exhibition environment. ARt by James Hunt

App testing in real-world exhibition environment. ARt by James Hunt.

Street Art House Event

Crowds gathering for ARt show where the app was tested

Crowds gathering for ARt show where the app was tested

Artist residency - augmented reality

Artist residency - augmented reality

It is important for us to bring artists up to speed in their understanding of the immersive technologies. For that, we have hosted specialized workshops where we introduced artists to the concepts of AR and VR as well as its use cases in the art creation process. We showed real world examples of how artists already take advantage of that field and introduced them to the best VR software such as Google Tiltbrush and Oculus Quill. After several training sessions artists were able to create professional vr art and had much greater understanding of emerging technologies.

It is important for us to bring artists up to speed in their understanding of the immersive technologies. For that, we have hosted specialized workshops where we introduced artists to the concepts of AR and VR as well as its use cases in the art creation process. We showed real world examples of how artists already take advantage of that field and introduced them to the best VR software such as Google Tiltbrush and Oculus Quill. After several training sessions artists were able to create professional vr art and had much greater understanding of emerging technologies.

tilt-brush

Tilt Brush is a groundbreaking app by Google for people to create art in 3D space

Tilt Brush is a groundbreaking app by Google for people to create art in 3D space

Conclusion

The feedback we've got given so far is overwhelmingly positive. For most customers, it's their first interaction with augmented reality and feedback is extremely positive. 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. The app was launched in December 2018 and is available to download on the App Store

The feedback we've got given so far is overwhelmingly positive. For most customers, it's their first interaction with augmented reality. 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. We launched the platform in December 2018 and it's available for download on the App Store

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!

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