affordable art marketplace connects artists and art enthusiasts

4
ART-I Context Affordable art marketplace connects artists and art enthusiasts Kuliza created a responsive website for Dubai-based start-up Art-i, who were seeking to reduce the intimidation factor associated with luxury art. Art-i encourages artists and art enthusiast to connect through the medium of affordable art. Technologies VISUAL DESIGN USER EXPERIENCE BACKEND FRONTEND RUBY

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ART-I

Context Aff ordable art marketplace connects artists and art enthusiasts

Kuliza created a responsive website for Dubai-based start-up Art-i, who were seeking

to reduce the intimidation factor associated with luxury art. Art-i encourages artists and

art enthusiast to connect through the medium of aff ordable art.

TechnologiesRUBY

VISUALDESIGN

USEREXPERIENCE

BACKEND FRONTEND

VISUALDESIGN

USEREXPERIENCE

RUBY

2

01 Different user requirements for artists and art enthusiasts

02 Service to cater to both web and mobile app requirements

03 Sculpting client requirements in to meaningful customer experiences

04 Implementing complex Magento on the frontend of an e-commerce platform

05 Complex payment and shipping process because of interstate transfers

Objectives

Challenges Problem:

Different user requirements for

buyers and sellers

Fix:

User-centric design approach with

strong user research based on pre-

defined user personas

Problem:

Provide a service that can cater

to both web and mobile app

requirements

Fix:

Built a customised presentation layer

on top of Magento

Problem:

Translating clients requirements

into meaningful customer

experience

Fix:

Defining a strategic and intuitive UX

process

Problem:

Magento complex for

frontend

Problem:

Complex payment and shipping

process because of interstate

transfers

Fix:

Used Magento as heart and built a

wrapper on it in order to communicate

with other layers

Fix:

Integrated FedEx and PayPal and

customized exposed APIs to suit our

purpose

01 Social Media Hub - artists and art enthusiasts can share work of interest

02 View in a Room – art pieces can be virtually displayed in rooms

03 Create a Virtual Gallery – a virtual gallery of favourite art can be created

04 Scrapbooks – medium of expression for artists to share their work and process

05 Art Comparison – art work can be compared under the same space and domain

06 Completion Meter – to encourage artists to complete their profi les

Features

Kuliza set out to build a responsive web app to inspire both artists and art enthusiasts.

In order to translate client requirements in to meaningful experiences for artists and art

enthusiasts, Kuliza decided on a user-centric design approach with strong user research

based on pre-defi ned user personas. We began by understanding what was necessary

to achieve this.

01

BENCHMARKING

Researching global best practices, we identifi ed that:

• Social media logins were quite common

• Artists prefer to have a username and do not necessarily want to reveal their identity

• Minimal clicks were preferred to perform any action on websites

• Need for individual navigation fl ow to fi t in the umbrella structure completely

Based on our user research and personas, we understood that artists were looking

Solution

for recognition and critique while art enthusiasts liked to appreciate art, but did

not necessarily prefer spending large amount of money on it. We decided that our

designs should understand the client’s goals, break users’ perceptions and remove

distractions.

02

INFORMATION ARCHITECTURE AND DESIGN

While framing the information architecture here are some things we kept in mind:

• Process of onboarding users

• Profile creation and showing casing for artists and users

• USP/value addition of Art-i for artists and buyers

• Promotional category of seasonal sales

• Flip transitions to keep brand recall ‘Art-i’

• Interaction of each functionality placed on webpages

03

VISUAL DESIGN

We experimented with bright, creative colours, such as red and turquoise, to indicate

passion and creativity. The layout was a tight grid oriented with use of white spaces to

emphasise the art displayed. Serif fonts were classy and modern and provided users

with good readability.

04

TECHNOLOGY STACK

We built the site on Magento, a customized e-commerce framework, to facilitate both

web and mobile app requirements. We used this framework and added Ruby on

Rails to facilitate optimum frontend communication. Complex payment and shipping

processes of interstate and international transfers were handled by integrating FedEx

and PayPal and customized exposed APIs to suit our purpose. Kuliza also designed a

horizontal scalable architecture for the application so any level of concurrency can be

handled.

20,000USERSDAILY USAGE PATTERN

500,000TOTAL PRODUCT

IMAGES SUPPORTED

30,000USERSPEAK USAGE

800CONCURRENT

USERS

300DAILY TRANSACTIONVOLUMES

Capabilities