Want to explore how I transformed Fractiv into a digital art gallery? An in-depth case study delves into the challenges, design process, and outcomes of this transformative project. Or, for a quick overview, continue reading below.
01
Context
Fractiv, an Antler Global Venture Capital-backed startup, offers fractional ownership of art, allowing anyone to invest in a piece of iconic art history. They partners with galleries that list valuable artworks on their platform. These artworks are then divided into smaller, more affordable shares. So, instead of needing millions to own a masterpiece, people can invest in a fraction for a much lower cost. By buying a fraction, you become a part owner of the artwork.
02
Research
After identifying the shortcomings of the original website, I prioritized understanding the target audience & competitors on a deeper level. Persona development allowed me to design a website that effectively addressed the core needs and aspirations of Fractiv’s target audience.
03
Information Architechture
After research, Fractiv’s website's information architecture was meticulously crafted to guide potential art investors through a persuasive journey.
Starting with a captivating hero section that sparks interest in the unique opportunity of owning art fractions.
Following this, the collection section visually showcases the platform’s offerings, reinforcing the value proposition.
The website then educates users about fractional ownership benefits before delving into the mechanics, building a foundation of understanding before users consider investing.
Transparency is key, so a clear explanation of the investment process and the gallery’s role in value management follows.
Social proof from satisfied investors builds trust, and introducing the team’s expertise adds credibility at a crucial decision-making point.
Finally, a secondary call to action for artists who want to sell their art can be strategically placed lower on the page, and essential information resides in the footer for easy access.
04
Redesign
Fractiv, a pioneering platform democratizing art ownership, faced a challenge: a website that didn't resonate with its target audience. The original design was a maze of technical jargon, lacking the visual appeal and user-friendliness essential for art enthusiasts. This redesign aimed to transform the website into a digital art gallery, making the process of fractional art ownership as effortless and enjoyable as possible.
05
Result
Fractiv’s website redesign wasn’t just about pixels; it was a journey into the hearts and minds of art enthusiasts. By meticulously crafting a user experience that prioritized clarity, engagement, and trust, I aimed to bridge the gap between art appreciation and accessible ownership.
Want to know more about the design process? Check out the in-depth case study.