Artma Website Redesign
Website design and development for artma.io
Role
UX/UI Manager
Duration
3 months
Outcomes
Launched redesigned Artma website with a responsive system, achieving 9K+ organic views, and 70% conversion to sales. Elevated user experience, brand identity and usage of the website.
Overview
Artma is the digital art platform by acclaimed artist Venkatesh Paspureddi—focused on empowering budding artists across India. The goal was to create a modern, resonant online experience that communicates his brand tone, supports program enrollment, and serves both prospects and current students via a login-enabled lobby.
Roles and Scope
Product designer and manager
Lead the design process.
Track the development process.
Assist in marketing campaign pre and post-release.
Collaborate with the artist, 1 Front end developer, 1 Graphic designer and 1 content writer
Duration and Road map
10 days for research and design.
Website launched in the beginning of July 2023 with all goals achieved.
We adopted an agile approach to fast-track the design and development process simultaneously. Through regular meetings and an MVP goal, the process was smooth and effective for all stakeholders.
Roadmap for the project
Tools Used
Figma, Figjam
Wordpress
Photoshop
Google Studio
Collaborative Process
To understand the goals and best experiences intended for the user, I had various calls with the artist himself to understand the pain points that users face while navigating the website from his understanding and feedback received.
I spent a lot of time going through artist Venkatesh’s artworks, social platforms, and YouTube videos to understand the users and the tone. It was crucial to also know Artma's tone and branding so as to achieve the same feel in the website and content.
Due to regular check-ins and calls involving the artist and developer, we sped up the process without any lag.
Target Audience
The Beginners - Those who want to art but do not know how to art.
The Intermediates - Who want to art but lack in some skills and wish they could do better/ beginners
The seekers - Anyone who is passionate about art.
Problem & Research Insights
The existing Artma website lacked a consistent brand voice and was not optimized for mobile responsiveness, leaving potential students disengaged. Program information was scattered, calls-to-action were unclear, and the student experience post-enrollment was disconnected from the marketing site.
To address this, I began with a competitive and comparative analysis of other online art education platforms. I also interviewed the founder to understand his brand vision, teaching philosophy, and target audience profiles. This uncovered three main needs:
A modern visual identity aligned with Venkatesh Paspureddi’s brand style
Clear program journeys with persuasive yet simple CTAs
A seamless bridge between the marketing site and the student lobby
These insights guided the design direction, ensuring the redesign didn’t just look better but actively supported conversions and long-term engagement.
The Solution
The redesigned Artma site created a clear journey for two audiences: new visitors exploring programs and enrolled students accessing the lobby. The landing page now tells a visual story of Artma’s mission, featuring bold imagery, concise copy, and strategically placed CTAs leading to program details and enrollment.
Key improvements include:
A responsive layout optimised for mobile, tablet, and desktop
Streamlined program pages with clear descriptions, pricing, and sign-up flows
An integrated student lobby that mirrors the marketing site’s look and feel, giving learners a seamless transition from enrollment to learning
Downloadable resources like the “Free Marketing Guide,” tied to prominent CTAs that boosted lead conversions
Post-launch, the site achieved over 9,000 organic visits, strong engagement times, and a 70 % conversion rate on the guide, proving the redesign’s effectiveness in both brand presence and business impact.
Reflections and Learnings
The redesign strengthened Artma’s digital presence, attracting over 9,000 organic visits post-launch, a 60 % engagement rate, and a 70 % conversion on the “Free Marketing Guide.” The site now delivers a consistent brand experience and a smooth journey from first click to enrollment and ongoing learning.
Key learnings:
A consistent brand tone across marketing and learning environments increases trust and retention
Clear program flows and well-placed CTAs directly influence conversion rates
Rapid, collaborative iterations with the founder allowed for creative alignment without delaying timelines
OTHER PROJECTS
Role
UX/UI Manager
Duration
3 months
Outcomes
Launched redesigned Artma website with a responsive system, achieving 9K+ organic views, and 70% conversion to sales. Elevated user experience, brand identity and usage of the website.
Artma Website Redesign
Website design and development for artma.io
Overview
Artma is the digital art platform by acclaimed artist Venkatesh Paspureddi—focused on empowering budding artists across India. The goal was to create a modern, resonant online experience that communicates his brand tone, supports program enrollment, and serves both prospects and current students via a login-enabled lobby.
Roles and Scope
Product designer and manager
Lead the design process.
Track the development process.
Assist in marketing campaign pre and post-release.
Collaborate with the artist, 1 Front end developer, 1 Graphic designer and 1 content writer
Duration and Road map
10 days for research and design.
Website launched in the beginning of July 2023 with all goals achieved.
We adopted an agile approach to fast-track the design and development process simultaneously. Through regular meetings and an MVP goal, the process was smooth and effective for all stakeholders.
Tools Used
Figma, Figjam
Wordpress
Photoshop
Google Studio
Collaborative Process
To understand the goals and best experiences intended for the user, I had various calls with the artist himself to understand the pain points that users face while navigating the website from his understanding and feedback received.
I spent a lot of time going through artist Venkatesh’s artworks, social platforms, and YouTube videos to understand the users and the tone. It was crucial to also know Artma's tone and branding so as to achieve the same feel in the website and content.
Due to regular check-ins and calls involving the artist and developer, we sped up the process without any lag.
Target Audience
The Beginners - Those who want to art but do not know how to art.
The Intermediates - Who want to art but lack in some skills and wish they could do better/ beginners
The seekers - Anyone who is passionate about art.
Problem & Research Insights
The existing Artma website lacked a consistent brand voice and was not optimized for mobile responsiveness, leaving potential students disengaged. Program information was scattered, calls-to-action were unclear, and the student experience post-enrollment was disconnected from the marketing site.
To address this, I began with a competitive and comparative analysis of other online art education platforms. I also interviewed the founder to understand his brand vision, teaching philosophy, and target audience profiles. This uncovered three main needs:
A modern visual identity aligned with Venkatesh Paspureddi’s brand style
Clear program journeys with persuasive yet simple CTAs
A seamless bridge between the marketing site and the student lobby
These insights guided the design direction, ensuring the redesign didn’t just look better but actively supported conversions and long-term engagement.
The redesigned Artma site created a clear journey for two audiences: new visitors exploring programs and enrolled students accessing the lobby. The landing page now tells a visual story of Artma’s mission, featuring bold imagery, concise copy, and strategically placed CTAs leading to program details and enrollment.
Key improvements include:
A responsive layout optimised for mobile, tablet, and desktop
Streamlined program pages with clear descriptions, pricing, and sign-up flows
An integrated student lobby that mirrors the marketing site’s look and feel, giving learners a seamless transition from enrollment to learning
Downloadable resources like the “Free Marketing Guide,” tied to prominent CTAs that boosted lead conversions
Post-launch, the site achieved over 9,000 organic visits, strong engagement times, and a 70 % conversion rate on the guide, proving the redesign’s effectiveness in both brand presence and business impact.
The Solution
The redesign strengthened Artma’s digital presence, attracting over 9,000 organic visits post-launch, a 60 % engagement rate, and a 70 % conversion on the “Free Marketing Guide.” The site now delivers a consistent brand experience and a smooth journey from first click to enrollment and ongoing learning.
Key learnings:
A consistent brand tone across marketing and learning environments increases trust and retention
Clear program flows and well-placed CTAs directly influence conversion rates
Rapid, collaborative iterations with the founder allowed for creative alignment without delaying timelines
Reflections and Learnings
