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Final Diploma Project2009
Project by
Suguna DewanUser Experience Design
Industry Guide
Shrikant EkboteTech Mahindra Limited
A Total Art Experience in a Physical Art Gallery
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Final Diploma Project 2009 A Total Art Experience in a Physical Art Gallery | process
Phase 1 - Exploration Phase: Primary explorationFinalization of research topic
Research objectivesStudy of literature initial research
Observations of research
Phase 2 - Study of existing systems and User study
Phase 3 - Data collection, Processing
Phase 4 - Mind Mapping, Information Flows
Phase 5 - Generation of Design Opportunities, Personas, Scenarios
Phase 6 - Design Phase : Navigation Design
Paper PrototypingFinal Prototyping
Working Application
Phase 7 - Conclusion, Acknowledgement, Scope of Improvement
Overview of the process
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Phase One
Final Diploma Project 2009 A Total Art Experience in a Physical Art Gallery | phase one
Initial Idea
Initial Research
Observations
Brainstorming
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Final Diploma Project 2009 A Total Art Experience in a Physical Art Gallery | phase one
Initial Idea:
An Online interactive virtual exhibition space for artists, sculptors and designers where
they can exhibit their art works and interact with fellow artists, get recognition in the
art world.
Adding on:
Providing a real life exhibition experience to viewers/visitors in an art exhibition
on the internet for users who cannot be physically present in the exhibition.
Witnessing a virtual experience of the exhibition while sitting at home was the mainidea.
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Literature Study : Research
The initial research mainly included internet based research and general
brainstorming of the idea/topic.
The research covered the following topics:
Art
Artists
Auctions
Collecting Art
Art Business
Exhibitions
I came across many interesting facts about the art world in general which
gave me a detailed insight about what art is all about.
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What is Art:The term Art refers to a diverse range of human activities and
artifacts, and may be used to cover all or any of the arts,
including music, literature and other forms. It is most often used
to refer specifically to the visual arts, including mediums such as
painting, sculpture, and printmaking.
It has been defined as the vehicle of the expression ofcommunications of emotions and ideas.
Artist:Anyone associated with the various forms of art is called an artist.
A normal human being can also be called an artist in a certain
perspective.person who expresses through a medium.
Observations
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Auctions:An auction is a process of buying and selling goods or
services by offering them up for bid, taking bids, andthen selling the item to the winning bidder. English
auction, also known as an open ascending price
auction. Participants bid openly against one another,
with each subsequent bid higher than the previous
bid.
Collecting ArtAnyone can buy and collect art intelligently. No previous knowledge of the art
business, experience collecting art, or degrees in art history are necessary. Four
questions essential for buying art:
1. Who is the artist?
2. How important is the art?
3. What is its provenance, history, and documentation (where has the art been and
whos owned it)?
4. Is the asking price fair?
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Art BusinessAppreciation of art prices:Extraordinary profits
have been reaped as sellers have entered the
marketplace with artworks that have greatly
appreciated in value.
Similar to investing in shares: More and morepeople are investing in art just like real estate
and shares due to the great results after some
years.Not expensive: Possessing a work of art is not as
expensive as purchasing a piece of land.
Good knowledge: One has to have an eye for goodart and an understanding about the art work he/ she is
going to invest in. So to have these qualities one must
spend time referring to the various resources available
regarding the particular art work.
Online presence:Online art business is not a newconcept but it still has to evolve in front of live buying
and selling and live auctions.
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Exhibitions
Art exhibitions are traditionally the space inwhich art objects meet an audience.
Every artist, especially an upcoming artist wants
to display his/her work in a physical gallery to
gain recognition in the vast art world.
Nowadays all physical art galleries have online
spaces where the artist can display art works,the viewers and art buyers can have a good
look at the work displayed without having to
visit the physical gallery.
But of course the online display has its own
constraints small display screens do not
provide a real experience to the viewer. The more the no of exhibitions an artist has
displayed his work in, the more famous will he
become.
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Phase Two
Study of Existing System
User Study
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Existing Websites / Portals
The web presence of physical art galleries is quite
common presently. These websites cater to a large
audience varying from casual viewers to professionalart collectors to national galleries.
A few of these websites are interactive and lets the
user make some kind of a contact with the artist
and vice versa.
A user (viewer) can also order paintings online and
get them delivered.
But,
There is no one wonder website in which all these
features are present.
