dotdash3casestudy

DOT DASH 3

Case Study Wednesday, February 5, 2014

Jamie Marcus!Sanjay Merchant!Roxanne Mustafa!Kelly Redznak

!2

About DotDash3.com!DOT DASH 3 is a new website that aims to merge the worlds of art and technology together. It features 3D imaging software that allows international artists to display their work in interactive 3D virtual galleries.

About the Project!• To make the site more approachable and inviting to people

who may be new to collecting art. • To improve overall usability, features, appearance and flow.

Overview!3

Research & Discovery !

Analysis & Ideation !

Project Iterations & Design !

Prototype !

Looking Ahead

ɮ

!

⏶

Competitive Analysis!4

• Strengthened Brand Goals • Properly position DOT DASH 3 • Used as a reference/resource

throughout the Iteration & Ideation Phase

Research & Discovery Analysis & Ideation Project Iterations & Design Prototype Looking Ahead

Accessible

Exclusive

Fixed Customizable

Artsy Tappan

Moma

ArtICurate

DotDash3

DotDash3

Usability Testing!5

Research & Discovery

Key Findings:

Opportunities Identified:

• 0/4 users tested were able to purchase art after viewing it from a virtual gallery

• 0/4 users tested were able to navigate and/or browse through the virtual gallery quickly & easily

“I want to use adequate tools to explore.”

“I don’t know where I am. I need to see more texture of the actual art work to connect with it.”

• Users need a better frame of reference in order to quickly & easily navigate & browse through the virtual gallery.

• More visual details about the artwork displayed in the virtual galleries should be provided, in order for users to feel more connected

• More information needs to be presented to the user, before they feel comfortable enough to buy art from the website

(beta website)

Analysis & Ideation Project Iterations & Design Prototype Looking Ahead

“To purchase art, I have to know the facts before I can

purchase.”

User Surveys!6


Key Findings:• 93.75% of users tested

visit museums & galleries to explore the exhibits

• 68.75% of users tested also visit museums & galleries to learn about the artists

• Digital mediums were the f o u r m a i n r e s o u r c e s referenced as used for keeping up with currently active artists

Opportunities Identified:

Goals!7

" Increase user engagement. !!

" Sell art.!!

" Showcase 3D technology.

Business Goals Brand Goals User Goals● Learn about art & the artists !● Build a connection with the artists

!● Find & purchase affordable artwork

Research & Discovery

● Give an interactive, immersive experience.

!● Maintain minimalist aesthetic. !● Broaden appeal, make site more “friendly”.

Analysis & Ideation Project Iterations & Design Prototype Looking Ahead

Established Use Cases / Personas

• What will users coming to the website be looking to do?

• What type of content will they interact with and how?

!8

Analysis & Ideation Research & Discovery Project Iterations & Design Prototype Looking Ahead

Quote

-Quick way to purchase art-Discover new artists

Interior Designer45

Recent College Grad23

-Learn more about art-Learn about new artists

Shawn ParsonsJessica Summer

Job TitleAge

Goals

Name

“I want to use adequate tools to explore.”

“If I want to purchase art, I have to know the facts

before I purchase.”

Narrowing the Scope!9


Main Areas of Focus: 1. 3D Exhibitions 2. Artists 3. Artwork

Main UserActions:!1. To Browse 2. To Purchase

Main Focus & Recommendations!10

DOTDASH3 Website

ÊUsability


Global Site Navigation: Added header & footer across the site

3D Technology: Identified key features to address in order to

improve usability & enhance the interactive user experience within the 3D software, & across the

Dot Dash 3 site


DOTDASH3 Website

Information Architecture

ÊUsability


Header/Footer: Identified pages/links users may need/want access

to at all times

Overall Site: Established an interaction ‘loop,’ allowing for

multiple ways to access the core content

Determined corresponding new pages to be added, in order to complete the loop

Created a new proposed sitemap


DOTDASH3 Website

Information Architecture

ÊUsability


Content Optimization: Defined existing pages to be redesigned & restructured, in order to maximize opportunities for interaction & engagement across the site

