Next Art
Next Art is reshaping how people shop for wall decor online. Using innovative tech and curated art, they aim to enhance the global shopping experience. Integrating AI was a challenge, but they strive to simplify the process, making it easier to find art that beautifies homes and offices.
Next Art Home Page.
Time Line
March- July 2022
Platform
Responsive Online shop
My Role
UX UI Designer
Context:
Every House needs beautiful walls
Next Art is a pioneering platform in the wall decor online shop industry, redefining the way people discover and purchase art for their homes. By leveraging innovative technologies and a curated selection of artwork, Next Art aims to transform the online shopping experience for wall decor enthusiasts worldwide.
My Role:
I led the design, user testing, and development of this project from to end. I collaborated with one developer and two graphic designers during the ideation stage and then managed the entire project.
The Problem:
We need customizable, unique, and authentic art wall decor!
The main problem identified was the lack of a user-friendly platform that offers curated wall decor options while providing guidance and inspiration to users. Next Art needs to address this issue by creating a platform that simplifies the shopping experience and helps users discover art that complements their homes.
Choosing The product type
Goal:
Develop and launch a user-friendly platform for Next Art that offers curated wall decor options, along with guidance and inspiration, to simplify the shopping experience and assist users in discovering art that complements their homes, with the aim of increasing customer engagement, satisfaction, and ultimately, sales revenue.
Impact:
By offering curated wall decor options and personalized guidance, Next Art aims to revolutionize the Canadian market. This user-friendly platform promises a seamless shopping experience, allowing users to find art that suits their style and homes easily. This initiative not only boosts user satisfaction but also drives business growth by catering to diverse consumer preferences. Next Art is poised to become a trailblazer, leading the way in providing curated wall decor solutions that prioritize both user needs and business success in Canada.
Early Research Phase:
Let's Clarify what we want to do with this website?
Next Art aims to establish itself as a leading online destination for individuals and small businesses seeking high-quality wall decor. In this ideation phase, we will focus on creating a user-centric platform that provides curated collections, guidance, and inspiration while competing with other established players, particularly a USA-based competitor operating in Canada.
Competitive Analysis Insights: We have analyzed the strengths and weaknesses of our competitors, mainly focusing on the USA-based company operating in Canada. While they offer a wide range of products, they lack personalized guidance and curation, leaving room for Next Art to differentiate itself by providing curated collections tailored to the preferences of Canadian users.
User Insights: Our research has revealed that users seek guidance and inspiration when shopping for wall decor online. They want curated collections that align with their taste and style preferences, as well as affordability and quality assurance. Additionally, users value a seamless shopping experience with easy navigation and intuitive interfaces.
Early Ideation Concepts:
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Curated Collections: Next Art will offer carefully curated collections of wall decor catering to different styles, themes, and preferences. These collections will be regularly updated to reflect seasonal trends and user feedback.
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Personalized Recommendations: Utilizing machine learning algorithms, Next Art will provide personalized recommendations based on the user's browsing history, purchase behaviour, and style preferences.
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Interactive Inspiration Boards: Users will have the option to create and share inspiration boards, allowing them to visualize how different pieces of wall decor complement their existing home interiors.
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Virtual Room Visualization: Next Art will integrate augmented reality (AR) technology, enabling users to visualize how different artworks will look in their own spaces before making a purchase.
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Seamless Shopping Experience: The platform will feature a user-friendly interface with intuitive navigation, allowing users to easily browse, filter, and compare products. Streamlined checkout and multiple payment options will further enhance the shopping experience.
Design Direction: In terms of design, Next Art will adopt a clean and minimalist aesthetic, allowing the curated collections to take center stage. The colour palette will be inspired by the natural beauty of Canada, incorporating earthy tones and subtle accents to create a calming and inviting atmosphere. Straightforward typography and visual hierarchy will ensure easy readability and navigation throughout the platform.
Competitor Analysis
For each season, reagion, interior stayle and age we concidered different Category
Design Phase:
Over 30000 Authentic Artworks! How do we present them all?
During Next Art's design phase, our primary goal was to create an interface that resonates with users and fits various home interiors. However, we faced challenges handling a vast amount of data, particularly in organizing 30000 original pictures efficiently. Traditional methods like card sorting were impractical, so we collaborated with the sales team to refine our categorization strategy, ensuring relevance and user-centricity.
