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From Viewing to Purchasing:

Developing Lantern Gallery's
Interactive 360-Degree Art Gallery
and E-Commerce Website
By

Mart Angelo Martinez

John Rold Arcala
Jorgie Mae Julian
Rona Mae Bongon

A Capstone Project Submitted to the Department of

Information Technology of the Aurora State College

of Technology in Partial Fulfillment of the

Requirements for the Degree of

Bachelor of Science in Information Technology

December 2024

Leader’s Signature: _____________________

Mart Angelo Martinez
December 2024

Certified by: _____________________

Prof. Von Gerald Macose
Adviser

Accepted by: _____________________

Mayreen V. Amazona, DIT
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Director

The undersigned certify that they have read this capstone project of Mart Angelo

Martinez, John Rold Arcala, Jorgie Mae Julian, Rona Mae Bongon and that in their

opinion it is satisfactory in scope and quality as a Capstone Project for the degree of

Bachelor of Science in Information Technology.

Capstone Project Committee

Lead: _______________________
Mart Angelo Martinez

Member: ____________________
John Rold P. Arcala

Member: ____________________
Jorgie Mae Julian

Member: ____________________
Rona Mae Bongon

December 2024
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Abstract

An abstract should be brief but dense in information. It should be

comprehensive enough to give your readers a quick summary of the contents of your

study. It should state the purpose and content of the study. Do not repeat the title in

the abstract. Include only at most five important concepts, analysis or evaluation. Use

verbs rather than their noun equivalents and the active rather than the passive voice

(e.g., estimated rather than an estimation of; the author evaluated the results instead of

results were evaluated). Present tense should be used to discuss conclusions or results

while past tense should be used to discuss specific variables manipulated or outcomes

measured.

Keywords: <Provide five keywords that best describe your study. Separate each keyword

using semicolon>
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1. Introduction
Rapidly blurring lines between physical and virtual experiences in this

digital age open up many new opportunities for businesses to engage audiences.

This capstone project, "From Viewing to Purchasing: Developing Lantern Gallery's

Interactive 360-Degree Art Gallery and E-Commerce Website," concerns the

convergence of art and technology with a smooth online platform that combines

the experience of an immersive art gallery with e-commerce convenience.

Lantern Gallery is synonymous with exquisite selected collections of

modern and classic art works. In a bit to expand their audience and create a finer

experience for the clients, the gallery seeks to incorporate the use of the latest

technology. The project focuses on developing an interactive 360-degree virtual

gallery that allows visitors to navigate through the art pieces as if they were

walking inside a gallery space. Such an immersive experience should be able to

recreate the emotional and visual effect one gets from viewing art in person to

those interested in buying.

Besides the virtual gallery, the plan includes a formidable e-commerce

module that allows users to move seamlessly from view to purchase. This shall
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build an effortless user journey via an intuitive and engaging interface that drives

them toward a sale.

The e-commerce section will be detailed with descriptions of the artwork,

high-resolution images, artist profiles, secure payment options, and the rest that

assures comprehensiveness and user friendliness in shopping.

In this capstone project, detailed research will be done, and several

technologies will be applied. These include virtual reality, augmented reality, web

development, and e-commerce solutions; it will also include user experience

design, interactive media creation, and secure, scalable, responsive web

application implementation.

By the end of the project, Lantern Gallery will have a cutting-edge online

presence through which its collection was showcased in the most unique and

creative way. It provides an engaging, seamless path to purchase, sure to

transform the way art lovers experience and acquire art, setting the standard in

relation to what an art gallery in the twenty-first century can be.

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1.1 Background of the Study

The last couple of years have seen the formidable changes in the art

market, mainly with the great digital technological shift. Physical art galleries

have been for so many years the first point of contact when considering to view

or buy art but are being overshadowed by online platforms. Currently, the

global pandemic has recently accelerated this state of affairs to force new ways

of engaging with art and artists remotely. The most popular and prominent

vehicle in this digital realm at the moment is Lantern Gallery—an ambitious

project employing groundbreaking technologies for building an interactive 360-

degree art gallery combined with an e-commerce site.

