Redesigned Sulfur Studios' website to showcase local artists' works and streamline the shopping experience for visitors, reducing add-to cart time by 50%.
Worked with 2 designers
in 10 weeks
Figma
UX Research Lead
User Research ( User Interview . Card-sorting . User Testing . )
Design (Information Architecture . UX/UI design . Rapid Prototype )
UX Award Nomination 2024
SCAD Entelechy Best Web UI
Sulfur Studios, a part of the regional nonprofit organization ARTS Southeast, is a vibrant artistic center providing artist studios, gallery spaces for exhibitions, and Artist Residency programs , fostering an inclusive arts community.
WHAT HAVE WE LEARN FROM THE STUDIO?
We conducted a SWOT analysis to identify Sulfur Studio's competitive advantages and growth opportunities. This research informed our strategies for enhancing the studio's offerings.
KEY INSIGHTS
* Sulfur Studio is one of the few galleries that sell artwork, which means enhancing their online shopping experience will be beneficial.
* The primary issue with the Sulfur Studios website stems from its disorganized site structure, making navigation confusing for users.
PROBLEM OF CURRENT SITE
* Website goal unclear
* Information disorganized
* Content and action repetitive
* Shopping flow not intuitive
I started connecting with the studio and get a in-depth understanding of the business model and stakeholders thought on the website.
Interview Findings
The visitors are mostly people from 20s to 40s, including a lot of locals and tourists who are art enthusiasts. We also get groups of students on school field trips.
Open Card Sorting
As UX Research Lead, I lead the open card sorting workshop to understand how users mentally organized the website's content. By analyzing these results, we reorganized the information structure, uncovering new opportunities for improvement.
KEY INSIGHTS
Streamlined navigation and focused content are essential for connecting with users.
1. Over 75% of the participants were reluctant to "DONATE", but after learning about the studio's mission, they became more inclined to support it.
2. Most art lovers categorized tabs based on similar actions.
For example, ' Studio Magazine purchase' was separated with "Magazine Submission" and grouped under the 'SHOP' tab, likely because it involves spending money.
3. Over 50% of the participants mentioned that they want to know more about the studio before considering making a purchase, donation, or any actions.
Created 2 versions to see which resonate with the users more.
Version A focuses on showcasing different programs with shop, and Version B is more about presenting the concept of the studio with shop.
A/B Testing
We welcome testers who are local or visiting and have an interest in art to check out ART Southeast Studio on Google Maps. This is your first time on the website, so take a look at what it has to offer.
Task 01 :Visit the Home page and share your thoughts on what this place offers.
Task 02: Complete shopping process. Please buy a vase.
Result
To validate our initial solution, we developed 5 hypotheses for user testing. These hypotheses guided our A/B testing efforts to identify the elements that truly resonated with our audience.
Arts Southeast x Sulfur Studio website
Unleash Your Curiosity with clear hierarchy
Explore more fun artistic opportunities and workshop
The curiosity of shop exploration take you meet more new artist
Stories behind the creation
Bring Their Creations into Your Life
