Google Arts & Culture
Google Arts & Culture
Google Arts & Culture
How might we help GenZ audience engage more meaningfully with traditional artworks ?
How might we help GenZ audience engage more meaningfully with traditional artworks ?
How might we help GenZ audience engage more meaningfully with traditional artworks ?
How might we help GenZ audience engage more meaningfully with traditional artworks ?
Exchange Semester:
Designathon at NTU Singapore
Role:
Principal UX Designer
Prize:
Honorable Mention
Tools
Figma / Illustrator
THE PROBLEM
THE PROBLEM
THE PROBLEM
THE PROBLEM
Gen Z audiences often engage with traditional art in a superficial way, without meaningful connection or deeper involvement.
Gen Z audiences often engage with traditional art in a superficial way, without meaningful connection or deeper involvement.
Gen Z audiences often engage with traditional art in a superficial way, without meaningful connection or deeper involvement.
Tiktok Video 1
Tiktok Video 2
Tiktok Video 3
Tiktok Video 4
I was shocked while scrolling through countless TikTok videos where young people pretend to enjoy art without any real understanding.
I was shocked while scrolling through countless TikTok videos where young people pretend to enjoy art without any real understanding.
Tiktok Video 1
Tiktok Video 2
Tiktok Video 3
Tiktok Video 4
Tiktok Video 1
Tiktok Video 2
Tiktok Video 3
Tiktok Video 4
Tiktok Video 1
Tiktok Video 2
Tiktok Video 3
Tiktok Video 4
I was shocked while scrolling through countless TikTok videos where young people pretend to enjoy art without any real understanding.
While it takes an average of 30 months for a person to revisit an art museum, the average person spends only 27 seconds looking at the work of arts
How does anyone initiate a meaningful conversation with arts within that short amount of time?
While it takes an average of 30 months for a person to revisit an art museum, the average person spends only 27 seconds looking at the work of arts
How does anyone initiate a meaningful conversation with arts within that short amount of time?
While it takes an average of 30 months for a person to revisit an art museum, the average person spends only 27 seconds looking at the work of arts
How does anyone initiate a meaningful conversation with arts within that short amount of time?
THE SOLUTION
THE SOLUTION
THE SOLUTION
Let's take a sneak peek into the three new features I designed for Google Arts and Culture
Let's take a sneak peek into the three new features I designed for Google Arts and Culture
As part of the competition, each team or individual must choose a product from one of the FANG companies (Meta, Amazon, Netflix, or Google) and design a new product concept. They will then pitch their concept to professors within one week.
As part of the competition, each team or individual must choose a product from one of the FANG companies (Meta, Amazon, Netflix, or Google) and design a new product concept. They will then pitch their concept to professors within one week.
THE SOLUTION
Let's take a sneak peek into the three new features I designed for Google Arts and Culture
Engaging with arts that you personally relate
Experience the museums through a personalized reflection deck. Encourage visitors to engage without being afraid of right or wrong interpretation.
Visit snapshot: a read about your taste in arts
After each museum visit, users will learn more about themselves as well as your their taste in arts.
Saving artworks into your personal collection
For each artwork users feel personally or emotionally connected, they can save them into a personalized collection where they can view later.
USER RESEARCH
To untangle the problem, I started by conducting eight interviews with Gen Z students and peers
Engaging with arts that you personally relate
Engaging with arts that you personally relate
Experience the museums through a personalized reflection deck. Encourage visitors to engage without being afraid of right or wrong interpretation.
Experience the museums through a personalized reflection deck. Encourage visitors to engage without being afraid of right or wrong interpretation.
Visit summary: a read about your taste in arts
Visit summary: a read about your taste in arts
After each museum visit, users will learn more about themselves as well as your their taste in arts.
After each museum visit, users will learn more about themselves as well as your their taste in arts.
Saving artworks into your personal collection
Saving artworks into your personal collection
For each artwork users feel personally or emotionally connected, they can save them into a personalized collection where they can view later.
For each artwork users feel personally or emotionally connected, they can save them into a personalized collection where they can view later.
SURVEY TAKEAWAY
Most Gen Z audiences struggle to connect personally and emotionally with artworks and to grasp the symbols and meanings presented in museums.
AFFINITY DIAGRAM
After analyzing both qualitative and quantitative data from the survey, I divided the problem into three main themes:
Personal Connection
Interactivity & Immersion
Contextual understanding
PROJECT FLOW
PROJECT FLOW
PROJECT FLOW
Tap to jump!
Tap to jump!
