Enhancing Gallery Visitor Engagement

Using a human-centered design approach to improving visitor’s engagement and comprehension at the TASWIRA gallery in Seattle. Our team ultimately built and established two permanent installations at the gallery.

 

TASWIRA means…

“vision” in Swahili and, with respect to the gallery, stands for Transformative Action for Sustainable Women’s Initiative and Resources in Africa. TASWIRA is the only art gallery in Seattle dedicated exclusively to showcasing African art, cultures, and traditions. The gallery also serves as a retail space, selling African-inspired streetwear, and a community event space.

In 2019, following her first experience volunteering at the Bamburi Women’s Empowerment Center (BWEC) in Kenya, Avery Barnes founded the organization as a way to support the female artists at the BWEC who handcraft TASWIRA’s unique line of African-inspired streetwear, accessories, and home goods. TASWIRA donates 20% of its sales back to the BWEC to support the artisans. Additionally, through partnerships and collaborations with local BIPOC artists and minority-owned businesses, TASWIRA hosts a variety of public events—including Small Business Markets, Artist Exhibitions, Networking Nights, and more—all aimed at catalyzing the community, capital, and culture for underrepresented creatives in Seattle.

As a new and multifaceted business trying to find its’ footing, TASWIRA founder Avery reached out to our team at UW HCDE to find out how she might increase engagement for gallery visitors.

 
 

Context
For my final capstone project during my master’s program (HCDE 592 & 593), my team worked with TASWIRA, the only African art & design gallery in Seattle. We were tasked with leveraging human-centered design to determine how we might encourage interactive engagement within the gallery and communicate TASWIRA’s mission & vision effectively.

My Contribution
As UX Researcher I planned, designed, and conducted foundational research, generative research, concept, and evaluative tests throughout the course of our project. This included planning logistics/timing, developing screeners, writing discussion guides, and moderating in-person and remote interviews. I led the recruitment - screening and scheduling - for each of the rounds of research using Qualtrics. I also led synthesis for each of the rounds of research using DoveTail and Figma, and wrote and presented research findings for our deliverables.

As project manager, I planned our process using a work-back method based on when our final gallery installation would need to be completed. This planning included timelines, tasks, deliverables, prioritization, and delegation across research and design processes. This was done using Monday.com, which our team utilized to maintain status of current tasks, link relevant information, review at the end of the end of each meeting.

Role UX Researcher; Project Manager
Duration January - June 2023
Team Jessica Douma (Designer), Tabby Safari (Designer), Sierra Jenkins (Researcher), Avery Barnes (TASWIRA Founder)
Tools Monday.com, Qualtrics, DoveTail, Calendly, Otter.AI
Tags Foundational Research; Generative Research; Concept Testing; Evaluative Testing; Prototyping; Gallery


Outcome
Ultimately, our team designed, fabricated, and installed two permanent installations in the gallery that tell the story of the founding of TASWIRA, share its’ mission and vision, and introduces some of the artisans who have close relationships to the gallery. We were also able to provide TASWIRA with recommendations for improving the visitor experience in areas beyond the scope of our project.

With our installation we have seen increased visitor engagement and have provided TASWIRA’s founder with a storytelling aid she is able to share with others.

Awards
In June 2023, out of 51 teams, our project received the HCDE Impact Award which recognizes teams that "go above and beyond with respect to equity, justice, the environment, or changing lives".

 
 

Impact

Our team ultimately put two permanent installations in the gallery. Through our research, we found that these installations:

  • welcomed visitors to spend more time in the gallery

  • helped visitors to better understand the founding story, the mission, and the vision of TASWIRA

  • promoted sales by establishing connections to the artisans who’s work fills the TASWIRA gallery

  • encouraged deeper engagement with the art, artifacts, and the founder of TASWIRA

 

Images of TASWIRA before our installation. From left to right: TASWIRA main entrance; Avery Barnes (founder) stocking shelves of accessories; Wide angle view of the gallery interior.

How might we use storytelling to share the mission and vision of TASWIRA with prospective gallery visitors?

This case study is still under construction! Check out the video below for an overview of the research, design, and fabrication processes that went into our final installations.