EYOWO
Artisan - Queensland's Home of Craft & Design
EYOWO
Designing and scaling a digital presence across web, social, and short-form content
Web Redesign
UX/UI Design
Visual & Graphic Design
Digital Marketing & Strategy
Video Creation + Editing
UX/UI Design
OVERVIEW
My Role
UX Design Intern → Digital Communications Coordinator
Deliverables
UX/UI Design, Shopify Web Updates, Visual Graphic Designs, Digital Marketing
Tools
Overview
This case study covers my two-year contribution at Artisan Art Gallery, where I initially joined as a UX Design Intern to redesign the gallery’s website and later transitioned into a Digital Communications Coordinator role.
Across both roles, I worked on improving how the gallery:
Communicated with its audience online
Showcased artists and exhibitions
Maintained a consistent, engaging digital presence
This project highlights end-to-end UX thinking, as well as the ability to scale design work beyond screens into real-world communication.
Context & Role Evolution
Artisan Art Gallery is a non-for-profit organisation representing emerging and established artists. Prior to my involvement, the gallery’s digital presence had grown organically, resulting in:
An outdated website structure
Inconsistent visual language
Limited alignment between web and social channels
My Role
UX Design Intern: Led a website redesign to improve usability, clarity, and visual cohesion
Digital Communications Coordinator: Took ownership of ongoing web updates, social media, graphics, and short-form video content
The progression from intern to paid role reflected growing trust and responsibility across both UX and communication strategy.
Website Redesign (UX Focus)
The website redesign focused on making the gallery easier to understand and navigate for both first-time visitors and returning audiences. The original website lacked visual hierarchy and consistency, making it difficult for users to quickly understand the gallery’s offerings or navigate between exhibitions and products.
Key problems identified:
Exhibition and artist information was difficult to find
Navigation lacked clear hierarchy
Visual presentation didn’t reflect the quality of the gallery’s work
Goals:
Improve discoverability of exhibitions and artists
Simplify navigation and content hierarchy
Create a flexible structure for ongoing updates
Screenshots of previous website:
Design Process
The redesign process prioritised clarity over novelty, ensuring the site could be easily updated by the gallery long-term.
Key Activities
Content restructuring and information architecture
Wireframing key pages (home, exhibitions, artists)
Visual refinement aligned with the gallery’s brand
Design decisions focused on:
Clear page hierarchy
Consistent typography and spacing
Visual breathing room to highlight artwork
Information Architecture & Screen Planning:
Low-Fidelity hand-drawn wireframes:
Shopify Management Screens:
In Australia, acknowledging the Traditional Custodians of the land is a widely understood cultural practice. This screen was included to ensure the digital experience reflects local context and sets a respectful, culturally aware entry point for users:
Website Outcomes
The redesigned website:
Improved clarity of exhibition and artist information
Created a more cohesive visual identity
Enabled easier content updates over time
Most importantly, the site became a reliable foundation that supported the gallery’s growing digital presence rather than limiting it.
Final Screens:
Visit Completed Site
Visual Designs & Short-Form Videos
After the website redesign, my role expanded into Digital Communications Coordinator, where I managed the gallery’s ongoing digital output.
Responsibilities
Designing promotional graphics for exhibitions and events
Creating short-form video content for social platforms
Managing and scheduling social media posts
Updating the website with new exhibitions and content
A series of graphic assets were designed daily for Instagram, Facebook, Linkedin to promote exhibitions, featured artists, and events. Designs prioritised visual consistency while allowing each artist’s work to remain the focal point.
Examples of graphics made for socials:
(I've created more than 100 graphcis like these)
Examples of Instagram Story Graphics:
Types of Magazine-Style Carousal Graphics:
(mostly featured on EDM's)
Reels & Short-Form Video:
(I've created more than 50 videos like these)
View more graphics made here:
View more reels here
Impact
Over the course of my involvement, the gallery’s digital presence became a key driver of engagement and revenue.
As a result of the website redesign and ongoing digital communications work:
Workshop and event attendance increased, supported by clearer information architecture, improved promotion, and consistent visual communication
The gallery saw a significant increase in website-driven sales, as artwork, workshops, and event listings became easier to discover and navigate
Social content and short-form video helped drive traffic back to the website, strengthening the connection between social platforms and conversions
While these outcomes were achieved gradually, they reflected the value of maintaining a cohesive, well-managed digital ecosystem rather than treating web and social as isolated channels.
Learnings & Reflection
Over more than two years, I managed Artisan’s social media presence end-to-end, taking ownership of content planning, publishing, community engagement, and ongoing iteration based on performance and audience response. In parallel, I designed and executed email marketing campaigns and supported paid advertising initiatives to promote exhibitions, artists, and workshops.
Working across Instagram posts and reels, product and artwork photography, email newsletters, and campaign assets required balancing creative expression with consistency, deadlines, and real business objectives. Rather than treating each channel in isolation, I learned to think strategically about how content worked together across the ecosystem to drive awareness, engagement, and conversion.
