14BC

Project 1 (HEAR)

Through our conversations with our partners at 14BC, we have been able to effectively understand and empathize with the challenges they are facing in trying to run this zine workshop in the heart of NYC. Many individual challenges were mentioned to us; Owen brought up the challenge of effectively marketing and reaching out to organizations with which we could hold our organization, the open ended question of how to best structure the event (choosing between a one day event vs multiple days), and how we can best market ourselves to our hopeful target demographic of 18-30 year olds. 

All of these challenges, while wildly different in scope, can be broadly described by the challenge of effectively marketing and designing for multiple different audiences in the context of outreach. For instance, our outreach to all of the different community organization stakeholders has to be formatted in such a way that we effectively target their wants and needs; What makes our zine workshop useful to them? How do we convince them that these workshops are in line with their own specific design goals within their community? 

The other challenges ask us similar questions. In designing the workshop, our partners have suggested one design that runs over the course of a single day, or an alternative that spans over 2 days, with one day going over the history of zines, and the second being over building your own zine. Both choices come with their own positives and negatives, and our mission is to effectively consider the pros and cons of both in order to find a solution that will be the most appealing to our target demographic of 18-30 year olds.

Finally, we are tasked with the design challenge of effectively marketing to our target audience using social media. Again, this design challenge is underpinned by the need to consider our audience’s needs and wants in our design, in a way that encourages them to involve themselves with our workshop. How do we effectively utilize social media to gain the attention of 18-30 year olds, without turning them off? Does the idea of marketing on social media, a notoriously ephemeral space that prioritizes lack of attention span, lend itself more to the idea of a 1 day or 2 day event? Are there specific social media platforms that we should be utilizing in order to more effectively reach our target audience? All of these difficult questions are what make up our primary challenges in effective design.

Through listening to and empathizing with these design challenges, we have begun to develop ideas for how we can impact 14BC’s mission. First, rearticulating their mission statement to better reflect the impact of the art exhibitions on their website will allow users/visitors to gain a better understanding of the goals of 14BC. Furthermore, as transmedia communication is vital to the success of the exhibitions, redesigning the website with improved functionality and navigation and refined aesthetic will improve user experience by allowing art enthusiasts to directly access 14BC’s other social media accounts, contact stakeholder groups such as the curators and exhibitionists, and access past exhibition experiences.

Within the specific context of the zine workshop, there are multiple design challenges that we have the opportunity to impact. By specifically researching potential partner organizations, we will be looking first and foremost at attempting to set up contact with organizations that can support 14BC’s target age demographic, such as additional branches of the New York Public Library, colleges, or even high schools, as these organizations provide the best opportunity to interact with our target audience. Additionally, we have the opportunity to redefine our target audience entirely; Owen has expressed the potential of working with senior centers, so if our original organization search does not work out, we could potentially pivot. This does come with drawbacks though, as 14BC specifically wants to work with the 18-30 demographic due to their ability to easily use computers to search for images, such that the workshop is structured around the Zines rather than helping people use their computers.

We also have the ability to impact the challenge of effectively marketing through social media; once we properly establish a location and structure of the event, we need to attract an audience and get people involved, specifically by social media outreach. We can do this by choosing the most appropriate social media platform (probably Instagram), reachout out to online zine platforms or organizations in order to drum up interest, reachout out to local community organizations that are popular with our target demographic in order to advertise our event with them, and more. Overall, as members of the target demographic, we can utilize our domain knowledge in order to effectively target more people like us.

Project 2 (CREATE)

During the earlier stages of Project 2: Create, we developed a set of user scenarios and journey maps for various stakeholder groups of the Newfield High School, Cornell University, and NYC zine workshops and shows to inform our prototype conceptual, aesthetic, technical, and UX design element decisions. Identifying the specific stakeholder groups, we created journey maps for one day and two day workshops depending on where we were during the planning stage.

Stakeholder Groups:

• Art enthusiasts (ages 18-30)
• Cornell University and Newfield High School students
• 14BC (Owen Madigan and Ares Maia)
• Professor McKenzie
• Friends and family personal invites
• Walk-ins by NYC passerbys

UX Design Framework

By identifying the specific stakeholder groups and target demographic for each individual zine show exhibition, we can better envision their physical and mental experience going through each stage of the set itinerary of the workshop to inform our prototype design decisions.