SURVEY TAKEAWAY
SURVEY TAKEAWAY
SURVEY TAKEAWAY
Most Gen Z audiences struggle to connect personally and emotionally with artworks and to grasp the symbols and meanings presented in museums.
Most Gen Z audiences struggle to connect personally and emotionally with artworks and to grasp the symbols and meanings presented in museums.
0
20
40
60
Relating personally to the arts
60.4%
Understanding the symbolism and meaning
70.7%
USER JOURNEY
USER JOURNEY
USER JOURNEY
USER JOURNEY
However, people often connect with art through the emotions it evokes and the memories or associations it brings to mind.
However, people often connect with art through the emotions it evokes and the memories or associations it brings to mind.
However, people often connect with art through the emotions it evokes and the memories or associations it brings to mind.
AFFINITY DIAGRAM
AFFINITY DIAGRAM
AFFINITY DIAGRAM
After analyzing both qualitative and quantitative data from the survey, I divided the problem into three main themes:
After analyzing both qualitative and quantitative data from the survey, I divided the problem into three main themes:
Personal Connection
Personal Connection
Many Gen Zs find traditional artworks personally unrelatable and tend to engage more deeply when the work resonates with them emotionally.
Many Gen Zs find traditional artworks personally unrelatable and tend to engage more deeply when the work resonates with them emotionally.
Many Gen Zs find traditional artworks personally unrelatable and tend to engage more deeply when the work resonates with them emotionally.
Interactivity & Immersion
Interactivity & Immersion
With the rise of new technology, the GenZ audience tends to prefer an experience that is immersive, interactive or gamified.
With the rise of new technology, the GenZ audience tends to prefer an experience that is immersive, interactive or gamified.
With the rise of new technology, the GenZ audience tends to prefer an experience that is immersive, interactive or gamified.
Contextual understanding
Contextual understanding
Because many artworks predate the Gen Z generation, they often lack the historical context, cultural understanding, and appreciation of symbolism.
Because many artworks predate the Gen Z generation, they often lack the historical context, cultural understanding, and appreciation of symbolism.
Because many artworks predate the Gen Z generation, they often lack the historical context, cultural understanding, and appreciation of symbolism.
While it takes an average of 30 months per person to revisit an art museum, the average person spends only 27 seconds looking at the work of arts
How does anyone initiate a meaningful conversation with arts within that short amount of time?
While it takes an average of 30 months per person to revisit an art museum, the average person spends only 27 seconds looking at the work of arts
How does anyone initiate a meaningful conversation with arts within that short amount of time?
How might we create an experience that are more personally resonant, meaningful, and interactive to help GenZ audience engage with traditional arts better?
How might we create an experience that are more personally resonant, meaningful, and interactive to help GenZ audience engage with traditional arts better?
How might we create an experience that are more personally resonant, meaningful, and interactive to help GenZ audience engage with traditional arts better?
How might we create an experience that are more personally resonant, meaningful, and interactive to help GenZ audience engage with traditional arts better?
IDEATION
IDEATION
Using a deck of reflection cards, we envision an experience where users engage with art where there is no right or wrong answer but by exploring the emotions and memories it brings to mind.
INFORMATION ARCHITECTURE
INFORMATION ARCHITECTURE
Utilizing the current information architecture of Google Arts & Culture, I outlined the new user flows for the features I want to design
Starting from the home screen, users will receive personalized artwork recommendations from Gemini based on their mood for the day. There will also be a profile page where users can view their curated art collections and a summary of their previous visits. Additionally, a museum page will be available for users to access the reflection cards when they are physically at the museum.
FROM WIREFRAME TO HIGH-FIDELITY
FROM WIREFRAME TO HIGH-FIDELITY
Encouraging users to swipe left and right on the reflection cards
I explored different ways to display the reflection cards, such as using a carousel or slide format. Ultimately, I decided on the left-right swipe pattern, as it’s a familiar and widely-used approach in many other apps, making it intuitive for users.
Iteration 1
Iteration 2
Final Design
Implementing Gemini AI feature to help users discover curated artworks based on their thoughts and emotions
I experimented with various placements for the Gemini icon to ensure easy discovery. After reviewing other Google products, I noticed they typically position similar icons in the top right corner of the platform. I did the same and added a tooltip to encourage users to click on it.
Iteration 1
Iteration 2
Final Design
Profile Page: Arranged the personal art lists vertically instead of horizontally for easier access and relocated the museum tickets to the front.
Initially, I planned to display the curated art lists in a carousel format, but I realized it offers limited visibility for users trying to browse all of their lists. As a result, I redesigned the layout into a vertical list for easier navigation and improved accessibility.