We designed three main website sections: Next Art, Next Art Kids, and Next Art Studio, utilizing our extensive database effectively. Additionally, we chose a domestic colour palette of gentle greens, warm browns, and muted blues to enhance the user experience and reflect the tranquil ambiance of Next Art.
We established a visually appealing and user-friendly platform by overcoming data management challenges and aligning design choices with user preferences. This phase reinforced our commitment to delivering quality wall decor solutions and providing an exceptional user experience at Next Art.
UX Methodology:
For this project, I produced the following deliverables:
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Site maps of different versions outline how the site and products are organized into logical and meaningful categories to enable customers to find what they need and understand where they are.
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Three user journeys based on user interviews: an art student buying a linen canvas for school, a resident purchasing a gift for a partner’s mother, and a studio manager placing an order for acrylics to be delivered on a weekday.
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Multiple versions of wireframes illustrate a selected user journey (the happy path) and show the Home Page, PLP(Product Listing Page), PDP(Product Detail Page), Shopping Cart and Checkout Pages.
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A clickable prototype and usability testing report.
UX methods used in this particular project are:
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Competitive Analysis
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Contextual Enquiry (Site Visit to Brick and Mortar Stores)
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Open and Closed Card Sort
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1–1 Interviews
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User Journey and Experience Mapping
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Problem/Outcome Statement
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Design Studio (Co-creation Workshop)
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Low- Mid Fidelity Wireframe
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Clickable Prototyping
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User Testing
Information Architecture:
Information Architecture is the foundation and structure of the website; it determines where things would live online. In this project, we conducted open and closed card sorting to create a user-driven site map of the website based on Next Art's store inventory.
Card Sorting:
During the card sorting phase at Next Art, we encountered the challenge of managing a vast amount of information related to our extensive collection of original pictures. With over 3000 images to organize, traditional card sorting methods proved inefficient and time-consuming. The sheer volume of data made it difficult to identify patterns and establish a coherent structure for presenting our offerings on nextart.com. Despite these challenges, we continued refining our categorization process to ensure users could easily navigate and discover art that resonated with their preferences and style.
We adopted a collaborative approach to address these challenges, engaging closely with our sales team to gain insights into customer preferences and market trends. By leveraging their expertise and feedback, we were able to streamline the card-sorting process and identify key categories that would facilitate a more intuitive browsing experience for users. Through iterative refinement and thoughtful consideration, we ultimately achieved a cohesive organization scheme that not only showcased the breadth and depth of our collection but also aligned closely with the needs and expectations of our target audience.
gathering All the site sections in cards
The Footer
Sorted Cards
User research:
Who are we selling to?
During the user research phase, our objective was to gain deeper insights into users' perspectives regarding the implementation of AI-generated search functionality within Next Art's platform. We employed various research methods to understand users' needs, expectations, and concerns regarding this feature.
Surveys: We distributed surveys to a diverse group of individuals who have experience shopping for wall decor online. The survey questions were designed to assess users' familiarity with AI technology, their preferences for search functionalities, and their expectations from AI-generated search in an online art marketplace.
Interviews: We conducted in-depth interviews with a selection of participants from our survey pool to delve deeper into their responses and gather qualitative insights. During these interviews, we explored users' past experiences with online shopping, their pain points related to search and discovery of wall decor, and their perceptions of AI-generated search algorithms.
Task Analysis: We performed task analysis sessions with participants to observe their interactions with existing search functionalities on other online platforms. By observing users' behaviors and decision-making processes while searching for wall decor, we gained valuable insights into the specific features and capabilities that would enhance their shopping experience.
Competitive Analysis: In addition to gathering insights from users, we conducted a competitive analysis to examine how other online art marketplaces are implementing AI technology in their search functionalities. This analysis helped us identify best practices, as well as areas for improvement and innovation in Next Art's approach to AI-generated search.
User Insights: Through our research, we found that users generally welcome the idea of AI-generated search functionality in an online art marketplace like Next Art. They appreciate the potential for personalized recommendations and streamlined search experiences that AI can offer. However, users also express concerns about privacy, transparency, and the risk of algorithmic biases influencing search results.
