EXECUTIVE SUMMARY

The "Place My Art" project, conducted by E&I InnoLab, aimed to enhance the online art purchasing experience by integrating augmented reality (AR) technology. Our team, composed of five members from various academic and professional backgrounds, collaborated with the envisioned startup Place My Art. Utilizing design thinking methodology, we sought to understand the needs and behaviors of art buyers, galleries, and artists.

Goal

The primary goal of the project was to further develop the innovative tool that allows potential art buyers to visualize artworks in their own space before making a purchase. By understanding the pain points and motivations of different stakeholders in the art market, we seek to further improve the tool as well as developing a tailored selling strategy.

Methodology

Our methodology followed the five stages of design thinking: empathize, define, ideate, prototype, and test. Initially, we conducted in-depth interviews and used the Thinking Aloud method with 52 participants to gather unfiltered insights. This was followed by creating personas and synthesizing key insights into actionable problem statements. We then brainstormed and developed prototypes, using both low-fidelity models and digital mock-ups. Finally, we tested our prototypes through direct engagement with users at the Spark Art Fair, gathering valuable feedback to refine our tool.

Results

The results revealed a mixed adoption rate of the Place My Art tool. While the AR feature was appreciated for its potential to visualize artworks in personal spaces, there were significant barriers to widespread use, including technical issues and aesthetic concerns with the QR code displays. Despite low initial engagement, those who did interact with the tool recognized its value. Feedback highlighted the need for improved navigation, multilingual support, and enhanced visual presentation. The insights gained from these tests will guide future iterations of the tool to better meet user needs and market demands. Additionally, our findings led to the development of a refined product definition, a comprehensive sales strategy, and an effective pricing strategy.

Cooperation Partner

• PLACE MY ART

• Siebensterngasse 2/20 1070 Vienna, Austria

• https://placemyart.com/impressum

Contact Person

• Juan Rosenzweig - juan.rosenzweig@gmail.com

• Constantin Wittek-Saltzberg - constantin@wittek-saltzberg.at

Student Team

• Bertram Glaser

• Christopher Wang

• Michael Benedikter

• Pia Meier

• Wei Feng Tang

Project Manager

• Diana Lauer, MSc.

• Florian Nemetz, MSc. MSSc.