After six decades as Melbourne’s leading purveyor of contemporary art, Australian Galleries foresaw a trend as art consumers increasingly shifted purchasing behavior and gallery sourcing to the digital space. They needed a purposeful online presence. And they needed it to uphold and exceed their brand’s established reputation for contemporary aesthetics.
Australian Galleries approached us with four core objectives: increase brick-and-mortar gallery visits, increase traffic and user engagement online, establish an e-commerce revenue base for sales, and increase traction with younger audiences.
In approaching the brief, we were conscious that the design needed to be elegant and beautiful in itself while also functioning as a blank canvas for the art it would display. Even more importantly, a seamless transition from viewing artworks to online purchasing was vital.
We arrived at our design after extensive UX research on behavior of art aficionados both online and in a gallery setting, with a particular focus on younger demographics. Our emphasis was on reflecting the quality, credibility, history and gravitas of Australian Galleries, transposed into a contemporary medium that responded flawlessly to the online behavior patterns and aesthetic preferences of digital-savvy audiences.
Following the launch of the new site traffic to the Australian Galleries website performed exceptionally well, averaging more than 7,000 sessions from 5,000 unique visitors each month. This included a demographic shift with audiences aged 30 and under growing to 20% of total traffic.
As for exceeding design expectations? Our design of the new Australian Galleries website was shortlisted for a 2016 AGDA Design Award in the digital category, and was among the six finalists for the prestigious 2016 Premier’s Design Awards.
Information architecture (IA)
User experience (UX)
Website interface design
Website front-end development
Content Management System (CMS) development
Content population and data import