Team: Pranav Nair, Swar Gujrania, Serena Tan, Jordan Chen

Tools: Photoshop, Illustrator, Adobe XD, iMovie, Sketch

Research Methods: Semi-Structured Interviews, Contextual Inquiry, Prototyping, Interface design, User Testing,

Contributions: User research, Concept Ideation, Interaction design, Ethnographic research, Survey design, Journey Maps, Personas, Empathy Maps, Interface design

We started exploring the problem space through extensive secondary research. This process involved gathering data and capturing insights from multiple articles, blogs, websites and online e-commerce platforms. Based on the information we gathered from all the resources, we planned visits to 8-10 artisan-based markets like The Collective, The Beehive, Krog Street Market, Goat Farm, amongst others. These visits were planned with the idea of observations and contextual inquiry in mind. 


During the visits, we spent time in stores observing how the stores functioned on a day-to-day basis. We explored the kinds of products they offered, how they showcased the artisans’ works, and how they handled customers. We also talked to various store owners to gauge their perspective on the business and its various components - inventory, sales, marketing, promotions and customer retention to name a few. We also interacted with some artisans in the store to understand about their process of making, marketing, promoting and selling their products. These preliminary observations and interviews with artisans and art-store owners, while allowing us to get more context about their retail business, made us realize the need for gaining a more detailed perspective about the artisans’ workflow in operating their retail businesses. This was required in order to identify a specific problem space that we could address within the scope of this project.


We arranged to meet with 3 artisans in their respective studio spaces to conduct contextual inquiries and semi-structured interviews. Visiting their studios provided us with contextual details about their workplace environment that informed our design implications. We also arranged for 2 artisan-interviews to be conducted over the phone. All our interviews ran for 60 minutes each, which allowed us to speak at length with the artisans about their detailed workflow in operating their own retail businesses. These interviews allowed us to get a diverse perspective of artisans’ day-to-day tasks which informed us of the ones they considered tedious. It further helped us to draw common threads of experience which in turn allowed us to discover possible opportunities for design interventions.