DotDash3CaseStudy
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  • 1. Case Study Wednesday, February 5, 2014 DOT DASH 3 Jamie Marcus! Sanjay Merchant! Roxanne Mustafa! Kelly Redznak
  • 2. !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.
  • 3. !3 Overview  ɮ Research & Discovery ! Analysis & Ideation ! ! Project Iterations & Design  ! ⏶ ! Prototype Looking Ahead
  • 4. !4 Competitive Analysis • • • Strengthened Brand Goals Properly position DOT DASH 3 Used as a reference/resource throughout the Iteration & Fixed Ideation Phase Moma Accessible DotDash3 Artsy Tappan Customizable DotDash3 ArtICurate Exclusive Research & Discovery Analysis & Ideation Project Iterations & Design Prototype Looking Ahead
  • 5. !5 Usability Testing (beta website) “I want to use adequate tools to explore.” Key Findings: “To purchase art, I have to know the facts before I can purchase.” • • 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 Opportunities Identified: “I don’t know where I am. I need to see more texture of the actual art work to connect with it.” • • • Research & Discovery Analysis & Ideation 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 Project Iterations & Design Prototype Looking Ahead
  • 6. !6 User Surveys Key Findings: Opportunities Identified: • 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 Research & Discovery Analysis & Ideation • Digital mediums were the four main resources re f e re n c e d a s u s e d f o r keeping up with currently active artists Project Iterations & Design Prototype Looking Ahead
  • 7. !7 Goals Business Goals User Goals " Sell art.! ! " Showcase 3D technology. Analysis & Ideation ● Learn about art & the artists ● Maintain minimalist aesthetic. ! ● Give an interactive, immersive experience. ! " Increase user engagement. ! Research & Discovery Brand Goals ● Build a connection with the artists ! ! ● Broaden appeal, make site more “friendly”. ● Find & purchase affordable artwork Project Iterations & Design ! Prototype Looking Ahead
  • 8. !8 Established Use Cases / Personas • What will users coming to the Name website be looking to do? Job Title Age • What type of content will they Quote interact with and how? Goals Research & Discovery Analysis & Ideation Jessica Summer Shawn Parsons Recent College Grad 23 Interior Designer 45 “I want to use adequate tools to explore.” “If I want to purchase art, I have to know the facts before I purchase.” -Learn more about art -Learn about new artists Project Iterations & Design -Quick way to purchase art -Discover new artists Prototype Looking Ahead
  • 9. !9 Narrowing the Scope Main UserActions:! 1. To Browse 2. To Purchase Research & Discovery Analysis & Ideation Main Areas of Focus: 1. 3D Exhibitions 2. Artists 3. Artwork Project Iterations & Design Prototype Looking Ahead
  • 10. !10 Main Focus & Recommendations Ê Global Site Navigation: Usability 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 Research & Discovery Analysis & Ideation Project Iterations & Design Prototype Looking Ahead
  • 11. !11 Main Focus & Recommendations Ê Usability  Information Architecture 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 Research & Discovery Analysis & Ideation Project Iterations & Design Prototype Looking Ahead
  • 12. !12 Main Focus & Recommendations Ê Usability  Information Architecture " Interaction & Engagement Content Optimization: Defined existing pages to be redesigned & restructured, in order to maximize opportunities for  interaction & engagement across the site DOTDASH3 Website Research & Discovery Analysis & Ideation Project Iterations & Design Prototype Looking Ahead
