Hanna Bieri – ArtNight

In a nutshell

ArtNight is a platform offering art classes for everyone – playfully inviting and empowering anybody to connect with their creativity.

When was the last time you held a brush in your hands? In a modern world where we spend a huge chunk of our time around screens, ArtNight’s mission is to playfully empower anybody to rediscover their inner artist. They offer art classes, featuring a unique blend of social interaction and creativity.

Our challenge was to craft a digital identity and experience, as engaging and intuitive as their art events. So we set off to incorporate a more contemporary digital brand and lift the UX/UI design for their website to the next level.

Type

Event & workshop platform

Team

Silberpuls GmbH • 2022

Role

UX/UI designer

Deliveries

Digital brand • Website & shop design

Website

artnight.com

A new navigation pattern

Working as a team of two, we conducted benchmarks to understand the competitive landscape, reviewed the user personas we were provided with, and began to collate requirements and pain points.

One high-impact shift emerged early on: Reworking the information architecture to better align with the user's mental model. We moved from city-based filtering to a motif-first filtering and exploring. This allows visitors to browse, explore and get inspired by the paintings FIRST, before narrowing down their search to a specific geographical location. It’s a creativity- and inspiration-led search paradigm, which especially in densely populated areas makes it significantly easier to find suitable events by preferred motifs.

Spotlighting main UX changes

Another big shift was centered around the "prodcut tiles": Previously, the site was very focused on the outcome of the painting - which was at odds with Artnight's mission and made it feel like they were selling paintings rather than experiences. We shifted to a new narrative about people in the making, their creativity and feelings, laughing faces, a good wine, people having a good time. To bring our vision to life, we initiated and provided help for the art direction of the photo shootings ArtNight was doing for that purpose.

One important factor of ArtNight's success? The social aspect! Inspired by references such as AirBnb, we pushed for the community to be shifted more into the spotlight. ArtNight hosts received a dedicated section & short biography – so that a participant can immediately connect on an emotional level and can feel comfortable. We also introduced ratings and reviews for a chosen course, increasing trust and credibility. From a business perspective, we introduced a tailored recommendation logic to cross-sell related products for social events (such as painting kits), increasing the average basket size.