Art Galleries Evolve: Historically, galleries acted as an important venue where

artists would showcase and art collectors or art lovers could view the piece to

potentially buy. The physical settings provide a distinct, rich experiential setting

in which one can well appreciate the scale, texture, and details of the works of

art. Traditional galleries, however, are geographically constrained by definition,

and most people in the world will never have the ability to visit one.
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The Birth of Digital Art Platforms : After the rise of the internet, everything had

to take a new turn in almost every sector of the economy, with the art world not

being any different. Via all these online art platforms, it has been easy for artists

to come under the shade of a global audience and for buyers to find and buy art

from the comfort of their home.

Offering many advantages, such as greater access, ease and the ability to

explore a wide array of artworks without geographical limitations, this makes art

very convenient. But very often they don't result in the same kind of immersive

quality that physical galleries offer, that can quite tarnish the overall viewing

experience of the art.

360-Degree Technology in Experience of Art Viewing: It is on such a

background that Lantern Gallery is bringing alive an interactive 360-degree art

gallery, giving users virtual access to a gallery experience as realistic and

engaging as walking into a really physical one. This technology is set to allow the

users to maneuver through the gallery space in the most engaging and realistic

way possible, unlike most of the online galleries that abound on various

platforms. All the artworks can be observed from differing angles with the

capability to zoom in for a closer view of the details, and one could interact with

the space as if he were in it.

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Enhancing E-Commerce Cap: Besides this, the website for Lantern Gallery will

have an advanced feature of e-commerce. This would be integrated to

smoothen and expedite the process of buying art. From details of each artwork,

profiles of artists, and necessary secure payment options to customer support,

no one will have to be worried about how a purchase can be made. Lantern

Gallery, with the combination of strong e-commerce functionalities and

immersive online viewing, will be at the front line in terms of customer

satisfaction and growth in the sales of art.

1.2 Statement of the Problem

Although the online art galleries have proliferated in recent times, there

is still a remarkable deficit in user experience compared to their traditional

counterpart, physical art galleries. Major challenges which this study tends to

help in solving are:

Non-immersive experience: Most traditional online art galleries fail to deliver

the same kind of immersive experience that a viewer would get in a physical art

gallery. Viewers do not get to appreciate scale, texture, and details of artworks

in a holistic and engaging environment.

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Low User Engagement: Most of the online art platforms that are prevalent have

very limited interactive features which reduce interest and engagement of the

user. The artworks are usually presented in a very mundane way that fails to

attract users in comparison to a physical gallery.

Ineffective E-Commerce Integration: Another issue faced by online art galleries

is the integration of e-commerce features effectively in the platform. This

presents a problem during transaction-making because it is slow and

troublesome for the buyers, most often leading to low sales.

Challenges to Artists: On most of the online platforms, artists are poorly

represented, if not at all, for visibility purposes alone, let alone for sales. The

engaging platform may further stifle exposure to potential buyers.

Technical and Logistical Hurdles: There are technical and logistical development

and maintenance challenges for an interactive 360-degree gallery and relevant

e-commerce website—stresses from keeping up with high-quality virtual

rendering, smooth navigation, secure transactions, and user-friendly interfaces.

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This research work is focused on creating an interactive 360-degree

online art gallery and an e-commerce website for Lantern Gallery in order to

solve these problems. Through this, the research work shall improve the

visibility of online art viewing, raise user engagement, smoothen the process of

purchase, and offer greater visibility to the artists. The effectiveness of this

platform in solving the identified problems and its overall impact on the art

market are what will be investigated in the study.

1.3 Objectives of the Study

1.3.1 General Objective

To develop an interactive 360-degree art gallery and e-commerce

website for Lantern Gallery.

