MYRIAM CITTANOVA
E-commerce website for original artworks
e-commerce
UX/UI design
freelance
August 2024
WHAT IT IS
An e-commerce website designed for an independent artist, allowing users to discover and purchase original artworks as well as printed posters online.
OBJECTIVES
The artist needed a platform that could both showcase her work and support online sales, while remaining simple to manage on a daily basis.
MY ROLE
UX/UI & graphic designer (freelance)
Website structure, visual identity adaptation and e-commerce flows
THE PROBLEM
Primary users
Art enthusiasts discovering the artist’s work online
Buyers interested in original artworks or printed posters
Users with different budgets & levels of familiarity with Art
Their constraints
Hesitation when purchasing art online
Expectation of transparent information (formats, prices, ...)
Desire for a smooth and reassuring checkout process
Designing a e-commerce for art comes with specific challenges :
Artworks need to be visually highlighted without overwhelming users
Purchasing art online requires trust and reassurance
Design a clean, uncluttered site that gives space to the artworks & respects the artist’s visual universe
The challenge was to design a platform that supports artistic expression and commercial goals.
How might we make the artist’s work accessible to a wider audience while
preserving its identity and value?
COMPETITIVE RESEARCHES
I conducted targeted competitor research by studying gallery websites, independent artist sites and art sales platforms.
1
A clean homepage that immediately highlights the artist’s visual universe.
2
The importance of large-format visuals, technical descriptions, and in-context displays to enhance visual impact.
3
Categorization by medium, format, or collection to facilitate navigation.
4
The artist can be easily contacted, through a dedicated form or directly via email.
KEY OBSERVATIONS
Art websites rely on strong visual immersion to set the artist’s universe
Large-format visuals and in-context information help build trust
Simple categorization (by medium or format) supports effortless browsing
Easy access to contact details reassures buyers and reinforces trust
The website needed to:
give priority to artworks
remain visually calm
balance Art with e-commerce
ITERATIONS
Testing setup
A first version of the website was designed following the initial needs analysis and research phase.
Through close collaboration with the artist throughout the project, this initial version quickly met her expectations, both visually and functionally. Rather than formal user testing, refinements were guided by direct feedback and real usage considerations, allowing the experience to evolve naturally.
1
Creation of a “Browse” section to allow visitors to explore all artworks freely, without filtering by medium
2
Highlighting the authenticity certificate (in red) to reinforce trust during purchases
3
Adding the studio location in the contact section to support in-person meetings and direct exchanges
OUTCOME
The website combines a clean visual showcase with a simple and effective e-commerce experience.
Today, the site acts as a reliable tool for visibility and sales, while remaining easy for the artist to manage independently.
PERSPECTIVES
Several directions could be explored as the project evolves:
Adding a section dedicated to news and exhibitions
Implementing a newsletter to build long-term engagement
Improving SEO to expand visibility
Developing a multilingual version to reach international audiences
