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ART-I
Context Affordable art marketplace connects artists and art enthusiasts
Kuliza created a responsive website for Dubai...
2
01 Different user requirements for artists and art enthusiasts
02 Service to cater to both web and mobile app requiremen...
01 Social Media Hub - artists and art enthusiasts can share work of interest
02 View in a Room – art pieces can be virtual...
for recognition and critique while art enthusiasts liked to appreciate art, but did
not necessarily prefer spending large ...
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Affordable art marketplace connects artists and art enthusiasts

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Recently, Kuliza assisted Art-i, an L.A. based marketplace for art lovers and buyers, in creating a highly robust e-commerce platform across desktop and mobile. From a complex and customized Magento implementation to bridging the gap between user requirements for both artists and art enthusiasts, the project has been quite an accomplishment. To get behind-the –scenes, you can access our case study below:

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Affordable art marketplace connects artists and art enthusiasts

  1. 1. ART-I Context Affordable art marketplace connects artists and art enthusiasts Kuliza created a responsive website for Dubai-based start-up Art-i, who were seeking to reduce the intimidation factor associated with luxury art. Art-i encourages artists and art enthusiast to connect through the medium of affordable art. Technologies RUBY VISUAL DESIGN USER EXPERIENCE BACKEND FRONTEND VISUAL DESIGN USER EXPERIENCE RUBY
  2. 2. 2 01 Different user requirements for artists and art enthusiasts 02 Service to cater to both web and mobile app requirements 03 Sculpting client requirements in to meaningful customer experiences 04 Implementing complex Magento on the frontend of an e-commerce platform 05 Complex payment and shipping process because of interstate transfers Objectives Challenges Problem: Different user requirements for buyers and sellers Fix: User-centric design approach with strong user research based on pre- defined user personas Problem: Provide a service that can cater to both web and mobile app requirements Fix: Built a customised presentation layer on top of Magento Problem: Translating clients requirements into meaningful customer experience Fix: Defining a strategic and intuitive UX process Problem: Magento complex for frontend Problem: Complex payment and shipping process because of interstate transfers Fix: Used Magento as heart and built a wrapper on it in order to communicate with other layers Fix: Integrated FedEx and PayPal and customized exposed APIs to suit our purpose
  3. 3. 01 Social Media Hub - artists and art enthusiasts can share work of interest 02 View in a Room – art pieces can be virtually displayed in rooms 03 Create a Virtual Gallery – a virtual gallery of favourite art can be created 04 Scrapbooks – medium of expression for artists to share their work and process 05 Art Comparison – art work can be compared under the same space and domain 06 Completion Meter – to encourage artists to complete their profiles Features Kuliza set out to build a responsive web app to inspire both artists and art enthusiasts. In order to translate client requirements in to meaningful experiences for artists and art enthusiasts, Kuliza decided on a user-centric design approach with strong user research based on pre-defined user personas. We began by understanding what was necessary to achieve this. 01 BENCHMARKING Researching global best practices, we identified that: • Social media logins were quite common • Artists prefer to have a username and do not necessarily want to reveal their identity • Minimal clicks were preferred to perform any action on websites • Need for individual navigation flow to fit in the umbrella structure completely Based on our user research and personas, we understood that artists were looking Solution
  4. 4. for recognition and critique while art enthusiasts liked to appreciate art, but did not necessarily prefer spending large amount of money on it. We decided that our designs should understand the client’s goals, break users’ perceptions and remove distractions. 02 INFORMATION ARCHITECTURE AND DESIGN While framing the information architecture here are some things we kept in mind: • Process of onboarding users • Profile creation and showing casing for artists and users • USP/value addition of Art-i for artists and buyers • Promotional category of seasonal sales • Flip transitions to keep brand recall ‘Art-i’ • Interaction of each functionality placed on webpages 03 VISUAL DESIGN We experimented with bright, creative colours, such as red and turquoise, to indicate passion and creativity. The layout was a tight grid oriented with use of white spaces to emphasise the art displayed. Serif fonts were classy and modern and provided users with good readability. 04 TECHNOLOGY STACK We built the site on Magento, a customized e-commerce framework, to facilitate both web and mobile app requirements. We used this framework and added Ruby on Rails to facilitate optimum frontend communication. Complex payment and shipping processes of interstate and international transfers were handled by integrating FedEx and PayPal and customized exposed APIs to suit our purpose. Kuliza also designed a horizontal scalable architecture for the application so any level of concurrency can be handled. 20,000 USERS DAILY USAGE PATTERN 500,000 TOTAL PRODUCT IMAGES SUPPORTED 30,000 USERS PEAK USAGE 800 CONCURRENT USERS 300 DAILY TRANSACTION VOLUMES Capabilities

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