Client: Abstract artist and fabric designer Leila Simon Hayes
Sector: Art, design
My role: UX research and wireframing
Duration: 2 months
Overview
The Challenge
Leila Simon Hayes is a pattern designer based in Boston. With almost 10k Instagram followers and a growing online store, she seeks to develop her business by creating a Patreon - a space where her followers "feel nourished, build connections, and make time to do what they love".
The process
Through market research and user interviews, I identified trends in the artist's audience. Based on consolidated findings, I created wireframes of a Patreon articulated around three tiers to help retain each segment of her audience and reflect the diversity of her offer.
The goal
Laying the foundations for the artist to create deep and meaningful connections with her audience through targeted Patreon content, while establishing more structure in her activity and increasing her revenue.
Abstract artist Leila Simon Hayes shares about her artistic process on Instagram and seeks to further connect with her audience through Patreon.
"Power is in relationships."
- Leila Simon Hayes
Market analysis: Scanning Patreon offers
A market research covering 5 artists present on Patreon revealed that offers were based on 3 to 5 tiers, ranging from $1 to $250 monthly. Content varied, with video content and monthly hangouts as the most common options. All were centered on the artist's personality and artistic voice, and about two-thirds proposed the shipping of merchandise for top-tier patrons.
Interviews: Understanding how users interact with art online
I proceeded with exploratory interviews of Leila's target audience, composed of art aficionados of any age and background, and fellow artists looking for inspiration.
Interviewees were based in Europe and the US, and varied in age and background. Four were among Leila's existing followers, while two had not been exposed to her work but followed similar artists on social media.
Excerpt from interview results: participant 2/6. Each interview followed a script designed to understand how users interact with art online.
The raw findings were first sorted by participant.
Findings were shuffled to create an affinity map, leading to the identification of 6 major trends among the artists's audience.
Findings: The six major themes that emerged
A low-pressure space to connect
Most participants shared that they appreciate being able to connect with artists on a personal level. They seek a low-pressure space to connect and prefer one-on-one interactions.
A unique, authentic voice
Participants all mentioned preferring artists that are genuine over content that would be void of personality. The artist's light-heartedness and her personal stories are particularly appreciated.
Accountability and routine
Four participants expressed wanting to be pushed in their artistic practice, and needing more structure, whether it be professionally or as a side activity.
Bringing art into the house
Several participants voiced being interested in seeing how an artist organizes their studio. This helps them rethink their own space and create a more fulfilling and peaceful environment.
A shared love of nature
Three participants directly voiced needing to go in nature to recharge. Two of them mentioned practicing mindfulness. This was a surprise, as it was not covered in the script.
Process first
All participants expressed a desire to see what goes on behind the scenes. They like the technical details and hearing about the artist's difficulties and successes in the process.
Using findings to develop three tiers
Leila and I agreed that starting with three targeted tiers would help her test the market and create structure within her own activity. The first two tiers are targeted toward individuals who seek inspiration and connection and may or may not have an artistic practice. The third tier is specifically designed for creatives seeking support and accountability in their practice, through specific services such as mentoring sessions, portfolio reviews, etc.
V1 of Patreon wireframe created on Balsamiq.
What's next?
The launch of Leila's Patreon will be an exciting time for both the artist and her community. Her followers, who deeply appreciate her light-hearted personality and joyfulness, will finally be able to interact with her directly. Meanwhile, she will be moving from a "colder" platform - Instagram - to one where she can fully connect with her followers, share common passions, and develop new targeted content.
The first few months will be used to test this first offer based on three tiers. A second round of testing may be useful 5-6 months following the launch, to understand how each tier can be refined.
This has been a very enriching experience, helping an artist gain clarity in her vision and providing structure upon which to develop her offer. Find out more about her design and online presence here.
