Company: Groove

Lead Designer: Suz Oliver

The Groove Story

Groove is a fictional company taking place in an amazing UI design course. As the lead visual designer, it was my job to create a vision for an exciting and innovative marketplace for digital art. BUT, it wasn't just any ol' digital art...this was NEXT-GEN digital art.

Let The Revolution Begin

Groove is ready to revolutionize the digital art space by creating a deeply curated experience for its users. Much like the Next-Gen car design levels the playing field for race car drivers, the Groove marketplace levels the field for the artists. Success is now in the hands of the artists!!

Visual Design

Since Groove already had research and a well-defined brief, we dove into providing a visual concept that would allow this marketplace to provide the unique experience it desired.

The top two visual concepts:

User Testing

These concepts were test against a diverse audience of artists who overwhelmingly preferred Concept 02.

"Love the striping and colors!! It's like nothing I've seen before."

"A very light and clean design that really shows off the artwork. That blue is really captivating!"

UI Design

UI Library

A custom UI library was delivered to help engineers bring this concept to life.

Final Thoughts

Even though this was a fictional company, it would be interesting to continue to refine this design and eventually build it as a real marketplace. A marketplace focused on racing could be a big hit for virtual racing as well as in all the different racing leagues in the real world. This could build a whole community around the artistry of racing.