Minor Project - ARTTREK - Final Complication
Aishath Lene Abdulla Amir (0333185)
Bachelors of Design (Hons) in Creative Media / Taylor's
University
Minor Project : Final Compilation
1. Our Project - ARTTREK
Figure 1.1 - Project overview
ARTTREK is to create a MVP iOS/Android Application for discovering, curating,
geo-tagging and sharing of street art; with the branding, advertising and
promotional launch, business plans, and lo-fidelity prototype.
Week 1
In this first week, we created our groups and finalised the project that we
are incharge of. Our project is called Arttrek. The first thing we were
introduced to was the Miro where each project's different phases of the
workflow is to be recorded throughout this semester and the project. The first
thing we had to do was do some contextual research. This was done through
articles and finding out what would be the competitors of the brand. Our
research was mainly street art focused so we chose apps such as Street Art
Istanbul, Street Art Cities, StreetWIse, Murals and Street Art (MASA), CANVS
and Street Art London. For Street Art Istanbul, firstly what I did was look
into the background of the street art scene in Istanbul other than the app
itself, because the app is no longer legible as I couldn't download the app to
understand its performance and features. Though, some of the features
highlighted in the app store include: brings together a selection of
contemporary street art spaces in the beautiful city of Istanbul, learn about
the artists, discover the surrounding neighbourhood and find other interesting
stuff to do around, stay updated with newly put together street art
entries.There only very few reviews for the app, and those were only from a
few years ago as well.
Competitors Case Study
Figure 1.2 - Street Art Istanbul
Figure 1.3 - Street Art Cities
Figure 1.4 - Street Wise
Figure 1.5 - MASA
Figure 1.6 - CANVS
Figure 1.7 - Street Art London
Week 2
In the second week our aim was to have a better understanding to confirm our
personas, this was done through gathering data through multiple
sources. Our group decided to reach out to some of the potential target
audience. This was done through e-mail, as well as reaching out through
their social media platforms. Initially when we created the target audience
Mr Mike made us understand that with these personas, we are unable to
provide the answers to his questions as well as evidence of why they would
make up to be our personas, which were very important. Therefore we had to
carry out more with the contextual research gathering. Our group understood
that what we think would fit best for the brand couldn’t be the target
audience. The target audience is only determined from the research that we
gather. After this we also had a meeting with the EAP (Business school team)
and IT students, where we were updated on their progress and what plans they
have for the app. Although there were a few communication errors and some
confusion between the schools, we were able to solve them by communicating
well with each group.
Personas
Figure 1.8 - User Persona brainstorm + Draft 1
Figure 1.9 - User Persona brainstorm + Draft 2
Figure 1.10 - User Persona brainstorm 3
Figure 1.11 - Empathy Map + Draft 3
Figure 1.12 - User Persona Empathy Map + Draft 4
Week 3
This week was a quite important week for our group. Since last week
we worked on further refining our persona so that we can move on to
the next stage which is empathy mapping, to finally get a better
understanding of our fixed target audience. Along with this, we also
worked on creating a list of interview questions and survey
questionnaires for our target audience. For the draft questions that
we showed Mr Mike, he helped us further refine them, so that they
are able to be sent out. We sent the interview questionnaire to the
artists and the survey to the community target audience. We were
only able to get very less respondents right aways, especially for
the artists. We also had a meeting with the collaboration schools to
get updated on the progress of the work.
Final Persona
Figure 1.13 - User Persona ( Artist)
Figure 1.14 - User Persona (Community)
Figure 1.15 - Empathy Map (Artist)
Figure 1.16 - Empathy Map (Artist)
Contextual Research (Community)
Figure 1.17 - Contextual Research
Primary Research (Interview/ Survey Questions)
Figure 1.18 - Interview Questions for Artist
Figure 1.19 - Survey Questions for Community
Figure 1.20 - Survey Questions for Community
Week 4
From the last week up until this week, we are still working on
gathering the data. Some of our group mates had started on the
result’s analysis. We were able to get a response from artists
such as Cloak Work along with other artists and studios, which
was very useful to our project. From the analysed information,
we looked into finding any insights. Each group member
highlighted some points that they found were useful insights,
which would later help us find our problem statement and then
get a start on the How might we(s).The most challenging part
for us this week was determining and understanding what would
qualify as an insight, and going through all that data was
already time-consuming. However, I would say that one thing
that really aided our progress was how organised our group
leader was in assigning us particular tasks to complete. We
were able to complete this week's challenge thanks to a
collaborative effort.
