The project was divided into three distinct work streams. The first required a deep dive audit and set of recommendations around the gallery application process; this set of flows was developed into an online portal, and subsequently integrated with a Salesforce Enterprise project running in parallel. A clear and intuitive user experience was key for galleries wishing to apply; none of whom had online commerce experience.
The consumer facing marketplace required a complex user experience design phase — we needed to ensure that events retail teams had their priorities in balance. The lifeblood of the business is in its ticketing and event-stand sales, and it was important to pay respect to this commercial reality.
A strong and curatorial content strategy was also vital to create sustained engagement— ours sought to both inspire and guide users to a natural set of buying choices based on themes. These ranged from topics such as investment, through to medium, style and more obvious gallery and artist profiles.
Technologically, we built a marketplace using Magento to power the catalogue and checkout. There was a ream of considerations to account for, including complexities around returns, insurance, fulfilment, through to more behavioural challenges — for example how to incentivise galleries to keep (almost entirely) one-off inventory up to date.