1.3.2 Specific Objectives

- User Engagement: Whether or not the interactive 360-degree gallery engages
users more than traditional online art platforms do.
- Buying Behavior: How an immersive online art-viewing experience influences
purchase decision.
- Artist Exposure: Additional exposure and sale opportunities for artists on the
platform.
- Technical Challenges: The technological and logistic issues that have to be
addressed while developing and maintaining an interactive 360-degree gallery
and an e-commerce website.
- User Experience: This involves comprehensive satisfaction and the usability of
the platform by its users.
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1.4 Significance of the Project

The importance of this study lies in the fact that it meets the changing scenario

of the art market in light of the digital age. The combination of the advantages of

physical and online galleries in this platform will be the creation mechanism towards the

benchmarking of the new era in observing and buying art online by Lantern Gallery. The

following shall be the major stakeholders who shall find significance in this study:

- Galleries and institutions: It will be able to provide a blueprint to other art

institutions and galleries that want to improve their online presence and their

users' experience. Giving 360-degree technology robust e-commerce

functionalities in support would set the example for innovation in the entire art

industry.

- Artists: This provides artists more visibility and a better opportunity to present

and display their work within a web-based environment. Such a platform will

boost the public reach of artists across the world, providing greater visibility and

eventually increase in sales.

- Art lovers and collectors: they will have even more interesting and convenient

ways to view and purchase art works. A 360-degree interactive gallery will make

viewing more realistic, and integrated with e-commerce functionality will greatly

facilitate the purchase process.

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- Technology Developers: Information about technical and logistics issues likely to

be encountered in developing and maintaining a 360-degree online art gallery, as

well as an e-commerce website, is also relevant to technology developers who

work with interactive digital platforms. This study will put in light best practices

and potential pitfalls of such endeavors.

- Academic Researchers: It will be invaluable to academic researchers into the

interaction of art, technology, and commerce. It will be important in adding to

the corpus of knowledge concerning how digital innovations can transform

traditional industries and enhance user experiences.

- General Public and Art Lovers: The general public and art lovers will gain greater

access to a variety of art pieces from all over the world. The platform

democratizes art viewing for everyone with an internet-enabled device, thereby

developing a wider appreciation of art.

This comprehensive analysis should fill the debate on the future of art

presentation and sales in the digital age with the Lantern Gallery initiative, and findings

will help various stakeholders understand the potential and challenges of merging

advanced technology with the art market, hence setting a clear path for further

innovation and growth.

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1.5 Scope and Limitations

Designing an Interactive 360° Virtual Art Gallery for Lantern Gallery: The design,
development, and creation of an interactive virtual art gallery in 360° will be conducted
within the framework of this research for Lantern Gallery. The technical work involved
will help in designing a realistic and engaging virtual environment, in which users can
move and visualize artworks from every possible angle.
It will include research on the e-commerce interactive gallery functions, e.g.
listing works of art, including extensive descriptions and artist profiles, secure payment
gateways, and customer support services.

- User Interaction and Experience: This will include how an interactive 360-degree
gallery enhances the engagement of the user and hence improves the total user
experience. It will include user testing to collect feedback and its analysis.
- Buying behavior: The study would focus on how the immersive viewing
experience impacts purchase decisions, in light of the sales data, the user
interactions/ feedback, and conversion rate.
- Artist Exposure and Sales: This would be evaluated in terms of the fact of
whether the platform generates more artist exposure and more sales for the
same. Metrics that would be used: Views, Interactions, and Sales for every single
artist.
- Technical implementation and logistical challenges: List the technical issues and
logistical challenges embedded in the developing process of an interactive 360-
degree gallery and e-commerce platform: rendering quality, smooth navigation,
and system security.
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2 Review of Related Literature

The digital revolution of the art market has engaged scholars, institutions within

the sphere of art, and technology developers alike. With traditional art galleries

changing the way business is conducted in the post-millennium, embracing digital

technologies has become an imperative frontier for investigation. Thus, the

development of interactive 360-degree virtual galleries and e-commerce websites marks

a juncture of art, technology, and commerce that offers new possibilities and challenges.

This literature review shall be undertaken to review present studies and

developments within this area. Among the key themes studied include the change and

development in the online art platform, the use of virtual reality and augmented reality

in visual arts with respective impacts on its viewer, user experience, and engagement

within digital fine art settings, as well as e-commerce's role within the contemporary

digital art market. In these regards, the review looks to situate Lantern Gallery's

initiative within the broader context of digital innovation in the art world.

On-site museum experience enhanced by digital technology can not only

promote the social and educational roles of traditional museums in the digital era but
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also boost the value of cultural heritage (Richard Yu-Chang Li, et al.). A virtual museum

is generally considered as an information system comprising a collection of digitized

objects, enriched with metadata, that can be experienced in a digital space (Povroznik,

2018).