Analysis of Gathered Data
Community Survey
Issue
- Hard to find street art
- Negative perception of street art
- Lack of support from the government
- Underrated
- Lacks maintenance
Hope
- Express art to show the culture, raise awareness of the current issue
- Building and uplifting the art community
- More sustainable and long-term support for artist
- To see interpretation from different perspective of the artwork which also made them curious about the story behind
Need
- Centralised platform
Pros
- convenient & time-saving
- to better understand street art
- connect the artist with public
Others
- Augmented Reality (AR) - enhance street art by providing immersive, interesting and heightened experience
Artists Interview Questions
- Lack of Exposure
- Lack of representation of different artforms
- lack of government financial support and attention
- lack of events to form connections
- care about the way their art is perceived and why they create
Insight Discovery
Figure 1.21 - Top 5 Ideas gathered from data
Figure 1.22 - Categories of Ideas
Key Themes
- Preservation
- Curation
- Discovery
Week 5
Continuing from the last week’s progress, during the
consultation, Mr Mike noted that our result of the insights
to how might we still need more work. He mentioned insights
need to be retouched as it is not something that you just
come up with. Instead it is something that you grasp from
the results of the interviews and questionnaires. On the
other hand we also found out that our project isn’t solely
just based on street art, it can be any art, during our
meeting with Mr Damien. And because of this we were working
on getting more information by having a conversation with a
curator so that we have a better understanding of the
different classifications of art forms and have a better
understanding of how the process of curation works.. In
addition to this we also interviewed other artists so that
we could have more potential insights at hand.
Figure 1.23 - Insight Statements
Problem Statements
1.
User - Artists
Needs - to gain more exposure & income (via
curation), to be able to share more information about them and
their works (backstory), to raise awareness on different forms of art
Insight - The artists need people to understand and appreciate
their work through proper curation to achieve longevity
in their career
2.
User - Community
Needs - to discover different art forms, to get accurate and updated information about the
arts, to provides a centralised platform for those who want
to learn more about the story behind the art and the
artists
Insight - The community needs to interact with the artists to
understand their art's backstory and be educated, and be
able to access and appreciate art in their comfort
zone
Week 6
Our group had already had some progress for the mood
board creation. Each of the group members created a mood
board and figured which areas of the mood board we had
in common. Moreover after our consultation session with
Mr Mike it still felt that we needed a bit more
information to make our insight statements stronger. Mr
Mike helped our group get an interview with Mr. I van
where we conducted a short live interview. After this
our group analysed all the information we got. From this
we understood that curation is beneficial for artists
though artists aren't given equal opportunities to be
curated. After this we updated the information and
completed the problem statement as well as the how might
we(s). We were also working on finalising the logo of
ARTTREK. The first designs Mr Mike saw, he advised us to
think about it a little bit more.
Final Problem Statements
1. Artists need a support system because they want to
achieve a sustainable career.
2. The community wants to discover, learn and record art
expression so that it can be preserved and
shared.
How Might We
Figure 1.24 - How Might We(s)
- How might we create a support system for artist so that they can achieve a sustainable career?
- How might we create a platform where people can discover, learn, and record art expression so that it can be preserved and shared?
- How might we create a user-friendly environment for artists and inspire human relationship within the community through art?
Art Direction
Figure 1.24 - Art Direction (Moodboard)
Figure 1.25 - Art Direction (Moodboard)
Figure 1.26 - Typogrpahy
Figure 1.26 - Colour Palette
Logo
Figure 1.27 - Logo Design and Sketches
Figure 1.28 - Logo Design and Sketches
Figure 1.29 - Logo Design and Sketches
Figure 1.30 - Logo Design and Sketches
Figure 1.31 - Logo Design and Sketches
Week 7
Our team had compiled the presentation by this
week. The GD team had also worked on finalising
the Design direction and the big idea as well as
finalising taxonomy. The UI/UX team worked hard on
the workflow of the app and they were advised to
use figma so that the presentation goes more
smoothly. We were working on a tight deadline
because we still needed to make a few changes
based on Mr Mike's input. Everyone in our group
had their own task to complete. GD team had
also finalised the logo by this week.
Features Reference Progress
Figure 1.32 - Features Reference
User Flow
Figure 1.33 - User Flow
Figure 1.34 - User Flow
Logo
Figure 1.34 - Final Logo Design
Taxonomy
Figure 1.34 - Taxonomy
Week 8
By this week we had finalised most of the
presentation for the pitch with Mr Damien. Mr
Mike helped us to make the slides to have a
better flow and look more attractive so that
the attention is always focused on the right
places. We had our pitch later on that week so
we made sure that everything was perfect. We
were very happy with the result of the
presentation and we had gotten good feedback
from Mr Damien and we can proceed with our
pitch from there.
