How can we design a system to empower Indian artisans' post-Covid commerce and encourage better resource allocation?
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Kalākshā
An online platform enables the spread of knowledge of the Indian craft to keen learners around the world, and empowering India artisans by spreading their stories, sustaining the rich craft heritage, and supporting them to reinvent through the digital world.
My Role
UX Designer
Team
Team of 3 Visual Designers
Tool
Figma, Illustrator
Duration
2 Months
Project Background: Indian Craft During Pandemic
A usually thriving industry, the craft sector of the Indian economy has taken a massive hit during the pandemic. Multiple craft clusters and craft persons have been adversely affected not just by the virus but the aftermaths of a plummeting demand for the goods.
Research
Uncover Truth about Indian Craft
🔑Key Insight: Even before Covid, the number of Indian artisans has been decreasing.
30% decrese over 30 yrs
While many thought that it was a thriving industry before Covid.
Covid accelerated the decrease
by cutting off markets of tourism, vendor fairs, etc.
❔Why has the number of artisan been decreaseing?
Only passed by word of mouth
Handicrafts are only passed on by generation through word of mouth, and younger generations are looking for other higher-paying jobs.
Received no recognition
Artisans receive zero to little recognition when collaborating with big companies.
Lack of business/tech skills
Traditional Indian artisans often lack business and technology knowledge to expand outside local markets.
Opportunity Statement
With Covid, people have started to see the value of online platforms.
How might we take this opportunity to help artisans spread their stories, sustain their craft, and to reinvent.
Our Goal
To create a platform that helps spread knowledge of the Indian craft to keen learners and to...
Expose
Indian tradition, craft and the artists to the world.
Connect
Artists, learners and buyers with each other.
Sustain
Artisans livelihoods and the Indian craft tradition.
User Personas
Final Design
An online platform enables the spread of knowledge of the Indian craft to keen learners around the world. On Kalākshā, people can choose from a wide range of pre-recorded, paid craft workshops. What is better than an opportunity to learn from the authentic masters of the craft themselves?
We understand the use of online platforms and technology might be intimidating for some artisans. Therefore, we provide maximum assistance to get artisans set up. So after that, they can focus on what they do best, arts and crafts, not worry about technology.
Our mission is to empower artisans with an additional source of income, maximum recognition, and a chance to build communities & connections worldwide.
Branding
The name Kalākshā came from the Indian Dialect.
Explored color palettes based on the vibrant colors of crafts and the country's tricolor.
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Artisan Profile
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Access Point
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Artisan Profile
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Website User Flow
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Artisan Profile
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Artisan Profile
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Artisan Profile
Access Point
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How to reach artisans?
Partner with AIACA
We will partner with the ‘The All India Artisans and Craftworkers Welfare Association (AIACA)’ to get in touch with a wide network of craftworkers in India. AIACA aims to increase the market for handloom & handicraft products along with exploring new and commercially sustainable models of livelihood promotion.
Local Ambassadors & Volunteers
The use of technology might be intimidating for the artisans. Therefore, we have ambassadors and volunteers from local to reach out to artisans about the project, then communicate and set up the Kalākshā page for the artisans
How will Kalākshā work?
1. Ambassadors and volunteers reach out to local artisans
2. Seed funding from VC or incubators kick-start the project, thus artisans don’t have to pay for the production of lessons.
3. Semi-professional filmmakers are hired to create content collaboratively with artisans, shoot & edit video lessons according to guidelines
4. After post-production, ambassadors and volunteers set up the artisan's Kalākshā page
5. Each student signing up for our lessons will pay a fee to access the content
6. This fee is passed on to the artisan for every student that signs up, after subtracting a small commission for site maintenance and covering filming costs
7. After the initial round of funding and student sign-ons, with strategic marketing and competitive pricing models, the platform should become entirely self-sustaining.
Kalākshā Impact from the user's perspective
Empower India Artisans
Build Communities/Connections
Spread the Rich Craft Heritage of India
Thank You!
Reflection & Takeaway
What went well?
As the UX Designer of the team, I was able to take on leadership when going through the design thinking and problem-solving process.
What are the challenges?
As the only one in the team not from India working on a project that is based in India, I had to do extra research on my own and double check with my teammate if certain design solutions already exist.
The next step of this project would be to do usability testing to validate and improve on our design.