360-degree interactive technologies have revolutionized the way users

experience virtual spaces. These technologies enable users to explore art galleries as if

they were physically present, providing an immersive and engaging experience (Zhang,

L., et al.(2021)). Recent advancements in VR (Virtual Reality) and AR (Augmented

Reality) technologies have enhanced the realism and interactivity of virtual galleries.

Studies have shown that interactive 360-degree environments significantly

increase user engagement compared to traditional online galleries. Features such as

interactive hotspots, detailed zoom functions, and guided tours contribute to a more

immersive experience, enhancing user satisfaction and retention (Miller, K., & Johnson,

R. (2019)).

The integration of e-commerce functionalities in art galleries has become

increasingly important, especially in the digital age. Online art marketplaces provide

artists and galleries with platforms to reach a global audience, streamline the purchasing

process, and offer features such as secure transactions and digital payment options.

Successful case studies of art e-commerce platforms provide valuable insights

into best practices and effective strategies. For example, platforms like Saatchi Art and
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Artsy have demonstrated how integrating e-commerce with virtual galleries can drive

sales and improve customer experience.

Synthesis

The review of related literature reveals several key advancements and ongoing

trends in the development of virtual art galleries and e-commerce platforms. Interactive

360-degree technologies have dramatically transformed how users experience art in

virtual spaces, creating immersive environments that simulate physical gallery visits.

These technologies leverage panoramic imaging and VR to enhance the realism and

engagement of virtual art experiences. Studies such as those by Zhang et al. (2021)

highlight the significant benefits of these immersive technologies, demonstrating

increased user interaction and satisfaction.

Furthermore, advancements in user experience (UX) design have played a crucial

role in improving the effectiveness of virtual galleries. Effective UX design involves

creating intuitive interfaces, interactive features, and responsive design elements that

facilitate user navigation and engagement. Research by Davis et al. (2020) underscores

the importance of these design principles in crafting user-centered virtual environments

that enhance overall satisfaction and retention.

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On the e-commerce front, integrating online sales functionalities into virtual art

galleries has become increasingly important. Successful implementation of e-commerce

features allows galleries to reach a global audience, streamline the purchasing process,

and offer secure transaction methods. White & Black (2023) provide case studies of

successful art e-commerce platforms like Saatchi Art and Artsy, which illustrate how

integrating e-commerce with virtual gallery experiences can drive sales and improve

customer satisfaction.

Despite these advancements, there remains a critical gap in the comprehensive

study of how interactive 360-degree technologies and effective UX design can be

synergistically combined with e-commerce solutions. Specifically, research is needed to

explore how these technologies can enhance both the virtual art viewing experience

and the online purchasing process in a cohesive and integrated manner. This gap

highlights the necessity for further investigation into optimizing the integration of

immersive technologies and e-commerce functionalities to create a seamless and

engaging experience for users.

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Conceptual Framework/Theoretical Framework.

Conceptual Framework

The conceptual framework for Lantern Gallery's development is designed to

address the identified gaps and integrate key components essential for creating an

effective interactive 360-degree art gallery and e-commerce platform. The framework

includes the following elements:

Interactive 360-Degree Viewing: This component focuses on using panoramic

imaging and VR technologies to offer an immersive virtual gallery experience. By

enabling users to navigate through virtual spaces as if they were physically present, this

approach enhances user engagement and provides a realistic art-viewing experience.

The use of 360-degree technologies allows users to explore artworks from various

angles, deepening their connection with the art.

User Experience (UX) Design: Effective UX design is crucial for ensuring that users

have a positive and engaging experience within the virtual gallery. This includes intuitive

navigation, interactive elements such as clickable hotspots and zoom functions, and

responsive design that adapts to different devices. By applying UX principles, Lantern

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Gallery aims to create a seamless and enjoyable user journey, enhancing both

accessibility and overall satisfaction.