User Scenarios:

EXAMPLE: Art Enthusiast User Scenario /Story (14BC NYC Gallery Zine Workshop 2 Day)

The art enthusiast stakeholder group is one that is part of a community that they wish would have a lot more of a reach, and would like some way to spread awareness and express themselves through art in order to help more people learn about this community. They hear about the 14BC Zine workshop, and think this could be an interesting opportunity to do so; 14BC’s mission of connecting communities near and far in combination with the punky, underground aesthetic speaks to her goal of sharing information about her less structured community, so they decide to give it a shot. They come to the workshop with content pre-prepared, as they were told beforehand to research and find content/find an idea of things they want to make a zine about. The user is slightly put off by the first day, as they spent time collecting information for their own zine, and aren’t using it at all on the first day, but are enjoying learning about the history of zines nonetheless. They go home slightly bored, but excited for the second day when they get to make their own zine. On day 2, they get right into making the zines, and are very excited. They have collected lots of their material beforehand, so it goes fast. However, near the end, they get annoyed at printer issues and/or waiting for other people to do work on their printers. Finally, they get to use the printer, and complete their zine, ending the scenario excited and happy with their new information and physical object that they can share with people.

Journey Maps:

EXAMPLE: Personal Invites Journey Map (14BC NYC Gallery Zine Workshop 1 Day)

The Journey Map for 14BC personal invites aligned closely with 14BC’s mission. Personal Invites had the opportunity to share their stories and transmediate knowledge to different communities and age groups.

CAT Design Framework

Using the CAT design framework, we were able to identify the specific details we wished to include to drive forward our intended conceptual designs, what format to develop our designs on, and what aesthetic details to emphasize.

Concept: Ensured prototypes aided towards success of holding zine workshops that could be replicated in the future by creating a stable marketing foundation and supplemental art material that tie closely with respective workshop’s theme (depending on target audience).

Aesthetic: Prototypes were created using zine punk origin elements to reinforce unified identity/theme. Imagery and typography were based off of punk band clothing, merchandise, and poster artwork. Bands such as The Clash and Sex Pistols used military-style fonts in an ironic sense to push their anti-establishment visions. Similarly, we used text and images drawn from zines and layered together to show off new ideas in order to further push 14BC’s aesthetic.

Technical: Ensured that prototype material were legible, effective, and easy to use. Prototypes were created analog and digitally similar to zine making methods used in workshops.

Prototypes

Zine Workshops

The first set of prototypes we aimed to develop was a set itinerary for the Newfield High School and Cornell University INFO 4940 zine workshops. Working alongside Owen and Professor McKenzie, we collectively decided that these two zine-making sessions, alongside the prior Columbia University workshop, would serve as “tests” for the upcoming April zine workshops and shows held in the 14BC gallery location in the East Village area by gleaning insights on what aspects could be added, removed, or tweaked. The NYC workshops would serve as prototypes for future zine workshops. Considerations made that drove decision-making for these plans to improve user experience included planning regarding availability of printers, location of the workshop, physical layout of the workshop (seating during informational session and spacing of printers), types of printing available, method of zine making (analog and/or digital), tools supplied (scissors, glue, etc.), and design software if applicable (Canva, Adobe Creative Cloud, Spectrolite, etc.). By meticulously planning out the duration of each session of each workshop along with considerations regarding the design software application literacy level of participants and location, availability, and types of printing options, we were able to derive a plan that allowed participants to create their own professional-quality zines that could be brought home or serve as supplemental artwork pieces for the upcoming NYC workshops. From these test workshops, we were able to draw a final plan for the 14BC NYC workshops. Each StudioLab team would have artwork and/or zines that would provide visitors with inspiration for their own zines as well as inform them about the workings behind the scenes. This aids towards cultivation of a positive user experience by highlighting various aesthetics and organizations that ultimately draw back towards 14BC’s mission of connecting various artists, researchers, and organizations across contrasting worlds and communities through art. 

