Page 1

The Art Loop Open

Experience August 2010

The Art Loop Open Experience In October 2010, the Chicago Loop Alliance (CLA) and the Chicago Artists Coalition (CAC) will launch Art Loop Open (ALO), a mixed-media, multi-venue art competition. During the two-week event, visitors will determine the winner by casting votes for their favorite pieces. CLA and CAC tapped the Institute of Design to help make ALO a success by bringing people to the Loop and enabling them


to participate. By adding layers of technology to the physical components of ALO, our team designed an experience that was more informative and engaging to all visitors. The main concepts and the process used to develop them are explained in more detail in the following pages.


Ashley Doris


Table of Contents Introduction.............................................................. 1 Process Overview..................................................... 4 Inspiration......................................................... 6

Observations, Intercepts & Interviews............... 8

Personas.......................................................... 20

Brainstorming & Synthesis................................ 38

Prototyping & Visualization................................ 46


The Art Loop Open Experience ................................ 48

Experience Map................................................ 50

Voting............................................................... 52

Extending Online.............................................. 56

Art Loop Open Cafe......................................... 68

Additional Items................................................ 84

Next Steps............................................................... 88

3 Alba




1 June







7 June


14 June

21 June

28 June







This is an overview of the process used to develop the personas and experience map. Individual steps are detailed later in this book. 5 July


12 July

19 July

26 July

2 August


Exploring approaches taken by other projects with similar goals to ALO provides valuable inspiration, and informs the design of the next phases of research.



Observations Watching people interact with their physical environment can reveal valuable clues about a range of tasks that they perform and problems associated with them. In turn, we can better design appropriate systems and methods for enticing and engaging individuals over the course of the two-week event. Observational research took place, but was not limited to such high density areas as Daley Plaza, Millennium Park, NeoCon Conference & the Pop Up Art Walk.


Can we take advantage of the network TV screens?

Are Loop workers looking for a reason to step out of their office?


Every morning, tourists gather in front of the Broadway in Chicago theatres waiting for the box office to open. What are they planning to do till then?


Observing people pass by the Pop Up Art window displays is one way to gain insights into why people stop and also how they engage with the art. Pop Up Art window installations


Give people an opportunity to express their opinons and you’ll be surprised at the wonderful variety that results. At the NeoCon conference June14th-16th, Merchandise Mart, Chicago, IL


At the NeoCon conference one vendor set up this informational station to engage its customers. After watching participants for some time it was clear that people were more interested in the iPad itself than the information provided by the vendor. Can an iPad information station still be an effective way to deliver event information?


Is there a way to leverage the existing art in the loop to help promote the Art Loop Open?


While watching people engage with the sculptures, one thing became apparent - no one was interested in the brochures. Was it the placement of the brochures or was it that nobody really cared enough to learn more?



Intercepts Intercepts refer to a broad range of short interviews, usually a few minutes in length, that take place “in situation� with the users. These quick impromptu interviews typically target prospects at a specific time and place with the intention of finding prospects that meet some of the criteria laid out in the team’s initial hypotheses. These individuals are just a small sample that were used in determining our future personas.


Semi-Structured Interviews Semi-structured interviews are conducted with a fairly open framework, enabling a more focused, two-way dialogue. They can be used both to give and receive information. The interviewer uses a framework of themes to be explored with the intent of keeping the interview flexible, allowing new questions to surface during the conversation. The following were just a few individuals who offered valuable insight from the perspective of artists, curators, participating venues and concierges.




Personas Personas are archetypes that highlight the various objectives and observed tendecies among prospective users and customers. They are an attempt to capture the most important behavioral data, collected from a variety of research initiatives, that can then be used to design the most appropriate experience. The following personas represent just a few of the potential attendees at the upcoming Art Loop Open.