"Interaction & Engagement

DotDash3 Browse Art About

Log In

EventsDiscover Artists Art Advisor

Search Site

Events for the Week

Featured Artists

Carousel:3-D Gallery Feature, Quiz, Showcase Special Event

Footer: contact info, shipping, terms of use, press, social media icons

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

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Join the NewsletterNew to DotDash 3

or

Join with Facebook

Name

Email

Last Name

Password

CREATE ACCOUNT

RICHARD HAINES SONYA SCHÖNBERGER ANGELO BELLOBONO RICHARD HAINES

DotDash3 Browse Art About

Log In

EventsDiscover Artists Art Advisor

Search Site

Events for the Week

Featured Artists

Carousel:3-D Gallery Feature, Quiz, Showcase Special Event

Footer: contact info, shipping, terms of use, press, social media icons

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

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Join the NewsletterNew to DotDash 3

or

Join with Facebook

Name

Email

Last Name

Password

CREATE ACCOUNT

RICHARD HAINES SONYA SCHÖNBERGER ANGELO BELLOBONO RICHARD HAINES


Iteration #1

FOOTER

HEADER

3D Virtual Gallery

Events

Create Your Own

Newsletter

Studio Visits

2D Art

2D Art

2D Art

2D Art

FOOTER

HEADER

Artist/Avitar

Artist/Avitar

Artist/Avitar

Artist/Avitar

Artist/Avitar

Artist/Avitar

Artist/Avitar

Artist/Avitar

Artist/Avitar

FOOTER

HEADER

Artist Info

2D ART/AVITAR

2D Art

2D Art

2D Art

2D Art

2D Art

2D Art

FOOTER

HEADER

FOOTER

HEADER

Artist Info2D

Art

2DArt

Exhibition Info

2D Art

2D Art

2D Art

2D Art

2D Art

2D Art

Purchase

HEADER

3DVirtual Gallery

3DArt

3DArt

3DArt

3DArt

HEADER

3DVirtual Gallery

3D Art(from Virtual

Gallery)

FOOTER

HEADER

2D Art

2D Art

2D Art

2D Art

2D Art

2D Art

2D Art

2D Art

2D Art

2D Art

2D Art

2D Art

2D Art

2D Art

2D Art

2D Art

FOOTER

HEADER

Footer

3D Virtual Gallery

Events

Create Your Own

Newsletter

Studio Visits

Featured Galleries

2D Art

2D Art

2D Art

2D Art

HOME PAGE

FOOTER

HEADER

Footer

3D Virtual Gallery

Events

Create Your Own

Newsletter

Studio Visits

Featured Galleries

2D Art

2D Art

2D Art

2D Art

HOME PAGE

FOOTER

HEADER

Footer

3D Virtual Gallery

Events

Create Your Own

Newsletter

Studio Visits

Featured Galleries

2D Art

2D Art

2D Art

2D Art

HOME PAGE

FOOTER

HEADER

FOOTER

HEADER

FOOTER

HEADER

2D Art

Filters:Home Page / Browse Art

ExhibitionMedium

ColorSize

Orientation

ExhibitionMediumColorSizeOrientation

2D Art

2D Art

2D Art

2D Art

2D Art

2D Art

2D Art

2D Art

2D Art

2D Art

2D Art

2D Art

2D Art

2D Art

2D Art

2D Art

2D Art

2D Art

2D Art

Homepage

Virtual Galleries

Buy Art

Virtual Gallery

Featured

Virtual Galleries

Buy Art

Discover Artists

Discover Artists

EventsEvents

Virtual GalleriesList Page

Art List Page

Artist List Page

Events Page

Art Page

Artist Page

Virtual Galleries

Page

Virtual GalleriesArt Page

!15


Multiple Paths for Exploration

DotDash3 Browse ArtExhibition About

Log In | Sign up

Discover Artists Get Advice

Search Site

ABOUTOur TechnologyManifestoArt Advisory SerivceTrade Membership Program

CUSTOMER SERVICEContactShipping InformationReturn Policy

COMMUNITYEventsArt Fund

Studio Visits

Events for the WeekFebruary March April May

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Featured curated galleries

/FX�UP�%PU%BTI�� Join the Newsletter

Email Save

Create your own gallery

Sign Up

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Works on Paper

DrawingWorkshop

Visit Studio > Visit Studio >


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Studio Visits










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Works on Paper

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Works on Paper

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Iteration #2

Site Map!17

Header

2.2 Past Galleries

2.1 Featured Galleries

2.0 Virtual Galleries1.0 Home 3.0 Discover

Artists

8.3 Manifesto

8.5 Contact

8.2 Our Technology

4.0 About

8.1 About

10.3 Quizzes

5.0 Get Advice

10.2 n the News (Articles)

