Clumsy.site

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ROLE
UI/UX
User research
Branding
Frontend development

TEAM
1 Gallery director
1 Gallery assistant
1 Writer
2 Frontend developers

TOOLS
Figma
Zoom
Wordpress

DATE
2020—2021

COVID-19
Thomas Park Gallery faced the challenge of limited access to their physical spaces due to the COVID-19 pandemic. To overcome this, the gallery director approached me with an idea to create a companion website for the gallery that would incorporate the gallery’s ethos in a more accessible digital platform.

INDUSTRY AUDIT
To determine where we could position ourselves in the market, I conducted a study of comparable digital fine art publications and analogous websites to uncover their brand values.
 



ANALOGOUS INDUSTRY AUDIT
Next, I specifically examined websites that combined e-commerce shops with online publications or articles. This analysis aimed to identify their strengths and pain points and uncover insights that we could apply to our own approach. 





USER PERSONAS
As part of the project, I was granted access to a specific group of clients and patrons from the gallery to conduct user research interviews. Based on the insights gathered, I developed three user personas that I believed accurately represented our target audience.





USER JOURNEY MAP
To conceptualize the ideal site structure that would cater to our user's requirements, I crafted user journey maps that outline the user flow and necessary actions.

SITE MAP
After completing the user journey maps, I proceeded to create a site map that established a framework for the essential pages required for the project's minimum viable product (MVP). This exercise also helped me organize the tasks that needed to be accomplished by both myself and the front-end developers.

SYSTEM MAP
In addition, I developed a system map to demonstrate the interrelation between different pages and identify the necessary links to establish a coherent system.

LOW-FIDELITY SKETCHES
To explore various screen designs and experiment with information layout, I generated low-fidelity wireframes.





MID-FIDELITY PROTOTYPES
To explore various screen designs and experiment with information layout, I generated low-fidelity wireframes.





BRANDING

To align the website's branding with the core values of the gallery director's new publication, which served as the inspiration for this companion website, I conducted comprehensive research on Eastern philosophies and artifacts such as wabi-sabi, the Tao te ching, and Korean moon jars. This research aimed to integrate the essence and aesthetics of these concepts into the website's design, messaging, and overall brand identity.

CLUMSY.SITE
A website that seamlessly integrates e-commerce and online publication features, while maintaining a clean and minimalist design that aligns with the brand’s ethos and aesthetic.

SHOP HOME PAGE
An e-commerce store that offers a platform for local artists to showcase and sell their works. Additionally, the website features the works of artists affiliated with the gallery and the gallery's own inventory for sale.

SHOP PRODUCT PAGE
The shop section showcases custom artisan crafts sourced from Korea, alongside a selection of artworks by affiliated artists in the gallery's inventory.

READ HOME
An online publication led by the gallery director, aims to feature articles on art, lifestyle, and Eastern philosophy, written by selected writers and critics.

FORCE SECTION
The 'Read' section is divided into two distinct parts: Form and Force, inspired by a quote from the Tao Te Ching.

FORM ARTICLE
The Form section consists of academic and art-critical writings presented in a format that loosely resembles print books, emphasizing the scholarly nature of the texts.

FORCE ARTICLE
The Force section offers more lighthearted content, including artist interviews and visually-driven articles styled in a modern online format.