E-Commerce Integration: Integrating online sales functionalities into the virtual

gallery involves implementing secure payment systems, efficient inventory

management, and comprehensive product descriptions. This component enables users

to view, select, and purchase artworks directly within the virtual environment,

streamlining the purchasing process and expanding the gallery's reach to a global

audience.

Theoretical Framework

The theoretical framework guiding Lantern Gallery's development includes

several key theories that support the project’s objectives:

Theory of Immersion: As discussed by Zhang et al. (2021), the theory of

immersion supports the use of interactive 360-degree technologies to create engaging

virtual experiences. This theory posits that immersive technologies can closely mimic

physical presence and enhance user engagement. By leveraging VR and panoramic

imaging, Lantern Gallery aims to provide a realistic and interactive virtual art space that

fosters a deeper connection between users and artworks.

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User Experience (UX) Theory: According to Davis et al. (2020), UX theory

emphasizes the importance of designing user-friendly virtual environments. This theory

highlights the role of intuitive navigation, interactive elements, and responsive design in

improving user satisfaction and engagement. By aligning with UX principles, Lantern

Gallery seeks to create a virtual art space that is both accessible and enjoyable,

enhancing the overall user experience.

E-Commerce Adoption Theory: White & Black (2023) explore the theory of e-

commerce adoption, which focuses on integrating user-friendly e-commerce features to

support online transactions and influence consumer behavior. This theory underscores

the importance of secure payment systems, efficient inventory management, and

comprehensive product information in driving sales and improving the customer

experience. By incorporating these features, Lantern Gallery aims to create a seamless

online purchasing process within its virtual gallery.

In summary, Lantern Gallery’s development is guided by a conceptual framework

that integrates interactive 360-degree viewing, effective UX design, and e-commerce

functionalities. The theoretical frameworks of immersion, UX design, and e-commerce

adoption provide a foundation for creating a compelling and user-centered virtual art

gallery experience. By aligning with these frameworks, the project aims to enhance both

the art-viewing experience and the online purchasing process, contributing to the

broader field of digital innovation in the art world.

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3 METHODOLOGY
Below is the methodology to develop an interactive 360-degree art gallery and
an e-commerce website for Lantern Gallery. It consists of a very detailed and systematic
approach to the design and development of the project. Through this section,
chronological steps, procedures, materials, data collection methods, sampling
methodology, and statistical techniques used throughout the project are explained.

3.1 Project Design

Materials and Technical Specifications
High-Resolution Cameras:

- Cameras: Inexpensive DSLR cameras will provide a standard zoom lens body,
which should be high resolution (at least 20 MP). This is comparable to a Canon
EOS Rebel T7i or Nikon D5600. For 360-degree imaging, you may want an
external attachment of a 360-degree lens or, even more sensibly priced, a 360-
degree camera like the Ricoh Theta Z1.

Computer Hardware:

- Workstations: It consists of mid-level workstations that have graphics cards

providing good performance but at a relatively lower cost, such as the NVIDIA
GeForce GTX 1660 Super or the AMD Radeon RX 6600. At least 16 GB of System
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RAM with a 512 GB SSD is required. The requirements ensure fairly high
performance at an affordable cost.

Software:

- 3D modeling: Blender for 3D model creation and editing.

- Virtual Reality Development: Unity or Unreal Engine used in creating an
interactive virtual environment.

It would also comprise an e-commerce platform like Shopee or Lazada, which

will plug in the online sales features.

3.2 Project Development

Data Collection Methods

- User Questionnaires and Surveys: An initial survey to art lovers, collectors, and
casual website users is very important in the realization of users' primary
preferences and suggestions. The questionnaires would have questions targeting
user experience, desired capabilities, and expectations off an online art platform.
- Focus groups: Will discuss and elaborate on the virtual gallery and the e-
commerce platform in heterogeneous groups with future users.
- Personal Interviews: One-on-one discussion with different artists, art dealers,
and other business experts regarding their opinion about what works best and
what needs to be avoided.
- Usability testing iteration cycles with real users in the loop when checking the
usability and functionality of the platform under development.

Project Phases

Phase 1: Planning and Requirement Analysis

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- Determine the goals of the project, target audience, and key features of the
project.
- Conducting market research to understand current trends and user needs.
- Detailed project specifications and timelines will be documented in writing.

