Case Study: Product Showcase Page


A local artist was looking for a concept to improve their ability to promote their latest artwork through a responsive product showcase page.


Design a responsive product showcase page which translated to mobile devices while still providing the ability to highlight his newest pieces. * It should be noted that I substituted my illustration work in lieu of the artwork done by client per their request. 


User research, user interviews, persona generation, sketches, wireframes, mockups, and usability testing on prototypes.


2 weeks. Client needed the design to be turned around pretty quickly in order to move onto working with a Front-End Developer.- leave this out?

Discovery Stage

The first stage of the design process was of course that of discovery. I interviewed the client in order to understand who this product showcase page was going to be designed for. I asked numerous questions involving the following areas:


Who is your artwork tradtionally sold to/marketed towards?

Where do you normally promote your artwork currently?

How do you promote your artwork currently?


This led to a deeper dive of research involving the following areas of discovery:


When it comes to the "traditonal" purchaser of this artwork, what are ...

•their interests, hobbies, level of tech saviness, purchasing preferences ( ie in person, online, etc.)

•their current pain points on the existing page

•main goals when visiting the client's showcase page - what are they mainly looking to accomplish or is it mainly an educational experience for the potential buyer at this point


Market Research

Research was also held into some of the more popular sites for selling artwork such as Etsy and Society6. I researched both their desktop and mobile experience. 

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Primary Persona


Name: Ashley Moore


Age: 29 years old


Occupation: Printmaker Studio Manager/Part-Time Wedding Planner


Interests: Caligraphy, gardening, baseball, and connecting with other creatives in the area.


Goals: See the latest work produced my local artist, specifically this artist. Ashley normally checks out new artwork online but does spend a lot of time on her iPhone so would enjoy being able to do this on the go. She wants to be notified when new work is released but is already drowned with information as her inbox stays pretty full. 



Define Stage

Define what is the main underlying issue or problem? 


The main problem is the current product showcase page is clunky, hard to manuver through and doesn't feel focused on the product or art pieces themselves. The artwork is not being highlighted as the main focus on the product showcase page currently.


The main goals of those visting the site are:


•see the latest work available

•save and share this artwork for themselves and others

•what else do I have on the design?? the ability to subscribe or follow the artist for some type of notifcation system on new work

Ideation Stage

Sketches were generated based off the initial 

Low-fidelity wireframes were generated following the sketches in order to conduct usability testing on the existing concepts before moving forward with higher-fidelity mockups.

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© 2016 by Diana Muina