Overview
White Screen
Empowering the Art Community with a Platform for Networking and Content Discovery
White Screen is a concept project I created from scratch, drawing on my years of experience in the art industry.
In this project, I designed a social network that provides art community members with simple tools to discover and manage art content, build professional connections and reach international audiences.
My Roles
UX Research, Design System,
Wireframing, Prototyping,
Branding, UI Design
Tools
Figma, FigJam, Miro
Duration
4 months
Given the large volume of information, the main challenge was organizing it in a way that didn’t overwhelm the user. I had to identify which information was essential and prioritize it, with the information architecture of the platform playing a crucial role.
Combining the mass-market nature of a social network with the sense of exclusivity and creativity inherent in the art world, while maintaining a professional yet accessible tone.
After defining the three user personas (artists, galleries and art collectors), midway through the project I realized that if users needed a portal to find professionals, then professionals also needed profiles to promote their services, leading to their inclusion as users.
Challenges of the Project
Pain Points
Art-related content (such as information about artworks, events, open calls, and job offers) is scattered across multiple websites, requiring users to spend significant time and effort searching for relevant information.
Artists and galleries struggle to reach new audiences, especially on an international level, and face difficulties promoting their artworks effectively.
Building professional connections is challenging for those who are not already well-established within the community.
The artworld relies on outdated administrative practices.
Potential Solutions
Create an interactive online space where members of the art community can connect, collaborate, and engage in discussions globally.
Provide intuitive tools for managing and sharing art collections or portfolios and showcasing work to a broader audience.
Implement a broad range of filters and an intuitive search function to get to accurate results.
Build a database for all art content.
Gather all art-related content in a single and easily accessible system.
Facilitate seamless creation, sharing, and management of art content.
Enable professional connections and collaborative opportunities within the art community.
Optimize content discovery by implementing a tailored search system.
Address the needs of the different user personas by delivering personalized and tailored profile pages.
Establish a brand identity for the platform, that combines a clean, sophisticated design with an edgy aesthetic to best represent contemporary art.
Main Goals
Interviews
Top issues that came up from interviews I conducted with members of the art community
Information about open calls, grants, exhibition opportunities and art related events is dispersed in different places, making it difficult to find relevant resources.
After a purchase, artists and galleries barely maintain personal contact with the clients. The interaction is mainly based on newsletters.
They all use social media to find new clients and artists, but without search filters, it's like looking for a needle in a haystack.
In order to find official representation, artists reach galleries by emailing them their portfolio. Only few get a proper response.
Collectors don’t tend to lend their artworks to art institutions because of fear to damage the works.
Artists would like to collaborate more with other artists, but they don’t know how to start.
Most of them save all their artworks’ information in Word/Excel files.
Market Analysis
Conclusions
Art database websites like Artnet lack real-time engagement, and the ability to connect users or facilitate complex interactions. In contrast, social media platforms like Instagram offer limited activities with the content published.
Profiles should function as portfolios for better showcasing of art collections, similar to how Behance allows users to display and promote their work professionally.
Proper visual display is crucial for optimal and professional presentation of artworks.
Content organization should be clear and intuitive for easy navigation.
Visual content platforms have limited search filters, which restrict the accuracy and relevance of the results.
1/4
Emily Turner
Artist
Philadelphia, PA, USA
31
years old
854
artworks in her portfolio
Techniques Used
Oil on canvas
Watercolors
Mix media
BIO
Emily rents a small studio where she spends most of her time creating new paintings. Every once in a while, she remembers to post pictures of her art on Instagram, but she feels the app is not very engaging, and she can’t manage to expand her audience. She is at a point on her career where she feels stuck and doesn’t know how to keep developing.
Frustrations
Spends a lot of time and effort finding relevant open calls for her since they’re disperse in various websites.
Has a hard time reaching new audiences.
Finds it difficult to make professional connections.
Goals
Display her art easily and sell more artworks.
Find all the information she needs for promoting her career in just one place.
Take advantage of opportunities such as participating in exhibitions, collaborating with other artists in creative projects and more.
2/4
Victoria Reynolds
Gallery Manager
Berlin, Germany
43
years old
463
artworks in the gallery
Favorite Art Genres
Minimalism
Abstract
Conceptual
BIO
Victoria started her career in the artworld as a gallery assistant at a small gallery where she quickly got promoted to gallery manager. She loves the freedom of her job - from choosing artists to represent at the gallery to endless conversations about art with her colleagues. But she admits the artworld can sometimes be inflexible and very old fashion in terms of administration, which prevents the gallery from growing big.
Frustrations
She is looking for the next step to promote the gallery
and make it known internationally.
Gets countless irrelevant portfolios from artists.
The artworld has old fashion administration manners.
Goals
Discover new artists and expand the gallery’s collection.
Promote the gallery and sell more artworks.
Make connections in the artworld.
3/4
Alexander Sterling
Art Collector
Los Angeles, CA, USA
58
years old
124
artworks in his collection
Themes in His Collection
City lanscapes
Architecture
Portraits
BIO
Alexander runs a successful business in renewable energy. In one of his usual business travels to New York, he made a reservation in a new hotel which was situated right next to a photography gallery. He couldn’t help but going inside and he ended up purchasing the first piece of art that started what would become his art collection and a long live passion ever since.
Frustrations
Doesn’t know where to find professionals who can take care of his collection.
