Going Once
“The aim of art is to represent not the outward appearance of things, but their inward significance.”
Project Overview
Going Once is a new online art auction app to help art galleries build, execute, and maintain their online art auctions while reaching a worldwide network of art collectors ready to browse, bid, and buy artwork from the comfort of their own homes.
My Role: UX Research / UX Designer. Charged with product strategy, user experience research and visual design from problem statement to delivering assets for production.
The Challenge
How can we empower art galleries to successfully transition to an online auction platform, increasing their reach and revenue while providing a superior user experience for both galleries and collectors?
The goal: To connect the art gallery to potential art collectors, all over the world, by empowering the collector to browse, bid and buy art on an online art auction platform in the comfort of their own homes.
User Research Findings
Summary: 2-Unmoderated Usability Studies were conducted during this project. Each study consisted of 5-participants of men and women ages 40-65 years old with at least one participant with a hearing or visual impairment with experience purchasing artwork during an in-person auction.
Pain Points:
1. Trust is an issue
2. Anxiety is high
3. Bidding is complex
4. Confirmation is key
The Design Solution
The artwork and upcoming auctions were top priorities for users the, original home screen was very sparse. The users suggested adding some of their “favorites” to the home page for quick access. Focusing on the level of difficulty in completing the bidding task study showed users wanted to be able to see other bidders, understand the different bidding options and have support during process.
Reflections & Learnings
By developing this user-centric app, we've successfully bridged the gap between art collectors and galleries, providing a seamless online auction experience. This innovative solution addresses the growing demand for virtual art transactions, particularly in a post-pandemic world.
Key Learnings and Impact:
Enhanced User Experience: The app prioritizes user experience, making it easy for both collectors and galleries to navigate and interact with the platform.
Increased Accessibility: By removing geographical barriers, the app expands the reach of art galleries and enables collectors from around the world to participate in auctions.
Data-Driven Insights: Through user analytics, we can gain valuable insights into user behavior, preferences, and pain points, allowing us to continually improve the platform.