  • 13. Iteration #1 Log In Browse Art DotDash3 Search Site Discover Artists Events About Art Advisor Search Site Browse Art DotDash3 Discover Artists Events About Art Advisor Carousel: 3-D Gallery Feature, Quiz, Showcase Special Event Featured Artists RICHARD HAINES Carousel: 3-D Gallery Feature, Quiz, Showcase Special Event SONYA SCHÖNBERGER ANGELO BELLOBONO RICHARD HAINES Events for the Week Monday Featured Artists Tuesday Wednesday Thursday Friday Saturday Sunday modiat licias alibus, sunt rectur, od eaquiditi quis quam Mus ad modiat licias alibus, sunt rectur, od eaquiditi Mus ad modiat licias alibus, sunt rectur, od eaquiditi Mus ad modiat licias alibus, sunt rectur, od eaquiditi Mus ad modiat licias alibus, sunt rectur, od eaquiditi Mus ad modiat licias alibus, sunt rectur, od eaquiditi Mus ad modiat licias alibus, sunt rectur, od eaquiditi dam core nos enet hillent hic tem as derum eius et laut volecto invelligent eostia ipsum dam core nos enet hillent hic tem as derum eius et laut volecto invelligent eostia ipsum dam core nos enet hillent hic tem as derum eius et laut volecto invelligent eostia ipsum dam core nos enet hillent hic tem as derum eius et laut volecto invelligent eostia ipsum dam core nos enet hillent hic tem as derum eius et laut volecto invelligent eostia ipsum dam core nos enet hillent hic tem as derum eius et laut volecto invelligent eostia ipsum dam core nos enet hillent hic tem as derum eius et laut volecto invelligent eostia ipsum New to DotDash 3 RICHARD HAINES Join the Newsletter Join with Facebook Name SONYA SCHÖNBERGER ANGELO BELLOBONO RICHARD HAINES Events for the Week or Last Name Monday Email Tuesday Wednesday Thursday Friday Saturday Sunday modiat licias alibus, sunt rectur, od eaquiditi quis quam Mus ad modiat licias alibus, sunt rectur, od eaquiditi Mus ad modiat licias alibus, sunt rectur, od eaquiditi Mus ad modiat licias alibus, sunt rectur, od eaquiditi Mus ad modiat licias alibus, sunt rectur, od eaquiditi Mus ad modiat licias alibus, sunt rectur, od eaquiditi Mus ad modiat licias alibus, sunt rectur, od eaquiditi dam core nos enet hillent hic tem as derum eius et laut volecto invelligent eostia ipsum dam core nos enet hillent hic tem as derum eius et laut volecto invelligent eostia ipsum dam core nos enet hillent hic tem as derum eius et laut volecto invelligent eostia ipsum dam core nos enet hillent hic tem as derum eius et laut volecto invelligent eostia ipsum dam core nos enet hillent hic tem as derum eius et laut volecto invelligent eostia ipsum dam core nos enet hillent hic tem as derum eius et laut volecto invelligent eostia ipsum dam core nos enet hillent hic tem as derum eius et laut volecto invelligent eostia ipsum Password CREATE ACCOUNT Footer: contact info, shipping, terms of use, press, social media icons Research & Discovery Log In Analysis & Ideation Project Iterations & Design Prototype New to DotDash 3 Looking Ahead
  • 14. Iteration #1 Log In Browse Art DotDash3 Search Site Discover Artists Events About Art Advisor RICHARD HAINES SONYA SCHÖNBERGER ANGELO BELLOBONO RICHARD HAINES Carousel: 3-D Gallery Feature, Quiz, Showcase Special Event Events for the Week Featured Artists SONYA SCHÖNBERGER ANGELO BELLOBONO RICHARD HAINES Events for the Week Monday Tuesday Wednesday Thursday Friday Saturday Mus ad modiat licias alibus, sunt rectur, od eaquiditi Mus ad modiat licias alibus, sunt rectur, od eaquiditi Mus ad modiat licias alibus, sunt rectur, od eaquiditi Mus ad modiat licias alibus, sunt rectur, od eaquiditi Mus ad modiat licias alibus, sunt rectur, od eaquiditi dam core nos enet hillent hic tem as derum eius et laut volecto invelligent eostia ipsum dam core nos enet hillent hic tem as derum eius et laut volecto invelligent eostia ipsum dam core nos enet hillent hic tem as derum eius et laut volecto invelligent eostia ipsum dam core nos enet hillent hic tem as derum eius et laut volecto invelligent eostia ipsum dam core nos enet hillent hic tem as derum eius et laut volecto invelligent eostia ipsum Thursday Friday Saturday Sunday Mus ad modiat licias alibus, sunt rectur, od eaquiditi Mus ad modiat licias alibus, sunt rectur, od eaquiditi Mus ad modiat licias alibus, sunt rectur, od eaquiditi Mus ad modiat licias alibus, sunt rectur, od eaquiditi Mus ad modiat licias alibus, sunt rectur, od eaquiditi Mus ad modiat licias alibus, sunt rectur, od eaquiditi dam core nos enet hillent hic tem as derum eius et laut volecto invelligent eostia ipsum dam core nos enet hillent hic tem as derum eius et laut volecto invelligent eostia ipsum dam core nos enet hillent hic tem as derum eius et laut volecto invelligent eostia ipsum dam core nos enet hillent hic tem as derum eius et laut volecto invelligent eostia ipsum dam core nos enet hillent hic tem as derum eius et laut volecto invelligent eostia