The project itself :
Project Overview
Curated is a personalized art subscription concept connecting emerging artists with people who want to discover, collect, and refresh the artwork in their homes.
The idea emerged from conversations with artist friends struggling to sell their work and a shared interest in making art more accessible through a new digital experience.
Problem:
For Artists
Emerging artists struggle to gain visibility and reach buyers without the recognition or exposure offered by established galleries.
For Art Lovers
People want unique artwork for their homes but often don't know where to discover independent artists. Buying art can also feel like a significant commitment, especially for those who enjoy refreshing their spaces seasonally.
Goal:
Create a platform that gives emerging artists greater exposure and opportunities to sell their work, while helping art lovers discover pieces that reflect their taste and refresh their collections through a flexible subscription.
My role:
Independent Product Designer
Leading product strategy, user experience, interaction design, and visual direction.
Responsibilities:
Product strategy
Concept development
Research
Userflow & wireframing
Information architecture
Collaboration with developers
Usability testing
It started from a friendly conversation :
User Research
Curated began with conversations with emerging artist friends who shared their challenges in finding buyers and gaining exposure for their work. This sparked an exploration of how a digital platform could connect independent artists with people seeking unique artwork for their homes.
The initial problem space revealed two perspectives: artists looking for opportunities to sell their work, and art lovers who want an easier way to discover and periodically refresh their collections.
Pain Points
Artist Visibility:
Emerging artists struggle to reach potential buyers without established gallery representation or a large following.
Art Discoverability:
Consumers interested in unique artwork often don't know where to find independent artists or how to discover pieces that match their personal taste.
Flexibility & Commitment:
Purchasing artwork can feel like a long-term commitment for people who enjoy changing their home decor seasonally.
The project schematically :
Product Strategy
The challenge was to create an experience that works for both sides: helping independent artists reach potential buyers while giving art lovers a more approachable way to discover and refresh their collections.
I focused the initial experience on three areas: personalized discovery, seasonal flexibility, and artist visibility.
Sitemap
Mapping the structure of Curated's collector and artist experiences.
Organizing a two-sided platform
Curated serves both art collectors and emerging artists, each with different needs. I structured the platform around four key areas: public discovery, artist onboarding, personal collections, and checkout.
The goal was to keep art exploration intuitive while making subscription details and account management easy to access, without overwhelming users with unnecessary navigation.
Wireframing
Accelerating exploration with AI
I used Claude to rapidly generate and explore low-fidelity wireframes, allowing me to compare layout approaches and iterate on the experience early.
This helped me spend less time on initial production and more time refining the user flow, content hierarchy, and key interactions.
The Solution:
Final Design
Bringing together personalized discovery, seasonal flexibility, and artist visibility, I designed Curated as an intuitive, artwork-first experience.
The interface emphasizes visual exploration, thoughtful curation, and a simplified subscription journey, making it easier for art lovers to discover independent artists and find pieces that reflect their personal taste.
Mockups
These are a high fidelity design that represents a final product
I created all the app pages mockups, incorporating the right design elements such as typography, color, and iconography. I also included captivating and visually appealing images, and developed all the necessary components and elements.
The goal was to demonstrate the final Voo's app in as much detail as possible.
Interactive Prototype
Explore Curated firsthand.
Experience Curated through an interactive prototype, from discovering artwork and exploring independent artists to personalizing your collection and navigating the subscription journey.
Click through the experience to see how the key features and interactions come together.
The project schematically :
What's Next?
Curated is still in its early stages, with the next focus on validating the concept and exploring opportunities to bring it to life.
Next Steps
From concept to reality.
Grow artist network:
Connect with more emerging artists to understand their needs, gather feedback, and explore potential partnerships.
Validate the Experience:
Test the prototype with potential collectors to refine the discovery experience, subscription model, and overall usability.