Project Challenge
ArtFlux Gallery offers custom hand-painted oil paintings made to order. The existing website had an unclear customer journey, multiple gallery sections, inconsistent CTAs, and a shopping experience that did not fully reflect its commission-based business model.
What Did We Do?
UX & Journey Analysis
- Reviewed the existing website and identified key UX friction points.
- Defined two clear customer journeys: Choose a Design or Upload Your Photo/Idea.
- Restructured the homepage around conversion-focused CTAs.
- Repositioned the gallery as an Inspiration Gallery.
- Added Category / Style / Title taxonomy for scalable filtering.
- Added artwork mockups, size and orientation selection, and dynamic pricing.
- Allowed customers to use gallery artwork as a style reference.
- Adapted WooCommerce for the custom commission workflow.
- Implemented the 5% deposit → painting → 95% final payment journey.
- Structured order stages from mockup approval through painting, shipping and delivery.
- Improved customer notifications throughout the process.
- Simplified homepage sections and site-wide CTAs.
- Improved gallery navigation, mobile responsiveness and content consistency.
- Added an editable Our Artists section to build customer trust.
The website was transformed from a conventional art-store experience into a clear, scalable commission-based ordering platform.
The new journey makes it easier for customers to:
Discover → Choose/Upload → Customise → Approve → Commission → Receive
The platform is now structured to support future artwork, styles, artists, mockups and marketing traffic while providing a clearer and more conversion-focused customer experience.