ARTTREK Proposal Presentation
Figure 1.35 - Proposal Presentation
Week 9
After the presentation, this week our task was
to complete the user journey map. This is the
process of what the experience would be of our
target audience with ARTTREK. I was not present
for this class so I had missed a little bit of
it but I looked into it later on after the class
to check certain areas the flow of it made
sense. After Mr Mikes feedback we had a group
meeting where we revised the points where he
said that we needed more improvement. Our group
leader had also worked on the Gantt chart where
we had to divide our tasks based on the touch
points we had provided on the journey map. The
graphic design team finalised the design as well
as the contents and duties of the team mates for
the pre launch.
Figure 1.36 - User Journey Map
Figure 1.37 - Gantt Chart
Week 10
This week after our consultation it was
advised that we still needed more touch points
during the awareness stage. Because with the
amount of content we have right now, may be
lacking in the attention grabbing factor of
our potential customers. Moreover, for the
content we had already made right now, some of
the design outcomes still need to be worked on
more, or experimented with to make sure that
these would actually work for the brand. Our
UI/UX team had a meeting with the IT team to
assess the viability and usability of the
features we offered. They will also conduct a
user test to assess the flow of the app.
Week 11
During the consultation, it was noticed that
our art direction still requires
improvement, since our results do not
demonstrate how our distinct taxonomies play
a role in it. Because there are no visuals
of the various creative forms, it feels very
restricting while ARTTREK is supposed to be
an all-round brand. It does not appear that
the current brand design direction
will be able to hold in the long run. We
were instructed to test the current design
direction on all of our taxonomies. The GD
team collaborated to make the necessary
modifications by testing the art direction
with various visuals from the taxonomy. Our
UI/UX team conducted user testing, and made
further refinements
Stage 1 - Awareness (Pre-launch)
OOH
Figure 1.38 - OOH
Figure 1.38 - OOH
Figure 1.38 - OOH
Figure 1.38 - OOH
SOCMED
Figure 1.39 - SOCMED
Figure 1.40 - SOCMED
Teaser Video
Figure 1.41 - Teaser Video Mock up (Digital
Billboard)
Figure 1.42 - Teaser Video (Instagram Format)
Week 12
GD team by this week had finalised the art
direction. But due to working on that last
week, our team was a bit behind with finishing
the designs of our touch points. Moreover,
during our consultation it was noted that we
needed to rethink some of the visuals we were
using, which weren't fitting for the brand
currently as the images used aren’t local
enough. Instead it seemed that we were
portraying something from the westerners. It
was important to understand that with this, we
had to be very careful about what kind of
narratives we were telling as well as to whom.
Stage 2 - Consideration (Launch)
SOCMED
Figure 1.43 - What is Arttrek (Instagram
carousel Post)
Figure 1.44 - What is Arttrek (Instagram
carousel Post)
Figure 1.44 - Main Offerings (Instagram
carousel Post)
Figure 1.45 - Main Offerings (Instagram
carousel Post)
Figure 1.46 - Main Offerings (Instagram
carousel Post)
Figure 1.46 - Main Offerings (Instagram
carousel Post)
Figure 1.47 - Promotional Video
(Instagram)
Stage 3 - Decision
SOCMED
Figure 1.48 - Benefits of ARTTREK
(Instagram)
Figure 1.49 - Benefits of ARTTREK
(Instagram)
Figure 1.50 - Benefits of ARTTREK
(Instagram)
Record
Figure 1.51 - Features of ARTTREK -
Record (Instagram carousel post)
Figure 1.52 - Features of ARTTREK -
Record (Instagram carousel post)
Figure 1.53 - Features of ARTTREK -
Record (Instagram carousel post)
Connect
.png)
Figure 1.54 - Features of ARTTREK -
Connect (Instagram carousel
post)
.png)
Figure 1.55 - Features of ARTTREK -
Connect (Instagram carousel
post)
Figure 1.56 - Features of ARTTREK -
Connect (Instagram carousel
post)
Curate
Figure 1.57 - Features of
ARTTREK - Curate (Instagram
carousel post)
Figure 1.58 - Features of
ARTTREK - Curate (Instagram
carousel post)