ipsum dam core nos enet hillent hic tem as derum eius et laut volecto invelligent eostia ipsum dam core nos enet hillent hic tem as derum eius et laut volecto invelligent eostia ipsum Mus ad modiat licias alibus, sunt rectur, od eaquiditi dam core nos enet hillent hic tem as derum eius et laut volecto invelligent eostia ipsum Wednesday Sunday modiat licias alibus, sunt rectur, od eaquiditi quis quam Tuesday modiat licias alibus, sunt rectur, od eaquiditi quis quam RICHARD HAINES Monday dam core nos enet hillent hic tem as derum eius et laut volecto invelligent eostia ipsum New to DotDash 3 Join the Newsletter New to DotDash 3 Join with Facebook Join the Newsletter or Join with Facebook or Name Name Email Password Password Last Name Email Last Name CREATE ACCOUNT CREATE ACCOUNT Footer: contact info, shipping, terms of use, press, social media icons Research & Discovery Analysis & Ideation Project Iterations & Design Footer: contact info, shipping, terms of use, press, social media icons Prototype Looking Ahead
  • 15. Multiple Paths for Exploration Virtual Gallery Artist Info Featured 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 Virtual Galleries Virtual Galleries List Page Featured Galleries 2D Art 2D Art 2D Art 2D Art Events Studio Visits HEADER Create Your Own Newsletter FOOTER Footer FOOTER 3D Virtual Gallery 2D ART/ AVITAR 2D Art FOOTER 3D Virtual Gallery 3D Art (from Virtual 3D Gallery) Virtual Gallery 3D Virtual Gallery 2D Art 2D Art HOME PAGE HEADER HEADER HEADER HEADER Virtual Galleries !15 HEADER HEADER Exhibition Medium Color Size Orientation Home Page / 3D Art 3D Art Virtual Galleries Page Virtual Galleries Art Page 2D Art 2D Art 3D Art 3D Art 2D Art 2D Art 2D Art 2D Art Art Page FOOTER HEADER Browse Art Filters: 2D Art 2D Art 2D Art 2D Art Buy Art HOME PAGE HEADER Exhibition Medium Color Size Orientation 2D Art 2D Art 2D Art Buy Art 2D Art 2D Art 2D Art 2D Art 2D Art 2D Art 2D Art 2D Art Events 2D Art 2D Art Events 2D Art 2D Art 2D Art 2D Art 2D Art 2D Art Featured Galleries 2D Art 2D Art 3D Virtual Gallery 2D Art 2D Art 2D Art Studio Visits Studio Visits Create Your Own Newsletter Footer FOOTER Art List Page FOOTER Create Your Own Newsletter FOOTER HEADER HEADER Homepage Discover Artists HOME PAGE HEADER 3D Virtual Gallery Discover Artists 2D Art Artist/Avitar Artist/Avitar Purchase Artist/Avitar Featured Galleries 2D Art Artist Info Artist/Avitar 2D Art 2D Art 2D Art Artist/Avitar Artist/Avitar Events Artist/Avitar Studio Visits Exhibition Info 2D Art Artist/Avitar Create Your Own Artist/Avitar Newsletter 2D Art Footer FOOTER Artist List Page FOOTER 2D Art 2D Art 2D Art 2D Art 2D Art Artist Page FOOTER HEADER HEADER Events Events Events Page FOOTER FOOTER Research & Discovery Analysis & Ideation Project Iterations & Design Prototype Looking Ahead
  • 16. Log In | Sign up Search Site Iteration #2 DotDash3 DotDash3 Exhibition Browse Art Discover Artists About Exhibition Browse View Details > Art Discover Artists View Details > About Get Advice Log In | Sign up Search Site Get Advice Mike Kelley Log In | Sign up Search Site View Details > DotDash3 Exhibition Browse Art Discover A Search Site Featured curated galleries Featured curated galleries Studio Visits Featured curated galleries DotDash3 Events for the Week February March April May Yancey Richardson Gallery Future Perfect Koenig & Clinton No More Running Man Gagosian Gallery Save the Village Steven Kasher View Details > View Details > View Details > View Details > Works Events for the Week on Paper Events for the Week February March Thomas Bangsted Marc Straus Gallery View Details > May Exhibition Browse Art Visit Studio > February Gallery Yancey Richardson March April Future Perfect Koenig & Clinton No More Running Man Gagosian Gallery Save the Village Steven Kasher View Details > View Details > View Details > Dis May View Details > Yancey Richardson Gallery Mike Kelley Future Perfect Koenig & Clinton No More Running Man Gagosian Gallery View Details > View Details > Save the Village View Details > Steven Kasher Thomas Bangsted Marc Straus Gallery Search Site Featured curated galleries View Details > Mike Kelley April View Details > View Details > View Details > Mike Kelley Thomas