Service design

Hidden Art Land

BACKGROUND AND CONTEXT

• The Arts and Social innovation

Cultural or creative initiatives are effectively contributing to the development of cultural- arts social innovations. I refer here to the definition of social innovation mentioned in MacCallum et al. (2009),

On a good economic base, the culture of an area will be able to unlock more unlimited potential, and ultimately bring opportunities back to local artists and people.

• The previous relationship between art and tourism

Art tourism can lead to commercial development by bringing visitors to here, as well as invigorating community wellbeing through creative initiatives.

The first argument is that art tourism is a partnership between culture and the tourism industry by creatively increasing the uniqueness of the community.

The second argument is that arts and culture are a potent epitome in the life of towns and cities, thereby increasing the chance of attracting more tourists.

The third argument is that more governments and tourism leaders are gearing modernization and service improvements towards the improvement of their native arts to get a holistic edge in the travel industry.

A summary is crucial to recognize the important role that arts play in the positive and growing tourism development of any society. (Carlos,10. 2010).

• Service design and Art tourism

Key learnings

• A disruption of artistic economies

COVID19 has increasingly disrupted the artistic ecosystem and highlighted issues within the industry (such as artists’ reach, financial dependence, control on their art and sustainable contribution …) 

Consequences of the pandemic can be presented:

Decrease revenue and attendance for spaces with traditionally large foot traffic

Greater financial hardship for creatives

Limited in-person experiences for both creative collaboration and audience enjoyment

• The close connection between art culture and the local tourism 

1. The contribution of art to the development of a region is limitless. Art innovation can give local residents experience and thinking that they may have never had before. At the same time, it also brings foot traffic and economic incomes.

2. Art represents locality. If you’ve ever been particularly proud to show off your town, especially specific areas of your town, there’s a good chance the local art community has had a lot to do with that.

SUMMARY KEY INSIGHTS

HMW questions

COVID19 has increasingly disrupted the tourism ecosystem and highlighted issues within the art (create) industry (such as artists’ reach, financial dependence, control on their art and sustainable contribution ...)

• HMW supports artists / Craftspeople in tourist destinations that have been affected by Covid-19?

• HMW provides a service for these Artists/ Craftspeople to carry on trading their work during the pandemic?

• HMW creates a travel experience without geographic restrictions for the traveller and potentially affects their choice of travel destinations in the future.

Persona

Two typical personas will better explain the two target users.

Early Design concept

Includes different support departments and multiple users. and brainstorming the main function and activities from different perspectives of each stockholder. Solve the previously listed needs and problems one by one.

One of the shocking changes brought about by Covid-19 is that direct contact between people has decreased and travel has been restricted. Taking consideration of the actual situation, I divided the main activities of this service into two directions, namely local tourism and remotely tourism.

Local tourism and remotely tourism also aim at the two identities of a user. A user is the discoverer of local art and also the explorer of remote art.

Co-workshop

Workshop participate with the designer, illustrator, art lovers. The final concept would be narrowed down from the planetary problem, planetary solution, planetary users.

In addition to exploring artworks from all over the world, another design point is to build a better community for artists and their audiences. So my partner and I conducted user research. This survey wants to know what kind of artist studio experience users want to get.

SERVICE CONCEPT DEVELOPMENT

I rearranged the main activity cards of this service again according to feedback from testing.

The next step was to organise and group the cards into themes based on their relationships. In order to create a service journey.

PROTOTYPING

In order to get quick and meaningful feedback. I drafted a rough paper prototype of the Application. Separately, the service system journey of this service. Through this quick testing with users and stakeholders, I could get easy feedback to iterate the service proposal.

Low-Fi Prototyping

SERVICE TESTING

The whole service system includes three main parts, and I tested them separately:

Discover local art — 3 people

The participants of the workshop are2documentaryphotographers and 1 travel enthusiast.

I conducted an online workshop to show the service journey of new and active users.

Art lovers Meetup in Tate museum — 4 people

Meetup between offline art lovers—This testing is completed in the Tate museum. Art lovers in Tate can write down the art activities they are interested in, and what kind of people they would like to meet. Finally, Art lovers can leave their contact information, and those who participate later can choose the contact information left by those who participated before. The return to participants is the opportunity to meet more friends.

The communication between art lovers and artists with a visit artist start-up — 2 people

A start-up that is doing the artist’s studio visit gets in touch with me. We exchanged some insights on how to establish a connection between the artist and the art lover. I will continue to cooperate with this start-up.

FINAL SERVICE PROPOSAL

Communicate service functions in a concise way

Nowadays is an era of massive amounts of information, and the user’s attention time is shortened. Therefore, the app should enter the service in the most concise way and with the clear call to action button.

Emotion connect between artist and their audience

This is an idea from the artist’s perspective. The artist is selling his/her own artwork, which is different from ordinary daily necessities. The audience also values the emotional connection that art brings. As well as, there are not many service products for visiting artists in the market.

The fun of random travel

This feature comes from the advice of the instructor. It is specifically an art place recommendation feature. when the user arrives in a new city, then the user fills in the search filters, the AI will recommend some art places that the user can visit from the database.

SERVICE JOURNEY

FINAL OUTPUT

Application is the main touch-point to serve the technology trend. The online platform connects travellers with niche global and avant-garde artistic treasures in their travel destinations, by connecting them with local hidden arts and crafts treasures. As well as Potentially influencing tourists’ choice of travel destinations. Users are encouraged to participate in several ways such as sharing and exploring hidden artistic treasures, hashtagging pictures with artist information, or connecting with others as another online platform.

BLUEPRINT

BUSINESS MODEL

VALUE PROPOSITION

REFLECTION

I want to emphasize some outstanding things in the process at the end of this report.

Hidden art land is a meaningful journey and allowed me to apply what we have learned in a real-life context. It gave me such great confidence that design proposal if truly implemented bring good social impact to the public and my target user.

Collaboration with very similar people is a smooth process, we are very united and love this team. This may not be my best project because there are endless possibilities in the future. But this is by far the most enjoyable design experience I have had. When my target and I are working towards the same goal, and no one is too aggressive, no one remains silent.