The Challenge

TurningArt needed more than just beautiful screens—they needed a research-driven design process that would scale as their dual-platform business grew. The project required balancing two distinct user experiences: an inspiring marketing site that showcased the transformative power of art, and a functional product platform where customers manage subscriptions, browse collections, swap artwork, and coordinate installations. Without established user research frameworks, the team lacked clarity on how different audience segments interacted with their service.

Our Approach

We introduced structured UX research methodologies, conducting comprehensive user interviews with both residential customers and corporate clients to understand pain points, motivations, and service expectations. From these conversations, we developed detailed personas representing key audience segments—from design-conscious homeowners to facilities managers coordinating office art programs. Journey mapping exercises revealed critical touchpoints from initial discovery through artwork delivery and beyond, identifying opportunities to streamline the experience and reduce friction in the rental cycle.

Armed with these insights, we designed responsive interfaces optimized for mobile browsing and desktop management, recognizing that users research art on their phones but often finalize selections on larger screens. The marketing site celebrates visual storytelling with generous imagery and bold typography, while the product platform prioritizes clarity and efficiency with intuitive navigation, clear service descriptions, and straightforward subscription management tools.

Technical Highlights

• Established user interview protocols and persona development frameworks for ongoing research
• Created comprehensive customer journey maps spanning discovery, selection, delivery, and renewal cycles
• Developed custom illustration suite including original icons and accent graphics that reinforce brand personality
• Designed fully responsive components optimized for mobile, tablet, and desktop experiences
• Balanced artwork showcase with behind-the-scenes delivery and installation logistics in the UI
• Created scalable design system with modular components for efficient handoff to development team
• Produced marketing site designs emphasizing transformation and variety alongside product platform designs prioritizing functionality

The Result

A cohesive dual-platform experience grounded in real user needs, supported by research practices the TurningArt team continues to use. The marketing site inspires potential customers with the possibilities of rotating art, while the product platform delivers a seamless, efficient experience for managing rentals. The custom illustration suite adds personality without competing with the featured artwork, and the responsive design ensures excellence across every device and context.

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