Jae Eun Kum | Doodleverse

Product Creation

Doodleverse

New Way to Learn Art

SUMMARY

Situation

Adults who are interested in drawing but are not confident hesitate to conduct art activities. They want to learn basic skills but do not know where to start.

Approach

Build a structured environment to learning drawing that provides

Guided instruction
The opportunity to belong to a community
Low cost of time, energy & money

so users are able to easily access and build their creative confidence.

ROLE

Conducted Research, synthesized the findings, created a persona, and user journey map, task flows, wireframes with the team
Created prototypes, led user testings, and refined the wireframes based on team meeting results
Created a hi-fidelity wireframes and prototype

TEAM

Bryna O'Neill

Sean Ward

Talia Saltzman

METHOD

Screen Survey

User Interview

Competitive Analysis

Affinity Mapping

Persona

User Journey Map

Feature Prioritization

Task Flow

Wireframes

Prototyping

Usability Testing

TIMELINE

April 2018

2 weeks

How can we help people who want to create art?

Hypothesis

There are people who want to make art but cannot do due to other constraints or responsibilities. (i.e. too busy with their work schedule)

To help them, we conducted research to

Identify people who want to create art but are unable to do so
Understand their needs and pain points
Understand the art education experiences of people who are doing art and people who are not

Initial Survey

Experience In & Interest About Art & Drawing

34 responses | Age: 20-65

Do you think drawing is learnable?

Yes 97%

No 3%

Do you have an interest in learning how to draw?

Yes 75%

No 12%

Maybe 13%

Can You Draw?

Very basic 1%

Yes 56%

No 12%

Yes but not well 31%

Gap between interest

development of drawing

On the initial survey, the participants responded that

Many who are interested in learning drawing are able to draw when they begin
But they cannot draw because they have not developed their ability

User Interview

Why do people who want to learn to draw fail to develop their interest?

6 Interviews about Making Art

After our survey, we found a gap; we conducted our first round of interviews to figure out the reason why people with interest in art do not develop their ability

The Main Barrier

Confidence

"I can't start because I am not good at it"

Anybody can start drawing and develop their skills with simple materials like pen and paper.

But many who answered that they cannot draw are question their talent and ability

Our Product Vision

Help people be confident in pursuing their artistic & creative inclinations.

User Interview

How do people build confidence?

Creative Confidence Cycle

4 Interviews about Confidence

During our second round of interviews, we found a cycle including two factors that help develop people's confidence. When people gain confidence, they become motivated to move to the next step and the individuals continues to build their own confidence.

in Community Space

= Learn Drawing Skills

After finding Creative Confidence Cycle, we looked into the details of the two points to

understand the problem better
find a direction towards a solution

How users want to

Learn Skills

(Gain Knowledge)

Guided Instruction

with visual prompts & step-by-step lessons

Low Cost

of time, energy & money

Why users want

Community Space

Belonging

Users want to feel like they belonging

Get feedback

Users want to get constructive feedback

Collaboration

Users want to collaborate with other people to achieve goals

Based on the research insights, I created a persona , Damien, to represent the users and to solidify their behavior, needs, and pain points

PERSONA

Damien's Journey Map

Main Pain Points

In need of art education

To start art creation, Damien believes he has to learn basic skills and knowledge first

lack of access to art education

Damien's work schedule does not fit with any existing art classes

Problem Statement

People feel that their creative learning is most effective in structured environments with guided instruction, buildable elements, inclusive community and feedback.

Adults who have creative interests but lack confidence in their abilities have difficulty accessing these structured environments to pursue their interests.

How might we build a digital tool that provides step by step instruction anywhere and builds their creative confidence?

APPROACH

Platform Choice

Since Damien should be able to access our product anywhere anytime with low cost of time, energy & money

Primary Platform

Mobile

Primary Design Standard

Android

(because Android's global market share is 85.0%)

Features, Wireframes

& Design Iteration

Defining Features

Ideation & Paper Prototype

To solve Damien's problem,

my team ran 2 rounds of ideation sessions in attempt to implement Creative Confidence Cycle.
We then prioritized features based on importance and feasibility.
To test if our solution works, we made a paper prototype and conducted usability testing with 4 users

Creative Confidence Cycle

in Action

Based on our research findings, we created a circulation flow leading Damien to receive inspiration from the community space, to learn and to create, and to share the results with his community.

Refining Features

Task Flow

Based on feedback from the testing, we created an ideal path toward refining the features

Wireframe, Prototype & Iteration

Using the flow, we refined wireframes and prototypes in digital form.
After conducting another round of usability testing, we revised the wireframe in higher fidelity using feedback

Exploration

Discovery

Lesson

Community space

Users post drawings and doodles.

Inspiration & Collaboration

Users choose other user's doodles to learn how to draw them.

Lesson summary

Users can prepare recommended materials.

Step-by-step lesson

Videos show the process in detail.
Users can easily replay each step.

Initiate learning

Each drawing is linked to related lessons.

Getting Feedback

Like function
Inspired: The number of people taken lessons from the drawing.

Iteration

"I already chose to draw this eye. Why do I have to choose 'Eyes' again?"

Issue

8 out of 8 users failed to understand that

the drawing they chose is not the outcome they are going to learn but a another user's drawing.
they should choose a related category of the drawing and then choose a lesson.

Approach

Users already understood they had to choose a lesson at the lesson list page. Therefore, we merged the two pages. The related lessons are listed on each drawing post to

explain better that they have to choose a related lesson.
minimize the number of steps for taking lessons.

Posting Preparation

Vectorizing

Choosing next steps

Tagging

Each tag is a lesson category

Tracking Progress

Overall progress

Because learning art is non-linear, the skill map is radiant.

Motivate engagement

To level up, users must give feedback and share their work as well as take lessons.

Other users will give feedback & get inspired

Iteration

"I have no idea what these numbers mean."

Issue

3 out of 4 users did not understand that the written menu at the top of the page that summarizes what the user has to do to to move to the next level.

Approach

Users had no problem understanding the information on the map itself, so

we got rid of the written menu to minimize the confusion,
and gave an explanation about the map instead.

Pricing & Potential Partner

Pricing Strategy

Freemium

Unlock paid content, including lessons related to

specific art materials like watercolor or charcoal
specific drawing styles of partners’ content.

Potential Partners

Animation Studios

Commercial entities like Marvel, Disney, or Studio Ghibli;

fans can learn how to draw specific characters or styles.

Measure of Success

Recurring use: investment in their learning
Recommendation: experience to be shared
Completing learning cycle: commitment to the task, clarity of task
Engagement/Participation through feedback or art: build a community

REFLECTION & NEXT STEP

The connection between the lesson feature and collaboration on community space was one of the unique characteristics of our product.

It was a challenge to make users understand that the tags of each posted drawing was different lesson categories. We have refined the UIs and languages to better explain this feature, but we still have to test and iterate the wireframes to develop the flow.

Users are hesitating posting their drawings after the lessons. They want to refine their drawings more before sharing, so we have some concern about reminding users to share their drawings after they refine them.