Service Design Project – Artiazza
SERVICE DESIGN | RESEARCH | WORKSHOP | USER EXPERIENCE
Type: Case Study
Client: Student Project for Service Design Module in cooperation with Artiazza GmbH
Keywords: Start-Up, Improvement, Touchpoints, Customer Journey, Personas, Business Model Canvas, Branding, Customer Centricity,
Setup: Group Work (Jutta Bärenfaller, Sarah Quan, Maïla Wyssmüller)
My Role: Collective research to conception, prototyping and testing, on-site research lead, workshop co-host and -organisation, stakeholder contact person, responsible for deadlines and milestones, a joint production of documentation, and prototyping
Project Time: 2 months, followed by a final day with presentations and Q & A for the clients
Date: 4th Semester, Spring 2017Introduction
The goal of this team project was to deep dive into the assigned organisation - Artiazza GmbH - and demonstrate an understanding of Service Design’s key methods and mindset.
Challenge
Artiazza’s vision is to compete and to democratise the art market. The new art platform wants to set itself apart from the high-priced art scene and give newcomers a chance to bring their works to the people through revolutionising the art market with an online platform. The challenge was to assess and help the young start-up, Artiazza, to set the right focus on the right target group.
Deliverable
What if those artists, who wish to belong to a community could explore a place where they can sell, exchange and share their common passion? How might we provide orientation to art enthusiasts in the existing overwhelming art market? How might Artiazza create a platform where seller and buyer target groups meet and can cover their needs? Thus, we gathered knowledge of competitors of Artiazza, assessed the market, did interviews and a workshop with the founders of Artiazza. With the aim to create a customer journey, the team analysed the current touchpoints and came up with ways to improve.
Conclusion
The goal was to create a smooth end consumer experience. My team and I analysed the current touch points and came up with ways to improve the current customer journey. After field and desk research, our group discovered further that the business model and execution has not been set up to satisfy the needs of the right target group. Furthermore, we realised that there were severe incoherences with the idea, set up and vision of the start-up. Our idea and concept generation resulted in strengthening the relationship between buyer, seller, end user and the Artiazza company by supporting the start-up in their business model and branding.
