Ascend Art is an art company designed to help people buy authentic art.
⏰ Project Duration
January 2021 – September 2021
Art enthusiasts and creatives are frustrated with the art buying process.
Design an art products website that is easy to use and visually appealing.
💪 My role
UX designer designing an app named Art Ascend from conception to delivery.
Conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, and iterating on designs.
I conducted interviews and created empathy maps to understand the users I’m designing for and their needs. The primary user group identified through research was working adults who want a stress-free experience of ordering art online.
This user group confirmed initial assumptions about ordering art from an art gallery. My research revealed that customer service was not the only factor for limiting users to purchase art online. Other users problems included website speed, photos, or other functionalities that make it difficult to purchase their art.
User Research: Pain points
Jacob Duncan is a busy working adult who needs an easy way to purchase art because he wants to collect them for his household.
Persona: Jacob Duncan
Goal: A stress-free experience ordering art online.
Mapping Jacob’s user journey revealed how helpful it would be for users to have access to a user-friendly art gallery app.
Taking the time to draft iterations of each screen of the app on paper ensured that the elements that made it to digital wireframes would be well-suited to address user pain points. For the home screen, I prioritized an easy way to navigate around the website.
As the initial design phase continued, I made sure to base screen designs on feedback and findings from the user research.
The low-fidelity prototype connected the primary user flow of searching and buying art so that the prototype could be used in a usability study with users.
The low-fidelity prototype connected the primary user flow of searching and buying art, so that the prototype could be used in a usability study with users.
There were a few actionable insights I came up with from the usability studies. One of these was creating a clear structure so that the users can have a clear distinction on purchasing art online.
The early design did not include clear instructions for the user to search and buy art. I added the instructions to make it clear for the user to follow.
The hi-fi prototype followed the same user flow as the lo-fi prototype, and included the design changes made after the usability study.
What I learned
While designing the Ascend Art app, I learned that the first ideas for the app are only the beginning of the process. Usability studies and peer feedback influenced each iteration of the app’s design.