MAMA Magnet
Interviewer
I was one of the interviewers for a client profiling analysis project with MAMA Magnet, curatorial collective that creates interdisciplinary art and public experiences to spark dialogue.
The Project
The MAMA Magnet team having a meeting with the LASALLE students and Dr Pow, the supervisor.
The LASALLE x Mama Magnet: Goreng – Client Profiling Analysis project invited our team to work closely with Goreng, Mama Magnet’s new AI-powered tool designed to help clients find the right artists by refining briefs, sparking ideas, and offering thoughtful, curated matches. Our role was to understand how future clients would engage with the platform. Through in-depth interviews and analysis, we identified what clients need, where communication with artists often falters, and how Goreng could better support these interactions. These insights were consolidated into a Client Profiling Report and a framework for crafting clearer, more effective briefs that ultimately helped the platform bridge client–artist gaps and nurture more meaningful, successful collaborations. Read more about the project and report here!
Interviewing
As an interviewer, I researched our clients, clarified the project objectives, and developed interview questions that were thorough yet open-ended. During the interviews, I used a semi-structured approach to keep conversations comfortable while still probing for deeper insights. We spoke with clients from around the world to understand their needs, whether in acquiring artworks, finding creatives, or explaining their processes, so we could make meaningful recommendations for improving the Goreng bot.
Last meeting where we pitched our framework and solutions!
All in all, the project was a great learning experience into the gaps in the art world and finding solutions to comprehnsively address them. Read our project report here!
"We’re grateful for the thoughtful and comprehensive approach taken throughout the process of conducting interviews with potential users, and in outlining the different client personas and their associated concerns. The clarity and depth of the suggestions offered have given us valuable perspective on the range of issues Goreng is designed to address. The insights resonate strongly with our intentions, and we’re excited to explore how we can meaningfully integrate some of these recommendations into the platform’s ongoing development."
- MAMA Magnet Team