For confidentiality reasons, I have omitted or obfuscated restricted information. All information in this case study is my own and does not necessarily reflect the views of DeviantArt. While I can't share certain details of the research and deliverables, I can elaborate about my process and the general project scope.
PRODUCT DESIGN
Protect
Protect
DeviantArt
An in-depth exploration of the innovative design process of empowering artists while safeguarding art and creativity
YEAR
2022
ROLE
Research
UX/UI Design
01
you can't always control who you love, but you can control who you protect
Overview
In the beginning of 2020, the devastating news that Canadian digital artist Qing Han, better known as Qinni, only had one year left to live shook DeviantArt's community to its core. Qinni was a beloved figure, known for her vibrant and colorful anime-style illustrations that had garnered her hundreds of thousands of devoted fans and fellow artists who looked up to her.
Tragically, less than a year after her passing, heartless fraudsters began profiting off of Qinni's art by selling it as NFTs without permission. One of the pieces they profited from was Qinni's most popular work, "Bird Cage," which she had shared on social media while in the cardiac intensive care unit just a month before her death.
The community was understandably devastated by this blatant abuse of a creator and their art, and for many of them, it was their first encounter with NFTs and WEB3.
Watch on YouTube: Why are NFTs so Ugly? by Solar Sands
In response, we were determined to do all we could to protect the artists and their art from these kinds of violations. For this purpose, we developed DeviantArt Protect that would help safeguard their creations.
Safeguarding Creativity Every Step of the Way
DeviantArt Protect is a new state-of-the-art image recognition software that helps safeguard art from copyright infringement. Using machine learning and human oversight, it is trained to identify images that appear nearly visually identical and notify users when someone uploads potentially infringing art. DeviantArt Protect was developed to help protect not just the finished work, but also the effort, knowledge, and skill that goes into creating it.
02
the shield never falls
July 2021
DeviantArt Protect was created as a proof of concept to scan for and alert artists about copyright infringement within the DeviantArt platform.
December 2021
The scope of the scans was expanded to include NFTs on blockchains, and a process for taking down infringing content was implemented.
September 2022
DeviantArt Protect was developed into a standalone product that allows any user to upload and protect their images without posting them publicly.
03
assemble!
Goals
DeviantArt Protect is a tool designed to give artists control over the use of their work, both in terms of preventing unauthorized usage and preventing bad actors from taking advantage of the lack of regulations on the blockchains.
Surfacing the issue of copyright infringement while encouraging users to continue sharing their art
Providing an easy-to-use interface for artists to upload and protect their works
Introducing web3 and its opportunities for artists, including monetization, fan engagement, and global reach
04
shields up, protections on
Laying the Groundwork
MEETING THE NEEDS OF ARTISTS
During the POC stage, DeviantArt Protect was offered to users who had submitted their artworks to the platform. As a vibrant community of artists and art enthusiasts, it was important that it would be seamlessly integrated into the platform, so it would be well-received and become a valuable resource.
To ensure this, our team conducted extensive research and analysis to understand the needs and concerns of DeviantArt's artist community.
From the design standpoint, it was crucial to create a safe and supportive environment for our users in order to allow artists to continue sharing and discovering new art without interruption. To achieve this, it was important to avoid causing fear or anxiety and to ensure that the user experience was not disrupted.
My theory that mentioning to users that their art might get stolen before and while posting would make them less likely to finish the posting process was backed up by A/B testing and usability testing. Based on that, I minimized the presence of DeviantArt Protect in the relevant flows, particularly on the submit deviation entry point and submission dialog, which is probably the most important flow on the platform.
DeviantArt Protect presence in Submit DD menu (gif)
DeviantArt Protect presence in Submit dialogue modal (gif)
Example of changeable info during uploading a file (gif)
VISIBILITY AND AWARENESS
However, it was more effective to indicate the protection provided by DeviantArt Protect after the submission flow.
To ensure that users were aware of the protection offered, I included various indications of DeviantArt Protect's presence throughout the platform. This included a protect indication in the post-submitting success toast and a set of icons on the owner's deviation page, visible only to the deviation's owner, indicating protection status (non-core users' deviations receive protection for the first 3 months following submission). I also implemented a notification system that would alert users if someone else tried to post their deviation. These design choices helped users feel confident that their artwork was being monitored and would be protected against unauthorized posting.
DeviantArt Protect notification for internal suspected infringement
DeviantArt Protect's indications on submitting success toast and deviation page vary depending on the user's membership status. CORE members always have protection, while Non-CORE members may have protection for a limited time.
Screens of DeviantArt Protect's indications on submitting success toast and deviation page (gifs)
The community's enthusiastic reception of DeviantArt Protect was a resounding success! Users appreciated the added security for their artwork and the visibility of the protection throughout the platform. This positive response allowed us to move forward with confidence to the next stage of development.
DeviantArt Protect Landing page V.1
04
no matter the cost
Expanding the Scope
REGULATORY CHALLENGES AND COMMUNITY EDUCATION
As DeviantArt Protect continued to evolve, we faced a number of challenges in expanding the scope of the tool to include NFTs on blockchains. These challenges included a lack of regulations on the blockchains and difficulties in tracking and removing infringing content. I also recognized the need to educate our user base about the opportunities and potential risks of NFTs, as many of them were unfamiliar with the technology.
