E-commerce Kasia Capello
TAGS [UX/UI] [UX Research] [Product Development] [CX Analyst]
COMPANY [Kasia Capello]
TIMEFRAME [October 2022 - September 2023]
SOFTWARE [Figma, Microsoft Clarity, Adobe Creative Cloud, Shopify]
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Project details
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Create a visually engaging and user-friendly online store.
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Implement artist-specific preferences, such as non-obvious menu labels (e.g., “Meet Me” instead of “Contact Me”).
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Build a mobile-responsive site with QR code payment functionality for art fairs across Europe.
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Integrate multi-currency support based on the artist’s location - payment option needed for a different art fairs.
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Develop and manage a comprehensive social media strategy across TikTok, Instagram, and YouTube.
The process
UX Research
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Conducted field research and user interviews to understand the needs of art buyers and collectors.
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Competitive analysis of similar artist websites to identify strengths and gaps.
UI Design
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Focused on minimalistic design with high-quality images to let the artwork stand out.
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Chose a soft, neutral color palette inspired by the artist's work.
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Implemented a clean grid layout to maintain balance and visual hierarchy.
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Used typography that reflects the artist’s modern yet timeless aesthetic.
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Integrated high-resolution images and ensured they load quickly without compromising quality.
Wireframing and Prototyping
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Created low-fidelity wireframes to plan layout and user flows.
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Developed high-fidelity prototypes in Figma for usability testing.
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Iterated on designs based on feedback, ensuring both desktop and mobile versions offered seamless navigation and aesthetic appeal.
CX (Customer Experience)
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Implemented a seamless checkout process with QR code payments.
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Multi-currency support for international buyers.
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Integrated social proof through customer reviews and testimonials.
Website structure (desktop and mobile)
Home Page: Hero image, intro, and social links.
Write On Me (Collection Page): Artworks under this theme.
No Shirt, No Blouse (Collection Page): Category-specific artworks.
Love Letters (Collection Page): Art inspired by love letters.
Meet Me (About Page): Artist’s story and inspirations.
Contact Page: Inquiry form and social links.
Key features implemented
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Responsive design, QR code payments, multi-currency support.
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Clear link between social media campaigns and sales KPIs.
Outcome
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Improved KPIs: higher traffic, social media engagement, and sales.
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Enabled sales across Europe with multi-currency QR payments.
Social Media Strategy
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Platforms: TikTok, Instagram, and YouTube, chosen for their visual appeal and broad reach.
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Content Plan: Created a content calendar with a mix of behind-the-scenes videos, time-lapse creation processes, and finished artwork showcases.
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Engagement Strategy: Regular interaction with followers through comments, live sessions, and polls.
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Growth Tactics: Used trending sounds and hashtags, and ran promotional campaigns during art fairs.
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Results: Increased follower base in 6 months, with a direct correlation to online sales and art fair engagements.
Results
The artist's social media presence expanded significantly, building an engaged community through consistent content, authentic storytelling, and active interaction. The growth supported the artist’s online visibility and directly contributed to increased art sales and attendance at art fairs.
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Link to the shop: kasiacapello.com
Impact of the e-commerce store
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The website provided a seamless shopping experience, making it easy for users to explore and purchase artworks.
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QR code payments at art fairs simplified transactions, leading to increased on-the-spot sales.
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Multi-currency support allowed the artist to cater to a wider European audience.
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The store's functionality improved operational efficiency, enabling the artist to manage inventory and sales effortlessly.
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Enhanced online presence through the store increased direct sales and fostered repeat customers, solidifying the artist’s brand in the art market.