• Considerations during planning of workshops that define user/visitor experience:
  • Event duration
    • One day
      • Teaching history/impact of zines and zine making events consecutively
    • Two day
      • Teaching history/impact of zines and zine making events on different days
  • Method of zine making
    • Analog
    • Digital
      • Zine creation software
        • Adobe Creative Cloud
        • Canva
        • Spectrolite
        • Electric Zine Maker
  • Partner organization
  • Target demographic
  • Theme (depends on target demographic)
  • Materials (depends on method of zine creation)
    • Scissors
    • Printers
    • Printer paper
    • Tape/glue
  • Physical layout
    • Where printers are stationed (to avoid people waiting for other groups to print)
    • Seating for students
    • Where 14BC (Owen Madigan and Ares Maia) are standing
    • Supplemental material from other groups to showcase StudioLab efforts
    • Sample zines from students from Newfield High School and Cornell University

Marketing Material

The second set of prototypes that we developed were marketing efforts that aimed to establish a sound social media presence to set a stable marketing foundation for current and future StudioLab events. Our set plan of marketing initiatives included creating a StudioLab Instagram account, taking and posting pictures/videos from previous zine workshops to serve as promotional and reference material for future events, creation of Instagram graphic 14BC NYC zine workshop promotional materials, partnered posts with various stakeholder groups such as the curators (14BC, Owen Madigan, and Maia Ares), and active engagement with followers, supports, and friends to further drive engagement and outreach. As we further delve into the digital age, social media stands as the most prominent and successful marketing channel, so planning accordingly is imperative. Considerations for social media activity included rate of posting, types of posts to include, which social media platforms to utilize, aesthetic of posts, and rate of engagement. Such considerations ultimately determine the likelihood that the social media account is shared through the social media algorithms which in turn determine the success of the overall account. 

Zines

The third set of prototypes we created were a set of digitally created zines to be displayed in the 14BC NYC zine shows and workshops. Developed using Canva, we decided that each member of the team should create something different to show the range and applications of the zine media format for visitors seeking inspiration. While two members created 14BC branded zines for informational and commercial purposes (14BC-branded zines about the organization itself as well as a how-to style zine about how to fold a standard 8-page zine), the other two designed and developed zines about personal interests (Bob Marley and Goalkeeper zines). Using the CAT design framework, we were able to ideate the specific details we wished to include to drive forward an intended conceptual designs, what format to develop our designs on, and what aesthetic details to emphasize. A prime example of this are the 14BC branded zine designs. Drawing back to the punk, anti establishment origins of the zine media form itself, we chose to include typography and graphic elements that followed closely with the theme of origin. Referencing various punk artist legends such as the Sex Pistols, The Clash, and more, we were able to draw elements of their fashion choices and promotional artwork album cover and poster designs to include in our own works as well. For example, our typography choices included military-style text elements that referenced the adoption of military iconography by punks that were used in an ironic manner that draws all the way back to The Clash and previous punk bands to derive their own aesthetic. In addition, as much of the text and graphic design elements of punk artists revolved heavily around raw, cut-up designs put back together to push forward new ideas, zines such as our Bob Marley design included such elements throughout the design. Conceptually, each design was created and designed as a supplemental art piece from the 14BC group to serve as inspiration for gallery/workshop visitors, highlighting the beauty behind the zine media form. Analyzing through a technical lens, we ensured that each zine prototype was legible, effective, and easy to make. 

Collage

The fourth prototype that we developed was another supplemental artwork piece that was to be displayed on the left side wall of the 14BC art gallery during the NYC zine workshops and shows. The artpiece is a physically created collage composed of various zine scans supplied by Brenda Umwali and Owen Madigan assembled on a 22×28” canvas. Analyzing through the UX design framework, zine graphic and text elements from the scans were cut out and reassembled to create striking visual elements that further built upon the punk, anti establishment aesthetic and origins of zines and aimed to inspire and invoke thoughts/reactions from viewers for an enhanced visitor experience. Conceptually, the collage stands as an artpiece alongside the zine media format that also has historical ties to the punk era and serves to be an inspiration piece for visitors as well for their analog zine creations. Utilizing a similar “cut-out” format, the aesthetic of the work ties closely with our 14BC branded and personal zines for a visually appealing “scrapbook”-style aesthetic. Analyzing through a technical lens, the choice to create a physical collage as opposed to a digital one was to highlight the analog zine making method that Owen intended to use during the duration of the NYC zine workshops.

