Artzy - PRD

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Artzy

A learning platform for visual artists

carol barger

Overview

PART ONE

How Might We:

Appeal to learners without looking like a sales platform?

Stay on top of trends in remote learning platforms and product offerings

Be the go-to link for creative courses, all mediums and skill levels

Engage through marketing analytics and digital media campaigns

Offer the first course free

Market through social media demos and influencers

Offer collaborative or team-based subscriptions

Host design and creativity conferences

Offer fresh course offerings

Build curriculum as community

Offer loyalty discounts, badges and incentives

Pursue ad-hoc demos and workshops, art and design competitions, host teaser workshops

Create opportunities for pulling together creative individuals, teams and organizations and growing learner advocacy.

High Priority User Stories

User stories

Priority

"I want to learn a new creative skill so that I can grow and evolve as a creative."

High

"I want to learn a digital design application so I can use it effectively in my work."

High

"I want to search for workshops, art competitions or artists’ communities by location so that I can participate locally or on a creative retreat / trip."

High

There are no rows in this table

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User flows

NEW USER

Launch → Onboarding Options → Search Courses → Peruse Search Results → View Course Details → Buy course → Complete Purchase → Start Course

ONBOARDED or REGISTERED USER

Launch → Sign in → View Profile / Courses → Start or Resume Course?-OR- Search / browse courses → Peruse Search Results → View Course Details → Buy course →Complete Purchase → Start Course

Registered user

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New user

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Hi Fidelity Prototype

View prototype

https://www.figma.com/proto/0EQxhajle21DjaB10sJe57/prototype-v.3-artzy-pres-%2F-carol-barger?node-id=263%3A231&scaling=scale-down&page-id=66%3A3257&starting-point-node-id=263%3A231&show-proto-sidebar=1⁠

Flow 1 Primary flow

Launch → Search and view courses?→ Select a course, view course?→ Add to card?→ Add credit card and purchase?→ Start Course & and view all it’s content and discussions?→ Complete Course

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Screen Shot 2021-06-16 at 12.01.35 PM.png

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- - -

Flow 2 Registered User / Sign in, Resume Course OR Search, View and Add a Course

Launch → Google sign on → View Dashboard → Resume Course (e.g., trous jours a Arles) → Course Playlist → Complete Course → Rate Course

Flow 3

Select another course, buy, start and complete Launch → View Course content → Buy Course → View Course content → Complete Course Content

Flow 4

Prototype - Resume Course → Launch → View Course content, Resume Course → Join Discussion?→ Complete Course

ALTERNATIVE FLOW (not prototyped) → View my Courses or View Settings → Edit and Save Settings

Design Notes

We demonstrated both the mockups and code-less prototype to two potential/target customers.

What worked well.

As a design community, we're taking on the challenge of learning and applying new remote, virtual e-learning trends, research methods, practice and principles and getting acquainted with all the ins and outs of e-learning platforms, specific to creative arts subject matter and also with flexibility for varied learning styles.

The easy part: Since creativity is our bag of goods, we can easily spot quality of design and art instruction and detect the strength?and weaknesses of competitors.

What didn’t work well.

As with everything new, it’s challenges that move our designs and engineering forward. What we thought would be a simple solution may well increase in complexity as e-learning trends grow and evolve. We're confident we can solve and resolve, by offering our learners greater density and breadth of course offerings, quality instruction, easy virtual/anywhere access, and inexpensive to purchase. Plus extras, such as creative community, social, sharing, and by hosting national and local art and design competitions.

What we discovered.

The road ahead: eLearning has been a huge market opportunity during, and will continue beyond the pandemic. The greater challenge is moving away from legacy systems and even the current standard platforms, adapting newer trends, instructional design practicum and e-learning experience design, and growing our knowledge base for e-learning technologies, and e-learning.

Roles Matrix

Collaborative and cross functional efforts

OPERATIONAL ROLES

VISUAL DESIGN (TEAM)

Branding guidelines, voice, style guide, data visualization, design library, and visual design development

ENGINEERING (TEAM)

Features build out, enhancements, technical specs

Note: Plan for a team 6-7, 2 for back end systems, 2 for front end design, 1 for video platform and 1 tasked with integration efforts

UX TESTING

Features and functionality testing, user surveys, feedback and research, iterative design enhancements Note: for objectivity, use a third party or separate individual / team for user testing

CONTENT WRITERS

Product voice, personality and collaboration with marketing initiatives

CREATIVE CONTENT PARTNERS

Produce initial instructional video content

MEDIA PARTNERS

YouTube, Vimeo and other video platform developers, and creative applications / tooling

Notes: to provide a collateral demos, future will be 100% user/instructor generated content

There are no rows in this table

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PARTNER ROLES

UX TESTING

Features and functionality testing, user surveys, feedback and research, iterative design enhancements??Note: for objectivity, use a third party or separate individual / team for user testing

INSTRUCTIONAL CONTENT WRITERS

Product voice, personality and collaboration with marketing initiatives

CREATIVE CONTENT PARTNERS

Produce initial instructional video content

MEDIA PARTNERS

YouTube, Vimeo and other video platform developers, and creative applications / tooling

Note: to provide a collateral demos, future will be 100% user/instructor generated content

There are no rows in this table

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PART FOUR

Minimum Viable Product

Overview Introduction & Goal

A multi-viewpoint application that presents learners with creative skills courses and resources.

Virtual, live or recorded video instruction

Instructor-generated content, predominantly video tutorials and live webcasts

Mobile first

Enables users to grow a creative network, seek support, mentorship and build relationships with their peers.