Phase 2: Designing and Prototyping

- Wireframes and mock-ups of a virtual gallery, e-commerce interface.

- 3D models and virtual environments created for the first time in Blender and
Unity/Unreal Engine.
- Design UI and UX elements to have clear navigation and interactions that are
friendly to the user.

Phase 3: Development

- Capture high-resolution 360-degree images of pieces of art and gallery spaces.

- Develop the interactive Virtual Environment by adding 3D models and high-
resolution images.
- Add e-commerce features to the solution, including secure payment gateways,
product listing, and customer support features.

Phase 4: Usability Testing and Assurance

- Usability testing sessions are held with users. The feedback and problems
observed by the researcher look into them.
- Technical tests are conducted on devices and browsers so that it would work on
all of them.
- Improve the platform in light of users' feedback and testing results.
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Phase 5: Deploy and Launch

- Get the platform ready to go live; all features are complete and functional and,
as built, are user-friendly.
- Design marketing strategies that will attract prospective users to the platform.
- Monitoring post-launch, issues that are likely to be encountered regarding the
performance and user engagement with the platform.

3.3 Project Implementation and Evaluation

3.3.1 Population and Locale of the Study

In an effort to determine the actual function of artistic expression in

contemporary times, the research will target various stakeholders in the art world:
artists, art lovers, collectors, casual observers—essentially, the population in its entirety
with all its diversity in terms of age, occupation, and degree of involvement with the art.
The location will involve respondents both locally and internationally to capture,
hopefully, diversity in the views or opinions of the targeted people. Geographically, the
region will involve an urban setting with an active art community and access to digital
platforms.

3.3.2 Data Collection Procedures

This information will be complete and valid, collected through various stages:
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- Pilot Survey: It will be an online survey from a random sample of art lovers,
collectors, and casual website users to have the baseline data regarding user
preferences and expectations from an online fine arts platform.
- Focus Groups: Focus group discussions will be invited only from some selected
participants. These groups will provide qualitative data regarding users'
experiences and expectations.
- Personal Interviews: Individual interviews will be held with artists, art dealers,
and business experts to know in greater detail about the art market and the
requirements of artists and buyers.
- Usability Testing: Iterative usability testing sessions with real users will be
performed on the platform. Feedback is to be gathered in order to polish up the
user interface and functionality.
- Post-Launch Tracking: After launching the platform, there will be constant
collection of data regarding user feedback, engagement metrics, and sales data
to understand the performance and impact of the platform.

3.3.3 Instruments for Data Collection

- Online Questionnaires: Structured questionnaires for quantitative data collection

concerning user preferences, satisfaction, and engagement.
- Focus Group Guides: The discussion guides will be prepared to facilitate the
focus group sessions and ensure that key topics are covered.
- Interview Schedules: Semi-structured interview schedules to maintain
consistency but allow in-depth exploration of an issue that crops up during
personal interviews.
- Usability testing scripts: Detail scripts will be prepared in order to guide the user
to go through specific tasks during the usability testing sessions. It would provide
consistency for collecting data.
- Analytics tools: Set up of web analytics tools within the platform to track down
the data related to user behavior, engagement, and sales.
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3.3.4 Treatment of Data

- Data cleaning: The data collected at the outset is cleaned to make it free of
inconsistencies, duplication, or incomplete responses.
- Descriptive Analysis: Computation of mean, median, mode, and standard
deviation.
- Inferential Analysis: It would enable inference about the significance of the
differences observed by carrying out t-tests and ANOVA for comparisons of data
across different classes of users, for example, experimental versus control.
- Regression Analysis: Running regression models will model relationships
between different features on the platform and user engagement metrics.
- Qualitative Analysis: Focus groups, interview data will be transcribed and
analyzed for themes and insights through thematic analysis. Two-way Feedback
Loop: Feedback will be solicited from users on an ongoing basis post-launch in
order to deploy the iterative improvements of the platform so that it is user-
centric and effective toward its objectives.

It is in this regard that the comprehensive approach toward data collection and
analysis will ensure that the implementation and evaluation of the project are robust,
reliable, and meaningful in view of improving the overall online art-viewing and
purchasing experience.