Mayak Art House
Designing an art gallery website that will promote contemporary art, attract the audience and encourage them to actively participate in events taking place at the gallery.
scope of work: UX, UI & Visual design
tools: pen & paper, Adobe Photoshop, Adobe Illustrator
In order to get the best idea of the needs, wants and expectations of the gallery audience, I did a big share of secondary research, which included studying articles as well as successful art gallery websites. I surveyed Mayak’s audience (both regular and occasional) to find out what might help them in developing closer relation with the gallery and what might encourage them to take the step towards becoming customers rather than just visitors. And since one of the main goals was attracting new audience to the gallery and I wanted to find out what might help in reaching tat goal, I also surveyed visitors at some other local galleries and art events.
The insights of the research became the starting point for the design.
Basing on the research results, I was able to define the main user groups and identify their needs and pain points to be addressed in the design phase.
CONNOISSEUR / ART COLLECTOR
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 back. 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 take a look at chosen artworks.
– information about new pieces in the gallery
– extensive information on artists
– information on gallery events
– easy booking of invitations to events
– they get frustrated when they miss things they are interested in
– they feel they are wasting time wen they come to the gallery just to find out there is nothing new
– they don’t like when they have to come to the gallery just to book event invitations
They are keenly interested in art and have a good knowledge of art related topics. They are regular participants of most show openings, they also regularly visit the gallery to see new artworks. They mostly buy artworks from their favorite artists, or those that are already established.
– information on show openings
– information on new artwork
– information on artists
– easy booking of invitations to the gallery events
– they get annoyed when they have to regularly check for the gallery news in order to not miss anything
– insufficient information on artists
BEGINNER ART LOVER
They have the interest in art, but still are short on knowledge and want to learn more. They visit the gallery to appreciate the art, but also study it and get to know new artists, styles and techniques.
They visit the gallery to appreciate art and discuss in the first place, but sometimes they also buy artworks, both to decorate their home and to start a collection. They are frequent participants of show openings, workshops and other events.
– information on artworks, artists, and on art in general
– information on the events at the gallery, especially lectures, meetings and show openings
– photos of artwork
– they don’t like to miss gallery events or new additions to the collection because of the lack of information
– sometimes they feel intimidated and/or ignorant when going to an event and not having sufficient knowledge of the featured artists and their work
– they get frustrated when they go to the gallery to study artwork and the staff have no time to guide them
OCCASIONAL VISITOR / GIFT SEEKER
Art is not really within their interest. They see art as decorative objects and are not interested in the story behind nor the artists bio. They visit the gallery to buy decorations for their home, or gifts.
With time, some of the occasional visitors might become beginner art lovers.
– basic information on artworks
– clear photos of artworks
– contact information
– they get overwhelmed and annoyed with too much information on artworks
– they are afraid that when they visit an art gallery they will be pressed to buy
Knowing the users’ problems, the ways of addressing them could be defined.
Identify the mental models of users
Give users what they need, when they need it
Inspire users to discover art
Encourage users, don’t push them
Make user journeys easy and intuitive
Less is more: keep design clean, avoid clutter
To determine what pages and forms will be needed I designed user flows for all critical tasks. Each task was broken down into user journeys through the steps and screens a user will encounter while completing the task.
In accordance with the design principles, the flows are thought out as short and as intuitive as possible.
© Jagna Birecka, 2022