Another Challenge: While users are receptive to the idea of AI-generated search, Next Art needs to address concerns related to privacy, transparency, and algorithmic biases to ensure user trust and satisfaction. The platform must also balance the benefits of personalization with the need to provide diverse and inclusive recommendations that cater to a wide range of tastes and preferences.
Based on the insights gathered during the user research phase, our next steps involve designing and implementing AI-generated search functionality that prioritizes transparency, privacy, and diversity. We will conduct iterative testing and refinement to ensure that the feature meets users' needs and expectations while enhancing their overall shopping experience on Next Art's platform.
User Journey- Shopping
A Part of lo-Fi wireframes, Mobile Version
A Part of lo-Fi wireframes,Desktop Version
Testing:
Let's see if It's working!
Objective: The objective of this user testing session is to evaluate the effectiveness and user-friendliness of the AI-generated search feature implemented in Next Art's platform.
Participants: We recruited a diverse group of participants representing different demographics and levels of familiarity with online art shopping.
Methodology:
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Each participant will be given a series of tasks to perform using the AI-generated search feature.
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Participants will be asked to provide feedback on their experience, including ease of use, relevance of search results, and any encountered issues.
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The session will be conducted remotely via video conferencing, allowing for real-time observation and interaction.
Tasks:
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Search for abstract wall art suitable for a modern living room.
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Filter search results by price range and color preference.
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Save a favorite artwork to your wishlist.
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Explore recommended artworks based on your search history.
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Provide feedback on the relevance and diversity of search results.
Bugs and Challenges:
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Algorithmic Bias: Some participants may encounter biased search results, such as a lack of diversity in recommended artworks or an overemphasis on certain styles or artists.
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Privacy Concerns: Participants may express concerns about the collection and usage of their personal data for AI-generated recommendations.
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Technical Glitches: Participants may experience technical issues such as slow loading times, incorrect search suggestions, or crashes.
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User Interface Clutter: Participants may find the user interface cluttered or confusing, especially when navigating between search filters and recommendation sections.
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Limited Customization: Participants may desire more customization options for refining search results, such as specifying dimensions or materials.
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Integration Challenges: Integration with existing platform features, such as the wishlist functionality, may present compatibility issues or inconsistencies in user experience.
Outcome: The user testing session will provide valuable insights into the usability, effectiveness, and potential improvements of the AI-generated search feature. Feedback gathered from participants will inform iterative enhancements to ensure a seamless and satisfying user experience on Next Art's platform.
The final Design After Iteration
Conclusion:
The next Art Journey is Just Started!
The user testing session provided valuable insights into the implementation of the AI-generated search feature within Next Art's platform. Participants appreciated the personalized recommendations and streamlined search experience but also raised concerns regarding algorithmic biases, privacy, and technical glitches. Despite encountering challenges, the overall feedback highlighted the potential of the AI-generated search feature to enhance the user experience and drive engagement on the platform.
Next Steps for Improving Next Art:
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Content Curation: Enhance the curation of artworks to ensure a diverse and high-quality selection that caters to different tastes and preferences. Collaborate with artists and designers to continually refresh and expand the inventory with unique and appealing pieces.
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Community Engagement: Foster a sense of community among users by implementing features such as user-generated content, forums, and social sharing capabilities. Encourage users to share their experiences, recommendations, and design inspirations to create a vibrant and interactive platform.
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Educational Resources: Provide informative content and resources to guide users in selecting and styling wall decor for their homes. Offer tips, tutorials, and design inspiration galleries to assist users in making informed decisions and discovering new trends and styles.
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Customer Support: Invest in responsive and knowledgeable customer support services to assist users with inquiries, recommendations, and troubleshooting. Implement live chat, email support, and comprehensive FAQs to ensure users receive timely assistance and support throughout their shopping journey.
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Mobile Optimization: Optimize the platform for mobile devices to cater to the growing number of users accessing Next Art on smartphones and tablets. Ensure seamless navigation, fast loading times, and intuitive user interface elements to provide a consistent and enjoyable experience across all devices
By focusing on these aspects of improvement, Next Art can continue to elevate its platform and provide users with a comprehensive and engaging online shopping experience for wall decor and art. These steps will not only address user feedback but also contribute to the long-term success and growth of Next Art as a leading destination for curated and personalized wall decor solutions.