Artbrisger · B2C SaaS

Artrists Backoffice

Context: Artbridger is a Hong Kong based startup building an e-commerce for emerging artists in Asia

Challenge: The platform missed a tool for artists to manage their catalogs, track sales, apply to exhibitions… all the different value propositions the startup offers to them.

Goal: Build an intuitive self-service backoffice to increase Artists engagement and reduce their only Account manager time spent in operative tasks.

Impact: on the first3 months 67% of artists increased their catalog by an average of 23% and Account manager worktime was reduced by 73%

Design process

1. Research

Adjusting the scope of the research to the resources the company could dedicate to this initiative, research consisted in interviewing the Account manager to understand user behaviour and expectations, and their CPTO to understand the business vision and current needs.

Our learnings helped us prioritising features for the MVP.

2. MVP Definition

After the interveiws, we decided to move forward with the following features for the MVP:

  • Catalogue management tool.

  • Orders management: approval, tracking of orders and billing.

  • Store personalisation: letting them modify how their store looks in the e-commerce for collectors.

  • Inbox: mailing system to communicate with collectors and receive Artbridger updates.

  • Profile management

  • Subscriptions management

3. MVP Design and implementation

I designed mobile-first to ensure all the complex flows related to management, that included long forms and tables with a lot of information, had a great usability in small devices, as analytics shown +70% of sessions happened on mobile devices.

Mobile designs for Catalogue and Orders sections

Some of the new components added to Artbridger Design system

After the MVP was succcessfully developed and tested, we proceeded working on the next iteration.

As the core features for artists were already in place and working weworked on adding secondary features aiming to enrich the value of the tool and scale in the direction of the business vision.

The features we worked on included:

  • Artist dashboard MVP: metrics for tracking their performance on the marketplace and actions to improve it.

  • AI Curator chatbot for collectors

  • Grants section: a list of grants personalised for each artist

  • Exhibitions page: a list of incoming exhibitions and a system to let artists apply and upload their artwork directly from their catalog

4. Following iterations

V2 - Dashboard section

V2 - Grants page

5. Impact and learnings for the first 3 months

Artbridger product team was highly satisfied both with the designs presented and the impact, with 67% of their artists having increased their catalogue size due to the reduction of friction vs the previous experience - which required them to contact their Account manager, fill a form and send pictures - and Account manager operational time spent in catalog management was reduced by 73%

Regarding the learnings, metrics shown that the AI curator did not have a great impact and further interviews with collectors revealed that they don’t trust in AI and prefer a more personal communication with artists before making an inversion.

This learning also connected to the success of the exhibitions section, with an increase of participation in Artbridger organised exhibitions by 34% using the new feature.

Let’s talk!

If you think my experience could be a good fit for your team and we could grow together, I’d be happy to connect.