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Artists
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I’ve partnered with a local watercolor artist to lead the end-to-end development of their new e-commerce platform, handling everything from initial user research to the final build. By focusing on the intersection of fine art and digital usability, I’m building an online home for their work that prioritises the artists visual identity, clarity, and an effortless shopping flow.

Defining the Vision: Clients Requirements

Research & Strategy

To align the project’s goals with the artist’s vision, I conducted an in-depth discovery session to gather their core requirements, aesthetic preferences, and "deal-breakers." Using AI transcription software, I could efficiently gather the insights from our call into a MosCoW prioritisation. This allowed me to distinguish between the essential features needed for a functional e-commerce launch and the "nice-to-have" elements that could be developed in future iterations, ensuring the project remained focused and within scope.

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I looked at other successful art websites to see how people usually expect to shop for paintings. I used what I learned to create a site architecture that supports a high-intent user journey without cognitive overload.

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By analyzing the competitive landscape of digital art sales from observing individuals, I mapped the user journey to identify where friction typically leads to cart abandonment and where engagement could be heightened. This analysis revealed that the highest rates of user drop-off occur during the critical "first impression" and the final transition on the Product Detail Page (PDP)

Designing the solution
-Wireframing

Moving into the wireframing phase, I am currently translating my structural blueprint into low-fidelity layouts to experiment with spatial hierarchy and button placement. This explorative stage allows me to test various interface solutions. By iterating on these skeletal designs now, I am identifying the most intuitive way to guideshoppers from a broad gallery view down to the final, high-stakes decision on the PDP page.

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Next Steps & Evolution

  • Moodboarding (aesthetic/colour pallette/typography

  • High-Fidelity Prototyping

  • Usability Testing

  • Responsive Optimization(Macbook/desktop/ipad/mobile)

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