The document outlines the design process for an iPhone app called ARTtwo50. It is divided into three phases: discovery, design, and delivery. In the discovery phase, the team will conduct user research through interviews and testing to understand customer needs. They will create personas and scenarios. In the design phase, they will create wireframes, prototypes, and iterate based on user feedback. The final delivery phase will finalize the design and create presentation materials. The goal is to translate an existing iPad art app experience to the iPhone and improve user retention.

1. ARTtwo50 iPhone app design process
Kickoff/Opportunity Analysis
Iterative Design
Discover and set direction for
product, features and services
Rapidly iterate on ideas, from sketches
to wireframes to visual design
!
Method
Mon (10/14)
-Kick off meeting
!
Tue~Thu (10/15~10/17)
-User research / interviews
-User testing with current iPad app
-iPhone iOS7 design patterns and usage
research
-Heuristic Evaluation
!
Thu~Fri (10/17~10/18)
-Personas & Scenarios
-Progress Review Meeting (Fri)
!
Goals
-Understand target market and iPhone
usage trends
-Find effective ways to translate some
iPad features onto iPhone
-Find issues relating to user retention
!
Deliverables
-Interview key findings & design principles
!
Method
Thu~Fri (10/17~10/18)
-Begin creating wireframe for specific user
flows
!
Mon (10/21)
-User testing with rough prototype for iPhone
app
-Progress Review Meeting
!
Tue~Fri (10/22~10/25)
-Begin designing mid-highest fidelity prototype
-iterate on prototype while user testing
-Progress Review Meeting (prototype) (Fri)
!
Goals
-Finalize iPhone app design
-Complete high-fidelity prototype
!
Deliverables
-Wireframes & Prototype
-Additional key findings
Design Communications
! !
Ensure design integrity
Method
Mon~Wed (10/28~10/30)
-Finalize Design
-Compile Presentation Deck
-Final Progress Review Meeting (Mon)
!
Deliverables
-Interview results
-Personas & Scenarios
-Design iterations
-Final Prototype

2. Kathy Lucas is a superstar housewife who’s
purpose is to run a beautiful household that
is well decorated and taken care of. She
loves to entertain and be in the middle of
the social scene in her home town.
Kathy Lucas
Key Characteristics
!
• 39 year old housewife from Virginia
• Likes to entertain
• Appreciates art but isn’t a collector
• Doesn’t want to spend a fortune on artwork,
just enough to be able to afford an original
painting
Scenario
!
Habits
!
• Buys art when she sees something that
inspires her.
• Occasionally browses at art festivals
Motivations
!
• Wants a beautiful home to entertain guests in
• She wants to be surrounded by artwork that
would inspire her
• She wants to be known for having great taste
especially now that she’s heading into her 40s
Kathy is having her big 40th birthday next month. She loves to entertain and what better way to celebrate a new decade than to redecorate the living room for a
fresh new look. She wants to invite all of your friends over for a big celebration but still wants to remind them that she’s still hip and cool and still have a sense of
style. She figures that a piece of art on that blank wall in the living room would tell a great story about who she is and her sense of taste. She doesn’t really know
where to begin since her budget most likely couldn't support a trip to the art gallery where prices would be more than what she can afford but she still wants to
have a classy living room with original pieces of art on the wall. She remembers a friend telling her about an app called ARTtwo50 that would allow her to browse
through artwork and purchase originals for a fixed price of $250 framed and shipped to her home. She decides to go to the app store to see if they have an app for
the iPhone, She finds it and downloads it. She opens the app for the first time and browse through the beautiful art on the home page. She finds something she
likes, visualizes it on the wall of her living room and purchases it.
!