SAFEGUARDING CREATIVITY ON THE BLOCKCHAINS
To address those challenges, I teamed up with the marketing team to reach out to NFT marketplaces, digital art platforms and other stakeholders to collaborate on solutions. We designed and launched a dedicated website for DeviantArt Protect and invited them to join us in this effort. Based on these efforts, we were able to offer our users a way to take down NFTs that were infringing on content.
I redesigned the related notifications to match the use case of infringement on the blockchain and safely guided our users toward a way to report infringements on different platforms.
DeviantArt is dedicated to protecting artists' intellectual property on the blockchain, especially with the rise of NFTs. If an artist is alerted by DeviantArt Protect that their art is being sold as an NFT without their permission, we encourage them to report it as copyright infringement on the platform or marketplace where it was found. Our team will assist in the take down process. While some platforms may not prioritize intellectual property protection, DeviantArt advocates for stronger protections and works to raise awareness about the issue, pushing other platforms to take responsibility and act.
DeviantArt Protect notification for NFT's suspected infringement
DeviantArt Protect "Review match" for NFT's suspected infringement
MOTIVATED BY SUCCESS
The widespread appreciation and positive media coverage reinforced our commitment to improving and expanding DeviantArt Protect to meet the needs of artists everywhere. With artists sharing their own experiences with NFT copyright violations and expressing their relief at having a tool to protect their art and rights on the blockchain, It was widely discussed on social media platforms such as Reddit and Twitter. That didn't only motivated to continue improving and expanding the product, but also highlighted the potential it holds on the business side.
05
not a shield. a hammer
Beyond Protect
By analyzing data and conducting user interviews, we identified a demand for DeviantArt Protect beyond the our community, including from NFT collectors seeking to authenticate their purchases and artists concerned about unauthorized use of their work, even if it is not publicly shared. This led to the opportunity to expand DeviantArt Protect into a standalone product that could potentially reach to more users. The product's success and recognition further boosted the demand and made this expansion a viable option.
TIGHT SCHEDULE, LIMITED RESOURCES
Faced with widespread concern about the protection of art within and beyond our community, we were under a tight deadline to release the standalone product in order to maintain momentum. Additionally, our limited resources were stretched thin as our developers worked to improve the AI for image recognition and handle the growing volume of images being scanned. To find creative and effective solutions in this challenging environment, the standalone product was developed on the base of existing product sta.sh - a cloud storage platform.
DeviantArt's Sta.sh - the infrastructure of DeviantArt Protect (click to enlarge)
BALANCING INNOVATION AND CONSISTENCY
I began the design process by creating wireframes and high level flows to plan a seamless and intuitive experience for our users. However, adapting the design to fit within the constraints of the existing product (which was designed 10 years ago) and ensuring a consistent user experience presented its own set of challenges. These included finding ways to incorporate new features or functionality into the existing product without compromising the user experience or making the product too complex to use, as well as making the it user-friendly and easy to use despite being developed for different needs.
By planning flows with minimal steps for users I reduced frictions and created a cohesive user experience. The new flows were fluently connected to the existing ones in DeviantArt, such as the SISU, upgrading to premium, and submitting to the platform maintain a connection to the platform's legacy while still making the product accessible and intuitive for users outside of the DeviantArt community.
The main Uploading flow's screen wireframes (click to enlarge)
PROTECT
Upload your artwork for protection
VERIFY
Have it verified as original in the DeviantArt Protect database
MONITOR
Receive notifications about NFTs similar to your art
DEFEND
Use the automated DMCA takedown to report any unauthorized use
In the design process, various design solutions were implemented to improve the user experience. These included clear and straightforward navigation, simple forms, and clear calls to action based on best practices and existing patterns on the platform. I also designed visual cues and instructions to guide users through the process, as well as using color and contrast to highlight important information and calls to action, clear and concise language to communicate information effectively.
06
endgame
Data and Insights
DeviantArt Protect has proven to be a valuable tool for artists and NFT collectors alike in its ability to empower artists and safeguard their creations, as seen in the data, the strong adoption and the positive feedback from users. The image recognition technology was effective in identifying and alerting users about potential copyright infringement, and the DMCA takedown process helped artists protect their work from unauthorized use.
+11%
New premium members in Q1 2022
from DeviantArt protect product
57%
successful takedowns from the blockchain since launch
+1.7M
Infringements Identified
DeviantArt protect is a shining example of how a community can come together and take action to create real change. The devastating loss of artist Qinni was a wake-up call for many users on our platform and beyond, and this product will always be in her honor and memory. As the lead UX designer on this project, I am proud to have been a part of an initiative that was driven by the needs and concerns of the community, not only as a professional but also as an amateur artist and a fan.
This project marks the beginning of DeviantArt's journey into the WEB3 space. As a platform that has been around for over 20 years, it is important for us to support and empower our loyal users as they navigate the changes that are coming their way. Our mission is to not only encourage them and show them that they are still relevant in this new age, but also to demonstrate how they can thrive in it.
07
conclusions
Working on this product, I was inspired by the passion and determination of the community. Their desire to protect and defend the art and artists they love was truly motivating, and it was an honor to be able to contribute to that effort through my work as a designer. It was also a learning experience for me, as I was able to gain a deeper understanding of the challenges and opportunities that artists face in the digital age. Just like for the artists in DeviantArt, it was my first dive of the next evolution of the web and it was the best introduction I could hope for.
