Building a Thriving Ecosystem for Artists
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THEFIELD
Services
User Research
Design
Strategy
Development
Maintenance
The story
The Field, a New York-based non-profit, nurtures artistic aspirations with a vision as expansive as the creative spirit itself. They aim to build a robust network of vetted service providers, encompassing the full spectrum of an artist's career journey, from fledgling beginnings to seasoned mastery. This ambitious vision, a blend of cutting-edge technology and human connection, translates into The Field's online platform: a first-of-its-kind, people-powered ecosystem for artists.

We, at Interactive Labs, were entrusted with the transformative task of reimagining The Field's website and crafting an application to match its grand ambitions. This platform would become a one-stop shop for artists, empowering them to:
Cultivate their online presence:
Create professional profiles, showcasing their work and connecting with the artistic community.
Foster financial self-sufficiency:
Receive donations, launch crowdfunding campaigns, and apply for grants seamlessly.
Navigate the artistic maze:
Access events, educational resources, and professional development opportunities, curated by and for artists.
Gain financial clarity:
Track donations and finances through a dedicated dashboard
38.5K
Artists
$45M+
Raised
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The Challenge
The existing Drupal website, built in 2001, presented a landscape rife with challenges. Content sprawl obscured vital information, hindering user navigation and accessibility. Artists lacked professional online profiles, limiting their ability to connect and showcase their work. The outdated system also posed technical limitations, restricting future integrations and scalability.
To understand the full scope of the challenge, we embarked on a multi-pronged approach:
User Interviews
We delved into the minds and experiences of artists, pinpointing their pain points and aspirations.
Stakeholder Interview
We consulted The Field's team, gaining an in-depth understanding of their vision and operational needs.
Website and System Analysis
We conducted a thorough technical assessment, identifying usability hurdles and performance bottlenecks.
Through this comprehensive analysis, we unearthed the core challenges:
Information Overload
The sheer volume of content overwhelmed users, making it difficult to find specific resources.
Artist Profile Needs
Artists craved professional profiles to effectively represent themselves and connect with the community.
Financial Management
A streamlined system for donations, crowdfunding, and financial tracking was crucial.
Technical Hurdles
The outdated Drupal system hampered future integrations and platform scalability.
The Solution
We embarked on a multifaceted approach, tackling both the user experience and technical aspects of the platform.
01
A One-Stop Shop for Artists
Customized Artist Profiles
We revamped the artist profile, transforming it into a powerful marketing and community engagement tool. Artists can now showcase their work, connect with potential collaborators and patrons, and build their online presence.
Streamlined Finances and Donations
Artists can manage donations, crowdfunding campaigns, and individual contributions seamlessly. The platform integrates with Stripe and Paypal for secure transactions, while a dedicated dashboard offers clear financial insights and tracking capabilities.
Events and Opportunities
TheField.org facilitates event creation and management, giving artists a platform to showcase their talents and connect with audiences. Additionally, artists can access a curated list of events, grants, and professional development opportunities crowdsourced by and for the artistic community.
02
A Powerful Hub for Admins
Centralized Management Portal
Admins have access to a robust portal for managing transactions, reviewing artist applications, and facilitating communication. The portal streamlines administrative tasks and provides valuable data insights.
Third-Party Integrations
The platform seamlessly integrates with major third-party services like Quickbooks and Google Analytics, ensuring data accuracy and streamlined financial management.
03
A Robust Technological Foundation
Modern Tech Stack
We migrated the platform from Drupal to a modern tech stack, ensuring scalability, security, and performance for future growth.
API Integration
The platform utilizes APIs to connect with various external services, further enhancing its functionality and adaptability.
The Impact
TheField.org has transformed from a static website to a thriving online ecosystem. Artists now have a centralized hub to manage their careers, connect with the community, and access valuable resources. The platform has fostered a sense of belonging and collaboration, empowering artists to focus on their creative pursuits.
TheField.org stands as a testament to the power of technology to empower artists and build thriving creative communities. By addressing the user experience, technical limitations, and community needs, we have created a platform that fosters artistic growth and paves the way for a brighter future for artists worldwide.
Key Learnings
User-centric design
Understanding user needs and pain points is crucial for creating a platform that truly serves its audience.
Flexibility and scalability
Building a platform with the ability to adapt and grow is essential to accommodate future needs and expansion.
Community
focus
Fostering a sense of community and collaboration is key to creating a platform that truly empowers and inspires its users.
Style guide
Typeface
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Colors
The platform closely follows the brand colors which are shades of blue and green. These color schemes fit well with the GreatSchool nurturing brand personality, at the same time, offer good contrast and clarity to the visual elements.
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