Recognition
First Place Winner
at Northeastern University's biggest startup competition, DemoDay
Prototype Grants Awared
by Northeastern University
Duration
Over a year
My Roles
Ideation, user research, business model creation, prototyping, UIUX design, branding, web/platform design and development, product design, physical/digital visual assets design, copywriting, marketing, and HR.
Project Description
Built the Airbnb-like platform that connects emerging artists with high-traffic businesses like cafes, hotels, and office buildings, connecting artists to a wider audience.
It was the most complex project I've ever done, involving three distinct stakeholders (artists + businesses + visitors) each with their own experience —physical, digital, and a hybrid of both. This endeavor required tailored call-to-actions for each group and encompassed product design and development to help artists earn additional commissions through the platform.
Currently, the platform is being utilized by 20+ artists around the world featuring 70+ artworks combined. It has opened the 1st location of the 'WiroArt Window' in Boston, MA, USA.
User Research
Emerging Artists
Interviews & surveys with emerging artists
"I don't know how to get my art out there"
"My dream is to do an exhibition,
but there's no way"
"Wish I had an audience for my art"
Brick-and-mortar Businesses
"We want our spaces to be creative, but all we can do is buy prints that people don't really notice or care."
Manager of Cafe Nero
"After finishing construction in businesses like cafes, the challenge is always decorating the empty walls. It's not a must, but they can't just leave them blank for their visitors."
CEO of Fish Design Architecture firm
Art enthusiasts / buyers
"Hard to find affordable & meaningful artwork to buy"
"Difficult to connect or interact with the artist"
"Not many ways to discover small emerigng artists"
Connecting 3 Stakeholders
I begin most tasks with a modeling sketch as shown below, which enables me to focus on both individual interfaces and systems, as well as the connections between them.
Designing without these modeling processes, and diving directly into tools like Figma can restrict creativity and undermine the user experience.
Platform Modeling
Understanding the 3 stakeholders' desires,
common-desire, interfaces connecting those desires.
Interface 1 & 2 (digital)
Connecting artists with people (visitors of brick-and-mortar)
Allows artists to promote + introduce themselves + sell artworks
Allows people to communicate with artists + buy artworks
Interface 3 (physical)
Connecting artists with businesses
Allows artists to exhibit their artworks on empty walls
Allows businesses to provide the empty walls
Interface 4 (digital + physical)
Allowing visitors of businesses to easily interact with interfaces 1 & 2 & 3
Brief description of how it works
WiroArt collaborates with businesses, such as cafes, to open up the "WiroArt Window" (Interface 3). Through this window, artists can apply to exhibit their artworks.
Once their artwork is exhibited, their individual artist profiles and product pages for the artwork are published on the platform (Interface 1 & 2, digital).
When people visit a partnering cafe (Interface 4), approach the WiroArt Window (Interface 3), and scan the QR code located below the artwork, they can explore details about the artist, descriptions of the artwork, watch videos of artists discussing their art, and purchase the artwork in various forms, including the original painting, prints, and other products featuring the artwork through the platform (Interface 1 & 2).
Furthermore, visitors have the option to request a commission piece from the artist or leave comments on the art through the platform (Interface 1 & 2) to uplift the artist.
It is crucial to design a seamless and aligned experience for visitors as they interact effortlessly with the three interfaces (1 & 2, 3, 4).
Roadmap Modeling
1. Visitors of partner businesses
The modeling shows how people visit a partner business (cafe),
discover the WiroArt Window, interact with the WiroArt Window,
get onto the "interface 1 & 2 (digital)", taking actions with the "interface 1 & 2",
and convert into supporters and investors of the artists.
Focused on clarifying & enhancing expected calls to action and the "trigger" for the call to actions. "Trigger" is for people who missed the initial call to action.
2. Artists journey with WiroArt from discover to earning
The modeling shows how artists discover WiroArt, apply, exhibit at WiroArt Window locations, interact with the audience through "interface 1 & 2", sell artworks, earn commission, and repeat.
Focused on clarifying the direct contact points between the artist and the WiroArt team to strengthen the interaction and relationship
Branding (logo)
This was really important
Some of the Initial designs
Final designs
Product Design/Development
I've had to establish various product lines within the WiroArt brand that customers would purchase for the alternative of original paintings to bring the opportunity for artists to earn consistent commissions.
I was responsible for the entire process of the product line establishment from ideation, design, and development, to final production & copywriting.
Concept behind the product
"We frequently check the time on our clocks multiple times a day, countless times in our lifetime. It's often a hurried glance as we're constantly chasing time. But why can't we turn this into a more enjoyable experience?"
That's the idea behind the WiroArt Wallclock. Each wallclock features artwork from our emerging artists. Only produced 250 pieces for each artwork, the limited edition number is engraved on the 3rd-hour hand.
A QR code linked to the featured art is embedded on the 6th-hour hand, allowing people to revisit the art description and access the artist's profile at their convenience.
Desired outcome
- Turning one of the most common objects into a luxury product.