Alba, 24 Having recently earned her MFA from the School of the Art Institute of Chicago (SAIC), Alba now hopes to establish herself as a legitimate artist in Chicago. But with little experience and a small portfolio she’s had to make some concessions. She lives in a Rogers Park apartment with 5 other SAIC students. It’s not ideal, but the cramped quarters make it easy for Alba to spend most of her time working in her small, rented studio space in Lakeview. Alba typically spends 5-6 hours a day strictly on her artwork, although that time has started to

shrink as she’s picked up more freelance writing assignments for Chicago Art Magazine. She’s responsible for delivering 2-3 articles a week on topics such as gallery openings, one-on-one interviews, art festivals, etc. For Alba, “Friday nights are all about gallery openings.” She feels lucky to have found work that keeps her involved in the art world. It allows her to network while getting to know the Chicago art community as a whole. As an emerging artist, Alba feels unprepared for the realities of making a career as an artist. She’s always looking for advice from older artists and would love find a mentor who can offer her sage, honest advice. One of her biggest

concerns is marketing herself. She currently has a personal website that a friend built for her, and she updates with new work as she creates it. Other than checking email or occasionally checking out a gallery she rarely goes online. She’s not very tech savvy in general, and she sees no need for a fancy smart phone – “I got whatever phone was free.” Alba’s heard of the upcoming Art Loop Open but has mixed opinions on the event. She is in favor of any event that promotes unestablished artists, but feels the Loop location may not be ideal. “The Loop is all tourists and a few museums”, she thinks. Nevertheless, she’s always looking for new exposure for her work, so she’ll probably submit something to the contest.


Opening Friday 10 — 4pm


Working in her studio. Checking in with friends who are installing their pieces in the Loop (hers was rejected). else can she ? How be involved?




Next Tuesday 2pm



Goes to ALO opening. She’s reviewing it for Chicago Art magazine.

Meets up with her former professor at SAIC.


Wants to look around ALO, but only if it can help her network.

How might the opening night lead to the best reviews of ALO?

can she ? How network at ALO?

Alba’s Scenario

Tina, 37 There are few jobs that would suit Tina better than office manager at a mid-sized marketing consulting firm in the Loop. With her nononsense, mother-hen demeanor, keeping the troops energized and organized is the perfect fit. But it’s rarely easy. Getting her co-workers to bond and act like a team can be an exercise in futility and she’s always looking for new, cheap ways for the office staff to connect. Tina takes her job quite seriously, but she has a sense of humor, and knows how to set limits. When the clock strikes 5, she slips on her tennis shoes and heads for home – a cozy, wellaccented apartment in Lincoln Park. After a brisk walk around the block with her adopted mutt, Lulu, Tina forages for dinner and consumes it while watching a couple hours of inspiring reality TV – Extreme Makeover: Home Edition or The Biggest Loser. At least once during the week, and definitely on the weekends, Tina meets some girlfriends for drinks (always something that ends in “-tini”) and/or dinner at Ben Pao. Tina has assigned

herself the responsibility of “keeping the girls young” and like her other responsibilities, she doesn’t take it lightly. She communicates – mainly through Facebook – with her sister’s teenage kids to make sure she’s listening to the right music and up on all the right trends. Tina and the girls are always looking for new things to do in the city, but since her friends are all involved in relationships of various seriousness, it falls on single (and loving it!) Tina to do the planning. Her need to organize and plan, coupled with an addiction to her Blackberry make her the ideal candidate for the job.

Perpetually dieting, Tina brings her lunch to work – Lean Cuisine and a Diet Coke – and takes a 15-20 minute walk during her lunch hour to get some fresh air, clear her head, and get the blood flowing. It is during one of these walks that Tina sees a sign for ALO. As soon as she is back in the office, she checks out the website. Tina and her friends have committed to hanging out on Sarturday afternoon, and she believes ALO would be the perfect activity.



Saturday “Fun Day Out” with 3 friends and her dog in the Loop. First up is a big brunch and then ALO activities for the rest of the day. Because of her knowledge of the Loop, she has organized everything.

They are more interested in the spectacle than the art or voting for it. can we make ? How it fun enough to keep them engaged?

She had a great time on Saturday and wants to get her office/co-workers involved. does ? What she do?

has registered ? Tina but her friends have not. How do they get involved?


