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Serah Choi

Designer with a background in Graphic Design and a strong focus on UX, I’m dedicated to creating intuitive, thoughtful, and engaging user experiences. I’m driven by the challenge of transforming complex ideas into clear, meaningful interactions that connect people with what matters.














Gallery Assistant
A digital platform designed to help gallery visitors easily access information about artworks and artists. Perfect for shy clients or busy gallery staff, it streamlines the art-viewing experience.




  

My role
Product Designer

Project
Self-initiated

Timeline
4 weeks

Tools Used
Figma, Illustrator









Overview
Background

Over the past four years working at the gallery, I have interacted with many visitors, and I’ve noticed that many of them feel hesitant to initiate a conversation. When we’re busy, it becomes challenging to approach and assist every visitor proactively. To help with navigation, we usually print out floor plans of the exhibition space, but many visitors find it difficult to interpret them. As a result, it becomes challenging to provide detailed explanations about the exhibition.



Project Challenge
This is why I care

Many visitors to the gallery hesitate to initiate conversations or feel apprehensive about approaching us. They often seek information about the artworks, including their availability for purchase, and frequently struggle to navigate the exhibition layout. As curators, we take the initiative to provide explanations and personally guide visitors to specific works. However, during peak hours, effectively managing and assisting every visitor becomes increasingly challenging, highlighting the need for a more structured approach to visitor engagement.


Design Process


Initial Thinking



Target User


Shy visitors who want to access information about the artist and artwork without needing to engage in conversation.


Curators who have to individually explain the location and details of the artworks to each visitor when the gallery is crowded.






Research Methods

  • Existing system

  • Quantitative research (survey)

  • Qualitative research (in-person interviews)


User Research
Research Insights
Pain Points - Shy Visitors

“Whenever I go to a gallery, I’m curious about the artist's information or the price, but I’m worried it might have already been sold or that they might not answer me, so I hesitate to ask.”
“Even when I look at the paper exhibition layout, there are no pictures, and I get confused about where everything is located, so I can’t really figure it out.”



Pain Points - Curators
“It’s really disappointing when there are too many people or when things get too busy, and I can’t attend to the clients properly. To sell an artwork, I need to provide enough information about the price and the artist, but there’s just not enough time.”
“When there are many visitors, it becomes difficult to guide each one individually on the location of artworks because the gallery is multi-story and spacious.”



Challenge
Problem Statement

How might we design an innovative platform that leverages immersive technology to connect curators and visitors, making artwork exploration more engaging, accessible, and intuitive?







Persona - Visitors




Walter Sinclair
Potential Art Collector
Graduate student





Aspiration
“Every time I visit a gallery, I get confused looking at the layout, not knowing where each piece is located. I’m curious about the artwork and the artist, but I feel awkward and embarrassed, so I can’t bring myself to ask.”

Frustration
When I’m confused about where everything is located on the layout.
When I'm unsure whether I want to buy a painting, it's awkward to ask for an explanation.

Interest
Exhibition Visit Frequency: Once a week
Knowledge of Art: 50%







Persona - Curators


Serah Choi
Galleriest
Gallery Manager






Aspiration
“As curators, when we are too busy, we don’t have enough time to fully explain the artworks to each visitor. Moreover, if a visitor takes the wrong path, guiding them properly and escorting them to the correct artwork can be challenging because the gallery is large and spread across multiple floors.”

Frustration
When a large number of visitors arrive at once, it's frustrating that we can't provide enough guidance about the artworks. If visitors take the wrong path, escorting each one individually is nearly impossible due to the gallery's vast space and multiple floors.

Interest
Exhibition Visit Frequency: Every day
Knowledge of Art: 90%





Prototyping and Testing




User Testing Insights

  1. Map - Can’t Identify Current Location
Users found it difficult to identify their current location on the map.
2. Map - Can’t Expect the Next Artwork’s Location

Users were unsure about where the next artwork was located, making navigation challenging.
3. Saved Artworks - Difficulty Navigating Again

 Users experienced inconvenience when trying to revisit saved artworks.




Solution
Final Design

Discover four main features that enhance your exhibition experience with intuitive navigation, real-time artwork information, AI-powered voice curation, and personalized artwork saving.




How to indicate the artwork's location without guiding visitors directly?
By incorporating a navigation feature, users can identify their current location and reach their desired artwork without the need for human assistance. In this case, curators do not have to move around the large building themselves, and visitors can navigate seamlessly without getting lost, guided by the virtual directions provided by the navigation system.



Navigate in a spacious environment with intuitive and efficient guidance

  • Follow the curator's route for an immersive guided experience using AR technology.

  • Easily identify the location of confusing artworks through smart positioning.



How to provide artwork information without them asking first?
Through navigation, when users arrive at their destination and point their camera at an artwork they want to learn more about, AI automatically recognizes the piece and retrieves comprehensive information, including its size, title, artist, and availability for purchase. This allows visitors to access the details they need without having to seek assistance from staff.






Access artwork details effortlessly with interactive technology

  • Instantly retrieve information about artworks using a smart and responsive interface.

  • Check artwork availability in real time without the need for direct inquiries.



How to effectively explain the artwork without directly providing a verbal explanation?
Instead of seeking out staff or initiating a conversation when they have questions about an artwork, visitors can listen to pre-recorded artist and artwork descriptions through AI voice assistance, serving as a curator’s substitute.










Enjoy an immersive and AI-powered audio guide experience

  • Receive AI-driven audio explanations, acting as a curator's substitute.

  • Engage with an on-demand voice guide whenever you come across an artwork of interest.

How to enable visitors to revisit the artworks they liked?
A feature is designed to allow users to save artwork information, enabling them to retrieve details about their selected pieces even after leaving the exhibit.







Save and organize your favorite artworks with personalized digital features

  • Utilize a smart collection system to gather and revisit your favorite pieces.

  • Access and manage your saved artworks anytime for a tailored viewing experience.

Reflection
Takeaway

If I had the technical skills to directly code the AR features, I believe I could have increased the implementation rate of these functionalities. The process of combining AR technology with user experience design was both exciting and challenging.

If I had more time, I would focus on adding features that allow users to immediately purchase artworks that are ready for sale. This would not only improve the user experience but also potentially increase sales and revenue.