Tart
the new way to celebrate memories
Team me + Honey Mehta Duration 8 weeks
Skills User Research, Value Proposition, Persona, Journey Map, Job Stories, Wireframe, UI, Motion, Marketing Page
At a glance
Tart senses the energy and vibes in conversations and converts them into visually stimulating pieces of art, powered by AI.
The problem - Picture Perfect, Moment Missed
We often use photos to document our time with the loved ones, but constantly taking and checking these photos distracts us from our moments with them.
With current technologies, there must be other ways to capture memories. It's time to explore the alternatives.
Research highlights
To study what we gain and miss out on when we take photos, we interviewed several people around us.
Job stories & low-fi wireframes
Building the brand identity
At the heart of our app's brand is a set of three core values that we hold dear: Connection, celebration, and nostalgia.
To bring these values to life in our brand identity, we've incorporated vibrant colors and bold imagery. The overall aesthetic has a touch of surrealism and retro flair to evoke that warm, fuzzy feeling of nostalgia. and nostalgia and to replicate those values in our brand identity, we used a lot of bold colors and imagery. There is a hint of surrealism and retro flair in the look and feel - this is to induce that feeling of nostalgia.
Final experience
Onboarding
Exploring themes
Art brewing based on the vibe in the room
Year-end look back
Ethical consideration
Memories used correctly
We want to make sure that the app is used responsibly and respectfully, especially in sensitive or emotional situations. We need to consider the ethical implications of using immersive memories in different contexts and populations.
User data, user control
Users should have clear ownership of their data and have the right to access, modify, and delete their data. The app should have transparent data management policies and procedures to ensure that user data is handled appropriately.
Personal privacy
The app will be collecting and storing user data, which includes personal information and potentially sensitive audio recordings. It is important to ensure that user data is securely stored and protected from unauthorized access or misuse.
Cultural sensitivity
The app's algorithms should be culturally sensitive and avoid biases that may discriminate against certain groups or individuals. It is important to ensure that the app's output does not perpetuate stereotypes or reinforce negative attitudes towards certain cultures or ethnic groups.
Learnings
People may appreciate both new and old ways of capturing memories.
Initially, we assumed that people were tired of taking selfies and photos of their food. However, upon discussing our concept with a wider audience, we received feedback such as, 'I love this idea, but I also enjoy taking photos. I'd use this product, but that doesn't mean I'll stop photographing my food.'
This led us to pivot our focus towards exploring new ways to capture memories, rather than replacing traditional ones.