WHO: The Customer

Artists and designers of all levels, 18 years or older, location and demographic-diverse?Creative learners seeking relevant, relatable, retainable instructional content that reflects the learner’s greatest potential.?Creatives seeking quick turnaround/full immersion training to freshen or broaden their creative skills sets ?Creatives seeking to update their tools, and expand knowledge, creative and technical skills, and / or seeking a beginning or mid-career change?

WHAT: The Problem to be Solved 100% remote, asynchronous, accessible learning for artists, designers, and career changers?Assistive technologies, vision braille, voice recognition, live captioning, alt text?for images, searchable keywords, screen recording, voice-over descriptions

Solution

Google or single-sign on

Multiple viewpoint/downloadable mobile application

Initially free to all users

Learners can conduct quick and easy search for creative video courses.

Live, virtual or recording video instruction.

Free trial/optional subscription-based offering

Wide variety of classes to choose from

Optional profile, notifications and creative network, ratings, share and community?

Features

Onboarding

Engagement

Profile & Settings Notifications?Browse courses

Customization

Notifications

Learning Platform

Browse Courses and view details

Learning Platform

Save courses

Learning Platform

Buy course

Learning Platform

Asynchronous video-based learning platform and course progress indicators, up to one year access

Learning Platform

Vincent the Virtual Assistant

Learning Platform

View instructor / Ratings & Reviews

Learning Platform

There are no rows in this table

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What does the product look like?

TWO BASIC FLOWS FOR FIRST ROUND ITERATION

NEW USER

Launch → Onboarding Options → Search Courses → Peruse Search Results → View Course Details → Buy course → Complete Purchase → Start Course

ONBOARDED USER

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Hi Fidelity Prototype

View prototype

PART FIVE Evaluation

Alternatives: Skillshare, Coursera

How we’ll be different: The creative projects features in most other offerings are compelling and fun, but our goal would be to serve a wider creative audience, wider range of courses, 1-3 day live workshops uploaded from anywhere in in the world and offer live virtual instruction, class ratings, art & design competition hosting and socialization.

How could it succeed?

Long term customer retention

Subscriptions and media campaigns

New courses, fresh content

What could lead to a user no longer using your product

Stale content, incomplete courses, drop offs, back outs and poor customer testimonials and reviews.Members are learners and instructors

Member- generated course content

Subscription-based, conversion, return customers.

No commitment

Risks / How could it fail?

Collateral and course quality, volume, diversity of selection vs. learner expectation

Failure of instructor content to generate self supporting revenues

Learners without all the latest technology on hand may struggle to ramp up and quit before they actually have the opportunity to benefit from e-learning coursework

eLearners, especially social and verbal learners do not progress well without connection with other learners, mentors and assistive teams

Course completion rates provide essential red flags that the course may be too rigorous but do not highlight specific measured touch points or roadblocks. Daily individual stand-ups were implemented for a short time but these became overly time consuming.

Overall progress scores - a module by module completion rate might be more effective.

Grading team assessments of effort, productivity and creativity, which is a subjective measurement, resulting in varied opinions and inconsistencies across the grading team.

OKRs and KPIs

Synchronous and asynchronous learning

Free introductory workshops and short term trial subscriptions

Full immersion courses completed within 6 months

Flexible coursework for those challenged with time management

Skill-based instruction with specific outcome expectations.

Focused on “How-to” and real world application

Mentoring, discussion forums and support

Easily accessible, affordable, 100% remote, self-paced, relevant, relatable and retainable e-learning platform that features workshops for artists, designers, and community with other creatives. We are going to design for time constraints so that we help students realize their potential.Help creative growth educators solve the challenges of developing effective e-learning programs by designing for, and advocating for new-age e-learners.?

Success metrics, baseline, target, time frame

KPIs: % of users engaged through workshops

% of new subscribers from free 30-day trial

% of new subscribers from first “course free”?

Skills surveys and assessment during workshops?Click through rate or cost per click

Target: 5,000 new course registrants post release

Time frame: 6 months / Another 10,000 in 12 mo

Mitigation through key metrics and analytics

Conversion rate = (conversions / total visitors) * 100%?Total volume of new subscribers relative to completion rates?% of learners who submit favorable reviews?Avg. # of new users referred per active user?Quantitative & site usage analytics / Average # of new & onboarded users. . .

Onboarding metrics

Completing a purchase

Saving for later

Abandoning purchase

Querying courses & beginning social engagement

Creating a profile (either paid or free—like a newsletter)

Direct vs. redirect registering on the e-learning site

Downloading resources / free course materials, etc.

Return customers and/or upgrades? Overall time per module, sticking points and related support requests? Issue severity level

PART SIX

Product Roadmap

Initial build sequence plan

2021:

Q1: Learner analytics, research

Q2: Develop and instructional video platform

Q3: Onboarding, member/learner profile and settings.

Q4: Search courses, results and detail views,

2022:

Q1: Favorites, saved courses functionality, course instructor ratings

Q2: Learner community / forum

Q3: Ratings, share, art competition hosting, marketing research and analytics

Q4: Notifications

First release

2023:

Q1: First Release

Q2: Iterative Release

Q3: Iterative Release

Q4: Second Release

Initial builds

Nine categories, and high volume of courses

Instructor/Author generated and uploaded

Browse courses / recommendations

View course details

Save favorites

Profile, dashboard and course library

Video-based learning platform

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