Focus : Interface Redesign Team : Rouven Laurien, Hannah Paradis Role: UX UI Designer, User Research, Market Analysis. Tools: Figma, Useberry, Performance Marketing Data . Length: 6 Months.
Overline
The Challenge
The BBA Gallery, a hub for contemporary art in Berlin, faced a challenge: its website no longer reflected the gallery’s cutting-edge identity. Outdated and difficult to navigate, the site failed to showcase the gallery’s vibrant exhibitions and talented artists effectively. The goal was clear—create a visually stunning, user-friendly platform that would bring the gallery’s modern aesthetic to life online
Analysis
A large percentage of the gallery’s business depended on building relationships with emerging artists. However, their outdated website created significant barriers: it was cumbersome to maintain as a business tool and frustrating for artists to navigate. The clunky interface made it difficult for the gallery to update content, showcase new talent, or manage submissions efficiently. For artists, the lack of intuitive pathways to connect or submit work led to missed opportunities and disengagement. This disconnect hindered the gallery’s ability to foster talent and grow its reputation in the Berlin art scene.
Purpose
How might we redesign the gallery’s website to streamline business operations, enhance artist engagement, and create a seamless platform that reflects the gallery’s elegance while fostering connections with emerging talent in the Berlin art scene?
Approach
Analyze performance marketing data to identify user pain points and opportunities for improvement.
Prototype an intuitive artist workspace for seamless submissions and engagement.
Collaborate with the client to refine UX and ensure the design reflects the gallery’s elegance.
Engage with developer to align design vision with technical feasibility.
Continuously test and iterate based on user feedback to deliver a polished, user-friendly platform.
Mockup of ‘Artist Workspace’ interface design. Designed by Hannah Paradis.
Empathize
To deeply understand the challenges, I spoke with the gallery’s marketing team, developers, and artists who interact with the site. These conversations revealed key pain points: artists wanted to edit their applications after submission, which led to a flood of emails and confusion for staff. Additionally, users found the site architecture ‘unintuitive’ and ‘difficult to navigate,’ creating frustration for both artists and the gallery team. By identifying these issues upfront, I ensured the redesign would address real needs before moving into Figma.
Define
Design an artist dashboard to streamline application management, profile updates, and direct communication, reducing administrative tasks for the gallery while enhancing artist engagement and retention through intuitive, self-service tools.
Design a Website that looks and feels like both Berlin Blue gallery elegant and the berlin art scene
Ideation
I collaborated with the in-house performance marketing team to map user interactions across the website. We analyzed navigation based on the most profitable and frequently used features, annotating the low-fi prototype with client feedback and proposed solutions. Additionally, we designed an onboarding user flow—from login to the artist dashboard—to integrate seamlessly into the new gallery site. Navigate below around my brainstorm process!
Development
Addressing pain points
Sample of “highlight on scroll” effect for dense copy.
Copy
To address this, I implemented a highlight-on-scroll JavaScript feature, allowing the client to retain their extensive copy while guiding readers through the content in a more engaging and digestible way.
New site prototype with reduced navigation.
IA
The original website had three distinct visual and categorical levels in its architecture. I streamlined the information by conducting card sorting, simplifying the IA, and reorganizing the site.
Dashboard prototype.
Artist Dashboard
Interviews revealed that an artist workspace streamlined sales and gave artists control over their applications, reducing the gallery staff’s workload.
Deliver
Developer Handoff
Below find a very comprehensive developer handoff from file structure and exportable JSON to in depth explanations of UI choices.
The best hand off I have ever gotten!
Solution
The solution was a complete redesign that mirrored the gallery’s modern aesthetic. The new website features a clean, minimalist design that puts the art front and center. With a clear hierarchy and intuitive navigation, users can effortlessly explore exhibitions and artist profiles. Fully responsive, the site delivers a seamless experience across all devices, from desktops to smartphones.
****Unfortunately the funding fell through on this project, but I loved interacting with the helpful gallery staff, wonderful artists, and such an inspiring software developer. Thanks team!****
