Atlanta Art Guide




Goal Directed Design


In this 3 month class project, I took on the role of visual designer and researcher. As a team, we decided to use Goal Directed Design to make Atlanta Art Guide. Atlanta Art Guide (AAG) was created to highlight Atlanta's art spaces. The website and Zine offer Visual Thinking Strategies (VTS) to encourage users to discuss and share their thoughts on the art they are viewing. The website offers art space information with city highlights and activities indicated on simplified maps using iconography, as well as travel and contact information related to each activity.

Goal Directed Design

Goal Directed Design Graphic


○ Kickoff Meeting

The first stage of the Goal Directed Design (GDD) process is the Research phase. We started off with a Kickoff meeting. Our team lead, Tatiana, gave us an overview of her project vision. Since this was a class project, we were not required to contact any stakeholders. We assumed the roles of stakeholders and filled out a worksheet on Miro to help us create our problem statement.

○ Literature Review

During this phase, we needed to write a literature review. Our goal was to gather information about art guides to build context.

Atlanta Street Art Map

○ Competitive Audit

For our competitive audit, I searched for similar art guides and competitors to see what people enjoyed and disliked about the existing products. Tatiana had shared an informatize Zine about visual thinking strategies that she made in a previous class she took. It served as our introduction to VTS.

View Zine

○ User Interviews

To get a better understanding of our users and their goals, we interviewed five people.  We made a list of questions we wanted to ask users. I was a facilitator for all five interviews. After each interview, we did affinity mapping to help us spot any patterns and to allow us to develop our persona.

Interview Notes


We took the information we gathered in our affinity maps and analyzed it for patterns to create our persona. An important part of creating personas was being able to comprehend our user goals and any significant behavioral patterns. As a team, we worked on Miro and filled out our own persona worksheet. After discussing our work with each other, we came up with our persona, Jules.

○ Persona

Jules is a 25 year old industrial designer living in Marietta, GA. They just moved to town and would love to explore the local art scene. They love to view and occasionally make art, but feel disconnected from the art community because they don't indulge in art as much as they would like to.
They tend to find art guides intimidating as they either provide too much information or not enough.

Even though our persona is depicted as an individual, they represent a set of behavioral patterns regarding art appreciation. We identified these behaviors during our interviews with classmates and professors. 



In the Requirements phase of the GDD process, we revisited our problem statements from our Kickoff meeting. We did an activity on Miro that helped us create our final problem and vision statements. As a team, we wrote out our own requirements list and did affinity mapping. We had five different sections of ideas for the app (curation, content, form, goals, & features). We created a context scenario that helped us define our persona’s main motivations, needs, and goals. We also constructed a key-path scenario in this phase that would help us visualize how people would use our product.

○ Problem Statement

The current state of Atlanta art guides has focused primarily on guiding users to locations and providing minimal information about the art. What existing products fail to address is that tools for engagement, discovery, and interaction with art and surrounding spaces could enhance user experiences. Our product will address this gap by introducing Visual Thinking Strategies (VTS) to guide users through local communities and engage them in thought provoking discussions around art.

○ Vision Statement

The new design of Atlanta art guides will help users achieve engaging and interactive art-viewing experiences by allowing them to discover art in safe physical and virtual spaces while using VTS to guide reflection with greater emphasis on comprehension, comfort, and community, and without the constraints and discomfort that they currently experience.This will dramatically improve users' art viewing experiences and motivation to participate in these experiences while supporting their local community.

○ Brainstorming Ideas

We had a session on Miro, where we discussed several features we could include. This brainstorming session helped us select what we thought worked best in our website.

Affinity Mapping on Miro


The team and I worked on Figma to create wireframes for our prototype. Our goal in this phase was to produce a coherent low-fidelity prototype using a key path scenario and many validation scenarios. We made the key path scenario by introducing our persona to Visual Thinking Strategies (VTS) on the homepage, an events page, and a page for the local art. We also had a contact and “meet the team” page in our wireframe. Tatiana and Mia worked on the Zine, a document form of our prototype.

Usability Testing


The last GDD phase is the Refinements phase. We worked on Figma to convert our low fidelity prototype to high fidelity. I worked on the art direction of the prototype by creating the logos, choosing fonts, and color schemes. I also worked on the events page and discussion section of the prototype. We conducted user testing using the A/B method. For this testing method, we used our team leader, Tatiana’s, existing website to see what users liked and disliked about our prototype and her site. I was a facilitator for 5 of these user testing sessions. We asked users to navigate through both sites using a think aloud process. We did an activity on Miro that allowed us to discuss positive, negative, and surprising takeaways from these usability testing sessions. After that activity, we made a list of things we needed to change based on our key takeaways. We worked on refining our website prototype and Zine.

View Prototype

Final Thoughts

With the completion of my final project for my interactive design degree program, I feel very accomplished. Following the Goal Directed Design method came more naturally, I felt more comfortable using Figma, and our meetings, whether virtual or face to face, were always pleasant and productive. I'll continue to use what I've learned in my years as a design student.

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