01
Understand the journey
Task-based evaluations, a heuristic review, and stakeholder interviews surfaced where discovery, login, cart, and checkout broke down.
Audit · map · listen
E-commerce experience redesign
A more thoughtful way to collect art.
Making original art easier to discover, understand, and buy—through a faster, clearer experience built for every screen.
Original art, handpickedOne-of-a-kind works
A piece that feels like youFind your art match ↗
01 / The problem
When the art is special, the buying experience should feel effortless.
Choosing original art is personal and considered. The digital experience needed to make exploration feel inviting—and the final decision feel secure.
UGallery’s legacy e-commerce platform made that harder than it needed to be. Slow interactions, dated patterns, and a five-step checkout interrupted the journey. There was no mobile experience, and the underlying architecture limited performance and scale.
- 01Slow browsing and checkout made the experience feel less responsive.
- 02Page reloads during login and cart actions interrupted purchase intent.
- 03A five-step checkout added uncertainty to a high-consideration purchase.
- 04Desktop-only access left mobile visitors without a complete buying journey.
Make the experience as considered as the art: easier to explore, clearer to use, and reassuring at purchase.
02 / The process
Start with friction. Design for confidence.
I connected journey-level UX decisions with the technical work required to make the experience faster and responsive.
02
Set the principles
Align around confidence, speed, fewer steps, and an experience that works across devices. Define the signals to track.
Focus · align03
Rework the core flow
Prioritize artwork discovery and streamline the route from selection to payment. Defer secondary enhancements to protect clarity.
Prioritize · prototype04
Validate and deliver
Use internal walkthroughs, stakeholder reviews, task feedback, and staged performance checks to refine the experience with engineering.
Review · refine · build03 / The solutionLet the art lead.
Let the art lead.
Let the experience guide.
The redesigned experience pairs a gallery-first presentation with familiar commerce patterns, clear information, and responsive layouts.
The UI screens below are illustrative reconstructions from the case study narrative. Replace them with original project screens before presenting them as shipped designs.
Discover
A calmer way to browse
Simplified navigation puts artwork discovery first. Clear categories and focused filters help collectors narrow the field without taking attention away from the work.
Gallery-first layoutsClearer hierarchyFocused filters
UGallerySHOP ART ARTISTS ABOUT ♡ BAG
HOME / SHOP ART / ABSTRACT
Find your art
Original works, chosen for youInto the Light
Color in Motion
A Place to Return
A Playful Still Life
Evaluate
More context. More confidence.
Artwork details are easier to scan, while artist and medium information help people understand what they’re considering. Familiar purchase controls keep the next step clear.
Readable detailsInline feedbackTrust at decision points
ALL ART / OIL PAINTING
Into the Light
By Nick Savides$3,700
A solitary figure walks into a sunlit landscape. Original oil painting on linen, signed by the artist.
↗ Secure checkout↻ Free returns
Artwork presentation concept · multiple views, practical details, and clear reassurance.
Purchase
One checkout. Clear from start to finish.
The five-step journey became one structured page. A clearer sequence, inline login, and responsive system feedback reduce interruptions between choosing a piece and completing a purchase.
5 steps → 1 pageInline loginResponsive checkout
One clear page · fewer transitions
✓Your art is reserved while you check out
UGallery◈ Secure checkout
Complete your order
Contact information
Email address
Shipping address
First name
Last name
Street address
City
ZIP code
Payment
Card number ···· ···· ···· 1234
Brand expression
ApproachableElegantStory-led
A warm, editorial tone and restrained blue accents create a welcoming frame for the art. Expressive headlines add personality; clear sans-serif UI keeps practical information easy to scan.
Warm whiteSandEarthBlue
04 / The impact
Less friction between finding art and bringing it home.
The redesign strengthened the core buying journey and created a more capable foundation for growth.
Checkout streamlined
Five steps consolidated into one structured page.
A complete journey
Responsive layouts extended the experience to smaller screens.
Performance improved
UX and architecture work came together to improve page-load performance.
Confidence at purchase
Improved hierarchy and feedback made key steps easier to understand.
Performance and experience improvements are documented in the project; no conversion or load-time percentage was published.
A final thought
In high-consideration commerce, performance, clarity, and trust are part of the product. Improving the interface mattered—and so did improving the system behind it.