Artma

Website design and deveopment for artma.io

Role

Lead Designer

Industry

Arts & Culture

Duration

5 weeks

Overview

Artma is a digital art company run by India’s most renowned digital artist, Venkatesh Paspureddi who is working towards educating young artists to realize their potential in artistic fields and beyond.

For the launch of his renowned art program, we had to redesign and launch his website with a fresh, responsive, and cohesive design.

In 3 months, we successfully launched and redesigned the website landing page, art program page and the about us page. We also added the lobby page for students who have enrolled for the program with a sign in feature.

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.

Overview

For the launch of his renowned art program, we had to redesign and launch his website with a fresh, responsive, and cohesive design.

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 docs and sheets.

Regular meetings

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.

Findings

Arts are not pursued mainstream in India and are merely a side hobby, so it takes extra effort and finance to cater to their passion and push.
Some of their pain points would be more on the emotional and financial side, which would take away from their personal drive.
After reading some comments and testimonials, it is evident that many people wish to learn from Artma, and the predominant people are beginners or those who want to better their skills.

Outcomes

Website launched in July 2023 with all goals achieved.
With the new website launch, we had over 9k events on the site in the first couple of weeks — all organic.
Have over 2 mins of average session time and the engagement rate is 60% plus.
The “Free Marketing guide” landing page has a more 70% enrollment rate.
Client and user satisfaction.

Learnings

The users - each and every single user is going to be different and the digital experience should be easily understandable and executable by everyone.
Random discussion and brainstorming session - induces fun and new ideas to evolve. Being proactive in all areas in the development process was a good signal.
Website design requires lot of research - within layout and hierarchy - in marketing perspective.
Go beyond what you are told to do :)

Outcomes

Website launched in July 2023 with all goals achieved.
With the new website launch, we had over 9k events on the site in the first couple of weeks — all organic.
Have over 2 mins of average session time and the engagement rate is 60% plus.
The “Free Marketing guide” landing page has a more 70% enrollment rate.
Client and user satisfaction.

Learnings

The users - each and every single user is going to be different and the digital experience should be easily understandable and executable by everyone.
Random discussion and brainstorming session - induces fun and new ideas to evolve. Being proactive in all areas in the development process was a good signal.
Website design requires lot of research - within layout and hierarchy - in marketing perspective.
Go beyond what you are told to do :)