Artella – ArtOnlineshop
AI Personalization and AR Previews for Buying Art Online
🔶 Introduction
Artella is an AI-powered platform that helps users find the perfect artwork for their space. With the ArtMatchTool feature, users can scan their wall to get size, colour, and style-based art recommendations. AR previews let them visualize pieces at home before buying, making art selection easy and personalized.
My Role
I contributed to the end-to-end design process including scoping, user research, wireframing, prototyping, and usability testing. Additionally, I conducted interviews and synthesized insights to guide actionable design decisions.
Team
2 UX Designers, 1 Project Manager
Tools
Figma, Miro, Maze
Duration
8 weeks
🔶 Problem Discovery
People Find It Hard to See If Art Truly Fits Their Space.
During our early interviews and surveys, many users shared that buying art online feels overwhelming and impersonal. They struggle to imagine how a piece would actually look on their walls, whether it fits their space, or if the style truly complements their home. Browsing endless options without any guidance leaves them feeling unsure and frustrated. As a result, they often settle for generic art that doesn’t feel meaningful – or they give up on buying altogether.
🔶 Our Solution - AI / AR
An AI-powered, personalized, and immersive art-buying experience.
Discover, preview, and select the perfect artwork with confidence using AR and smart recommendations.
🔶Our Solution – No AR device needed
Upload your space, and preview before you buy.
The Process
🔶 Researching Problem Space
AI personalization and AR previews help simplify choices, making art buying online more confident and enjoyable.
Applying design thinking, we started with literature and competitive research to uncover user needs and behavioural barriers in online art purchasing. These findings were later validated through user interviews to guide our solution direction.
🔶 Analysing Market & Competitors
Most competitors rely on generic listings, with few offering AI-driven personalization or AR previews.
Looking at popular art platforms, we noticed most focus on generic browsing and purchase flows. We hypothesised that integrating AI personalization and AR previews could differentiate Artella by making art selection easier, more interactive, and tailored to each user’s space.
🔶 Validating Our Assumptions
Interviews with 20+ participants revealed the AR Alone Doesn’t Close the Deal in buying Art Online.
We discovered that users often lacked confidence when choosing art, feeling overwhelmed by options and unsure about fit with their space and style. While AR previews helped them visualize artworks, they didn’t fully support the decision-making process.
We discovered that users often lacked confidence when choosing art, feeling overwhelmed by options and unsure which pieces matched their space and style.
🔶 Identifying the Pain Points
Most users felt overwhelmed and uncertain when choosing art, which led to decision fatigue and inaction.
Even when tools like filters and categories were available, they only helped in the early stages of browsing. As users lost clarity and confidence, they abandoned the process altogether. The most impactful solution, then, is one that reduces friction, provides contextual clarity, and sustains decision confidence throughout the journey.
🔶 Defining Persona & Goals
Consolidating our key insights into a goal-oriented persona.
Mia Loomi
28, Marketing Expert, newly moved in
Her goal is to find artwork that reflects her personality and complements her space. She needs reassurance that the piece fits well in her home before committing to a purchase.
🔶 Approaching a Solution
Creating a confident and personalized experience through visual context and smart guidance.
Our research and user persona revealed that users needed clarity, not just options. The ideal solution connects them directly to their space and style. By focusing on visual relevance and personalization, users can upload their space, explore AI-curated or self-selected art, and instantly preview pieces in context, making the experience tangible, interactive, and confidence-boosting.
🔶 System Architecture
Designing a minimal and focused flow for confident art selection.
We crafted a simple user flow where users can upload their space, explore art, and preview pieces in context, all in a few easy steps. Whether selecting their own or browsing suggestions, the experience stays focused and intuitive, with minimal distractions.
🔶 Iterations from Usability Tests
5 usability test rounds led to clearer hierarchy and smoother navigation.
We observed how users navigated key scenarios to uncover patterns, mental models, and blockers. Iterative feedback helped reduce cognitive load and surface key information more effectively.
1 – Relocating Size and Frame Options
Moved size and frame selection closer to the artwork preview to improve visibility and ease of use. Helped users notice and interact with customization options more naturally.
2-Layout Shift: Vertical Toolbar to Horizontal
Users needed more space to view wall images clearly, but the vertical toolbar was limiting visibility. Moving the toolbar to the top made it easier to access and improved the overall viewing experience. This toolbar is still on iteration phase.
3-Add Gallery Wall Suggestions
When users preview their selected art in their own space, we now show curated matching pieces as a gallery wall option. This helps them visualise a fuller look and explore related artworks easily.
Web App Iteration: Needs to be Visually Appealing
We redesigned the interface with dark tones to spotlight the artwork and support better decisions. Icons guide quick understanding, while an artist’s quote adds emotion and meaning to the experience.
🔶 Project Takeaways
Design decisions become far more meaningful when grounded in real user context, not just abstract assumptions.
We began with deep research into personalization, AR, and online art-buying behavior. While some early ideas didn’t fit MVP goals, user interviews and contextual insights helped shape focused, valuable directions. Understanding how people connect with their space, navigate uncertainty, and choose art emotionally guided our design approach.