Tina’s Scenario

Brad, 45 On a special ed teacher’s salary, Brad’s vacation choices are limited. Luckily, he can often find cheap flights from his hometown of Kansas City to Chicago. He’s been three or four times, and when he visits he likes to “eat, go to museums, (and) go to a Cubs game.” He knows the city has a lot to offer, but he enjoys doing the same thing every time. The quasi-routine is comforting, and it suggests that he knows the city well. However, he is not opposed to trying new activities or

seeing new sights, but he is never persuaded by ads and marketing. If he’s going to change his itinerary on his iPhone, the new activity has to come highly recommended by an actual person. On this trip, Brad has brought his new girlfriend Kim who has never been to Chicago. Brad is determined to show her a good time, and to demonstrate that he knows how to navigate the city. His agenda includes – but is not limited to – Giordano’s, Portillo’s, Millennium Park and the Art Institute – fairly standard tourist fare. When he was young, Brad’s mom took him to museums and nice restaurants and he believes

these experiences have bestowed upon him a certain appreciation for art, though he “couldn’t draw a stick figure” himself. Brad is intrigued by the “Why?” of art. Like teenage girls playing with a ouija board at a sleep over, Brad enjoys speculating on why an artist created any piece of art. It’s like a game for him, and so it would seem that he would be quite interested in ALO.


Friday Evening Arrives in Chicago with his girlfreind (she has 3 kids back home too.) Wants to show her Chicago Highlights. Knows what he wants to do (because he has been 3-4 times)... he didn’t research and didn’t find out about ALO. Go to Lou Malnati’s in Lincoln Park for dinner, then drinks.

Saturday Go to Wrigleyville for brunch, Cubs game and drinking after.


Monday Wicker Park in the morning, lunch at Portillos, shopping on Michigan Ave.

Art Institute, the Bean, Millenium Park and Willis Tower. Second City show in Old Town in the evening.

Flight home from O’Hare, 9PM. can he stay ? How involved once

do they fit ? How ALO in?

he’s back home?

Brad doesn’t know much about Chicago artists. can we make ? How him care about the competition?

do we make ? How sure he hears about ALO?


Brad’s Scenario

Doris, 66 Though retired from her position as an editor at local publishing house and recently widowed, Doris has no shortage of activities to occupy her time. Prone to planning and naturally organized, Doris fills her days with walks in the park near her condo in Evanston, plenty of reading, and volunteering at the community garden.

Doris enjoys this time to herself, but remains quite social, meeting with a small group of friends at least once a week for a planned activity - a light lunch of poached salmon and fresh greens, a book club event, or a trip to one of Chicago’s many cultural institutions. She especially enjoys visiting the Art Institute, where she used to be a volunteer docent until her mobility issues forced her to give it up. But she returns as often as possible. She learns something new on every visit and always takes note of these new nuggets of knowledge in a journal she carries with her.

An avid reader and naturally curious, Doris likes to stay informed about the goings-on around the city, but she is intimidated by technology, so she maintains subscriptions to the Art News Magazine, the Sunday New York Times and the Chicago Tribune, where she learned about ALO. Convinced it would be a good activity for her and the girls, Doris calls her friends to organize a trip to the Loop.


Monday 8am Doris wants to lead her friends around ALO. They may be interested in mostly traditional fare (Monet, Manet, Impressionists). do we ? How reassure them they’ll enjoy ALO?

10am They start exploring ALO. They want more information about what they are seeing, but even Doris’s knowledge isn’t enough.





They need regular rest and like to take discussion breaks. do we ? How help them get around?

How does Doris prepare?

can we ? How make ALO a

great educational experience?


Doris’s Scenario

Allison, 29 Mike, 31

“He knows art, I know food,” says Mike’s girlfriend, Allison, as a quick description of the unmarried couple’s cultural consumption. So while Mike may take them to art-specific events, Allison makes sure they eat well while they are out.

But cost is usually the deciding factor for them. Allison is a teacher and Mike works at a nonprofit, so they are enticed by free offerings or good deals, such as a Food and Arts festival – a perfect pairing for Allison and Mike – that they attended during a trip to Charleston last year.

