Final Diploma Project Presentation

7/29/2019 Final Diploma Project Presentation

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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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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



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.



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.



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?



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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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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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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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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Mind Maps


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Information Flow Charts

Offline Information Flow - How an art exhibition takes place


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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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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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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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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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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 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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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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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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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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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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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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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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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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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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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


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

Documents

Final Diploma Project Presentation