Paveikslai.lt page redesign

Type of work: UI/UX design

Context

This project began when I wanted to buy art pieces to spice up my flat's empty walls. I found a lot of great art in this page, but the whole art choosing and buying experience on Paveikslai.lt website was less than colorful.

The goal of this particular project was to identify any usability issues with the current website, determine the critical features to create a better art buying experience and design them.

My tasks

Improved my design process. This has helped establish more structure to how I conduct my work.

Established a design kit. This has helped to maintain consistency in the look and feel across different parts of the platform.  

Established a design system. How might we design a new and exciting sustainable condom brand?

Challenge

How might we design a better art shopping experience?

Design process

Paveikslai.lt research

The most challenging aspect was to objectively translate qualitative data into quantitative metrics, so it would be possible to compare 14 different brands across multiple metrics.

In order to do so, I first gathered all my research data in docs, spreadsheets, mood boards, reports and articles.
1. Centered Logos Hurt Website Navigation
2. Contact information doubles
3. Links to pages double
4. Home page doubles
5. Header takes too much valuable space
6. Multiple font styles
7. Page sections indistinguishable • etc.
  1. Centered logo impair website navigation
  2. Contact information doubles
  3. Links to pages double
  4. Home page doubles
  5. Header takes too much valuable space
  6. Multiple font styles
  7. Page sections indistinguishable
  1. Search functionality does not allow to filter by color.
  2. Filter by size is not intuitive
  3. Default showing of sold items
  4. Budget categories are fixed, not on a scale
  5. Redundant bullet points
  6. Small (inaccessible) text size
  1. Black frames add visual noise
  2. Cramped tile spacing doesn't give space to look at each artwork separately
  3. "Įsigyti šį kūrinį" can be replaced by a symbol to reduce repetitive text on each card
  1. There are multiple alignment problems not only in checkout, but almost all pages
  2. Information hierarchy is quite confusing and chaotic

Market research

Majority of platforms rely on expandable sections that can scale vertically.
Although majority of online art platforms use closely packed card layout to fit more artwork in one screen, it does feel crowded.

In artwork galleries paintings have plenty of space around them. It helps viewers to focus and appreciate the art piece freely.

I decided to add more space between cards by default and an ability to view more concentrated layout as an option.
I chose design style that bridge classical and simple MET style and modern bold feel of MoMA.

Design process

Wireframing

I had a quite complete website flow in my head, so I skipped sketching and went directly to wireframing part.

I reduced menu bar height by moving majority of content to the navigation dropdown menu.

I opted out of adding a content slider, because they slow down site performace, increase user frustration (user does not feel in control when slider changes automatically) and are difficult to make it properly responsive for mobile.

The left-hand sidebar is more scalable in terms of real estate, it can nest a greater number of values inside expandable sections that can scale vertically.

Also, this pattern affords that the filters affect the page as a whole.

I Included additive filter bar, because filtering has to exclude anything that doesn’t match the combined filters.

Information grouped together
Customer help dropdown
Clear CTA to forward purchasing journey
"Guest Checkout" the Most Prominent Option.
Use “Delivery Date” Instead of “Delivery Speed”.
Present "Store Pickup" Within the Shipping Selector Interface
Allow Users to Edit Data Directly at the Review Step
Mark Both Required and Optional Fields Explicitly
"Back" Button Use for Navigating to Any Previous Checkout View

Design process

UI design

By using a simple color palette and minimalistic design elements, I hoped to create a timeless and elegant look that would appeal to a wide range of customers. Additionally, I included an extensive filtering sidebar to help customers easily find the pieces they are looking for by allowing them to filter by various criteria such as size, price range, style, and color. This feature was added to improve the user experience and help customers quickly find the artwork that best fits their preferences.
As a designer, I aimed to create a modern, minimalist website for an artwork e-shop that would showcase the beauty of the artwork. To achieve this, I incorporated plenty of white space in the design to create a clean and uncluttered look that would highlight the colors and details of each piece.
Overall, my design decisions were made with the goal of creating a visually stunning and user-friendly website that would showcase the beauty of the artwork while providing customers with a seamless shopping experience.