Recently, Kuliza assisted Art-i, an L.A. based marketplace for art lovers and buyers, in creating a highly robust e-commerce platform across desktop and mobile. From a complex and customized Magento implementation to bridging the gap between user requirements for both artists and art enthusiasts, the project has been quite an accomplishment. To get behind-the –scenes, you can access our case study below:

1. ART-I
Context Affordable art marketplace connects artists and art enthusiasts
Kuliza created a responsive website for Dubai-based start-up Art-i, who were seeking
to reduce the intimidation factor associated with luxury art. Art-i encourages artists and
art enthusiast to connect through the medium of affordable art.
Technologies
RUBY
VISUAL
DESIGN
USER
EXPERIENCE
BACKEND FRONTEND
VISUAL
DESIGN
USER
EXPERIENCE
RUBY

2. 2
01 Different user requirements for artists and art enthusiasts
02 Service to cater to both web and mobile app requirements
03 Sculpting client requirements in to meaningful customer experiences
04 Implementing complex Magento on the frontend of an e-commerce platform
05 Complex payment and shipping process because of interstate transfers
Objectives
Challenges Problem:
Different user requirements for
buyers and sellers
Fix:
User-centric design approach with
strong user research based on pre-
defined user personas
Problem:
Provide a service that can cater
to both web and mobile app
requirements
Fix:
Built a customised presentation layer
on top of Magento
Problem:
Translating clients requirements
into meaningful customer
experience
Fix:
Defining a strategic and intuitive UX
process
Problem:
Magento complex for
frontend
Problem:
Complex payment and shipping
process because of interstate
transfers
Fix:
Used Magento as heart and built a
wrapper on it in order to communicate
with other layers
Fix:
Integrated FedEx and PayPal and
customized exposed APIs to suit our
purpose

3. 01 Social Media Hub - artists and art enthusiasts can share work of interest
02 View in a Room – art pieces can be virtually displayed in rooms
03 Create a Virtual Gallery – a virtual gallery of favourite art can be created
04 Scrapbooks – medium of expression for artists to share their work and process
05 Art Comparison – art work can be compared under the same space and domain
06 Completion Meter – to encourage artists to complete their profiles
Features
Kuliza set out to build a responsive web app to inspire both artists and art enthusiasts.
In order to translate client requirements in to meaningful experiences for artists and art
enthusiasts, Kuliza decided on a user-centric design approach with strong user research
based on pre-defined user personas. We began by understanding what was necessary
to achieve this.
01
BENCHMARKING
Researching global best practices, we identified that:
• Social media logins were quite common
• Artists prefer to have a username and do not necessarily want to reveal their identity
• Minimal clicks were preferred to perform any action on websites
• Need for individual navigation flow to fit in the umbrella structure completely
Based on our user research and personas, we understood that artists were looking
Solution

4. for recognition and critique while art enthusiasts liked to appreciate art, but did
not necessarily prefer spending large amount of money on it. We decided that our
designs should understand the client’s goals, break users’ perceptions and remove
distractions.
02
INFORMATION ARCHITECTURE AND DESIGN
While framing the information architecture here are some things we kept in mind:
• Process of onboarding users
• Profile creation and showing casing for artists and users
• USP/value addition of Art-i for artists and buyers
• Promotional category of seasonal sales
• Flip transitions to keep brand recall ‘Art-i’
• Interaction of each functionality placed on webpages
03
VISUAL DESIGN
We experimented with bright, creative colours, such as red and turquoise, to indicate
passion and creativity. The layout was a tight grid oriented with use of white spaces to
emphasise the art displayed. Serif fonts were classy and modern and provided users
with good readability.
04
TECHNOLOGY STACK
We built the site on Magento, a customized e-commerce framework, to facilitate both
web and mobile app requirements. We used this framework and added Ruby on
Rails to facilitate optimum frontend communication. Complex payment and shipping
processes of interstate and international transfers were handled by integrating FedEx
and PayPal and customized exposed APIs to suit our purpose. Kuliza also designed a
horizontal scalable architecture for the application so any level of concurrency can be
handled.
20,000
USERS
DAILY USAGE PATTERN
500,000
TOTAL PRODUCT
IMAGES SUPPORTED
30,000
USERS
PEAK USAGE
800
CONCURRENT
USERS
300
DAILY TRANSACTION
VOLUMES
Capabilities