All the online exhibitions are shown in the format of
still images of the paintings, for which the experienceIs nowhere near to a real life exhibition.
And,
No such website is available in India designed
specifically for Indian artists or buyers.
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User Study
Number of artists interviewed: 14
Fine artists: 11
Sculptors: 2
Collage Artist: 1
The interviews were done face to face withthe artists and were recorded in a voice
recorder portable device.
Every interview lasted for an average of one
hour duration.
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The user interviews were done asking a set of questions :
Technology related questions:1. Do you have an individual website?
2. How friendly or comfortable are you using the internet?
3. Which other technology devices do you use?
4. Have you joined any online interactive galleries?
Interaction related questions:1. How do you usually interact with other fellow artists?
2. Do you interact with other people on the internet?
If yes, then how?
3. How do you interact with art buyers?
Business related questions:
1. How does the selling process happen usually?
2. Have you ever sold your paintings through the internet?
3. How does transaction of money and art works happen?
4. Who usually buys your art work?
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Questions related to galleries:
1. Have you showcased your work in any galleries? If yes, then how many times?
2. How does the transaction and dealing with the gallery take place?
3. Have you ever showcased your work in any online galleries?
4. How frequently does your work gets sold through galleries?
Apart from these questions,
The artists interestingly opened up and discussed about various
different topics related or not related.
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Observations of the user interviews
Technological and Internet related observations:
General view:
Internet has made the world a small place.
Most of the older artists are not that friendly with using the internet, so they dont use it and say
that it will waste their time.
Internet is a necessary evil as quoted by one artist.
Artists who have websites: Most artists have their own websites, which are restricted to content based information.
Websites include their work in the form of still pictures and profile of the artist, his thoughts
and brief descriptions of the art works.
Most of them say that they are recognised more if they have a website or if they have their work
displayed on the net. It is a bigger platform for any artist.
Most websites are of young and upcoming artists as they are more comfortable in using the internet.
Galleries which have websites:
Most artists, even if they have their own individual website, they have displayed their works on
common gallery websites also.
Most galleries approach the artists and ask them to display their works. Then they charge some
amount from the artist if the work is sold.
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Technological and Internet related observations:
Blogs:
A few of them are also active on blogs.
For them their individual websites dont work that well as blogs do. Blogs have become more interesting nowadays as they are more interactive and provide instant
feedback to the writer.
Observation:
M.F. Husain gave a statement about a gallery which was closed down after five years of its
opening: the gallery is dead because art has gone online. The gallery has lost its relevance because art had moved online. Internet has become so
popular that the original physical gallery has lost its presence.
Observation:
Make people see art.
Appreciate art.
Buying will happen automatically, if people start appreciating it.
Community websites:
For many, any community sites are a waste of time as they dont cater to their specific needs.
Artists want to interact with other like minded people. In community sites there are infinite number
of people who can contact them and waste their time.
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Technological and Internet related observations:
Most of them want to escape from these websites.
Everybody and anybody can upload their work on them, then it becomes a rush.
No body will notice an artist who is not that famous on such a site. They have such a big database.If an artist is popular, only then people will recognise.
So categorisation of special fields or works or styles is important.
No recognition for upcoming artists
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Buying and Selling:
The usual practice:
The buying happens by contacting the artist directly through phone or e-mail.
Also contacting the galleries which showcase a certain artists work.
All these galleries are physical as well as have a website for international buyers.
Some years ago, people only bought works of famous artists. But now upcoming artists are also
encouraged. Even auctions take place for them.
Every artist has his/her brochure printed, available with them as well as the galleries, for a
broader insight about the artist.
Other art buyers:
Except for art collectors, common people also buy art works, not for investment intentions.
For them the price can be negotiated accordingly, as they buy only one or two pieces.
Contracts:
Artists are nowadays contacted on a contract basis. They are told to make a certain number of
paintings for a particular place or organisation or institute.
An amount is decided and the work is delivered.
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Final Diploma Project 2009 A Total Art Experience in a Physical Art Gallery | phase three
Analysis of the user interviews
Recognition is a big issue for young artists as they feel left out amongalready established artists.
Even in artists community websites, they feel unrecognized due to the
rush of all artists in the website.
Upcoming artists want to generate more business from their work.
On the contrary, already established artists believe in working andcreating for their own satisfaction.
Many of the established artists do not feel the need to use technology
such as internet. They believe it would waste their precious time.
