DIGITAL ART
UX Case Study
By Lisa Villary
Introduction
Research
This process begins with an idea. Using the principles of Design Thinking I go through a process of gathering all the knowledge, refining that knowledge down, and finding common, themes. From these themes I gather key insights, and find opportunities. All this research Informs me to form a HMW ( how might we) Questions. It began with my keen interested in Cryptocurrency. I’m already working with Dream financial Literacy, a Cryptocurrency education course. As I started to explore Crytpocurrecy and how to trade coins. I became more and more interested in all the other things you can do with cryptocurrency. Each day learning tips and tricks from various searches on the internet. I began to explore how I could provide a digital Solutions, and app or mobile website that would serve the community in a meaningful way.
It is very important that this app provides a social connection. This Industry is not new, yet very niche in nature, It is rapidly expanding and there is a lot of commotion as all the traditional “traders” give their options on NFT. Because this Industry is relatively new. We have experts and beginners starting at almost the same level. There are not that many people with “expert” knowledge, yet the same time everyone has an opinion.
Full Immersion Approach!
In keeping with a full Immmersion Approach I wanted to have a higher than average knowledge of various Cryptocurrency projects. I started with Coinbase wallet for trading. Next with Metamask Wallet, for seamless connecting to various sites. I printed my secret pins and put them in a secure location , I started trading cryptocurrency and got in the habit of checking my wallet every day. The Phrase Non-fungible Token, kept popping up everywhere I looked. I started to research NFT’s, I read the definition, and watched countless videos on the subject, read articles, definitions and after about 30 sources, the concept eventually sunk in.
I started researching all the NFT sites for which there are many. With my background in marketing, I know that when there are many competitors in a particular space, means there is a lot of money in that space too. So competition is not necessarily a bad thing, What it shows me is that there is a market.
There are many NFT sites, the NFT sites I visited, the most were Niftygateway, Rarible, Opensea, Superrare, Cryptokitties,and Ether Cards, I felt that these sites gave me a good overall look at the market and that it was a good market to get into because there is a considerable amount of people interested in these projects, and no shortage of artist to create in this market.
I even purchased a Cryptokitty, I was hesitant to take on the responsibility, and I wasn’t really clear on what to do with my little guy. His name of Briciola Teashins. My favourite colour is Blue so he fit right in. The Fun part comes from trading and breeding cryptokitties, which was not part of my case study, but transactions are part of my project. Purchasing a cryptokitty allowed me to experience and entire purchase from start to finish.
Good Kitty!
NFT’s
What are NFT’s? NFT’s are Non Fungible Tokens that simply put allow Digital items to be unique. This is done through digital signatures.
Fiat Currency is fungible, Cryptocurrencyl like bitcoin is also fungible. Items with the same values are interchangeable. A non-fungible token (NFT) is a unit of data on blockchain , where each NFT can represent a unique digital item, and thus they are not interchangeable. NFTs can represent digital files such as art, audio, videos, items in video games, and other forms of creative work.
Compare
Vs
TRADITIONAL ART
DIGITAL ART
Unique
Scarcity
Value Increases
Infinitely replicable
Value Decreases
Not Unique.
Identifying the Problem space.
Highlight the main differences between Traditional Art and Digital and how Blockchain helps to Solve this issue for Living artist so that they can be compensated for their artwork.
NFT Marketplaces
As mentioned above I felt it was important to examine the existing Apps/marketplaces. I noticed that most of these marketplaces were responsive Websites, not mobile apps. Originally my assumption was that there was something within the minting process in cryptocurrency that prevented the technology from being used within an app. Then later I figured out it was clearly because of the high commission rates commanded through the google play and apple stores. If something is selling for 3 E that is over $7000 USD, paying apple commission on a sale like that is ridiculous.
What I learned most from my research into the marketplaces is that, there is room for more, each has its own parameters that it sets for their users. The main goal is to ensure the artist are properly compensated for their work. They Carefully pic their artist. They facilitate and help the artist get their artwork on the plaform, making the upload process seamless. They Make it fair for collectors to compete for pieces of art work that they are interested in.
THE MARKETPLACES
competive analysis
help
EYES WIDE SHUT
Highest bid by DonDoom
0.3 WETH
$628.70
Rarible allows digital artists and creators to issue and sell custom crypto assets that represent ownership in their digital work.
Frozen angels by VXN #3/5
$7777
Nift gateway focuses on Multiples.
Aelise Davis
The Bleeding Heart Is Mundane
No Price listed( Just released)
Ethercards main product is trading cards for Digital art.
THE CREATORS
FEWOCIOUS
The moment I fell in love, by fewicious
Sold for $25000
PARRIOTISM
This Peice
Komodo , recently sold for $3358
BEPPLES
he digital artist Beeple sold $3.5 million worth of art through Nifty Gateway last year.
GRIMES
Recently sold $6 million dollars work of NFT’s
Trevor Jones Art
He previously held the record for the highest-selling NFT artwork ever with his Picasso’s Bull animation here on Niftygateway selling for a massive $55,555.55.
