Curate

A conceptual mobile app that facilitate art investments and sales for art lovers, young and old.

UX/UI Design

2021

Project Overview

ECONOMIC OPPORTUNITIES OPEN UP FOR A YOUNGER GENERATION

Opening up the market for Gen Z and millennials through an app for them.

Shortly after the pandemic, the art market reached $65 million world wide, and $12.4 million dollars were in digital sales alone. This was partly due to a rise of NFTs as art commodities as well as the popularization of cryptomarket places like OpenSea and Binance. Additionally, the art market seems to be opening up to a new demographic— millennials and Gen Z. Genz and millennials made up about 12% of total art sales in 2022. Despite the projected rapid growth, there weren't many platforms that could help them enter this market.

TEAM

Solo designer

discovery

WHAT AM I TRYING TO SOLVE?

Making the art world more accessible

The art world has always seemed exclusive. With auctions and secret art sales, not many people can get “in” to an art auction, and as a result, don’t have access to that financial privilege. Despite the obstacles created by elitist perceptions regarding who should and can invest in art and traditions, Gen Z and millennials have started to make an impact on the art market. Online tools and virtual auctions have made it more accessible for younger generations to invest in art, even if they are digital artworks.

HOW DOES THIS IMPACT BUSINESS?

Finding a space for new artists

These platforms assist galleries by providing them a space to sell unsold works. Typically, these art works are either re-entered into auction at a lower price, sold to a consignor, or donated. If the art work belongs to a living artist, the artist makes less money than they expected, which typically happens to new and scarcely known artists. Because of the nature of the art world, its exclusivity, there are few buyers because not many people are aware of the events.

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research

Primary research: User interviews

ART AS AN ALTERNATIVE ASSET

Growing interest among millennials and Gen Z in art investment, but not many have access to build portfolios.

I reached out to close friends to better understand user sentiment. The perception about heart word buying and investing in art has almost always been that the art world is elitist. Many newbies have stated that despite interest in buying art, they feel intimidated about how exclusive the entire process feel. Additionally, about 50% of interviewees mentioned that they would feel more comfortable having guidance before making a purchase.

Based on the insights gathered from interviewees, I created a few user personas.

Primary research: Competitive analysis

POPULAR PLATFORMS FALL SHORT

Customers feel overwhelmed by popular art investing and buying platforms

Famous galleries and museums also offer the option to purchase art works. However, because I was interested in including NFTs in this app, I checked out popular NFT sites[insert graph comparing NFT sites: OpenSea, Binance, and Magic Eden] This project involved multiple users: galleries/curators, art buyers, and art sellers. [insert general user empathy map] Despite the wide range of users, these were the main pain points:Few apps offered enough information about the art piece. When it was offered, the information was overwhelmingAmong the apps that were surveyed, few of them were reliable. The ones that were reliable were connected to a gallery or ate a private institution and was a bit of hassle to use. Very few apps included accessibility features and did not appeal to a wide demographic.

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PROBLEM STATEMENT

How might I create an art buying app that is educational, accessible, and reliable?

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PROBLEM/ OPPORTUNITY SPACE

Challenge 1: Unsold artworks

How might I create a place where unsold artworks get a new life?

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Challenge 2: Not enough information

How might I create a holistic art buying and selling experience that clears up confusion for avid investors while also provides guidance for novice art buyers and investors?

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IDEATION

PRIORITIZING FEATURES

BALANCING USER FLOWS AND DIFFERENT FEATURES

Creating opportunities for user engagement and interaction

I wanted this app to be used by gallerist, artists, and interested art buyers. However, I also wanted it to feel inclusive— welcoming art buyers of all levels, newbies and seasoned.

As a result, I included many features that provided users with more guidance and information before bidding or making a purchase. However more user features meant that a higher likelihood of overwhelming users.

Because the app was catering to three different user groups, I needed to make sure that the features were not getting in the way of the main flow, which as investing in art.

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Decluttering navigation and creating a community

Creating a user hub clean to manage navigation

I broke down the design into three main user flows: buying, selling, and investing. However, I also wanted to include features that would expose users to more art via exhibitions, auctions, and art fairs. ‍The Home Screen functioned as an entry point. From home, users could choose how they wanted to use the app—to sell, buy, or invest. Home also provided users with the opportunity to check out latest exhibitions or auctions (in person or online).

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The user hub function as a multi-purpose launching point from where users could find art auctions and events nearby, explore artworks that were on sale, and even purchase NFTs. The hub also included sections that would help new art buyers familiarize themselves with the art market— a learning section.

Designs

SOLUTION 1: FACILITATE AND ENCOURAGE THE SALE OF ARTWORKS BY UNKNOWN ARTISTS.

Provide a platform for new artists to connect with their audience and industry professionals.

Many artworks do not get sold due to a lack of artist recognition. Simply put, if people don't know the artist, they won't buy. Sadly, these artworks get repackaged and sold with other artworks for a lesser price. This devalues not only the effort of the artists but the perception of their work. Yet, this is not only a problem for artists, but also for gallerists and curators.

By creating a space where artists can sell their artworks and connect with others, this creates a wider range of artworks that enter the market.

SOLUTION 2: PROVIDE BUYERS WITH MORE DATA

Throughout the research process, I noticed how little educational material was available for people buying art for the first time. How and where do you buy art? How do you know what to buy? Who do you speak to? What are benefits of buying at auction? First time art buyers often face doubt and apprehension before buying, but providing them with a learning tools and options some of the anxiety would be lessened.

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SOLUTION 3: EDUCATE NEWER INVESTORS AND BUYERS

Guiding new users through a new market

One of the obstacles new investors and buyers face is education. Often, many don't really know what they are doing and as a result they don't know how to maximize their investments. I wanted to incorporate guides and resources for new users who were getting acclimated to investing in art. Apps like Artsy provide users and members with sufficient information, but sadly it is presented in way that is overwhelming. Too many pages and too much information. Users face choice overload and end up not completing a purchase.

The app has various features: learning and consulting. These features are distributed throughout different sections of the app. From doing a self-paced course on art investment to scheduling calls with appraiser and curators, users are well informed before shopping and buying.

TAKEAWAYS

Making art more accessible

Traditional art in museums is typically seen or observed. This excludes people who may have visual disabilities. While creating this project I wondered, how can art be made more accessible and how can art be made more visible? Part of that answer lies in the artist. But, museums can play a role too by making art more immersive and interactive.

While doing research, I learned how some museums are helping people with vision disabilities "see" art. They have resorted to 3D printed replicas of art and allowing people to touch the replicas, giving them an understanding of the shoes they should see. Additionally, some artists have incorporated braille into their artworks and allowed people to touch it.

These pieces of information inspired me to continue exploring different ways to welcome users to engage with not just an art piece but a product. How can users interact with products far beyond a screen? With new technologies available, I would like to explore more about how to further enhance the user experience of viewing.

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