Cowri
Role:
UX Designer
Duration:
Dec ‘22 - Mar ‘23
“Art Belongs to Everyone”
Goal
Research
During onboarding, users are prompted to choose their favorite art movements. Yet, for those less familiar, an alternate route is available. In this feature, users handpick artworks that resonate with them. Their preferences then shape a personalized auction feed, enhancing the curatorial experience.
Tools:
Figma, Adobe Suite
Cowri emerged as a personal endeavor prompted by the challenge to "Design an auction app for an art gallery." While successfully addressing this core objective, Cowri transcends its original scope through a vision enriched by user-centered research. Significantly, Cowri embodies a mission rooted in accessibility and education, poised to amplify art appreciation and engagement for anyone captivated by its emotive power.
With the US art market surging at an impressive $30.2 billion in 2022, the project's aspiration took shape as the creation of a seamlessly intuitive mobile app. This app aimed to open up art engagement within this thriving market, empowering users to effortlessly navigate auctions and personal sales. The goal is to make the art world more accessible to a broader audience, ensuring that art becomes readily available to anyone who's captivated by its allure.
Delving into my initial user and market research, a revelation emerged: while the archetypical user of a fine art auction app tended to be affluent and deeply versed in art history, their average spending reached approximately a quarter of a million dollars. However, this demographic represents just a fraction of the millions of Americans who annually explore art museums and galleries. Notably, over 20% of the American population engaged with art museums last year.
This insight ignited a crucial shift in approach. Recognizing the potential for inclusivity, I embarked on designing an app with a broad audience in mind. To substantiate this perspective, I conducted interviews within my community—individuals whose interest in the art world was palpable. From these interactions, I curated a user persona that encapsulated diverse aspirations and preferences.
Building upon the foundation of the initial user persona, I proceeded to undertake a comprehensive competitive analysis. This involved a meticulous evaluation of mobile apps from prominent auction houses like Sotheby's, Phillips, and Christie's. Subsequently, to garner a firsthand perspective, I engaged an interviewee in the onboarding and initial bidding experience within one of these apps. This immersive exercise culminated in the creation of an illuminating user journey map, synthesizing the intricacies of their engagement and interactions.
Pain points
Emerging from the synthesis of ideation and research phases, critical pain points materialized, redefining the project's trajectory:
A. Conventional art auction apps are tailored for users well-versed in art, inadvertently alienating those intrigued by art but lacking extensive knowledge or historical context.
B. A prevailing focus on the affluent demographic confines art auction apps, with most offerings catering to high net worth individuals. This approach isolates a substantial audience eager to engage, yet hindered by inaccessible price points.
Information Architecture
Using a flow diagram, I outlined the basic structure of the app, starting from onboarding and leading up to a successful bid placement. This diagram allowed me to incorporate effective components from my competitive analysis while introducing new features to address the pain points. The result was a user journey that combined proven strategies with fresh solutions to create a seamless experience.
My journey into full UX design began with basic paper wireframes, outlining the initial UI concepts. Progressing further, I transitioned to crafting more detailed wireframes using Figma, offering a clearer glimpse into the app's visual design.
These are the high-fidelity prototypes that were finalized after a round of user testing. I have showcased the features that address the pain points that I defined during my research and ideation process.
Introducing the profile feature, a digital repository of user interactions. Here, saved lots and active bids find their place. Additionally, it houses insights into favored art movements, offering users a comprehensive understanding of their preferences—particularly advantageous for those who undertook the survey.
Reflection
The app's curated landing page emerges as a visual centerpiece. Displaying auctions aligned with the user's preferred art movements, it paints a personalized picture. Notably, the page also champions local auctions and budget-friendly artwork, fostering an inclusive space for exploring affordable fine art.
Design System
A thoughtfully crafted design system emerged to ensure a smooth and unified user experience. Typography played a key role, combining Serif and Sans Serif fonts to establish a clear hierarchy. The color palette, inspired by subtle shades found on gallery walls at The Metropolitan Museum of Art, elegantly complemented artwork visuals. It consisted of muted tones that don't overshadow the art. To maintain both coherence and variety, three color variations were introduced for UI elements, ensuring a harmonious yet diverse aesthetic.
This first end-to-end UX design endeavor expanded my perspective on the essence of "design." Navigating through the diverse phases of the design process significantly refined my approach to problem-solving. The project's inception, driven by ideation and research, showcased how it transcended initial expectations. Initially conceived as an "auction app for an art gallery," the iterative process allowed me to cultivate a design that embraced inclusivity and accessibility.
Investing ample time in the preliminary phases, particularly in fostering inclusivity, underscored its paramount importance. Challenges arose in sourcing a diverse pool of users for testing and interviews, a limitation I recognized. Notably absent was an opportunity to engage with fine art auction app enthusiasts who invest substantially in art. Their perspectives could have enriched insights into critical pain points.
Prototyping proved immensely gratifying. Guided by research yet endowed with creative latitude, I forged decisions. Early establishment of typeface pairing, color palette, and design system expedited prototyping. This foundational groundwork facilitated swift iteration based on user feedback. My design journey persists, with aspirations to incorporate a feature enabling users to list their artworks for sale. Diverging from auctions, this avenue empowers emerging artists to showcase their creations and cultivates a platform for budding collectors to explore.
A heartfelt shout-out to Melissa Pao, an extraordinary UX designer, for her mentorship throughout this transformative process. 🙌🏼
