Lead Product Designer
Led a full homepage redesign for Artbinder, transforming a confusing, brand-misaligned experience into a clear, premium, conversion-focused entry point that better communicates the product’s value to high-end art institutions.
Overview
Artbinder is a digital inventory management platform that enables artists, gallerists, and collectors to organize, present, and share artwork seamlessly across devices. As the sole product designer, I led a complete redesign of the Artbinder homepage to address usability issues, elevate the brand’s visual presence, and better communicate the value of the platform to a high-end, art-world audience.
The project included end-to-end design for desktop, tablet, and mobile, ensuring a cohesive and responsive experience across all breakpoints.
Problem
Artbinder operates at the intersection of technology and the fine art world, serving some of the most prestigious galleries globally. However, the existing homepage failed to reflect this positioning.
Stakeholders identified two critical issues:
Brand misalignment: The visual design did not convey the premium, sophisticated nature of the company or its clientele.
Poor usability and clarity: Users struggled to navigate the site and understand core offerings, with pricing and product value being particularly unclear.
This disconnect resulted in friction during onboarding and weakened first impressions for prospective customers.
Solution
I redesigned and launched a high-impact, brand-forward homepage for ArtBinder that clearly articulated the platform’s value proposition and service offerings while elevating the visual language to match the sophistication of the art institutions it serves. Improved site navigation and information hierarchy to increase clarity and usability, making it easier for prospective users to understand product capabilities and workflows. Designed key interaction patterns and calls-to-action to guide users toward high-intent actions, including account sign-ups and inbound inquiries, supporting business growth and conversion goals.
Website Before: Key Issues Identified
A detailed review of the existing homepage revealed several structural and usability challenges:
Overly dark, heavy UI that felt unapproachable
Visual design that did not align with the brand’s premium positioning
Confusing navigation patterns
Critical information (notably pricing and services) buried within nested sections
High cognitive load caused by poor hierarchy and content organization
Content Audit & Information Architecture
Previous State
I began by mapping the existing information architecture. The homepage relied heavily on nested content sections, requiring users to click into individual areas to uncover essential information. As a result, key details about the product and its benefits were easily missed, and the overall content hierarchy lacked a logical flow.
This structure placed unnecessary decision-making on the user and obscured Artbinder’s core value.
Updated State
Based on usability findings and internal discussions, it became clear that a full structural reorganization was required.
I collaborated closely with stakeholders to define a clearer content hierarchy, then redesigned the homepage to:
Surface all essential information on a single, scannable landing page
Eliminate unnecessary nesting
Establish a clear narrative from value proposition → features → social proof → calls to action
The result was a layout that feels intentional, intuitive, and immediately legible, allowing users to understand the product and next steps within moments of landing on the site.
Updated Website States
An analysis of the existing website revealed that a full structural redesign was necessary. User research and site review indicated that visitors struggled to understand how to navigate the site, where to go next, and how to quickly digest the available information. The nested content structure and fragmented layout created unnecessary friction and confusion.
In collaboration with the team, I defined a clearer information hierarchy and redesigned the content layout to be more intuitive and user-friendly. I simplified the experience by un-nesting content and consolidating key information onto a single, scannable landing page. This approach ensured that users could easily understand ArtBinder’s offerings, navigate the site with confidence, and find relevant information quickly. The updated layout emphasized clarity and visual hierarchy, improved content flow, and introduced clear calls-to-action to guide users toward key next steps.
Wireframes
With the revised content structure in place, I created wireframes to explore layout and hierarchy across breakpoints. The primary goal was to balance:
Business objectives: driving sign-ups and inquiries
User needs: quickly understanding what Artbinder does, who it’s for, and why it’s valuable
Wireframes focused on clarity, pacing, and visual rhythm, ensuring content felt digestible rather than overwhelming.
Final Design
The final homepage design delivers a significantly improved user experience through both structure and aesthetics.
Key outcomes include:
A brighter, more refined visual language aligned with Artbinder’s premium brand
A simplified, highly scannable content structure
Clear articulation of the platform’s offerings and differentiators
Prominent social proof showcasing trusted gallery partners
Strong, well-placed calls to action
Together, these changes created a homepage that not only feels elevated and credible, but also functions as an effective acquisition and storytelling tool for the business.
Outcomes & Impact
While formal analytics were limited at the time of launch, post-release signals and stakeholder feedback indicated meaningful improvements across both user experience and business outcomes:
Improved user comprehension: Stakeholders reported fewer follow-up questions around pricing and core offerings after launch.
Stronger engagement: Users spent more time on the homepage and progressed more clearly to primary calls to action (sign-up and contact).
Increased lead quality: Sales and account teams noted more informed inbound inquiries, suggesting clearer expectation-setting through the redesigned homepage.
Elevated brand perception: The new design better reflected the sophistication of Artbinder’s gallery and collector clientele, strengthening trust and credibility at first touch.
Reflections
This project reinforced the importance of clear information architecture as a conversion tool, not just a usability consideration. Even well-designed products can fail to convert if their value isn’t immediately legible.
Key takeaways:
Clarity outperforms cleverness: Removing nested content and surfacing essential information dramatically improved comprehension and flow.
Brand and usability are inseparable: Elevating the visual design without fixing structural issues would not have solved the core problems.
Single-page narratives reduce friction: Treating the homepage as a guided story—rather than a collection of sections—helped users understand what Artbinder offers and why it matters within seconds.
If revisiting this project, I would prioritize implementing quantitative analytics and A/B testing earlier to more directly measure conversion improvements and continuously iterate on messaging.