CITY ART
SUMMARY
1. objective
THE BRIEF
Help City of Sydney understand its community's views about the public art initiative,
‘City Art’,
so it can prioritise investments and maximise community experiences.
notes
City of Sydney Community:
residents
daily visitors
2. discovery
THE RESEARCH
people are giving feedback all the time
the community loves public art and wants to know more about it
there is currently no clear ways to engage with City Art.
the community is confused, frustrated and disengaged.
start with are the quantitative feedback options, to first understand what people are actually engaging with
methods used
contextual enquiry
interviews
surveys
synthesis
affinity mapping
archetypes
heuristic evaluation
competitive analysis
3. design
THE ITERATION
if we align 'The City of Sydney' + 'City Art' brands and then use this alignment across all existing/available touchpoints
then we will be able to gather engagement metrics and in turn, valuable feedback
because our research has shown that the community is interested in public art and both comfortable and willing to engage via these touchpoints
methods used
feature prioritisation
journey maps
service blueprint
4. delivery
THE SOLUTION
align City Art + City of Sydney branding
make website easily accessible
create City Art social media accounts
create geotag links and relevant hashtags across all social media
use a social listening tools to gather metrics
use initial quantitative engagement metrics to tailor qualitative engagement options
5. next steps
WHERE TO FROM HERE
City Art website redesign
City Art app design
installation of uniform plaques on artworks with wayfinding tools, featuring aligned branding and information links
6. reflections
WHAT I LEARNT ABOUT...
the client
the biggest challenge was devising a solution both effective and realistically achievable within the infrastructure
the community
they don’t have the time or inclination to chase it down if it’s not made readily available to them
me
I really enjoyed the ethnographic nature of this study, as I felt it aligned well with my strengths for empathy, analysis, critical thinking, ideation and problem solving