3. Kathy Lucas is a superstar housewife who’s
purpose is to run a beautiful household that
is well decorated and taken care of. She
has ambitions to start her own jewelry
business and appreciates all forms of art.
She wants to be surrounded by inspiring
artwork that would help her form her new
jewelry line. Her new home is well thought
out and every piece of decor is hand picked
by herself.
Kathy Lucas (First Iteration)
Key Characteristics
!
• 39 year old housewife
• She likes to design her own jewelry which will
potentially become a business for her
• Appreciates art but isn’t a collector
• Doesn’t want to spend a fortune on artwork,
just enough to decorate her new home with
Scenario
!
Habits
!
• Buys art when she sees something that
inspires her.
• Occasionally browses at art festivals
Motivations
!
• Wants a beautiful home to entertain guests in
• She wants to be surrounded by artwork that
would inspire her for her new jewelry line
• She wants to be known for having great taste
so that it would help promote her new business
Kathy just got married and is extremely excited that her husband has entrusted her to be the sole interior designer for their new home. She wants to make it perfect
and find some artwork that would reflect their personality and good taste. She is already daydreaming about entertaining guests at their swanky condo and can’t
wait to put her own touches in the decor. Some of her friends recommended that she look into a new iPhone app called ARTtwo50 for affordable original paintings.
She goes and downloads the app and right away is provided with loads of inspiring options. She creates a profile and uses the filters to find what she’s looking for.
She favorites the pieces that she’s interested in and takes a photo of the room she’s wanting to decorate. Before she decides which piece she wants to purchase,
she signs into her profile on the ARTtwo50 website to visualize her selection. She chooses the perfect piece of artwork and checks out. 10 days later she receives
her artwork in the mail and is extremely satisfied that it looks exactly the way she imagined it.

4. Jonathan is a do-gooder who is into
charitable work and is always looking out
for ways to help his community. He sees
that artists have a deep passion for their
craft and wants to support them where he
can. He likes the idea that ARTtwo50 gives
upcoming artists the exposure they need to
kickstart their career.
Jonathan Brady
Key Characteristics
!
• 39 year old charity worker
• Knows a decent amount about art by reading
books and taking a few community college
courses
• Believes in helping his community
• Wants to support local artists
• Wants to start an art collection but doesn’t
have the funds to buy anything too exclusive
Scenario
!
Habits
!
• Seeks out artists who has potential and buys
their artwork
• Spends a lot of money where he sees potential
Motivations
!
• Wants to own pieces of art from talented artists
that have the potential to become famous
• Wants to do good in his community and help
out starving artists pursue their dreams
Jonathan has an itch to add to his small collection of paintings and wants to find new artists that he can support. He goes onto ARTtwo50’s iPhone app and begins
his search. He browses through his home page that displays recommendations based on his taste and finds a few pieces that he’s interested in. He taps on a
particularly interesting abstract oil painting to view the artist’s bio. He likes that the artist has just graduated from art school and is trying to get up on his feet to start
his new career. Jonathan sees that the painting shows good technique and the artist seems to have a very edgy style. Jonathan has a hunch that this particular
artist will soon have a growing group of followings and decides to purchase the painting. He checks out on his iPhone app and the painting arrives 10 days later
packaged safely and in pristine condition.

5. First Iteration of App Map
Home
Tutorial
Shopping
Bag
Checkout
Camera
Menu
Search
Artwork
Profile
Filter
Artist Info
Artwork info
Medium
Genre
Type
Sign-in
Favorites
Photos of
rooms
First Iteration of User Journey

6. Final App Map
Home
Feed
Profile
Account
settings
Recommendations
Browse
Styles
Genres
Genre
page
Popular
Top
Artists
Art page
Art page
Global
Navigation
Recommendations
Art page
Artist
Directory
Home
Artist
Profiles
Artist’s
artwork
Art
Artist’s
Bio
Shopping
Bag
Favorites
Artists
Shipping
Address
Payment
Confirmation
Thank you

7. Sketches and Whiteboard

8. 1st Design Iteration

9. 2nd Design Iteration

10. 3rd Design Iteration

11. Final
Design
Iteration

12. Create Profile
B
A
D
C
A: Create Profile by signing in to Facebook or with email
B: Add Photo and adjust account settings here
C: App prompts user to select 5 pieces of art in order to generate recommendations
D: Completed profile

13. Browse Styles
B
A
A: Browse Styles
B: Browse by popular in genre, tap on abstract
C: Description of genre
D: Filter by size
C
D

14. Search Artist
C
A
B
A: Click on Magnifying glass
B: Artist directory, click on artist
C: Artist page: Art tab displays all of artist’s work
D: Artist page: Bio tab has short bio and a way to follow artist on Facebook and Twitter
D

15. Favorites
C
D
A
E
B
A: Tap on heart under painting to “favorite” an artwork
B: Tap on heart in global navigation bar to go to favorites
C: Favorites: Art tab displays all favorite pieces of art
D: Favorites: Artist tab displays all favorite artists
E:Visualize favorites

16. Buy / Checkout
E
A
D
C
B
G
F
A: Add artwork to shopping bag
B: Tap on shopping bag to display items
C: Displays shopping bag, tap on “Buy”
D: Shipping Info
E: Credit card info
F: Confirmation
G: Thank you