Due to art reaching to the masses through the internet, the artists are
quite satisfied with their global presence, especially upcoming artists.
No websites available dedicated to Indian artists.
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Final Diploma Project 2009 A Total Art Experience in a Physical Art Gallery | phase four
Phase Four
Mind Mapping
Information Flows
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Final Diploma Project 2009 A Total Art Experience in a Physical Art Gallery | phase four
Mind Maps
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Final Diploma Project 2009 A Total Art Experience in a Physical Art Gallery | phase four
Information Flow Charts
Offline Information Flow - How an art exhibition takes place
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Final Diploma Project 2009 A Total Art Experience in a Physical Art Gallery | phase four
Information Flow Charts
Flow of how a painting is bought in an on going exhibition and after the exhibition
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Final Diploma Project 2009 A Total Art Experience in a Physical Art Gallery | phase five
Phase Five
Generation of solution statements
and design opportunities
Persona
Scenario
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Final Diploma Project 2009 A Total Art Experience in a Physical Art Gallery | phase five
Solution Statement 1 :
Showcasing work for recognition
Providing a web based solution for artists and sculptors to showcase their work online, mainly
for upcoming artists so as to get them some kind ofrecognition in the society for their work.
This will enhance their confidence and give them a better opportunity to sell their work.
The portal could be dedicated only to new emerging artists.
Initial problem statements
Solution Statement 2 :Online Exhibitions close to real life exhibitions
Providing a web based solution for a close to a real life exhibition for viewers, art enthusiasts
and buyers who cannot be physically present for exhibitions.
Providing a better view and feel of an actual exhibition on the internet for buyers and art
collectors, easy transactions through the internet.
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Final Diploma Project 2009 A Total Art Experience in a Physical Art Gallery | phase five
Solution Statement 3 :Better platform for Indian artists through interaction
Providing a better means of interaction and exchange of thoughts and ideas for artists all overthe world. But, because such websites are not available in India particularly for Indian artists, it
will give a chance to appreciate and criticise art among artists as well as other people.
Interaction among artists will improve their style of work and provide them better solutions
for their problems. It will give an opportunity to artists to interact with like minded people and
share ideas which will result in better work and it will open new dimensions for them to get
recognition.
Solution Statement 4 :Portal for Buying of art
For buying of art, a website which provides a good and efficient platform for buyers and art
collectors.For buyers outside the country, this website will help them choose art pieces, giving them
detailed description and a closer look of the art work.
Providing art collectors information and tips about how to collect art and invest in art. Blogs
and forums for art buyers will also increase interaction between them and the art business
consequently will enhance.
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Final Diploma Project 2009 A Total Art Experience in a Physical Art Gallery | phase five
Solution Statement 1Appreciation of art:
Art appreciation is a very important aspect of art. Common people are usually not able to interpret
art in the way it is supposed to be.
To make people sensitive towards art, there should be a good platform so that they can
understand and interpret art in the correct manner.
Sensitivity towards art will encourage appreciation and in turn generate business for artists.They will get some recognition and will be encouraged to create more.
Knowledge about history of art and various styles and eras of art will also contribute in enhanced
understanding among common people.
An interactive platform, where in people can discuss and ask questions and interact with people
associated with art (artists, art critics, buyers, etc)
Revised Solution Statements
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Final Diploma Project 2009 A Total Art Experience in a Physical Art Gallery | phase five
Solution Statement 2A personal space for artists:
A personal space for artists can be provided on the internet, where they write about their
thoughts, present state of mind, etc.
Artists, being sensitive and moody need such kind of personal space which expresses their
thoughts. Different genres of music and varied colours could lighten their mood.
It will also help buyers as it is very important to know for them that how an artist thinks and
works, what goes behind in making a painting.
They want to know small personal things about the artist, before buying a work of art.
This will also enhance business for the artist.
Solution Statement 3Collaborative buying of art:
Art is usually bought by art buyers and collectors who can afford such high prices of the original
art pieces from famous artists. An art buying portal for people who can purchase an art piece collaboratively with other people
interested in the same art work.
They can buy the art work as a collective investment and then if the prices go high, can also
sell them. It is kind of investment similar to real estate investment.
They can keep it under their possession until they want to sell it off.
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Final Diploma Project 2009 A Total Art Experience in a Physical Art Gallery | phase five
Final Concepts as Solutions (in detail)
Collaborative buying and selling of art:Web portal of an art gallery which encourages common people to buy art eventually investing in art,
collaboratively with other people.