He’s not a collector, but when it comes to art Mike knows what he likes, and he tends to follow specific artists. He often carries his camera with him, snapping photos of art as inspiration for his own artistic endeavors, modest as they are. But he’s no dilettante – process and technique are of particular interest to him, and his close-up photos of artwork help him decode how artists create their work.

Without smart-phones, Allison and Mike do plenty of research for their weekend activities from their apartment in Roscoe Village. They tend to avoid the more tourist-oriented Yelp, and stick with blogs, which they consider to be “more real” and more useful in finding a variety of activities and events.

In the end, Mike and Allison need to get something out of their activities. They may very well enjoy ALO, but they have reservations. “What do I get out of voting?” they want to know.


Saturday 8am Enjoy a big breakfast so they can hold out until their friend’s BBQ later in the evening. Plan their ALO experience together. Mike has some specific artists he wants to check out.

10am Start to methodically make their way up State Street.


How do they plan and execute their route?

Mike likes to document it all and he wants more information.

12pm Realize they need a snack break after all, but they don’t want to spend money.


How do we stop them from leaving early to go to the BBQ?

2pm Leave the Loop and head to the BBQ. can they ? How share their experience with their friends?

4pm Mike wants to revisit ALO and keep participating from home. can he ? How stay involved

once he leaves ALO?

can we ? How help him document?


Mike and Allison’s Scenario

Ashley, 21 With her final year of interior design at Harrington College of Design (Wells and Madison) ahead of her, Ashley is extremely busy and quite broke. Her coursework and thesis project – redesigning the Anti-Cruelty Society – are both time and material intensive. The majority of the “extra” money she earns part time at a Merchandise Mart show room goes to supplies for school. But like all good Milwaukee girls, she knows that a pitcher or two at the bar every now and then is key to maintaining sanity.

After a full day of classes and work in the studio, Ashley just wants to “switch off.” Living on a student budget, the Loop is not where Ashley wants to hang out, because in her mind, the Loop is “just fancy restaurants and night clubs. Why wouldn’t I just go back to Wrigleyville?” she wonders - it’s where all her friends live, and where she is most comfortable.

always turn out to support her friends – they do the same for her – but a gallery opening, a museum exhibit, or – god forbid – anything “touristy” is completely off her radar. But being in the Loop every day for school, Ashley can’t help but be aware of ALO. She doesn’t know much about it, but she considers it touristy and commercial.

With limited time, money, and interest in venturing beyond her comfort zone, Ashley exerts no effort in looking for new experiences in the city. Any information she does receive about the goings-on in Chicago come through Harrington’s bulletin board. Of course she’ll


Tuesday 10am


Class from 10am - Lunch with 3 friends 12pm, textiles 401. at Jimmy John’s. Vaguely aware of ALO, but perceives it as touristy and commercial. can we ? How change that perception?




Has a few errands to run, like Blick and Borders. And she has a couple of assignments hanging over her head.




Meeting with classmates in Loop to discuss class can we keep ? How them in the Loop

after their meeting?

How does she fit ALO into her afternoon?

Ashley’s Scenario

Jin, 26 Since moving to the neighborhood, Jin has become the archetypical denizen of Logan Square, and with his hipster/metrosexual appearance, he could be its poster child. He frequents the independent, neighborhood gym, shops at an organic grocer, and bikes everywhere he goes to keep his physique slim and his selfrighteousness legitimate. He shares an apartment with a couple of his friends from his years at Depaul and his hedgehog, DJ Prickly. Never ones to miss an opportunity for obvious and cliched irony, Jin and his friends stuck it to the Man and opened a t-shirt shop in the heart of Logan Square with money borrowed from their parents. It turned out to be a rather smart move

as the shop caters to the like-minded individuals that have been trickling in to the neighborhood for years. Despite the shop’s success, Jin and his partners have yet to repay their parents. Jin’s primary role at the t-shirt shop is on the tactical/finance side of the business, though he does occasionally sketch out designs just to keep up his graphic-artistic chops. His responsibilities include dealing with vendors, organizing booths at summer festivals and fairs, and general marketing. To be on top of his game, Jin keeps up with local happenings and is always searching out new creative talent to help with t-shirt desigs. As a result, Jin has developed quite an extensive network of friends and business contacts – upwards of 550+ - which he maintains through Facebook.

