UI VISUAL DESIGN
FIRST IMPRESSION - HOMEPAGE
For a brick-and-mortar art gallery, which did not sell works of art online, the website was to be the major tool facilitating contact with potential customers, and encouraging them to visit the gallery in person.
The goal of the website was to increase the number of visitors to the gallery, which (over time) would translate into an increase in sales revenues.
I was aware that while presenting the gallery’s offer was enough to interest the public, in most cases it was not enough to convince them to visit. It was my job to come up with something that would.
As a co-owner of the gallery I was responsible for all design-related matters, which obviously included designing the gallery’s website.
I was a part of a small team that consisted of me, a developer, and a copy writer.
We went through all project stages, from research, through ideation and wireframing, to UI and visual design.
In order to understand the needs, wants and expectations of the gallery audience, I conducted a large chunk of secondary research, followed by a competitive audit and interviews with gallery visitors (both regular and occasional). And since one of the website’s goals was to attract new audiences to the gallery, and I needed to find out what could help to achieve this goal, I also surveyed visitors to some other local galleries and participants at art events.
Basing on the research I was able to define the main user groups and identify their needs and problems that should be addressed in the design phase.
Art is not really their thing. They see art as decorative objects and are not interested in art stories or in artists’ bios.
They visit galleries to buy decorations for home, or gifts.
With time, some of the occasional visitors might become beginner art lovers.
Needs:
– inspiration
– basic information on artworks
– photos of artworks
– contact information
Pain points:
– they get overwhelmed and annoyed with too much information on artworks
– they are afraid that when they visit an art gallery and not a gift shop they will feel uncomfortable and will buy things they don’t want, just to avoid discussions about art
They have the interest in art, but still are short on knowledge and want to learn more. They come to the gallery to enjoy art, but also to discover and discuss it.
Sometimes they buy artworks, both to decorate their home and to start a collection.
They are frequent participants of show openings, workshops and other events.
Needs:
– information on artworks, artists and art in general
– information about events at the gallery
– photos of artworks
– guidance
Pain points:
– they get upset when they miss events or new artworks because they missed the information
– sometimes they feel intimidated going to an event with the feeling that they don’t have enough knowledge to participate in a discussion
– they get annoyed when they go to the gallery to look at art and the staff have no time to guide them
They are keenly interested in art and have a good knowledge of art related topics. They are regular participants of gallery events, especially show openings, they also visit the gallery to see new artworks.
They usually buy artworks by their favorite artists, or from those with already established names.
Needs:
– information about gallery events
– information about new artworks
– information on artists
– easy access to invitations to events
Pain points:
– they get annoyed when they have to remember to regularly check for the gallery news in order to not miss anything
– insufficient information on artworks and artists
Not only are they deeply interested in art and have an extensive knowledge of the subject, but they also have a great eye for art and can tell good artwork from bad. They come to the gallery looking for art from established artists as well as from those who are only emerging.
They attend gallery events if they think them interesting, but most often they come to the gallery to look at chosen artworks.
Needs:
– information about new pieces in the gallery
– extensive information on emerging artists
– information about gallery events
– easy access to invitations to events
Pain points:
– they get frustrated when they miss things they are interested in
– they feel they are wasting time by coming to the gallery just to find out there is nothing new that might interest them
– they are annoyed when they have to come to the gallery just to book invitations to events
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