Dawn
A digital solution redefines the value of your graduation show / thesis project.
Project Type
UX Case Study
Team Project
Jae Ho Yi
(SVA Senior)
Duration
6 weeks
Feb 01, 2024 –
Mar 14, 2024
Role
UX/UI Designer
Branding / Art Director
Motion Designer
Tools
Figma
Adobe Illustrator
Adobe AfterEffects
Adobe Premiere Pro
"The night is darkest just before the dawn. And I promise you, the dawn is coming."
Art school students often face a challenging period after graduation, akin to the darkest sky before dawn, and there is a need for a platform like Dawn to bridge the gap between their expectations and the reality of their graduation exhibitions, while also connecting them to new opportunities to showcase and monetize their artwork.
Background
Discovering that over 300 art schools in the US ¹ hold more than 200 graduation exhibitions annually ², I observed that art students' thesis works often fade into obscurity after a one-time showcase.
1. https://bfamfaphd.com/wp-content/2016/05/BFAMFAPhD_ArtistsReportBack
2. PennState article about the impact of Graduate Exhibition.
Problem Statement
Art school graduates face a gap between their expectations and the reality of their graduation exhibitions, struggling to showcase and monetize their artwork during a critical transition period in their careers.
1. Limited Exposure
Students desire more exposure for their thesis work and connections with art experts, but the traditional graduation show format restricts the audience and opportunities for networking.
2. Artwork Management
A significant number of students end up keeping their thesis work and there's a lack of support in managing and showcasing this work post-graduation.
Solution
Dawn is an innovative platform that offers a space for graduating art school students to showcase their talent, connect with art professionals, and start their early careers successfully.
Page Overview
What does Dawn look like?
Each page of Dawn is designed with prominent text that clearly communicates the screen's purpose. Users have the option to sign up as either an artist or an audience member, depending on their needs.
Main Page
Joining Dawn as a young artist
Users upload their artwork with detailed information and short descriptions.
Sign-In Process
Upload Process
Explore the Latest Thesis Artworks from
Over 200 Art School Graduation Shows in the US
Dive into a world of creativity on our exploration page, where users can discover a wide array of artworks categorized by the type of art, the artist's school program, and the year of graduation . This feature allows for a tailored browsing experience, enabling users to find pieces that resonate with their personal tastes and interests.
Artwork Page Overview
How to explore the thesis artworks
Discover Graduating Talent
The detail page is dedicated to showcasing the thesis works of new grad art school students, allowing users to explore high-quality images and gain insight into the artist's background and the context of the artwork, emphasizing the unique talent emerging from art schools.
Artwork Details
Deeper Connection with Audiences
The Q&A section on the artwork page enables artists to directly engage with audiences, offering a platform for in-depth discussions and providing a deeper understanding of the artwork to viewers.
Deeper Connection with Q&A
Discover Art Schools Across the US
Navigate the artistic landscape of the United States with our interactive map feature, allowing users to explore art schools based on their locations. This feature provides a visual and intuitive way to discover the diverse range of art programs and institutions across the country, making it easier for users to connect with schools that align with their artistic aspirations.
Map Hovering Interaction
List of the Art Schools in the US
Keith Haring's Mudd College ID card
Background
Discovering that over 300 art schools in the US ¹ hold more than 200 graduation exhibitions annually ², I observed that art students' thesis works often fade into obscurity after a one-time showcase.
1. https://bfamfaphd.com/wp-content/2016/05/BFAMFAPhD_ArtistsReportBack
2. PennState article about the impact of Graduate Exhibition.
Target Audience
Primary Target : Art students around their graduation exhibitions.
Specifically, those who are preparing for or have recently completed their graduation exhibitions.
Secondary Target : Art Enthusiasts and Professionals
which includes art buyers, collectors, galleries, exhibition spaces, and art educators and critics interested in discovering and supporting emerging artists' work.
