PADA Artist Collective is a sacred sanctuary of pixels and prose, that nurtures the dreams of Black artists amidst the vast expanse of artistic expression.

Project overview

Our objective for this project was to create a dynamic online platform that fosters engagement and connectivity within the global Black art community, celebrating its diversity and richness. We aimed to provide a way for artists to access comprehensive educational resources, networking opportunities, and mentorship programs that empower emerging Black artists and support their professional growth. It all begins with an idea.

The team

  • 1 UX Researcher

  • 2 UX Designers

  • 1 Developer

My role

  • UX research

  • Creation of mockups

  • Rapid prototyping

Tools used

  • Figma

  • Canva

  • Adobe Stock

The approach

During our design process, we employed the Double Diamond methodology as our guiding framework. This methodology enabled us to explore and evaluate various design options while keeping our client fully informed and engaged at every step of the way. By following this approach, we were able to create a design that truly met the client's needs and exceeded their expectations.

How we...

Discover: Gain deep insights into the diverse needs, aspirations, and challenges of Black artists, collectors, educators, and enthusiasts across different regions to inform the development of a comprehensive and inclusive online community on the PADA Artist Collective website.

Define: Synthesize the gathered insights from the discovery phase to clearly define the key objectives, features, and initiatives that will effectively address the identified needs and promote the growth and empowerment of the global Black art community on the PADA Artist Collective platform.

Develop: Generate and iteratively refine a multitude of innovative features, educational resources, networking tools, and advocacy initiatives to cultivate a dynamic and engaging online environment that fosters collaboration, learning, and artistic expression for Black artists and allies on the PADA Artist Collective website.

Deliver: Finalize and meticulously refine the design and functionality of the PADA Artist Collective website, ensuring seamless user experience, accessibility, and alignment with the defined objectives and expectations of stakeholders and the diverse members of the Black art community, readying it for a successful launch and impactful engagement.

Competitive Analysis

As with any project, researching the brand's competitors is critical. This can be an important step in understanding current trends, competition and identifying what users may already be familiar with. This can also be a way to explore what not to do. For this project, clear patterns were found as I explored several art collectives and showcases to find out what should be included to create the best community and platform that allows Black artists to thrive!

Personas

We wanted to form a deeper understanding of our users' goals, needs, experiences, and behaviors. Therefore we created 6 personas for each of our user segments: Black artists, art enthusiasts, community organizers, educators, art collectors/curators, and art students. We used these personas whenever we wanted to step out of ourselves and reconsider our initial ideas for the collective.

User flows

This visual guide maps out the user journey, highlighting critical stages and decision points. My commitment was to create a fluid and intuitive experience. Whether a seasoned artist or a newcomer, everyone should navigate effortlessly. The flowcharts ensured that stakeholders understood this user-centric design.

Wireframes

Using Figma, I translated my first sketches into low-fidelity wireframes. I was able to identify key areas of the site to PADA stakeholders and helped them visualize how the microsite would flow. After having a conversation with stakeholders, we were able to make informed decisions and I proceeded into the mockup stages.

Branding

A color palette was carefully curated to be a collection of colors used in design, branding, or artistic compositions that represent the PADA Collective brand. These selected colors serve as the foundation for creating visual harmony and consistency within a project.

Mockups

After sharing all the relevant information with the stakeholders at PADA Artist Collective, I progressed with the development of high-fidelity mockups and prototypes. These designs fulfilled all the project requirements and met the stakeholders' expectations. The mockups received an overwhelming response and were greeted with great enthusiasm. This response has generated an exciting list of potential tools and enhancements that can be integrated into the collective community in the future!

  • New List Item

Prototype

To provide stakeholders with a comprehensive understanding of the site's functionality, I created a prototype using Figma. The prototype included basic navigation that enabled stakeholders to move seamlessly between pages, video integration, and artist search functionality. This prototype was created to accurately represent the final product and serves as a valuable tool for testing and refining the site's features before it is built and launched.

The prototype can be viewed here.

Next steps

This project is presently undergoing the process of acquiring a public education grant from OCAD University. The plan for this project is to expand the collective and establish an immersive interactive experience that allows the general public to perform a visual search for artists within their geographic location. The proposed experience would enable the public to locate and connect with artists more easily. The project aims to provide a platform that facilitates the exploration of the creative world, thereby increasing access to Black art and promoting the discovery of new Black talent.

“As a Senior UX Designer, Heather has a profound understanding of user behaviours and an uncanny ability to transform complex ideas into intuitive, user-friendly designs, which include expertise in translating insights into actionable design solutions”

— Senior Manager, User Experience Design, Expedia Group

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