People interested in a particular art piece can show interest and buy it. The art works are in the
possession of the gallery.
Once a person decides to buy the art work, he decides his share depending on what is the price
and posts it on the portal, showing his interest, according to first come first serve basis. The portal
will show him people already interested (if any) and their desired share.
It will also show brief profiles of the other buyers interested in it. If still interested, the personcan continue.
Once the required no. of people interested, the art work is ready to be sold to them.
The art work is possessed virtually by the investors and cannot be physically taken by any one
of them.
- If an option of physical possession comes in, there can
be a conflict between members regarding possession incase two or more members have the same share.
The painting can be sold when the price reaches high.
All the group members must agree to sell it at the same time. If they do not come to a mutual
agreement to sell it, the group members who want, can sell it to some other person who wants
to have a share and then consequently can join the group.
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Final Diploma Project 2009 A Total Art Experience in a Physical Art Gallery | phase five
When the members decide to sell the art work, it is posted on the portal and the same procedure
follows.
When sold, the share will be calculated and will be given to each member accordingly. Another option can be if a group member wants to possess it solely, he can interact with others
and pay the remaining amount to them, accordingly.
Another feature can be in which a company or an organisation invests in art.
It tells its employees to buy the art works on their names, like investing in the company shares.
The company will also have a share in it.
Eventually the company will possess the painting as an investment. When sold, everyone will get their share including the company.
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Final Diploma Project 2009 A Total Art Experience in a Physical Art Gallery | phase five
Interactive informational kiosks in Art GalleriesAn interactive kiosk in art galleries mainly informational oriented imparting knowledge about art
in general, artists, past exhibitions, etc. giving an overall experience to the user about the art world.
Past Exhibitions
-Artists who have exhibited in the gallery
-Highest price of a painting or highest bid
-List of renowned artists who have exhibited
-Media coverage
-Overview of the gallery-Details of past exhibitions; milestones achieved, prominent people who have visited the
gallery, awards and recognition, etc.
Artists associated with the gallery
-Browsing through a list of artists
-Information/ profile of a particular artist
-His/her style of work
-Information about his/her exhibitions
-Videos, photographs associated with the artist showing his/her working space, his
perceptions, interviews, etc.
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Final Diploma Project 2009 A Total Art Experience in a Physical Art Gallery | phase five
General overview about the Art world
-History of art: various eras, periods, how art came into being, how did people perceive
art, auctions, etc.-Artists in history: various renowned artists, their styles, highlights and achievements
-How art is practiced in different countries, their styles, evolution of art in different parts
of the world, influence of art
-Modern art, Contemporary art, how is art perceived in present.
-Some guidelines about how to look for good art, how to place a bid in an auction,
appreciation of art, etc.
-Videos made on art in general-Art directory: list of museums, art schools, private and national galleries around the
world, glossary, etc.
-Tutorials about some art techniques in the form of interesting videos.
-Some general interesting videos about art, giving the user a total experience.
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Final Diploma Project 2009 A Total Art Experience in a Physical Art Gallery | phase five
Persona
Name: Mr. Rakesh Oberoi
Age: 61 yearsMr. Oberoi is a businessman and owns a company by the name of Oberoi Chemicals.
He is also a professional art collector and buyer. He has developed a great deal of knowledge about
art and artists. He is a frequent visitor to all the art exhibitions happening in Mumbai and often flies
to Delhi and other places to attend exhibitions.
His company is run by his two sons now and he has almost retired from work and is concentrating
and spending more time in the process of being a successful art collector. He has a big flat in Marine
Lines in Mumbai and owns four cars, a laptop and a mobile phone. His wife is a social worker with
a NGO which helps orphaned children in Mumbai.
He thinks art is a very good investment in these times of recession. At present prices for art workshave reduced to a good extent and one can easily invest in good and famous art works easily to yield
the results after some years. At the same time, he believes young, struggling and emerging artists
should also be given a chance to display their work should get recognition for their efforts. So not
only famous artists, he also visits exhibitions put up by good upcoming artists.
Art is also an asset to him as he thinks possessing art increases his status in the society to a great
extent and his friends and acquaintances look upon him as a respected man who has an eye for good
art.
He is reasonably comfortable using the computer and the internet. He was taught all this by his own
twelve year old grandson.
Thanks to all this learning, he also browses through the various online art gallery websites. In the
past he has also bought some art works showcased on these sites from all over the world.