Potential User Research : Cross-Validation
Understanding the Needs and Experiences of Emerging Artists in Relation to Graduation Exhibitions and Shows
Research Method : Cross-Validation
In the research related to experiences with graduation exhibitions, 71% (22/31) of the positive responses came from current students. In contrast, 75% of the negative responses about graduation exhibition experiences came from recent graduates.
Research Implication / PainPoints
The gap between art students' expectations and the reality of their graduation exhibitions
The research has discovered a significant gap in the experience/anticipation of their graduation exhibitions, revealing that art students face challenges in gaining exposure, connecting with art experts, and utilizing their artwork post-show.
Challenges in Showcasing Art
Common obstacles faced by students in getting their work seen by a wider audience and connecting with art professionals during and after the exhibition.
Post-Show Artwork Management
Insights into how students handle their thesis work post-show, including any difficulties in storing, selling, or renting their pieces.
Lack of a Centralized Platform
There is no single platform specifically designed for new grad artists to showcase their work from graduation exhibitions, resulting in limited exposure and missed opportunities for connections with art professionals and enthusiasts
User Persona
Mia is a senior fine art student in North Carolina
Mia is a dedicated senior fine art student at the University of North Carolina School of the Arts. She is part of a small and close-knit studio program, with only 12 senior students. Mia is passionate about her art and is eagerly anticipating her graduation exhibition.
Goals
Increased Visibility
Gain exposure for her artwork beyond the confines of her school's small exhibition.
Professional Networking
Connect with art experts, collectors, and other artists for guidance, mentorship, and potential collaboration.
Sales Opportunities
Find reliable art enthusiasts and collectors to sell her artwork for her financial support and recognition.
Challenges
Exposure
Limited visibility due to the small size of the graduation exhibition.
Professional Opportunity
Lack of opportunities to interact with art experts, collectors, and other artists.
Design Opportunity
How might we design a solution that bridges the gap between graduating art school students and the broader art world?
User Flow
Dawn is customized for User's needs
Marc Jacob's Parsons School of Design ID card
Design Decisions
"Form ever follows the function."
Typography for Key Navigations
Wider Center Layout & Focal Point
Riso Print Style for Artistic Resonance
1. Key Navigation
Typography for Key Navigations
Artwork Category Navigation
Consistent Typography for Navigational Clarity
The Dawn website employs the sophisticated "Untitled Serif" typeface from Klim Type Foundry for all key navigations, utilizing a pairing of regular and italic forms. This consistent typographic approach, influenced by the Gestalt Principles of Design—specifically Similarity—ensures a cohesive and easily navigable user experience across the entire platform.
Page Wireframe
The human eye tends to perceive similar elements in a design as a complete picture, shape, or group, even if those elements are separated.
Laws of UX: Using Psychology to Design Better / https://lawsofux.com/law-of-similarity/
2. Wider Center Layout
Who's the hero?
The artwork image is the hero
In the artwork detail pages of the Dawn website, a wider center layout was implemented to accommodate larger artwork images, making them the focal point of the page. This decision deviated from the original uniform grid and column system, driven by the realization that the artwork image should be the "hero" of the page. This change was made after careful consideration and feedback from professionals, ensuring that the artwork is prominently showcased and appreciated.
3. Riso Print Style for Artistic Resonance
The art direction of Dawn is designed to resemble the handcrafted nature of thesis works
Illustrations for Sign-In Process
The Dawn website adopts a Riso Print Style Illustration for detail pages, aligning with the handcrafted nature of graduating art students' thesis works. This choice reflects the raw, authentic vibe of student art, reinforcing the platform's connection to emerging artists.
Riso Print Direction aligns with the handcrafted nature of art student's thesis works
vs
Neumorphism Direction was one of the design options
Pablo Picasso's ID Paper
Logo Design
"The night is darkest just before the dawn. And I promise you, the dawn is coming."
This name symbolizes the potential for new beginnings and opportunities that the platform aims to provide for emerging artists. It signifies that even in the darkest moments of their early careers, there is a promise of a brighter future, and Dawn is there to illuminate the path forward.
Typography
Type System
