Kaleid Art Gallery: Website Redesign

Modernizing the online presence of an art gallery to enhance user engagement and provide a platform for showcasing artists and artworks.

Problem statement

The Kaleid Art Gallery website suffered from poor usability, an outdated aesthetic, and limited functionality for promoting artists and selling artwork. Visitors found it difficult to navigate the website, learn about featured artists, and engage with gallery events.

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Goals

1. Showcase artists and their portfolios with a gallery-centric layout.

2. Simplify navigation for exploring collections, events, and shopping.

3. Mobile application redesign & optimization.

Constraints

🔴 Since the pages have art pieces, those images have to carefully dealt with. They cannot be distorted or cropped. They have to be laid out keeping their proportions in mind.
🔴 The gallery should be focus properly on the artworks since the user can also decide to buy work.
🔴 Each artist will have to have his/her own page that showcases the collection.
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Solutions

🟢 A landing page that is interesting and attracts attention to the artists and their art works.
🟢 A better overview of the artists’ image gallery that focus on the art work for better interactivity.
🟢 The art works shopping page to have more focus on the product and make the process easier.
🟢 The news page that lays out articles in a way that it gives a good overview of the context.

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DESIGN PROCESS

1. Research

• Stakeholder Feedback: Worked closely with gallery owners and staff to understand business goals, including attracting more visitors and boosting online sales.
• User Research: Conducted surveys and interviews with 10 users (art enthusiasts, collectors, and casual browsers).
  • Pain Points:
    • "The site feels cluttered—it’s hard to focus on the artwork."
    • "I want an easy way to filter artists and events."
    • "The shopping page is confusing, with too many steps to buy an artwork.
• Competitor Analysis: Studied other gallery websites to identify best practices, focusing on visual storytelling and seamless navigation.

2. Personas

• Emily (33): Art enthusiast seeking detailed artist profiles and easy-to-navigate exhibits.
• Michael (47): Art collector looking for a smooth shopping experience and personalized recommendations.
  
  Created these storyboards to understand the user patterns.
  

3. Sitemap

Designed a new structure to improve usability:

Homepage → Artists → Artworks (Shop) → Events → Blog
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4. Wireframes and Prototyping

• Low-fidelity wireframes for desktop and mobile to focus on key workflows:
  • Landing page showcasing featured artists and events.
  • Improved artist profile layout with bio and portfolio.
  • Simplified shopping cart experience.
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• High-fidelity prototypes to validate visuals and interactions.
  

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FINAL DESIGNS
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I redesigned the logo to reflect the the visual language for the interface.

Here, we see a before-and-after comparison of the homepage.

The original design was cluttered and did not effectively showcase the artists' work. The redesigned version emphasizes visual storytelling, enhancing engagement with bold imagery and clear calls to action.

Before & After

• Homepage: A clean, gallery-style layout highlighting featured artists and events.
• Artist Portfolio: Comprehensive profiles with bios and art portfolios.
• Shop Page: Simplified navigation with centered visuals and a streamlined checkout.
  
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