Iteration 1
Iteration 2
Final Design
USER TESTING + ITERATIONS
USER TESTING + ITERATIONS
Users prefer to have an option to see multiple reflection cards at once
"I wish there could be a way where I could see multiple reflection cards at once instead of just swiping to see what's next"
"Seeing the card one by one is a bit slow for me. Is there a faster way to search for the card I want?"
"Maybe a button to expand the current options would be great"
"I wish there could be a way where I could see multiple reflection cards at once instead of just swiping to see what's next"
"Seeing the card one by one is a bit slow for me. Is there a faster way to search for the card I want?"
"Maybe a button to expand the current options would be great"
During the reflection process, users want to find a way to conveniently save the artworks into their personal collection
Users also prefer to see other people’s reflection - not just their own
"If I saw an artwork at the museum, I'd also love to see what other people think about it too"
"The art of reflecting lies in seeing other people's thoughts as well"
"What if we make the reflection more open like we get to see other people as well?"
FINAL DESIGN
FINAL DESIGN
After multiple rounds of iterations, here are the final screens I designed
Navigating exhibitions based on your own reflections
When users encounter an artwork that evokes emotions or sparks a memory, they can snap a picture to uncover more details about the piece and its meaning. After reflecting, users can save the artwork and explore reflections from other users as well.
Navigating exhibitions based on your own reflections
When users encounter an artwork that evokes emotions or sparks a memory, they can snap a picture to uncover more details about the piece and its meaning. After reflecting, users can save the artwork and explore reflections from other users as well.
A personalized summary for each museum visit
After each visit, users receive a detailed summary that includes their favorite artists, top genres, their unique museum personality, and personalized AI-generated poems. This caters to Gen Z's love for self-discovery and profile readings, making each experience more meaningful and reflective.
A personalized summary for each museum visit
After each visit, users receive a detailed summary that includes their favorite artists, top genres, their unique museum personality, and personalized AI-generated poems. This caters to Gen Z's love for self-discovery and profile readings, making each experience more meaningful and reflective.
Searching for artworks based on how you feel
Users can now search for artworks by typing in keywords like "happy," "sad," or "uplifting" to find pieces that resonate with their emotions. This feature fosters a personal and emotional connection between young users and traditional art, making the experience more relatable.
Recommending artworks based on user’s feelings through Gemini
Users can express their feelings by talking or typing them into Gemini AI. The app then recommends artworks that align with their emotions and provides an analysis of each piece, creating a personalized and meaningful connection between the user and the art.
Recommending artworks based on user’s feelings through Gemini
Users can express their feelings by talking or typing them into Gemini AI. The app then recommends artworks that align with their emotions and provides an analysis of each piece, creating a personalized and meaningful connection between the user and the art.
LEARNINGS
As my first ever solo design project, I learnt:
Rapid high-fidelity prototyping
Rapid high-fidelity prototyping
To meet the tight timeline of the design challenge, I need to iterate the prototype at a high-fidelity level as quickly as possible.
Utilizing a well-established design system
Utilizing a well-established design system
With Google as the client, I realized the power of leveraging an established design system to streamline my creative process and efficiently design a new product feature.
Creating complex user flows and journeys
Creating complex user flows and journeys
I gained a deeper understanding of the user journey and how it directly informs the user flow and design decisions I make.
IDEATION
Using a deck of reflection cards, we envision an experience where users engage with art where there is no right or wrong answer but by exploring the emotions and the memories it brings to mind.
INFORMATION ARCHITECTURE
Utilizing the current design of Google Arts and Culture, I outlined the new user flows for the features I want to design
Starting from the home screen, users will receive personalized artwork recommendations based on their mood for the day. There will also be a profile page where users can view their curated art collections and a summary of their previous visits. Additionally, a museum page will be available for users to access the reflection cards when they are physically at the museum.
USER TESTING + ITERATIONS
Users prefer to see multiple reflection cards at once
"I wish there could be a way where I could see multiple reflection cards at once instead of just swiping to see what's next"
"Seeing the card one by one is a bit slow for me. Is there a faster way to search for the card I want?"
"Maybe a button to expand the current options would be great"
During the reflection process, users want to find a way to conveniently save the artworks into their personal collection
Users also prefer to see other people’s reflection, not just their own
"If I saw an artwork at the museum, I'd also love to see what other people think about it too"
"The art of reflecting lies in seeing other people's thoughts as well"
"What if we make the reflection more open like we get to see other people as well?"
