Design, Presentation, ThoughtsJan 19.24

VIZAAR

By Sarah Tió

Collaborators Iñaki Garate, Renz Mina, Ann Salman.

V I Z A A R

Invest in Spain's artistic future

Vizaar is the result of the group project in the Master of Design and Innovation developed over a period of 9 months, Vizaar is the outcome of a group project in the Master's in Interaction Design (MDI) at IED Madrid. My teammates and I conducted research on the global art market, with a specific focus on the Madrid ecosystem, aiming to uncover challenges faced by artists and related stakeholders.

Research

During the initial 3 months, our focus was on data collection, analysis, and understanding of the problem. We identified opportunities and developed the project with a business-oriented approach, encompassing strategy, communication, and brand design. The process was iterative, leading to the development of VIZAAR, an online platform that aids in diversifying portfolios and reaping benefits from a growing investment over time.

First pitch

Initially, we focused on restaurant owners as a potential buyer persona, considering that many restaurants in Madrid showcase beautiful artworks to attract customers and create unique atmospheres. Our initial presentation analyzed the opportunity to build a company that could simultaneously assist both artists and restaurant owners.

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Final Assets

 Finally, in the iteration process, we had to redefine the idea of bridging these two worlds within the restaurant ecosystem to aim for a viable solution to the challenges faced by both artists and restaurant owners.

We streamlined our startup by focusing on an art market, and during the validation process, we specialized in art investment to enable a viable business operation. This is how Vizaar emerged.

Website

La Marca y sus directrices 

Presentation Day

Process

This project turned out to be an enriching and transformative experience. The methodology design thinking applied methodology provided us with a user-centered approach and fostered empathy, allowing us to delve deeply into the needs and challenges of both artists and restaurant owners.

Embracing the research phase allowed us to gain a more comprehensive understanding of the intricate ecosystem within the art market and the restaurant sector in Madrid. This profound knowledge was essential for making informed decisions throughout the process.

The constant iteration, a fundamental characteristic of Design Thinking, provided us with the necessary flexibility to adapt as we discovered new insights and adjusted our approach. This experimental and collaborative focus fostered creativity and innovation at every stage of the project.
Finally, by focusing on the solution and clearly defining the problem we were addressing, we were able to simplify and direct our project towards the creation of Vizaar—a more robust and specific proposal that addressed the identified needs.
 
Ultimately, flexibility and adaptability were crucial in turning challenges into opportunities and shaping a forward-looking project. It guided our development process, enriched our understanding, fostered creativity, and, ultimately, allowed us to transform challenges into opportunities with a clearer, user-centered vision.

Sarah Tió | Architect | Designer | Strategist | Innovator | Project Management 

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