Artnet enables users to buy, sell, and research fine art online from the most recognized artists in the world. It also has a suite of products that include a price database and art analytics.
Artnet decided to redesign the site as new competition began to enter the market. After interviewing users of the site, we identified several key issues that needed to be solved.
Below is how we addressed the issues.
Artnet's products essentially had their own sites built for them. We rethought the navigation, especially top-level, in order to create a more cohesive, interconnected experience. We also added horizontal movement between pages to create a fluid sense of navigation between the top-level categories.
Buying art online can feel a bit strange because you're looking 2D representation of the artwork without context. We wanted to change that by adding a viewing room for the artwork similar to viewing in a gallery. We also humanized the Artnet agent's by photographing them using their photos in relevant areas of the site.
Artnet has several types of searchable content including artists, artworks, galleries, articles, and events. We needed to make the results easily understandable so users could find what they were looking for quickly.
All of Artnet's content can feel a bit overwhelming. To make it more digestible, we wanted to create a guided experience for the user to move through. One way we did that was by taking inspiration from the Guggenheim and the old Whitney museum. Both of which start large and narrow down which helped facilitate focus.
As part of Artnet’s marketing team, I was lead designer on all digital and print design initiatives. I worked alongside strategists and copywriters to ideate and create new marketing campaigns for Artnet and its partners. Finished products included digital and print collateral, email campaigns, and websites. I also developed the digital marketing campaigns and worked with the technology team to create the UX and design for new site features.