To align digital experience with offline sales strategy, the research phase focused on high-impact pages—specifically the Homepage and Product Description Pages (PDPs)—while strictly observing client branding boundaries. A UX/CRO audit leveraged Google Analytics, heatmaps, and session recordings to uncover performance bottlenecks, user drop-offs, and interaction patterns. A heuristic review analyzed emotional triggers and messaging, while competitive research identified luxury market design trends. Additionally, gallery sales scripts were analyzed to integrate key offline buying considerations—such as framing options, artwork lighting, and delivery logistics—into the digital experience. Working cross-functionally with the client’s marketing and SEO teams, these insights were compiled into an actionable optimization database and presented alongside strategy recommendations for global and page-specific improvements.

Using the client's asset library, brand guidelines, and photography awards, new responsive page concepts were created in Figma to elevate product presentation and streamline conversion paths. On the homepage, an interactive 3D gallery was introduced to mirror the high-end physical gallery experience, complemented by brand story elements emphasizing American craftsmanship and artist credentials. On the PDP, product customization was simplified by displaying framing and sizing options upfront, adding a sticky "Add to Cart" module, and embedding real-time shipping costs, sizing charts, and downloadable hanging guides. High-priority testimonials, user ratings, and benefit-driven headlines were placed above the fold to resolve purchase friction, build trust, and reinforce the value of artwork ownership.

Given the client's high-touch requirements, the iteration process involved multiple collaborative feedback sessions led alongside the Account Manager to address stakeholder concerns and secure executive approval. Designs underwent several rounds of refinement to seamlessly incorporate updated marketing campaign assets, imagery overlays, and optimized copy. Once all cross-functional requirements from the UX, SEO, and Marketing teams met final approval from the client’s decision-makers, complete sign-off was granted to transition the approved layouts into development.

Development was executed in a secure WordPress sandbox environment to protect the live site and ensure custom product data structures were properly mapped. Working in batched sprints, the engineering team built out the customized PDP templates and integrated specialized third-party plugins to support the homepage 3D gallery experience. Every page underwent a strict multi-tier quality assurance protocol—spanning Developer, UX Designer, and Account Manager checks—before being delivered to the client for final sandbox sign-off. The site was deployed live in structured batches over two months, followed by end-to-end QA and analytics verification to confirm that tracking for page views, add-to-carts, and completed purchases functioned accurately.