How I redesigned Fractiv’s website for better Trust & Engagement.
Ready to see how a website can build trust and spark deeper engagement with art? This case study unveils the journey of redesigning online presence to foster a thriving community of fractional art owners.
Imagine democratizing the ownership of masterpieces, breaking down the walls of exclusivity in the art world. This was the powerful vision behind Fractiv that inspired my latest design project.
As an artist, I understand the power of art. I wanted to redesign Fractiv so that more people, no matter their budget, could experience that power themselves. That’s what drove me.
If you’re just here for a quick glance, feel free to check out before and after below.
📹 The Preview
Curious about the design process and how the landing page sections were crafted? This teaser video gives you a behind-the-scenes look at the final design and how it all comes together.
Take a look at the new Fractiv: Explore the complete redesign! 🖼️
📌 Problem Statement
Design a one pager website for a B2B company that offers fractional art purchasing.
Here are some problems that I pointed out through a quick audit.
Core problems with existing website
- Value Proposition — Visitors land on the site and might not instantly understand unique value — is it fractional ownership, affordable art, or supporting new artists? The lack of clarity can cause them to leave before grasping the opportunity.
- Guidance — Users might feel unsure where to begin their exploration. How do they browse? or learn more about specific pieces or artists? A lack of clear pathways leads to frustration.
- Brand Experience — Variations in design elements across the website footer create a sense of inconsistency. This can make the platform feel less professional and like different parts weren’t designed with a unified vision.
- Trust & Credibility — Think of testimonials like reviews. If they sound fake or look messy, you probably won’t trust them. We need real-sounding, good-looking reviews to show people that platform is reliable and others have had good experiences.
- Clarity — Confusing language kills interest. Fractiv needs simple explanations so everyone understands fractional art and why Fractiv is unique.
- Lacks Visual Vibe — The website doesn’t feel like a classy art gallery or museum. The colors aren’t great, and everything looks messy. This makes the art seem less valuable and the whole platform not high-end.
I listed a set of core elements I would work on while designing the new landing page.
- Building Trust — I will prioritized a comprehensive FAQ section. This directly addresses potential user concerns about fractional ownership, security, and the overall process.
- Brand Identity — Adopting a clean and modern interface directly tackles the lack of a high-end art gallery feel.
- Ensuring Transparency — A clear communication through explanations and a user-friendly layout addressing confusing messages and unclear value proposition.
- Usability —Redesign IA and navigation to ensure intuitive information discovery and a smoother user experience.
🖼️ About Fractiv
Remember the feeling of standing in front of a masterpiece, wishing you could own a piece of it? For most of us, that’s just a dream. But what if you could own a fraction of that dream? That’s the idea behind Fractiv.
Fractiv is a platform that’s making art investment accessible to everyone. Instead of needing millions to buy a Picasso, you can buy a “share” of it, just like buying stock in a company. They partner with leading art galleries, who list valuable artworks on the platform. These artworks are then divided into smaller, more affordable fractions.
How it works?
- Browse Collection — Fractiv features a curated selection of high-value artworks from established galleries.
- Invest in Fractions — Choose the artwork you’re interested iand purchase a fraction that fits your budget.
- Become a Co-Owner — You now own a piece of a masterpiece! Your ownership is securely , ensuring transparency.
- Potential Returns — As the artwork appreciates in value, your fraction does too. Fractiv may eventually seek to sell the artwork, and you’ll receive a proportional share of the profits.
🔍 Research
The journey to redesigning Fractiv began not with colors and layouts, but with a deeper inquiry: Who are the individuals seeking to share ownership of art, and what is the true potential of this innovative platform?
User Personas
Despite limited time for direct user research, I prioritized deeply understanding our audience through User Persona .
By leveraging insights from Secondary Research and the capabilities of tools like ChatGPT, I created detailed, fictional representations of our ideal users.
These personas encapsulated not just demographics, but also their core motivations, key frustrations, and potential triggers. This focused approach allowed to build with a clear picture of who we are serving and what truly resonated with them.
Here are the combined insights I’ve understood from both the Celina Thomas and Jona Chames user personas.
- Expects an easy-to-navigate, user-friendly, and understandable online experience.
- Requires assurance of authentic artworks and reliable platform for secure investment.
Competitor Analysis
To gain a clear understanding of Fractiv’s potential within the art investment , I conducted a competitive benchmark of existing platforms.
This allowed me to identify market trends, understand how others are engaging their audience, and pinpoint opportunities for Fractiv to offer a differentiated and compelling value proposition.
Based on the competitor landing pages here are some common features observed —
- Hero Section with Strong Visuals
- Clear Headline and Value Proposition
- Emphasis on Art Showcase
- Information on How it Works
- Trust Signals
By combining these insights, we could design a website that effectively addresses the core needs and aspirations of Fractiv’s target audience.
📝 Wireframing
While I prefer jumping to visual design post-IA for faster iteration, I value the deep product thinking of wireframes.