- Making customers feel like they are not buying the wallclock but an artwork.
- Creating a desire for customers through luxury concept creation.
- Strengthening UIUX elements in the wallclock via QRcode
- Scarcity creation with the limited edition # embedment.
Concept behind the product
Just like the WiroArt Wallclock, I aimed to create a product that we use every day but can be infused with creativity.
Additionally, a product that serves as a decoration even when not in use.
Same as the WiroArt Wallclock, there's a QR code linked to the featured art where people can scan anytime to check art description, watch video of the artist talking about the art, and more.
Desired outcome
- Product that customers with low-budget can purchase, yet still feel like they are buying a premium luxury product
- Turning one of the most common objects into a luxury product
- The product that can spice up for our daily use, but still serves as a deco when not in use.
Through constant iteration, the design has changed!
Before
After
Packaging
for WiroArt Mug
It shouldn't feel like buying a cup, but an artwork. A luxury decor.
Concept behind the product
Artists who apply through our platform and are accepted have their original paintings transformed into WiroArt Canvases by WiroArt. This eliminates the need for artists to risk shipping their original artwork or deal with associated complications. These WiroArt Canvases are then displayed at one of our WiroArt Window locations.
Printed on premium cotton canvas, they replicate the texture of the original paintings, and are framed with high-quality wood. Each WiroArt Canvas comes with WiroArt's certificate of authenticity.
Desired outcome
- To ensure a consistent setup for WiroArt Windows, it's crucial to have uniformly designed prints adorning the walls. This product fulfills that purpose.
- Offering an affordable option for customers who cannot afford the original painting to own the art.
- The certificate of authenticity instills trust and provides buyers with the same genuine feeling as if they were purchasing the original painting.
Certificate of Authenticity for WiroArt Canvas
It shouldn't feel like buying mass-manufactured prints like the ones from Target or IKEA
Customers should feel like they are buying authentic artwork with soul and value. + the feeling of investing in the artist.
Visual Asset Creations
Designed and produced various visual creations including posters, standing banners, Signicade, pamphlets, booklet, stickers, merch, ad copies, and more.
I spend a lot of time designing these visual creations as it is one of the main elements that stakeholders will see and unconsciously comprehend our brand identity.
Physical visuals should be...
"Really" easy to understand
Should deliver the context even at a glance
Eye-catching, yet natural that it doesn't ruin businesses interior
WiroArt's brand identity should heavily be embedded.
Comforting and simple. Not like ad posters that bug viewers
So. Important.
UIUX poster
Initial designs
Final design
Fewer words
Emphasize main call-to-action
Simplify visuals
Pleasantly eye-catching
Table banner
Final design
Pamphlet
Initial designs
Find out what's different!
These small details really make a huge difference in how viewers look at feel.
Final design
Visuals for WiroArt should always
be natural. Like air.
That smoothly merges with surroundings.
Signicade
Window Cling
Final choice
WiroArt's designs can be playful but not messy.
3 page booklet
Big concept descriptions
on one side,
Product lines catalogue
on the other
Focused on making the feel smooth, simple, eye-catching, comfortable, and pleasant to look at.
WiroArt Window identity/setup
QR codes
Focused on the details.
Even the QR code designs
Each QR code is programmed to gather data on the number of people scanning the code.
Ad copies
Ad copies for the
launching event
Business cards
For potential artists applicants
Sanghun Huni Lee's business card
Yellow squares represent my energy.
On the back side, the yellow squares vanished, meaning my all of my energies went into WiroArt.
The word 'Art' absorbed them.
Merch
Prototypes of the future app
Real Life Outcome!
User Feedback.
Interview with cafe visitors
"This platform/ WiroArt Window makes me want to be here longer."
"Through this interface, I was able to put together the understanding of the artist behind this work, why they make it..."
"It's a great way to connect artists with the public."
"Unlike traditional gallery, I was able to easily scan the QR code to get to know the artists better although they are not here. By watching videos of the artists talking about their paintings and reading their artist statement."
"Being able to understand the meaning behind each artwork through this interface makes the art viewing experience much more engaging."
"Look at this! this is so cool!"
"You can purchase this artwork in various merchandise to support the artist!"
"I also create some artwork in my free time and this makes me want to apply to exhibit my art through this WiroArt Window too!"
Interview with the cafe owner
"Some people come into our cafe after looking at the sign outside."
"People seem to be enjoying it."
"The overall design and visuals are really clean and go well with our cafe space."
Interview with the artists
"I've never though my painting will be exhibited at these venues!"
"The fact that many people are looking at my artwork means a lot."
"I am an artist based in Italy, and doing this exhibition just by utilizing this WiroArt Window is an amazing opportunity for me to gain my audience in the states!"
"Working with WiroArt was such a pleasant experience in a way that they always put artists first and let artists benefit effectively."
"Joining WiroArt was an easy process. I love how simple it was to just fill out an applicant and let WiroArt handle all the things for the exhibition."