Doesn’t know where to find art related events.
Although he loves visiting museums and art galleries, he doesn’t have much time to appreciate art in the real world.
Goals
Discover new artists and expand his art collection.
Make connections in the artworld.
Display his collection.
4/4
Mai Nakamura
Conservator
London, UK
33
years old
61
Conservation works done
Areas of Specialization
Preventive conservation
Abstract
Painting conservation
BIO
Mai still cannot believe how lucky she is working with art and getting to do the one thing others can’t - touch it! Every time she starts a new project she feels the adrenaline in her fingertips, but she also feels the huge responsibility that lays upon her - one small mistake and she can ruin a one of a kind piece of art.
Frustrations
Lack of full time jobs in the area, so she needs to work as a part-time freelancer.
As a freelancer she constantly needs to find new clients.
Doesn’t know where to promote herself.
Goals
Find clients.
Make connections in the artworld.
Participate in new projects.
Users Personas
Information Architecture
User Flow
1/2 Create an Exhibition
2/2 Inquire About Artwork
Design Process
Wireframes
Final Design
Homepage
The right panel is designed to remind users of upcoming events they’ve shown interest in, as well as notify them of exhibitions closing soon, ensuring they don't miss the chance to visit.
To enhance the discovery of new art beyond users' personal preferences, I added a panel at the top of the feed to promote a different artwork every day, increasing exposure. This allows users to explore new artists and discover options they might not have considered. Additionally, this feature serves as a decorative element on the homepage, appealing to the art community and adding an extra touch to the experience.
Posts
To help users scan information quickly, I designed 9 custom cards for different feed posts. Each card includes a clear title for easy scanning, a customized CTA (or none, when unnecessary), and specific input boxes for adding essential information (e.g., project name, dates, location, requirements). Tags are also included for further customization.
Discovery
For the discovery section, developing a well-organized information architecture was crucial, with a focus on clearly distinguishing the different search options. To achieve this, I separated the options into tabs, allowing users to view all available choices at once and select their preferred one.
For the professionals portal, I prioritized enabling users to find the services they need by incorporating not just rates and reviews, but also mutual connections. This approach aims to build trust and make it easier for users to hire the services of reliable professionals for handling their artworks.
Search Options
Each tab features a tailored sorting option and a search panel equipped with a broad range of filters to ensure accurate results.
Artwork Card
Each artwork card functions like a regular post: users can like, comment, share, save and even inquire about the price.
To keep the artwork display clean and distraction-free, action icons only appear on hover, with a subtle frame highlighting the card.
For the artwork details, I relied on the conventional format used in the artworld.
Hover me
Profiles
My biggest challenge was creating a profile page that caters to the needs of the four main personas: artists, galleries, collectors, and professionals. The goal was to customize each profile to meet the unique needs of its user while ensuring no relevant information was left out.
All profiles include a key section with tags that define the user’s artwork, mediums, and/or techniques applied, enabling tailored connections between users.
Since the profile functions as a portfolio and a collection display, proper artwork presentation was essential.
I added a section to the profile where users can send professional requests to add new clients, gallery representations, and artists to their collection, boosting credibility.
Online Exhibitions
The idea behind this section was to enable further collaboration between users, while introducing innovative ways to display and promote art within the platform.
To ensure versatility, I conceptualized the online exhibition to complement on-site exhibitions by extending them virtually or, alternatively, serve as an option for visitors unable to attend in person, allowing them to explore more exhibitions from the comfort of their own space. It also introduces the concept of evolving exhibitions, where curators can add artists and artworks over time, redefining traditional exhibition formats to better suit dynamic needs.
This feature was designed to enable international participation, reaching new audiences while eliminating the risks of damage associated with transporting and hanging physical artworks.
Although not yet designed, I envision that any artwork’s participation in an online exhibition would be facilitated by a curator sending the owner a request for consent to display the artwork. This consent would serve as a digital legal loan contract.
Style Guide & Branding
Logo
The logo resembles the art of Piet Mondrian (one of the greatest artists of the modernism) - straight black lines, pure colors and flat, with a twist of edgy and bold colors.
Name
The name is a word game that comes from the common term in modern art “White Cube”. White cube refers to the optimal way of displaying modern and contemporary art - on white and large walls to keep the focus on the art.
Typography
Wix Madefor Display
For the platform, I chose a modern and clean font to ensure it wont compete with the visual content.
Ibarra Real Nova
For the artworks’ details, I opted for a sophisticated serif font to distinguish it from the platform’s main typography, adding a delicate touch that reflects the refined nature of art.
Color Palette
#EAF306
#F0F3A5
#7645F4
#7645F4 (60%)
#171716
#171716 (60%)
#FCFCFC
#171716 (30%)
Icons
Sidebar Icons
My art
My groups
Messages
Action Icons
Like
Comment
Share
Save
Rate
Informative Icons
Next Steps
Create a mobile version.
Develop the projects section, allowing users to create or join art-related projects.
Create the open calls section, providing a dedicated space where users can find detailed information about open calls, including deadlines, application guidelines, and real-time updates on the selection process.
Categorize artworks by availability, making it easier for users to navigate the marketplace.
Include additional mediums in the art display, such as video, sculpture, and other diverse art forms, to accommodate a wider range of artistic expression.
Thanks for visiting!
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