Due to a tight deadline, I streamlined my process: pen-and-paper sketches followed by strategic use of Perplexity AI and Galileo.
This helped me think about how the website would work faster while I was also working on how it would look. So, I could design the visuals quickly without completely ignoring how everything should be organized and function.
✨ Visual Design
To elevate the brand and give it a unique voice, a visual refresh was essential.
This was my absolute favorite stage. Before even thinking about the layout of the Fractiv website, I immersed myself in a world of visual inspiration, building a moodboard that would curate the entire redesign’s feeling.
The new vibe I aimed for was that of a modern art gallery with a strong emphasis on reflecting the classy and museum-like essence of the art world.
This moodboarding exercise wasn’t limited to just art platforms ,I explored various other websites to gather inspiration for the design of each individual section of the Fractiv site.
🎨 Style Guides
My initial thought was a modern theme, assuming its clarity would perfectly display the art. However, it didn’t quite hit the right note for the project’s overall feeling, so I decided to explore alternative design directions.
After carefully considering various options and making several adjustments, I arrived at the style guide detailed below.
🪄 Figma Playtime
To ensure the best visual outcome, I crafted and reviewed multiple design approaches for every part of the page.
I’ll now walk you through the iterations I undertook for each section.
1. Hero
The hero section holds importance in attracting visitors and sparking their interest in fractional art ownership.
For the hero section , immediate understanding was key. Hence, the central message: Own a fraction of a fine art masterpiece. Visually, a dynamic, horizontal display of iconic artworks creates an instant gallery feel 🖼️, making ownership tangible. The prominent Explore Collection button is the clear next step. Recognizing the need for trust, Fractiv’s Promise is visible from the start, building confidence.
2. Collection
The Collection section serves as the central marketplace where users can browse and discover the art they can invest in through fractional ownership. It aims to be visually engaging, informative, and drive user interest in exploring individual artworks.
The final iteration of the section aims for an engaging and easy browsing experience for potential investors by using a consistent artwork presentation, clearly displaying fractional prices, and offering a variety of art styles, all under emphasizing investment potential.
3. Feature
The feature section is designed to convince potential users of the advantages and reliability of Fractiv, thereby encouraging them to take the next step, such as exploring the collection or learning more about the platform’s features.
The iteration of the “Beyond the Gallery Walls” section aims to present features and benefits in an accessible and trustworthy way by employing a visually sophisticated museum-like design with a structured Bento Grid layout, clear card-based information, and visual to simplify complex concepts.
4. How it works
The section is designed to educate and reassure potential users by making the process of fractional art investment clear, straightforward, and appealing.
The iteration of the How it works section is designed to convey that investing in fractional art with Fractiv is not complex. Through clear visuals, a logical flow, and key trust indicators, I aim to empower users with the understanding and confidence to take the next step.
5. Our Story
The section is designed to build credibility and trust by showcasing the team and their mission, making the platform feel more personal and transparent.
The iteration focuses on humanizing the platform by introducing the team and their mission, while also offering ways for users to connect and potentially build trust through transparency.
6. Testimonials
This section explores different ways to build credibility using social proof. It showcases various layouts for testimonials representation highlighting the importance of positive user experiences in fostering trust and encouraging engagement.
7. FAQ
This section strategically blends self-service information FAQ with available direct support Contact Us to foster trust and empower users.
By proactively addressing common questions and offering a clear pathway for further assistance, it aims to create a user-friendly experience that encourages engagement with the platform.
🧠 My Learnings
- I started by learning how to begin an assignment and seek inspiration, which includes lots of moodboarding, and I learned the importance of not stopping and procrastinating regarding decisions, but rather moving forward during the exploration phase.
- I learned about IA architecture and implemented the AIDA Model framework, understanding how this helps to capture people’s attention and motivates them to take action.
- I got to learn a lot from mentors and peers during the whole process, valuing their thoughts and actively taking feedback from them, which made me super happy.
- I tried to add micro-interactions wherever it was necessary, being mindful not to overcrowd the design.
- I understood the power of iterations and gained confidence regarding how to present my design.
- I discovered that AI served as a valuable tool for quickly validating my approach and polishing my work.
🎉 & that’s a Wrap!
Take a deep dive into the Figma file and while you’re soaking it all in, A huge thank you to my incredible mentors , & Chris D’souza and the supportive crew at 10kdesigners for their invaluable feedback and encouragement. Couldn’t have done it without you! 🙏
Now, your thoughts in the comment box are always appreciated — don’t hold back! 👇
🚀 Building a stellar design squad? Guess what! I’m open for Product Designer adventures! On the hunt for a seriously enthusiastic user-centered designer who’s driven by curiosity and loves a bit of fun?
let’s connect on LinkedIn & Twitter. Collaboration on cool projects is also a big YES! 🎉
Want more visual candy? My portfolio is just a click away! 🍬
If this case study sparked joy, let those claps fly! 🥳👏✨ Thanks for hanging out! 😊