All this networking activity has proven quite useful for Jin when planning for the weekend, and more recently, in securing a number of dates. Jin feels no need to venture outside Logan Square and surrounding neighborhoods – he can find pretty much anything he wants there. A typical weekend for Jin might include seeing an indie band, attending a small gallery opening, or just hanging in the park with friends and a bottle of wine. All of this activity has created a dependency for Jin - he can’t seem to put his iPhone down. And it’s on his iPhone that Jin learns that a friend of a friend of a friend is going to the Loop to check out ALO. With business always in mind, Jin checks the ALO mobile website and decides that, though he’s not interested in the contest, the event could offer a business and networking opportunity. Maybe he’ll even get a date out of it.


Wednesday 10am He’s spent all day at work, but he took 10 minutes to research ALO and has decided it might be worth checking out.

8pm He rides his bike to the Eye and starts exploring. can ? How we get him involved?

Most exhibits are closing. He’s had to rush through ALO.


How can we keep him in the Loop?



He’s got a party to attend back in the ‘hood. might we ? How help Jin follow up after he’s left?

He wants to connect with artists for his t-shirt company. can he ? How communicate

with the artists?


Jin’s Scenario

Sarah, 36 Sarah and her husband Dan moved their family from Chicago proper to Elmhurst nine years ago, after the birth of their third child, to take advantage of the lower cost of living, better schools and to be closer to Dan’s parents. Sarah and Dan had one more child since moving, bringing the final tally to 4 children (14yrs, 12yrs, 9yrs & 4yrs). Dan continues to work in the city as an ad executive. He earns a good living, which allows Sarah to be a full-time mother. Over the years, Sarah has developed a keen understanding of how to run an efficient and organized home. Her experience allows her to consistently find ways to save time and money, knowing when and

where to cut corners. Her continuous presence at home has given Sarah the ultimate decision maker status in the household, although naturally, the needs of the kids typically drive those decisions. Dan recently purchased a new Motorola backflip phone for Sarah to help her communicate with the kids, but like most new technology, she finds it confusing and frustrating. For Sarah, moving to Elmhurst was the right decision for her family, but she frequently misses the city and the lively art, food and music scene that came with it. She’s tried to fill this void by volunteering at her kids’ schools and joined a monthly book club, but often she feels that she can’t escape the cultural vacuum that is the suburbs.

Thursday. She also subscribes to Timeout magazine and occasionally checks in with Oprah for recommendations on plays, museum exhibits and special events in the city. Once a month, or at least every other month, Sarah finds an event or activity she wants to attend in the city, so she plans a mini “staycations” with Dan. On Friday afternoon, she drops the kids at Dan’s parents’ house and drives into the city. She meets Dan at a hotel on or near the Magnificent Mile and they spend the weekend engaging in activities that they can’t normally do in the suburbs – going to the theatre, visiting a museum, or even going to an R-rated movie. When Sarah reads about ALO in the Reader, she immediately logs on to to try and find a deal.

To help her fight off the suburban ennui, Dan brings Sarah a copy of the Reader every


Friday Evening Drives in to the city and meets her husband at Hilton Suites near the Hancock. Dinner with Friends at Graham Elliot where they discuss their weekend plans. can we ? How encourage her friends to attend ALO?

Saturday 10am Start their day at the Art Institute, followed by a stop at the Eye before heading to Millennium Park for lunch. Sated with lunch, they head to State St. for ALO. She has read about ALO and already registered.

3pm After ALO, Sarah wants to do some shopping on Michigan Ave.


How can we keep her on State St?

Sunday 12pm

6pm Back to the hotel to rest, then dinner before going to see Billy Elliot at 9pm.

