Attainable Art Everywhere
Daylighed Redesign
Project Overview
Client: Daylighted
Duration: 1 Month
Team: UXR, Internal Dev Team, Design, Founders
Objective: Audit the Android tablet app and website, make UX recommendations to improve B2C sales, and enhance the exploratory and point of sale experience.
Improve the art viewing, artist discovery, and art purchase experience on a mobile platform.
The Challenge
Daylighted faced issues with a broken sales experience, customer confusion, and outdated interfaces on their website and tablet app.
Additionally, the client lacked understanding of their user base, leading to a misalignment between the product and its users.
The Approach
We began by empathizing with users, defining core issues, ideating solutions, prototyping, and testing.
The initial step involved a briefing interview with the client to understand perceived pain points, revealing deeper systemic issues.
We also wanted to get as much research as possible, that included us actually watching peole use the platform and then interviewing them about it.
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Discovery
Our research involved sending a survey to current and prospective users. The survey was generalized to find out their likes and dislikes of the platform, as well as motivators around art purchases.
Conducting in-person benchmark testing. We did heuristic and usability tests of he platform to get a baseline understanding. We did a quik competitive analysis of other art e-commerce sites, o understand where we were in the market.
Finally we performed Field investigation with interviews to get to the meat of the problem with the actual users.
Key Findings
Define
We synthesized our data into three personas and several affinity maps, identifying key pain points.
We discovered that the actual user base differed from the client’s assumptions, enabling us to focus on appropriate solutions.
We also noted that the issues te users were facng were much more complex than the client assumed.
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Ideation / Design
We created two user journeys: one for app customers and one for website customers.
We went through and rebuilt the IA, as well as the user's pathing through the product.
High-fidelity wireframes were necessary to facilitate client understanding. Key features developed for the tablet included:
Key Features
Testing /Validation
Users tested the app in a moderated setting and provided feedback to us, noting an enhanced, more luxurious experience.
We aslo did unmoderated user testing to help validate the moderated tesing.
They appreciated the improved navigation, clearer understanding of purchasing real art, and the safer payment options.
In Sales
Increase
Conclusion & Next Steps
The redesigned tablet and mobile experience was well-received, leading to a richer, more approachable user journey.
Users found the new system engaging and were more inclined to make purchases.
The client adopted the updated designs, leading to a positive overall outcome.
Future plan
Let's see how I
can help you
I was able to help Daylighted
I improved upon the current platform to make he shop & buy experience much more fluid. I also helped to make the experience as a whole much more enjoyable. What can I do for you?
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