Artella

For Every Space,
The Perfect art awaits.

Artella is an online art shop dedicated to offering a curated selection of original artworks and high-quality prints.
This business aims to deliver a personalized experience, simplifying the process of selecting the perfect artwork for their space.

Figma Link to desktop version

Project Overview

My Role

UX/UI Designers

Team

2 UX/UI Designers

Timeline

Oct 2024 - Jan 2025

Tools

Figma | Google form

Maze | Miro

Figjam | Openai

Double Diamond Process

Competitive Analysis:

We conducted our research in three phases:

Phase 1: Competitive Analysis.
Phase 2: Survey and Interviews.
Phase 3: Create Affinity diagram to identify problems

Findings from Competitive analysis:

We started with the competitive analysis phase and observed our potential competitors. We examined them in terms of their service delivery methods and the solutions they provided. They utilized AR and AI technologies, prioritized personalization, and had a limited number of mobile apps. Not many of them guided interior spaces.

Affinity Diagram

Developing survey filled by 100 potential customers and Interviews with 10 interviewees included interior designers, painters and potential customers gave us meaningful insights:

1.Be able to choose artwork match their style and interior

2. Curated Selection for Every Taste

3. Art with Affordable Price

"I had experience buying art online but returned it because I couldn’t visualize how the artwork would look in my Living room or match the style."

"If I can see the artwork on my wall before committing would be very ideal."

“I have modern interior house style with very special colors and I really need recommendations on what kind of art might look good on my wall”

Problem Statement

“Uncertainty about art fitting their space and a frustrating search experience lead to confusion and dissatisfaction for customers.”

Mia Van Buren

Marketing Expert

30 years

Location: Amsterdam

"I want my home to look as stylish and beautiful as I feel, but I don't have time to hunt

for the perfect art piece or figure out how to make it match everything perfectly."

Goals

To create a cozy, stylish and personalized living space with meaningful artwork.
To find pieces that fit her apartment's modern aesthetic and color scheme.

Challenges

Making sure the art fits well with my space
Lack of sufficient knowledge about art styles
Matching existing interior design

Scenario

Mia has relocated to a new house and is looking for two pieces of art. She has an idea for one of them but is unsure about the other. Despite searching extensively on other websites, she has been unable to find the artwork she is looking for.

By understanding Mia's pain points, we identified the need for a reliable, comprehensive, and user-friendly platform tailored to individuals seeking personalized art solutions. This realization shaped our focus on integrating innovative tools into Artella to provide Mia with the resources she needs to create a stylish and cozy living space effortlessly. The key question driving our project became like below

"How might we design a seamless and personalized experience within Artella that helps users like Mia find the perfect art pieces to match their style and space?"

Developing a visual room-matching tool that allows users to upload photos of their space and receive personalized art recommendations.
Introducing an AI-powered art style guide to educate users about art styles and help them discover pieces that align with their aesthetic preferences.
Creating a personalized curation service that uses user's preferences and space dimensions to recommend artwork that perfectly fits her home design.

Idea Development

Provide an Augmented Reality (AR) feature to preview artwork on wall before purchase.
A tool that starts with 5 quick question quiz gives artwork options based on space basic features like size and color with AI-powered.
Being able to Upload Pictures on website to place the art on wall through desktop version
Optimize search tool and AI search tool based on keywords.

Site Map

After completing our research, we proceeded with creating our information architecture, which ultimately led us to this sitemap.

Prototype Iterations

After completing our research, we proceeded with using Figma, we transformed our initial sketches into low-fidelity wireframes. These wireframes were later enhanced by more iterations to bring the concept to life.

At this stage, the wireframes were sufficiently detailed to conduct initial user testing. Based on feedback from 7 user tests, we identified areas for improvement, such as simplifying the navigation and enhancing the clarity of the “New arrivals” section. After making two iterations based on the feedback, we moved on to creating high-fidelity prototypes that aligned more closely with user needs and expectations.

Findings from Usability Tests (Web)

Unfamiliar Filter Panel: Participants struggled with understanding the filter layout.
Unrelated Hero Image: The hero image did not align with the users' expectations, causing confusion.
Confusing Navigation Bar: Navigation was not intuitive, and users had difficulty finding key features.
Visual Hierarchy Issues: Important elements were not prominent enough, leading to a lack of focus.
Unreadable Typeface: Users found the font difficult to read, especially in smaller sizes.