Head home to Elmhurst after checking out at noon. can they ? How stay involved once

they’re back home?

materials ? What does she have

to help her make the most of ALO?


Sarah’s Scenario

Post-It notes allow us to quickly and easily rearrange ideas during our brainstorming and clustering exercises.


Brainstorming & Synthesis Following the initial research phase, we can begin to extrapolate insights through analysis and synthesis of all the data collected. Using Post-It notes to capture our key learnings, we use clustering techniques to further make sense of our findings. Brainstorming exercises took place throughout these processes. Additionally, we conducted a workshop with key stakeholders in hopes of deriving additional insights about the potential user experience at the Art Loop Open.


During the workshop, participants were divided into teams of 4 or 5 and asked to brainstorm ideas on how to entice, engage and extend the event experience based on the personas provided to them.


At the end of the two-hour session, teams were asked to present their best ideas to the group.


Using some of the best ideas from the workshop we began deriving the initial layout for the event experience map.


Low fidelity prototyping was also used to further guide the development of the experience map.







Register On Smartphone

Phone Mapping

Allison & Mike

Virtual Tours

Website Registration

Print Own Map



Lunch & Art



Roving signup

Guide Book


Scavenger Hunts

Studio Visits



Printed Map


Evening Talks

Art Crawls



Fixed Maps




EXTEND Visualizations

AR tweets Digital Comments Wall Vote With Smartphone

Delayed Vote Surface Table

SMS Vote & Comment Comments Wall Cards at Each Piece This initial version of the experience map illustrates the significant differences in the way that different personas might experience ALO, showing how they can be used to tune the range of experience elements available.

Bingo Card




Text phone




Using Personas To Draft Experience Map

The voting system was developed by iterating full size prototytpes of increasing fidelity. People with no prior knowledge of Art Loop Open were invited to test each iteration of the prototypes.



Site visits, modelling and full size prototypes were used to prototype the ALO Cafe space before producing a more detailed visualization.



The Art Loop Open Experience p.50 | Experience Map

p.52 | Voting

This is an overview of the elements that make up the experience plan for Art Loop Open. Each of these items is detailed further in the following pages.


p.56 | Extending Online


p.68 | Art Loop Open Cafe







Phone Mapping

Virtual Tours

Print Own Map



Lunch & Art


Guide Book

Scavenger Hunts

Studio Visits



Printed Map

Evening Talks

Art Crawls



Fixed Maps






Twitter Wall

Smartphone Vote

Surface Table

SMS Vote

Comment Wall

EXTEND Register With Voter ID to review votes

These are the elements of the ALO experience, coded to reflect the medium by which they will be delivered, and shown according to the point in the ALO experience that each comes into play.



Text phone


This experience map shows only concepts which were deemed fit for ALO 2010 after testing against personas, prototyping with real participants and assessing practical limitations.



Each item is described in further detail in the following pages.

Experience Map

Smartphone Scanning & Voting

Voting Voting for each piece of art occurs at the piece itself, using Microsoft Tag or text messaging – quick and convenient.




Website provides information only. Users must go to the Loop to vote.


At The Art

Scan Tag


Confirmation Page (provides Voter ID)

SMART PHONE Vote by text

Kiosk or Eye

Kiosks and registration at the eye provides information and help people vote with their phones.

Users can vote as many times as they want even without registering. After the first text vote (and every few subsequent votes thereafter) users are invited by text to register so they can review their votes online.

Receive Voter ID via text



Enter Voter ID into website

Review voting activity

Vote in round two (Top 10)

Each user has a page on the website where they can review their voting activity.

Users can only vote for the top 10 on site, or if they have voted on site before (and therefore have an Voter ID which they can use).

Register (Optional) Users don’t have to register to view their activity. See below for a detailed explanation of Voter IDs.

Registered users can login with their e-mail and password instead of their Voter ID (you can’t register without the ID) Smartphone users can register directly on the voting confirmation page by entering their details.