Bangsted Marc Straus Gallery View Details > View Details > Studio Visits Studio Visits Works on Paper Works on Paper Studio Visits Drawing Workshop Visit Studio > Visit Studio > Works on Paper Visit Studio > Visit Studio > Drawing Workshop Drawing Workshop Visit Studio > Visit Studio > Events for the Week Create your own gallery Sign Up Create your own gallery Create Newsletter your Join the Email February own gallery March April Save Join the Newsletter Email Sign Up Sign Future Perfect Up Save Yancey Richardson Gallery Koenig & Clinton COMMUNITY CUSTOMER SERVICE Create your ABOUT own gallery Our Technology View Details > Contact Join the Newsletter View Details > Manifesto ABOUT COMMUNITY Contact Events Manifesto Research & Discovery CUSTOMER SERVICE Our Technology Shipping Information Art Fund Analysis & Ideation Art Advisory Serivce Trade Membership Program Return Policy Project Iterations & Design Sign Up Shipping Information Art Advisory Serivce Events No More Running Man Gagosian Gallery View Details > Return Policy Art Fund Email Save Trade Membership Program Mike Kelley Prototype Looking Ahead View Details > ABOUT CUSTOMER SERVICE Our Technology Contact ABOUT COMMUNITY Events CUST
  • 17. DOTDASH3 | NEW PROPOSED SITEMAP Site Map !17 VERSION 2.0 Header 1.0 Home 1.0 Homepage 2.0 Virtual Galleries 3.0 Buy Art 2.1 Featured Galleries 6.1 All Art for Sale Page ! Filters 4.0 About 7.1 List of Artist PageS 8.1 About 7.1.1 Artist Bio Pages 6.1.i Artwork Detail Pages 2.2 Past Galleries 2.3 Future Galleries 3.0 Discover Artists 6.0 Community 9.1 Art Advisory Service 10.1 Events 8.2 Our Technology Media Type 10.2 n the News (Articles) 8.3 Manifesto Exhibition 10.3 Quizzes Newsletter Sign Up Color 8.5 Contact Size Orientation Newsletter Sign Up Price Range " Most Recent Sort DOTDASH3 | NEW PROPOSED SITEMAP 5.0 Get Advice Small/Large Price High/Low (a) VERSION 2.0 2.0 Search 1.0 Login / Signup 3.0 Invite ‘Sign In’ Modal Footer ‘Join Now’ Modal (b) Logged in area 1.0 User’s Name 1.1 Profile 1.1.1 Favorites DOTDASH3 CUSTOMER SERVICE Terms & Conditions COMMUNITY Privacy Policy 8.2 Our Technology 8.6 Contact 10.1 Events 8.3 Manifesto Shipping Information Social Media Links 9.1 Art Advisory Service Return Policy ! " % # 1.1.2 My Gallery 1.1.2.1 My Gallery 1.1.2.2 Create New Gallery + 1.1.3 Settings 10. 4 Newsletter Signup 1.1.3.1 Account Settings Newsletter Sign Up 1.1.3.2 Newsletter Settings 1.2 Sign Out Research & Discovery Analysis & Ideation Project Iterations & Design Prototype Looking Ahead
  • 18. !18 Prototype Virtual Galleries Purchase Art Discover Artists Community About Search Site HIGH TECHNOLOGY HIGH ART Get Advice Log In | Sign up MIGUEL ANGELO ROCHA JELENA TOMASEVIC DAVIDE BALLIANO SARA BICHAO Featured Virtual Galleries Yann Pocreau Miguel Angelo Rocha Sara Bichão Davide Balliano Jelena Tomasevio Art Happenings February • 2/10/14 Monday Yancey Richardson Gallery at 112 E. 24th Street View Details > March April • 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 > • 2/18/14 Tuesday Mike Kelley MoMA PS1, at 46th Ave. at 112 E. 24th Street View Details > May • 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 > Studio Visits Articles How Art is Getting to Grips Works on Paper Upti 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 Visit Studio > 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> Featured Event February, 2 - May 18, 2014 Yann Pocreau/Switzerland Workshop Visit Studio > Upti 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 > New to Dot Dash 3 Create your own gallery Join the Newsletter Email Learn more Save ABOUT CUSTOMER SERVICE COMMUNITY Our Technology Contact Events Manifesto Shipping Information Art Fund Art Advisory Serivce Return Policy Trade Membership Program Research & Discovery Analysis & Ideation Project Iterations & Design Prototype Looking Ahead
  • 19. !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 Research & Discovery Analysis & Ideation Project Iterations & Design Prototype Looking Ahead
  • 20. Thank You… For letting us work with you on your website. Jamie Marcus ! ! Sanjay Merchant!! Roxanne Mustafa! Kelly Redznak! ! jnmarcus87@gmail.com! sanjmerchant@gmail.com! mustrockUX@gmail.com! kredznak@gmail.com