COLLECTORS
JUST SHUN
Lost the Beeples auction for 69 Million and he is moving on and looking to purchase some original Andy Warhol and Picasso Peices.
MetaKovan
His real name is Vignesh Sundaresan. He purchased Beeples Art, for $69 million dollars.
MARK CUBAN
Mark Started his career trading sports cards, so NFT’s are a natural extension of what he already knows. Mark started a new NFT platform called Lazy.com.
Gary Vee
Gary Vaynerchuk, the wine guy, has a passion for trading baseball cards. He is a natural promoter and he is very excited about NFT’s.
The Winkelvoss Twins
Currently, own Nifty gateway. A startup they purchased from another set of twins The Cockfoster Twins. Nifty gateway Naturally focuses on Multiples.
My Process
RESERCH INSIGHTS
NFT RESEARCH
When I began this project Nft’s were noteworthy but had not become a big news story yet at least as far as main stream media is concerned.
Now Nfts are part of Daily news, and they were even featured on Saturday Night Live. They are a big deal. And the information is Divergent
So the case study began as an Interest a Passion of mine.
So I kept coming back to my main Goal. How might we create a safe and fun way for digital artists to collect and sell their art, So that digital art can have a greater perceived value on par with the value Traditional Art
So I wanted to Focus on artist, Even though there were marketplace, the artist and the collector. I felt it was important to focus on the needs of the artist.
Confusing
There is no shortage of people scratching their heads about NFTS. If you are confused, welcome to the party. You are not alone. This confusion was a very important part of my solution.
- Take the confusion out of the process
- Make it easy
- Make fun.
THE TECHNOLOGY
The rise of Blockchain Technology has made the smart contract possible. what the smart contract does is a self-executing contract with the terms of the agreement between buyer and seller being directly written into lines of code. It is similar to escrow. It is code and when the predetermined conditions are met the exchange happens.
PROJECT ASSUMPTIONS
This project could be huge, I wanted to make a usable product that looks good and left users with feeling ease. It was very important to limit the scope of the project so that I could hone in on a small section of the marketplace.
HOW MIGHT WE
How might we create a safe and fun way for digital artists to collect and sell their art, So that digital art can have a greater perceived value on par with the value Traditional Art.
INTERVIEW THEMES
EPICS
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Persona and Experience Map
User testing round 1 – 5 participants
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DEFINE
Research Phase
From my User interviews, I developed a Use persona that represents my key user the artist. From this persona I can now tailor my app to meet the needs of this user.
Gathering all the information from my intereviews I plotted out an experience map for my user. With this experience map I can now focus on addressing and hopefully solving some of my persona pain points.
COMPARISON
Gamefication
I examined digital and analog versions of games and explored how I could create s product that would compete in this marketplace.
Games
I examined games like go, War, Pokemon, and even Trivial Pursuit. To see if there is an interesting way to enter the marketplace.
Trading Cards
I explored trading cards and researched Sports cards. Leading company in Sports trading cards is moving all of its cards online into NFT’s.
experimental
Experimental and Hybrid products. like Ethercards is a Gallery sites but each piece is featured in a Cards set. they also have animation of pack opening. Which makes the dynamic and Interestings of the site. Also makes it a sensory experience. Full sound and animation.
Gallery
I researched all the gallery sites that are currently on the market and made notes of the special features that each site offers.
Galleries
Many of the sites function like Galleries, so much so that Christies is now selling NFT’s
Curration
Special Collections, Collaborations, Recreations, Mixed Media, Animations, Videos, Photography and Music. Many of the creations can contain many different elements. It is quite common to have an entire site just buzzing with animations. Which can be visually over-stimulating but it also become part of the brand.
Special Editions
Creating a series of Limited edition artwork. 1 of 5, or 1 of 10 is the norm but I have seen pieces that are 1 of 1000, with each piece selling for over 4k.
Define
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Design
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Refine
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Build
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Compare
Vs
TRADITIONAL ART
DIGITAL ART
Unique
Scarcity
Value Increases
Infinitely replicable
Value Decreases
Not Unique.
Identifying the Problem space.
Highlight the main differences between Traditional Art and Digital and how Blockchain helps to Solve this issue for Living artist so that they can be compensated for their artwork.
DISCOVER
RESEARCH PLAN
EPICS
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Task selection
User testing round 1 – 5 participants
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Sketching and Wireframes
User testing round 1 – 5 participants
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Prototype First Iteration
User testing round 1 – 5 participants
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Usability testing
User testing round 1 – 5 participants
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key changes
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Usability testing
User testing round 2 – 5 participants
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FINAL Prototype
User testing round 1 – 5 participants
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Colours and Typography
Mood board
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Colours and Typography
UI Inspiration
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ICONS
Iterations
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LOGO
Iterations
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DEVELOP
Iterations
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DELIVER
Final Ui Design
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Multiplatform
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Marketing Website
Future steps.
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Tarot cards of Tech
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Key Research Insights
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Thank you for your time
If you made it this far, I want you to know I really appreciate your time. I hope you learned a thing or two about my project. I would appreciate any advice you have to offer.
Thank you once again.