How Voter IDs work (Optional)

Voter IDs will take a form roughly like this: 2112405 (depending on technical constraints). Voter IDs should be unique to a user, and are generated in response to either 1) a phone number or 2) the unique Device ID of the mobile device used to scan the Microsof Tag ( Users enter the their Voter ID into to review their votes and vote in the final round. They don’t need a password (as it is unlikely that their ID would be leaked), but


They can change their votes, but they can’t vote pieces they haven’t seen.

Users only get one vote (i.e. they pick a favorite, unlike round one).

the first time they do it they have the option to add additional information (e-mail, phone number, password to use to login in the future. It is possible for a user to get two Voter IDs (if they vote by text and by smartphone), so the website registration and review pages make it obvious that you can provide additional PIN’s you’ve accumulated and add them to your account. Note - if you vote for the same piece with two devices, and then match the two Voter IDs, one of those votes will be discarded.

Voting & Registration

Extending Online The Art Loop Open website will support a number of ways of interacting with the exhibits, extending the physical experience in valuable ways. An overview of the main components of this online experience are presented in the following pages.


Art & Artist Profile Virtual Studio Tours


Commenting System

User enters website


Venue Profile Virtual Venue Tours

Pivot (just items in the venue)


Browse art

Description and attributes Link to website with more info Thumbnail image (of art)



Pivot allows fluid filtering and rearranging of data items

Pivot allows you to zoom into an individual piece from hundreds for a detailed description and details

Pivot makes it easier to interact with massive amounts of data in ways that are powerful, informative, and fun. More information and videos at



Venue Name / Header Picture Description

Thumbnails of Art at this venue (or Pivot if there are more than 10 pieces)

Photosynth of Venue for Virtual Tour

Venue Profile Elements

(Note, this wireframe is not a suggested layout)


Art Name, Venue

Picture, Video or Synth of the Art

Voting (Dislike or Like buttons) Description

Artist Name Artist Photo, Key Info (city, state, date of birth)

Photosynth Virtual Tour of Studio

Video interview



Art & Artist Profile Elements

Photosynth takes your photos, mashes them together and recreates a 3D scene out of them that anyone can view and move around in. Different than static photos and video, Photosynth allows you to explore details of places, objects, and events unlike any other media. You can’t stop video, move around

and zoom in to check out the smallest details, but with Photosynth you can. And you can’t look at a photo gallery and immediately see the spatial relation between the photos, but with Photosynth you can. More information at



Virtual Tours Using Photosynth

Video podcasts produced either by artists themselves or local film students. They will be available on the ALO website. Users with smartphones will be able to view them as they stand in front of the art. These will combine with the Virtual Tours to give a behind the scenes look at the art.

Video Podcasts


The Art Loop Open website allows comments in two ways: Users can leave comments on the profile page of each art, even without registering.

Twitter comments will occur in parallel, and should be coordinated by giving each art piece its own hashtag, for example #ALO121.

Comments may be enriched by using a system like Disqus which allows users to login using their Facebook and Twitter accounts. More information at


Commenting System



Pivot will require the following data for each piece of art: 1. One high resolution image. All the images should have exactly the same aspect ratio. 2. Description and attributes to be used as filters. (Suggested attributes are presented on this page) Responsibility All this information should be generated from the artist submission form and the art & artist profiles on the Art Loop Open website. The Pivot viewer itself is a Silverlight plugin. Full instructions are available here:

Materials Required


Suggested attributes: - Description - Link to profile on - Artist information - Name - Date of birth - Gender - Place of origin - Chicago neighborhood (if in Chicago) - Schools attended - Art information - Venue - Medium/Material - Size - Dominant color - On sale? - Number of comments - Artist interview available or not? - Photosynth venue tour available or not?


Virtual Tours

Producing virtual tours: 1. 30 to 200 photos of each space. 2. These would be uploaded to to produce a synth which can be embedded (much like a Youtube video would).


Producing podcasts: 1. Short video interview with the artist. Responsibility Taking the photos, making the synths and filming and editing the video could be done by students at Flashpoint Academy or artists themselves. Artists could interview each other as a networking opportunity. CLA/CAC should organize an open process to match artists with students or other artists who will create content about them. The link to the Virtual Tour and podcast should be one of the fields on the Artists Submission form.


