ART HOUSE - PERFECT ART COMPANION
ART HOUSE
ART HOUSE
CASE STUDY
CASE STUDY
CASE STUDY
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
Client: Street Art House
App Store Screenshots
App Store Screenshots
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.
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.
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.
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
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
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.
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.
Information architecture for ARt House platform
Information architecture for ARt House platform
Initial sketches of the app
Initial sketches of the app
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 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.
App testing in real world exhibition environment. ARt by James Hunt
App testing in real-world exhibition environment. ARt by James Hunt.
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 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
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Have a similar project in mind? Let's talk!
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