The document summarizes initial research into building a platform for personalized artwork. Interviews found that while people were uncomfortable giving art as gifts, they did want more choice in wall art that reflected their personal preferences and artists. An updated problem statement focused on providing artists an additional platform to promote and monetize their work, especially lesser known artists. A minimum viable product website was built to demonstrate allowing users to customize and order artworks defined by customizable elements. Next steps involve getting user metrics on the prototype to validate the concept.

1. Kevin Hailstock
Yann Ilboudo
Aakash Chokshi

2. Initial Problem
• People want to build personalized artwork online for themselves or as a gift.
This process can be made easier by creating a platform that uses building
blocks based on a user’s personality.
o Assumption: People want to give other people art.
o Assumption: People want to create artwork themselves given building
blocks.
o Assumption: Art can reflect of personal preferences.
o Assumption: We can recommend building blocks related to the user’s
personal preferences.
o Assumption: The target demo is people who don’t have the skill to create
art but want to.
o Assumption: The target demo is middle aged, middle class people.
o Procedure: First set of interviews based on survey created to test
assumptions. 6 customer interiews.

3. Initial Results
o Results
§ People were uncomfortable giving art gifts to other people and don’t
necessarily like the art they receive from other people.
§ People usually bought art that they connected with personally (e.g.
location or item).
§ People generally don’t want to create their own art, but would like
more choices.
§ Skill level didn’t seem to impact interest levels in creation.
§ Moving to new residence seemed to correlate with buying art.
o Other Learning
§ We didn’t make many assumptions about the artists themselves.

4. Updated Problem
• People want wall art that reflects their choice and artists, especially the lesser
known ones, need additional platforms for promoting and monetizing their
work.
o New Assumption: Artists want a new platform for people to find their
work.
o New Assumption: Artists need an easy way to get their work online.
o New Assumption: Lesser-known artists are the target artist demo.
o New Assumption: Target demo is younger (17-40).
o Procedure: Second set of interviews. 12 customer interviews, 1 artist
interview (ran out of time), ~40 sent out (that we will likely get
responses to during the week)

5. Updated Results
o Results
§ Artists do need additional channels to promote their work and create
new work.
§ Lesser-known artists are validated by the success of other sites like
Shutterstock
§ Artists would want to create new artwork for this platform, not
necessarily use their old work
insightfulART Value Proposition
• We will provide a platform that allows artists to easily upload many variations
of their artwork and define the elements that can be customized. This will
allow users to order the final artwork that matches their choice. The platform
will also allow users to request additional/new variations from artists.
Monetization Strategy
• Artist will define price of artwork
• We will add cost of print/finishing
• Commission of sales

6. MVP
• Built a website that showed basic consumer experience with a given piece of
artwork
o http://lsm.insightful-art.com

7. o Let people know what it is

8. o Get Usage Metrics
§ Track clicks on colors, monkey, buy now, make request and get info by setting up transparent HTTP get
requests on user actions (from 11:45AM to 1:30 PM below)