Tatwoo

A Tattoo Marketplace

Tatwoo is a web application that will connect customers with tattoo artists and studios. It was conceived as a way to take advantage of gaps in the marketplace and the projected growth of the industry at large.

As the lead Interaction Designer, I was tasked with conducting research, visualizing findings and leading the interface design.

Role: UX Designer / Lead Interaction Designer
Company: Tatwoo, Inc.
Type: Web Application
Project Length: 2 Weeks ( Nov. 2020 )
Methodology: Agile / Scrum
Design Team: Project Manager, Research Lead, Interaction Lead
Tools: Adobe XD, Axure, Photoshop, Illustrator

Lo-Fi Prototype & Wireframes:
Created in Axure

Problem Summary

The gaps within the industry that we sought to address were centered around research and communication. Due to the lack of a single cohesive app customers were left with a patchwork of methods; email, phone calls, social media, google searches and print media.

Goals

  • Provide a thoughtful and personalized experience for all aspiring to get a tattoo
  • Incorporate a comprehensive method for finding, saving and sharing tattoo art
  • Allow consumers to easily find artists and schedule appointments
  • Encourage a sense of community through social media style communication options

Design Process

01

Discover

  • Competitive Analysis
  • User Interviews
02

Define

  • Affinity Maps
  • Personas
03

Design

  • Wireframes
  • Usability Tests
04

Deliver

  • Prototypes

Discover

01

Competitive Analysis

Tattoo.do has many of the tools and features we sought to explore. However it also lacked several features that would speak to generations succeeding Millennials, such as social media inspired content presentation and a place to save and share tattoo inspiration.

I studied four web and mobile applications. Tattoo.do took a comprehensive approach, while the remaining apps focused more on a handful of unique features.

User InterviewS

The gaps within the industry that we sought to address were centered around research and communication. Due to the lack of a single cohesive app customers were left with a patchwork of methods; email, phone calls, social media, google searches and print media.

Participants

  • 8 Male / 7 Female
  • Between 22 and 40 years old
  • All use social media regularly
  • 4 did not have tattoos
  • 11 had between 2 and 10+ Tattoos

Recruitment

  • Screener Surveys
  • Social Network Outreach
  • Snowball Recruiting

Topics

  • Prior tattooing experiences
  • Communication with the artist/studio
  • Perception of the industry
  • Use of Social Media
  • Methods for finding inspiration
  • Scheduling/payment

Key Findings

  • 100% use instagram to research artists and find inspiration, but saving and sharing options are not sufficient
  • Most are looking to minimize or eliminate social media usage.
  • 50% of participants wished they knew more about tattooing (process, wait times, placement, styles, safety)
  • Email is the most common means of sharing ideas with artists and setting appointments
  • People new to tattoos have a variety of reasons for procrastinating on the decision beyond simply choosing the art or artist
“I wish there was an easier way to search for specific tattoo ideas.”
“I stopped following #tattoo on Instagram. It ended up being more about sexy selfies"

Define

02

Personas

I created 3 personas based on the level of experience that our participants had receiving tattoos:

  • Sarah Klern: Very Experienced
  • Simon Davidson: Somewhat Experienced
  • Zara Shah: New to Tattoos

By viewing our designs through this lens of experience we were able to understand which features would speak to the broadest audience while including unique tools specific to those with more experience.

Design

03

Wireframes

I created lo-fi wireframes in Axure to facilitate our first round of usability tests through a series of Zoom chat sessions.

Usability Testing Round 1

Scenario

“You have a few tattoos and are now interested in getting a new one. You’ve been thinking about overall aesthetics, but are seeking more inspiration. You hope that Tatwoo can help you make your decision”

Participants

  • 4 Male / 1 Female
  • Between 25 and 34 years old
  • 3 had multiple tattoos
  • 2 had no tattoos but would consider them in the future

Task Analysis

Participants were asked to complete a series of basic tasks with a focus on navigability and feature discovery, in addition to their overall views on aesthetics and flow.

Results

  • The purpose of some features were unclear (Shuffle Button)
  • Artist and Studio pages could be combined
  • Basic navigation was clear
  • Search refining features are not necessary in current form

Usability Testing Round 2

With limited time, we conducted our second round of usability tests quickly by directly addressing concerns brought up in round one without significantly changing the visuals. (removing the confusing "shuffle" button for instance)

Participants

  • (2 Male, 2 Female)
  • Between 28 and 35 years old
  • 2 had multiple tattoos
  • 2 had no tattoos but would consider them in the future

Results

  • Expand community page & incorporate a forum
  • Refine user and artist profile pages
  • Further iterate saving/sending inspiration functions
  • Incorporate messaging

DELIVER

04

Final Prototype

I designed our prototype to have a familiar and customizable appearance by using card based elements. Given the broadening appeal of tattoos across the cultural spectrum, discarding the typical hard-edged tattoo shop style in favor of a more friendly appearance was the obvious choice.

IxD / UX Designer |  Visual Designer

Sculptor |  Photographer  |  Fine Artist

Contact
Based in New York
kennethdrowe@gmail.com
+1 212 335-0107
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