Materials Required

Art Loop Open Cafe An experience in the heart of the Loop for the participants in Art Loop Open.



Twitter Wall

Pivot Kiosk

Overview Wall

Surface Table


Comment Wall



Comment Wall

Lounge Area

Surface Table


Pivot Kiosk



The Overview Wall holds 200 unique magnetized tiles, each displaying one piece of art in the show. Visitors can peel the tiles from this wall and place it on the comment walls where they can express their opinions about the piece, or wax poetic about its relationship to nature, the human condition, and other pieces in the show. Additionally, visitors can place the tile on the Microsoft Surface table to find additional information about that piece of art and its creator.

Overview Wall



The Comment Wall functions as a blackboard/whiteboard on which visitors can use the provided markers to write their thoughts and comments about individual pieces of art, or of the ALO experience as a whole. Every night the walls are

Comment Wall

wiped clean by a volunteer concierge, and the commentary starts anew the next day. The Comment Wall can also pose thought provoking questions to encourage visitors to participate.



Through the use of Microsoft’s Surface table participants have the opportunity to interact and engage with ALO through a unique digital experience. Users can browse and sort through the art, educate themselves about participating venues and artists, leave comments about specific pieces,

Surface Table

watch videos and much more simply with the touch of a hand. Additionally, participants can place the artists’ magnets down on the table to uncover additional bits of information connected to those particular pieces.



The Pivot Kiosk allows visitors to explore the ALO art using Microsoft Pivot. A large display over the ALO Overview Wall mirrors what is happening at the kiosk so that other visitors and passers-by can see the interesting work being done using Pivot.

Pivot Kioks



Venue profile elements

The Twitter feed screen displays a running commentary about ALO.

Twitter Screen



Additional Items The following pages discuss items from the experience map not covered by the previous sections.


Scavenger Hunts

Studio Visits

Evening Talks

Art Crawls

Lunch & Art


ALO will feature activities and promotions to drive people to the art. Offices and schools will receive kits to organize scavenger hunts. Artists will be able to organize studio visits. In the evening, people will be drawn by evening talks about ALO’s art and artists as well as art crawls (guided tours followed by drinking in Loop venues). During the time of ALO, Groupon will only offer deals in the Loop.



Guide Book

The Guide Book explains ALO, how to vote and has basic information about each artist and piece. It is a both a guide and significant memento of the event, but its content is carefully limited to give people an incentive to participate by going online and talking to each other.

Get Around

Printed Map

The Printed Map shows all the venues and highlights a few of the key pieces of art, so it can be used as a standalone tool if the user doesn’t have the Guide Book.

Fixed Maps

Venues and carefully chosen spots around the Loop would have large fixed maps to help people get their bearings once they enter an area with a high density of art. These would be designed not just to inform, but also to encourage social interaction (perhaps by making them jumping off points for activities like Scavenger Hunts and Art Crawls).


Print Own Map

Users without smartphones will still be able to print out custom itineraries. This will give an easy way in to people with only a casual interest in ALO (who would not necessarily register and want the full Guide Book).


Phone Mapping


Users with smartphones will be able to use them to navigate ALO.

Larger venues and key locations will have automated kiosks which can be used to register, Print Own Maps and Users can select which pieces they view the Pivot , Digital Comments want to see before they leave the house Wall and Visualizations. (using Pivot) and follow a custom itinerary, which they can then adjust on the These may be Surface Tables. fly using the mobile website.

Get Around

Next Steps...







1st Half August



2nd Half August





Design team:

Anijo Mathew

Raph D’Amico

David Kodinsky

Joseph Fleischhacker

Lawrence Abrahamson


350 North Lasalle Street Chicago, IL 60654


For two weeks this fall, the Chicago Artists’ Coalition (CAC) and the Chicago Loop Alliance (CLA) will transform the historic Loop neighborh...

Read more
Read more
Similar to
Popular now
Just for you