Zine Making Video

The final prototype we created was a 14BC punk-theme video that demonstrates how to fold a traditional 8-fold zine. The video is a top down style shot video that includes pages of one our zines to guide the viewers in creating their own zine. Similar to our other prototypes, the video utilizes graphic and typographic elements from our zines and zine workshop social media promotional material to further push a unified aesthetic.

Reflection

In the beginning of the project, our team was formed by our shared fascination of the creative freedom that working alongside the 14BC art studio would have granted us throughout the coming course of the semester.

Intrigued by the provocative artworks and exhibitions featured on the 14BC website and Instagram account, we saw the opportunity to be a part of something big.

Upon getting to meet Owen Madigan, we were eager to support his design initiatives to hold various zine workshops that display the broad applications of the zine media format. The chaotic punk aesthetic displayed in various works that he presented us from his personal works as well as sample zines for inspiration were abstract and obtrusive, but somehow yet organized and sensible. From a visual aesthetic perspective, each component of an art piece spoke for itself, but when meshed with countless other graphic and typographic elements, created an art piece of pure organized chaos.

This very notion spearheaded our design efforts throughout the course of the project. From our ideation of marketing efforts for the zine workshops to creation of the graphic designs and zine making videos, we referenced other works spread throughout time, from punk band concert merchandise and advertisements to modern graphic/UX design trends, to incorporate within our own works.

While planning out the base elements of the set itinerary of the various zine workshops, we encountered countless considerations that in unison defined (quite literally), the user experience. Initially, Owen presented our team with the idea of conducting the NYC zine workshops alongside a partner organization such as the New York Public Library or nearby high schools that catered towards specific marginalized groups to be able to effectively target a specific demographic. During this phase, we wanted to hold workshops that catered towards the 18-30 year old age demographic. This demographic was chosen as the participants would more than likely be digitally literate across various devices (laptops, phones, etc.) and design applications (Adobe Creative Cloud, Canva, etc.) The consideration to partner with a high school that supports specific ethnic groups allows for the opportunity for impactful storytelling through the zine media format, aligning directly with 14BC’s mission statement. Students that come from immigrant families would be able to communicate the struggles that they and their families have faced throughout time in a method that would be understood by those around them. As described in the earlier sections of our page, we also had to consider various other aspects of the workshop such as the event duration, one day or two day; zine making method, analog or digital; supply of materials, scissors, tape, glue; arrangement of workshop, printers and seating; and much more.

Finally, we decided that we would hold one zine workshop for students at Newfield High School, one zine workshop for our fellow Cornell University INFO 4940 DMC students, and a 2-week long zine workshop/exhibition held in 14BC’s NYC East Village art gallery location.

Upon deciding the base possible elements of the workshop, we worked with Owen Madigan and the DE2 team in setting up a zine workshop at Newfield High School and Cornell University to serve as a test for the NYC zine workshops.

All three sets of zine workshops were astounding successes and will now serve as prototypes for the future zine workshops. Looking back, some future steps and improvements/adjustments that could be implemented include transmediating the workshops onto digital platforms (Zoom workshops?), frequent posting and engagement with online communities from the StudioLabWorld Instagram account to attain better outreach effort potential, increased engagement and appearances from Cornell University students at the physical NYC workshops to speak to visitors about their creations, more descriptive explanations of each area of the workshops that articulate the intended impact on viewer experience (pamphlets?), development of a book/catalog that documents the culmination of StudioLab efforts and 14BC gallery artwork exhibits, inclusion of a section to potentially sell works from artists/students, more digestible artwork layouts, and addition of pins/stickers for visitors to have something to remember their experience by.

Overall, this semester-long project has been such a fulfilling experience. From working with eachother and 14BC (professor McKenzie, Ken Weaver, and of course Owen Madigan), we learned about the applications of the CAT and UX design frameworks and how to apply them to the drafting of low-fidelity wireframes and development of prototypes across various mediums. From learning how to adjust for roadblocks/considerations and using those adjustments to develop the optimal user experience, we’re proud of our growth over the course of the semester.

Owen has been such a pleasure to work with, guiding us through each step of the process and ensuring that our prototypes were effective and functional, and we’re eternally grateful for his help!

14BC Final Presentation