My team partnered with Goldman Sachs to tackle a specific problem and created a design solution based on thorough research and analysis.
Led user research, conducting 5 user interviews, translated findings into actionable insights.
Created interactive high-fidelity prototypes to validate and iterate on the design.
Developed a new fintech art investment experience, opening untapped markets tailored to millennial investors for Goldman Sachs.
Roger Mader Criswell Lappin Olivia Greco Ravi Seethapathy
User Research Product Design Prototyping
browsing & discovery
Invest lower price artworks from new artists
Users could browse various artworks and new promising artists they're interested in.
Buying & Reselling
Trade your artworks and make a return
Users could not only purchase but sell the artworks on this platform easily and simultaneously.
Tracking & Analyzing
Track and analyze the value of your collection
The page allows user to check investment status and market signals for the artworks.
How might we make art investment more accessible for millennial investors?
The art industry is valued at over a trillion dollars yet access to it is limited to a small percent of the population, What are some ways to make it more accessible for millennial investor?
My team and I interviewed 7 millennial investors to understand their needs. We also spoke with various individuals in the art industry, including artists, art dealers, collectors, gallery owners, and NFT investors, to gain insights into the context.
Empathy map of users
Findings from the user side.
Findings from the industry.
Within the broad user group-millennials, making an persona could help us focus on designing for specific group of user.
Kelsey - Millennial Investor
Based on the user journey map, we identified two key stages to address pain points for millennial investors: 1. Acquiring art information 2. Making the purchase
User Journey Map
Current User Journey Map
A Preferred User Journey Map
Building an art investment platform that empowers millennial investors to find and invest in affordable artworks
To develop a platform enabling users to easily discover and invest in affordable art. This ecosystem simplifies art acquisition, offering straightforward pathways for initial and gradual investment growth.
To quickly learn user's thoughts for idea. We use low-fi prototype and test the ideas with our users. Their valuable feedback was incorporated into our design iterations, driving improvement in the next iteration.
Testing with users
Users prefer to browse only art that aligns with their taste and directly selecting from a different artworks rather than focusing on single concepts. "Art is a combination of all of the elements instead of single concept." - Soojin, 32
Allow users to choose artwork they like more intuitively
Users are excited about the score system and value estimation. They're eager to see more details, any numbers related that could give them insights of their investment. We took that opinion to our next iteration. "This is really helpful. I'm interested in anything number related here!" - Antoni, 34
Making numbers-related design more accessible
Results & feedback
Positive feedback from both user and client end!
5 out of 5 users would love to use our product. "I would love to use it if your product launched." - Millennial investor
Great feedback from client! “Impressed by your final outcome! It was engaging, polished and clear. “ - Sponsor from Goldman Sachs
It was a great learning experience working with the Goldman Sachs team. Being able to work with an industry leader and hearing their feedback provided valuable insights. It has widened my perspective in designing for finance. I also learned several new aspects:
Approaching Design with a Broader Business Mindset When I initially started, I have very limited knowledges about art investment and finance business. I learned to design with a broader approach and to understand how it could be scalable for growth in the near future.
Diverse research from different groups While we were conducting our design research and testing throughout the project, we always tried to get a varied sample of group. This helped in making decisions for our design decision and focus on the group. Preventing bias for our design solution.