FINAL DESIGN
After multiple rounds of iterations, here are the final screens I designed
Navigating exhibitions based on your own reflections
When users encounter an artwork that evokes emotions or sparks a memory, they can snap a picture to uncover more details about the piece and its meaning. After reflecting, users can save the artwork and explore reflections from other users as well.
A personalized snapshot summary for each museum visit
After each visit, users receive a detailed summary that includes their favorite artists, top genres, their unique museum personality, and personalized AI-generated poems. This caters to Gen Z's love for self-discovery and profile readings, making each experience more meaningful and reflective.
Searching for artworks based on how you feel
Users can now search for artworks by typing in keywords like "happy," "sad," or "uplifting" to find pieces that resonate with their emotions. This feature fosters a personal and emotional connection between young users and traditional art, making the experience more relatable.
Recommending artworks based on user’s feelings
Users can express their feelings by talking or typing them into the app. The app then recommends artworks that align with their emotions and provides an analysis of each piece, creating a personalized and meaningful connection between the user and the art.
LEARNINGS
As my first ever solo design project, I learnt:
Rapid high-fidelity prototyping
To meet the tight timeline of the design challenge, I need to iterate the prototype at a high-fidelity level as quickly as possible.
Utilizing a well-established design system
With Google as the client, I realized the power of leveraging an established design system to streamline my creative process and efficiently design a new product feature.
Creating complex user flows and journeys
I gained a deeper understanding of the user journey and how it directly informs the user flow and design decisions I make.
FROM WIREFRAME TO HIGH-FIDELITY
Encouraging users to swipe left and right on the reflection cards
I explored different ways to display the reflection cards, such as using a carousel or slide format. Ultimately, I decided on the left-right swipe pattern, as it’s a familiar and widely-used approach in many other apps, making it intuitive for users.
Iteration 1
Iteration 2
Final Design
Implementing Gemini AI feature to help users discover curated artworks based on their thoughts and emotions
I experimented with various placements for the Gemini icon to ensure easy discovery. After reviewing other Google products, I noticed they typically position similar icons in the top right corner of the platform. I did the same and added a tooltip to encourage users to click on it.
Iteration 1
Iteration 2
Final Design
Profile Page: Arranged the personal art lists vertically instead of horizontally for easier access and relocated the museum tickets to the forefront.
Initially, I planned to display the curated art lists in a carousel format, but I realized it offers limited visibility for users trying to browse all of their lists. As a result, I redesigned the layout into a vertical list for easier navigation and improved accessibility.
Iteration 1
Iteration 2
Final Design
INFORMATION ARCHITECTURE
Utilizing the current design of Google Arts & Culture, I outlined the new user flows for the features I want to design
IDEATION
Using a deck of reflection cards, we envision an experience where users engage with art where there is no right or wrong answer but by exploring the emotions and the memories it brings to mind.
USER TESTING + ITERATIONS
Users prefer to see multiple reflection cards at once
"I wish there could be a way where I could see multiple reflection cards at once instead of just swiping to see what's next"
"Seeing the card one by one is a bit slow for me. Is there a faster way to search for the card I want?"
"Maybe a button to expand the current options would be great"
During the reflection process, users want to find a way to conveniently save the artworks into their personal collection
Users also prefer to see other people’s reflection - not just their own
"If I saw an artwork at the museum, I'd also love to see what other people think about it too"
"The art of reflecting lies in seeing other people's thoughts as well"
"What if we make the reflection more open like we get to see other people as well?"
FINAL DESIGN
After multiple rounds of iterations, here are the final screens I designed
Navigating exhibitions based on your own reflections
When users encounter an artwork that evokes emotions or sparks a memory, they can snap a picture to uncover more details about the piece and its meaning. After reflecting, users can save the artwork and explore reflections from other users as well.
A personalized snapshot summary for each museum visit
After each visit, users receive a detailed summary that includes their favorite artists, top genres, their unique museum personality, and personalized AI-generated poems. This caters to Gen Z's love for self-discovery and profile readings, making each experience more meaningful and reflective.
Searching for artworks based on how you feel
Users can now search for artworks by typing in keywords like "happy," "sad," or "uplifting" to find pieces that resonate with their emotions. This feature fosters a personal and emotional connection between young users and traditional art, making the experience more relatable.
Recommending artworks based on user’s feelings
Users can express their feelings by talking or typing them into the app. The app then recommends artworks that align with their emotions and provides an analysis of each piece, creating a personalized and meaningful connection between the user and the art.
LEARNINGS
As my first ever solo design project, I learnt:
Rapid high-fidelity prototyping
Utilizing a well-established design system
Creating complex user flows and journeys
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