A Dubai based art startup wanted us to build a market place to connect first time sellers ( art students and amateur artists) with first time art buyers by bringing affordable art to the marketplace and facilitating communication between artists and buyers.
Responsive Website and Mobile App
- User Research
- Interaction Design
- Visual Design
- The challenge of building a marketplace for two very different kind of users entailed choosing multiple approaches that could be tested and iterated upon. We had to research and understand user psychology in terms of preferences of colours, typography, imagery and presentation of art. While artists preferred bold hues and colours matching their eclectic senses the buyers preferred the site to be clean and provide a calming effect and focus on the artwork. The buyers did not want to feel pressurised or intimidated by the site.
- Creating a design that incorporated a gallery feel yet did not give away a sense of authoritarianism as actual galleries do. First time buyers are highly sceptical and intimidated, the challenge was to create a fun gallery mood where users could explore artwork at their own pace.
- Working on the perception that people have towards art buying and analysing how we could clear the misconceptions and help the users to invest and encourage young artists
- Giving a contemporary yet sleek and polished art gallery look that provides an excellent showcase platform for the user.
Based on analysis of the user research results conducted by the team, we began defining the interactions that would take place. We then worked on understanding each element on the page and its importance and prioritized key elements and interactions based on testing results. Laterally, we dabbled with colour palettes, mood schemes and various typography to maintain a balance between the needs of our two key use groups. The designs were tested for usability, readability and ease of finding and iterated upon to truly design for our users.
The biggest learning was to understand the maintenance of balance between the different user groups and help facilitate communication between artists and buyers effectively.