10.1 Events1.0 Homepage

DOTDASH3 | NEW PROPOSED SITEMAP VERSION 2.0

7.1.1 Artist Bio Pages

6.0 Community

Newsletter Sign Up

2.3 Future Galleries

6.1.i Artwork Detail Pages

9.1 Art Advisory Service

!Filters

ExhibitionMedia TypeColorSizeOrientationPrice Range

"Sort Small/Large

Price High/LowMost Recent

6.1 All Art for Sale Page

3.0 Buy Art

7.1 List of Artist PageS

2.0 Search 3.0 Invite1.0 Login / Signup

Logged in area

1.0 User’s Name

1.2 Sign Out

1.1.2 My Gallery

1.1.2.1 My Gallery

1.1.2.2 Create New Gallery

1.1.3 Settings

1.1.3.1 Account Settings

1.1.3.2 Newsletter Settings

1.1.1 Favorites

1.1 Profile

‘Join Now’ Modal

‘Sign In’ Modal

Newsletter Sign Up

(a)

(b)

DOTDASH3 | NEW PROPOSED SITEMAP VERSION 2.0

8.6 Contact

Shipping Information

Return Policy

CUSTOMER SERVICE

10.1 Events

10. 4 Newsletter Signup

Social Media Links

COMMUNITY Terms & Conditions

Privacy Policy

Footer

DOTDASH3

8.3 Manifesto

9.1 Art Advisory Service

8.2 Our Technology

! " # +%

Newsletter Sign Up


Prototype!18




Studio Visits

Art Happenings

February March April May

• 2/10/14 Monday $QGUHZ�0RRUH·V�'LUW�0HULGLDQ�Yancey Richardson Gallery at 112 E. 24th Street View Details >

• 2/18/14 Tuesday Mike Kelley MoMA PS1, at 46th Ave. at 112 E. 24th Street View Details >

• 3/10/14 Tuesday Future Perfect Koenig & Clinton at 112 E. 24th Street View Details >

• 4/14/14 Monday No More Running Man Gagosian Gallery at 112 E. 24th Street View Details >

• 5/12/14 Monday Save the Village Steven Kasher at 112 E. 24th Street View Details >

• 5/18/14 Sunday Thomas Bangsted Marc Straus Gallery at 112 E. 24th Street View Details >

Featured Virtual Galleries

New to Dot Dash 3 Join the Newsletter

Email Save


Learn more

Works on PaperVisit Studio >

'UDZLQJWorkshop

Visit Studio >

Miguel Angelo Rocha Sara Bichão Jelena TomasevioYann Pocreau Davide Balliano

Featured EventFebruary, 2 - May 18, 2014 Yann Pocreau/SwitzerlandUpti blab inus, inulpa ni corporibus abo. Et, odisinctia consend eliquunt lit, sendest facitat. Cesequodiora illauda vendand untemqui consed magnihit atiisci muscia pro tem eliquam exped utem. Adigeni hiliquo cum que nobit, sapist, commo verit minvelibus qui rem nonsedis magnaturest es repedig endaeped moles exercit, tem excearum id qui cusdae poresto esequi tem essus ma nis etum ut aut volutatium ullande ndamusam, invel est, unt ad quo blant lame dollaccuptio estium. View Details >

ArticlesHow Art is Getting to Grips ZLWK�2Q�DQG�2IÁLQH�6SDFHUpti blab inus, inulpa ni corporibus abo. Et, odisinctia consend eliquunt lit, sendest facitat. Cesequodiora illauda vendand untemqui consed magnihit atiisci muscia pro tem eliquam exped utem. Adigeni hiliquo cum que nobit, sapist, commo verit minvelibus qui rem nonsedis magnaturest es repedig endaeped moles exercit, tem excearum id qui cusdae poresto esequi tem essus ma nis etum ut aut volutatium ullande ndamusam, invel est, unt ad quo blant lame dollaccuptio estium. Read More>

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Purchase Art CommunityVirtual Galleries AboutDiscover Artists Get Advice

Search SiteHIGH TECHNOLOGY HIGH ART

MIGUEL ANGELO ROCHASARA BICHAOJELENA TOMASEVICDAVIDE BALLIANO


Looking Ahead!19

Looking Ahead

Future Considerations:!• Optimize Virtual Gallery using existing standards and practices

• Streamline transitions between Virtual Gallery and 2D pages

• Strengthen relationship with sister site zibitr.com

-Implement personal galleries based on favorite art

Analysis & Ideation Research & Discovery Project Iterations & Design Prototype

http://zibitr.com

Jamie Marcus ! ! [email protected]!Sanjay Merchant!! [email protected]!Roxanne Mustafa! [email protected]!Kelly Redznak! ! [email protected]

Thank You…For letting us work with you on your website.

mailto:[email protected]

dotdash3casestudy

Design

worlds of art

competitive analysis

d virtual galleries

actual art work

virtual gallery

dot dash

new website

strengthened brand goals