As now he has become a professional art collector and buyer, he spends a lot of time on the internet.
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Final Diploma Project 2009 A Total Art Experience in a Physical Art Gallery | phase five
Scenario
The gallery has recently purchased no of paintings from different places and countries varying in
size, style, artist, etc.
Gallerys website (www.experienceartgallery.com) and browse through the new collection. Interested
buyers can also come down at the physical gallery to have a personalised experience of the paintings.
Going through the website:
The main highlight of the site is the new collection they want to show.
He likes two of the paintings in the collection by a particular artist from London.
As a good and experienced art collector, he has always felt the need to understand and analyse
the painting and the artist as a person and as a professional. He wants to have insights about these
important things before investing in any art work.
He is prompted by the site, suggesting two features which will effect his decision of buying the
art works.
First is telling him about the big screen experience and second is the face to face interaction with the
artist himself for better insights.
By their own mechanism will contact the artist to be present for the interaction with the buyer.
And also saves his liking and preference.
A reminder is set by the user and he is reminded by the gallery on his mobile phone through a text
message.
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Final Diploma Project 2009 A Total Art Experience in a Physical Art Gallery | phase five
Heads for the gallery A representative of the gallery is present to receive him at the entrance.
The setup and ambience is very nice and sophisticated. He goes and sits on the big cushioned
couch in front of the screen.
The representative introduces him to the screen and the small touch screen pad in front of the
couch, near his legs, through which he has to operate and navigate.
He is greeted on the screen showing the selected works and the talk button.
He clicks on the talk button and it takes him to the video conferencing page.
While talking to the artist, he starts exploring the application by first going to his chosen
preference and browsing through the artists other works, relating himself to what the artist
is saying about his work.
He also checks the various videos, photographs, interviews, printed material related to the artist,
as he always does before investing in a piece of art.
He reads how the painting came into being or the making of the painting.
He goes back to see the buyers list and gallerys selling history. Not many galleries show these
records to other buyers very easily.Next he goes on to see the rest of the new collection which the gallery has recently possessed.
He also changes the music time to time.
He gets up and leaves to pay for the paintings he chose and to sign any legal documents related.
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Final Diploma Project 2009 A Total Art Experience in a Physical Art Gallery | phase six
Phase Six
Design phase
- Navigation flow
- Paper Prototypes
- Final Prototyping
- Working Application
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Final Diploma Project 2009 A Total Art Experience in a Physical Art Gallery | phase six
Navigation Flow
Primary Navigation
Home
Chosen Artist Gallery Links
Two
thumbnails
Talk Profile Works Coverage Buyers
List
Gallery
Suggests
Selling
History
Change
Music
New
Acquisitions
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Paper Prototypes
Exhibition in highlightNew upcoming artists
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Revised paper prototypes
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Final Diploma Project 2009 A Total Art Experience in a Physical Art Gallery | phase six
How to Use the Application
The user will be given a small touch screen infront of him.
Screen Size: Diagonal 8"
Supported Resolution: 640 x 480 | 1280 x 800
A projection of what is shown on the touch
screen will be shown on the big screen.
Fi l P t t
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Final Prototypes
Home page
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Full Screen Preview
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All works
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Final Diploma Project 2009 A Total Art Experience in a Physical Art Gallery | phase seven
Phase Seven
Conclusion
Scope of Improvement
Acknowledgement
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Final Diploma Project 2009 A Total Art Experience in a Physical Art Gallery | phase seven
Conclusion
The application, is targeted towards the more serious buyers rather than
the casual ones. Professional Art Collectors, Art Critics and other artenthusiasts will get a near to real experience using the application.
The criteria of judging and buying a work of art is very interesting and
needs a lot of understanding about the art work history of the art work,
- about the artist
- his views- his reputation in the art world
- details about the seller
These are some of the things which the application will cover, which are essential
for any dealings in art business.
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Scope of Improvement
Final Diploma Project 2009 A Total Art Experience in a Physical Art Gallery | phase seven
The navigation of the application could have been more accurate and user friendly.
Interviewing real users for this application would have been more beneficial in terms
of the features provided.
More features for the user can be provided such as a search option
gallerys past exhibitions
ongoing current exhibition
Future Scope
Studying exactly the minds of buyers and professional art collectors.
As this application is not available with any gallery, can be pitched to them.
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Final Diploma Project
2009
Thank You