OVERVIEW

Prismacolor offers high-quality professional art and drawing supplies and they are best known for their coloured pencil sets due to its wide-ranged and rich colour pigments. Prismacolor also runs a site “Studio” – an online gallery where fans post their work and exchange tips & techniques using their own products.

Yet, despite a strong royalty and fan of the brand and their products, there are very few posts and user activities on the site. As an interactive assignment at VFS, I was asked to transform Studio as a fan contest site to create a more engaging online art community by refining user experience and brand identity.

DISCOVERY

Interviews

I started by interviewing professional artists and art students, the primary target audiences for Prismacolor. I learned that their end-goals were very simple – students want to find how the professionals use products and professionals want to showcase their talent and work.
 
PERSONA PROFILE
INTERVIEW INSIGHTS & SOLUTION

These results gave me an idea of a tutorial contest. It would take the target audience to reach their end-goals together in the process of learning and teaching. To build a mechanism of a contest site, I quickly sketched a user journey map. 

USER JOURNEY

Site Audit

As I reviewed user feedback on the current site, many of the users commented that some pages have great potential to grow if there were more visual aids (i.e video & images) because users could only write text and/or could only upload a single picture on many pages.

 
This led me to change the site architecture. Instead of making a completely different structure, I simplified, merged and reorganised what is already in “Studio” to build the microsite.

USER EXPERIENCE

As I built an initial wireframe, I was thinking what types of information are the most important to the user and when they would need them. I ran user testings to make sure if they were clear to users.

WIREFRAMES

The test participants provided very insightful feedbacks that I missed in the initial wireframes. I made changes based on the feedbacks. To view more details about user testing and changes, click here:

UI DESIGN 

Art Direction

Initially, I used a duotone effect to make the site look modern and stylish and I chose purple and blue, one of the most popular combinations used in duotone effects. After reviewing the first mockup and ran some user test, I realised that the users do not relate the microsite to Prismacolor because they look completely different. I had to completely abandon the idea of duotone effects and made it similar to its parent site.

INITIAL ART DIRECTION
STYLE GUIDE

To make this site and the parent site visually consistent, I adapted colours and textures from Prismacolor brand, while keeping the art direction look modern and fresh. I spent a lot of time thinking through this process reminding myself that this site is for Prismacolor fans. 

UI ELEMENTS
GRID

Screens