Huxley Parlour Gallery
UX Design | UI Design
A full UX & Brand makeover for a stylish, contemporary photography gallery. A challenging UX project focused on usability for a site with an immense amount of content while maintaining a unique, premium look and feel.
THE CHALLENGE
Huxley-Parlour needed a brand refresh. They wanted to boost print sales and bring exhibition info forward while creating a memorable brand in a competitive industry. The biggest challenge here was the sheer amount of content and information that they wanted in the site though - from exhibitions & artist prints to interviews, blog posts, and more. It’s a lot of varied content to design, and a lot of user journeys to finesse.
THE RESPONSE
I started by finding what the most common user needs were and bringing those to the forefront. The “Exhibitions” and “The Print Room” were prioritised and, from there, I was able to create a beautifully minimalist – but user first – website that matches their brand.
THE THOUGHT BEHIND: THE PRINT ROOM
The Huxley-Parlour Print Room is the home of some of the most iconic photography pieces around. It contains hundreds of artists, eras, genres, and locations, and I had the challenge of making it easy and enjoyable to navigate.
I split the page into 2 sections, “Featured Artists” placed at the top with a CTA leading to the full artist archive, and a Pinterest-esque gallery with side filters. Then I added options like an instant search feature and the ability to choose how many results showed per page to optimise the platform for all users.
CONCLUSION
This redesign was a huge step for Huxley-Parlour in creating a modern brand tone. Not only was the new website a perfect visual fit for their new image, but significantly boosted their key brand KPIs – everything from an increase in site visitors, to more inquiries, to a higher in-site conversion rate. A fantastic all-round success.
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