Figure 1.59 - Features of
ARTTREK - Curate (Instagram
carousel post)
Discover
Figure 1.60 - Features of
ARTTREK - Discover
(Instagram carousel
post)
Figure 1.61 - Features of
ARTTREK - Discover
(Instagram carousel
post)
Figure 1.62 - Features of
ARTTREK - Discover
(Instagram carousel
post)
Geotagging
Figure 1.63 - Features
of ARTTREK - Geotagging
(Instagram carousel
post)
Figure 1.63 - Features
of ARTTREK - Geotagging
(Instagram carousel
post)
Figure 1.64 - Features
of ARTTREK - Geotagging
(Instagram carousel
post)
.png)
Figure 1.65 - Features of
ARTTREK - Learn (Instagram
carousel post)
Figure 1.65 - Features of
ARTTREK - Learn (Instagram
carousel post)
Figure 1.66 - Features of ARTTREK - Learn (Instagram carousel post)
Stage 4 - Service Delivered
SOCMED
Figure 1.67 - Review 1 (Instagram)
Figure 1.68 - Review 2 (Instagram)
Figure 1.69 - Review 3 (Instagram)
Week 13
Our group still continued with the designs on this week for the different touch points. The designs of the event planning, the microsite and the OOH designs were shown and we had made refinements for the ones that needed it. The UI/UX team was asked to look into their design a bit more, and maybe add in some of the graphical elements as it is implemented on the microsite. Our group was also advised to work a bit more together as a GD and UI/UX team so that the outcome is more consistent throughout everything.
Stage 5 - Advocacy
OOH
Figure 1.70 - Event (OOH)
Figure 1.71 - Event (OOH)
Figure 1.72 - Event (OOH)
Figure 1.73 - Event (OOH)
Figure 1.74 - Event (OOH)
Figure 1.75 - Event (OOH)
Figure 1.76 - Event (OOH)
Figure 1.77 - Event (OOH)
SOCMED
Figure 1.78 - About ART4ALL (Instagram carousel Post)
Figure 1.79 - About ART4ALL (Instagram carousel Post)
Figure 1.80 - Event day (Instagram Post)
Figure 1.81 - Event Poster GIF (Instagram Post)
Figure 1.82 - List if Artforms (Instagram Post)
Figure 1.83 - List if Artists (Instagram Post)
Figure 1.84 - Event Venue (Instagram Post)
Figure 1.85 - ART4ALL Talks (Instagram carousel Post)
Figure 1.86 - ART4ALL Talks (Instagram carousel Post)
Figure 1.87 - ART4ALL Talks (Instagram carousel Post)
Figure 1.88 - ART4ALL Talks (Instagram carousel Post)
Figure 1.85 - ART4ALL Promo code (Instagram Post)
Figure 1.86 - ART4ALLTicket sale(Instagram Post)
Figure 1.87 -ART4ALL Free Tote(Instagram Post)
TICKET
Figure 1.88 -ART4ALL Ticket design
Figure 1.89 -ART4ALL Ticket design
Figure 1.90 -ART4ALL Ticket mockup
TOTEBAG
Figure 1.91 -ART4ALL Tote mockup
Figure 1.92 -ART4ALL Tote mockup
Figure 1.93 -ART4ALL Tote mockup
Microsite Design
.png)
Figure 1.94 -ARTTREK microsite (about us)
.png)
Figure 1.95 -ARTTREK microsite (features)
.png)
Figure 1.96 -ARTTREK microsite (download)
Figure 1.97 -ARTTREK microsite (FAQ)
Week 14
Our team had made further and finalised refinements. We only had to work on a few more things, such as the social media promotion for the event as well as the app's features to be displayed better on the microsite and as a social media post. We started compiling our presentation. We had a collaborative presentation to prepare along with the EAP team.
Week 15
This is our final week of work on our project. Everything was going swimmingly, as our finalised designs and presentation preparation were completed on time. Our team and the EAP team collaborated on it and did a great job overall. Our group leader did an excellent job of organising everything so that everyone had a task to fulfil.
FINAL PRESENTATION
Reflection
This was a really big experience for me, in my opinion. Our group worked extremely hard to reach the final line. Having said that, I would say that the overall result was extremely pleasing. This experience has taught me a lot. This module has helped me to communicate more effectively and to manage my time more efficiently. A project like this requires a lot of work, as I discovered. You can't just proceed solely on what you enjoy and what you think will work for the brand. But everything we've done is supported by evidence. Seeing the results of the designs from the research we conducted is something I find quite amazing about what our group accomplished overall.
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