CA RRS REdesign - Discovery PROCESS

BACKGROUND

Overview

The Resale Royalty program is an initiative to ensure that Australian artists are paid for the resale of their work through auctions, galleries etc. When a work is resold, the Art Market Professional (auction house etc) must pay a royalty % to RRS who then pass the fee over to the artist of the work as a royalty payment. The website for the program was originally built over 10 years ago and was granted budget to rebuild. We were tasked to provide the designs for the rebuild, however, when briefed on the project, we were advised there’s been frictions with existing users on the experience and that it’s impacted adoption of key users. Therefore it became evident there was an opportunity for us to expand on this and incorporate Design Thinking into the Discovery period, to ensure that the new website was more desirable to use for its existing and future users.

Problem statement

Aside from the technical need to rebuild the site, the existing frictions in the experience for all key users groups was wished to be improved and resolved. Therefore the goal for design was to design to a solution that increase user and adoption of current and new users while reduce impact on internal teams troubleshooting user issues with the existing process and platform.

Users & Audience

Key audiences were identified as those who reported resales - Art Market Professionals and users who received royalties - Art Centres, Artists and Beneficiaries.

Roles & Responsibilities

My role was to co-lead the Discovery to Design phase with our Strategy Director.

Main responsibilities included :

• Co-leading workshops for external and internal audience experiences - including VOB and VOC workshops and 2 x CoLab prototype design weeks.

• Collating and synthesising findings for VOC and VOB workshops and provided artefacts to define the Discovery phase findings, Experience Principles to abide in Definition phase and confirm HMWs to solve to in the Design CoLab prototypes and ongoing Final Design phase.

• Interviewing and writing discussion guides for expert interviews for CoLab workshops and user interviews testing the prototype.

Scope & Constraints

Budget was limited so tried to find economies in comms to save hours for synthesising. We worked with another agency who did the build that had timings that impacted the process agreed to for Discovery to Design on our end. We also had a scope change in brand colours to utilise and international reciprocity coming in, meaning we needed to factor the experience for royalties to be paid or reported for international artists sold in Australia or Austrlaian work sold in 17 reciprocal countries under the agreement.

APPROACH

Discovery

The Discovery phase did have a demo and kick offs with respective stakeholders, however the key to the Discovery findings was in these two workshops we held :

I collated these workshop findings in Miro against key activity user journeys identified in the VOB workshop. I overlapped the empathy mapping findings fo the key user groups over these journeys as well as reviewed and prioritised which of the pain points were the strongest to call out.

We also found these points conflicted with the key goal, success metrics and government KPIs identified in the VOB workshop, enabling us to define a hypothesis that resolving these issues would achieve wishes goals for the platform update.

Definition

From here, I moved into creating the Discovery deck, which included the following key sections that I was responsible for defining.

For each key phase in the journey, I selected 1-2 key pain points per user group type, to utilise as key focus moments for that phase. From there, I took those Common Themes per phase and was able to define the Areas of UX Focus and Key Moments in the journey these could be considered for.

Each pain point per phase was given a HMW opportunity and I then tested where against the experience themes they could sit to challenge the principles against the workshop evidence. 

Once the experience principles were defined and laddered up nicely to what had been discussed in the workshop, we looked into inspiration pieces for each of the principles to educate the client on what the principle stood for and how other brands used it.

Then I summarise this with how the framework worked for each principle by summarising each principle’s key need, theme, pain point and how might we to lead us into design.

DESIGN

This project is under NDA so I will not be able to show the designs, but the idea was once we have the experience principles defined, we went into a CoLab workshop to challenge the HMWs that were surfaced against a test user flow with the client and co-designed a working prototype. From there it was 1 week sprint to DEFINE, DESIGN, TEST, ITERATE for the key experiences agreed to be focused on in the workshop.

Design process

In order of events below :