Web and App
Taking Art Basel from digital obscurity to industry strength.
Art Basel
2015
UX Strategy, Digital Design
Associate UX Strategy & Design Director
UX Strategy, Service Design, Digital Design, Research
The Challenge
Art Basel maintained exceptional offline experiences but lacked digital parity. The organization faced pressure from innovative competitors gaining traction online while their own web presence remained underdeveloped.
The Approach
We redesigned backend operations supporting gallerists by creating a year-round digital portfolio platform. Through field research we mapped current workflows and pain points, then created a service blueprint for streamlined interactions. The online portfolio manager enables galleries to list stock and expedite their applications to exhibit.
The Outcome
The initiative repositioned Art Basel's digital standing within the industry during a competitive period, providing gallerists with tools that match the caliber of the Art Basel brand experience.