Daniella Saul

Responsive website design
Brief & Project Context

Daniella Saul is an art curator in charge of a collection of exhibits in museums or art galleries, in this project, the exposure of Daniella’s curated work became the main objective.

I worked directly with the client to create a user experience that not only creates a trustworthy and professional image but also, allows the user to enjoy the visuals and display of art, as well as being informed of what was showing with detail information about each project.

I lead the UX and UI work, creating all deliverables and presenting these to the client.



User Research

As I was limited by time and cost constraints, the user research techniques I used included: Competitor Research, interviews with possible users and a research to familiarise myself with what a curator is and what are his functions.

From my research findings, I learned that the gallery curator is normally the individual who makes the decisions about which artists space will show, with this and the interviews I was able to create two user personas. These ranged in age, gender and the stage of there career. I then selected a primary persona which reflected the most popular type to use a curator’s site.


Project goals
  • Clarity & simplicity to let visual content take main user’s attention.
  • Easy & responsive navigation, to allow users find the information they need at all times, with a responsive site that will work and look elegant on a desktop as well as on all mobile devices.
  • Clean UI main focus to be on the artist’s work and the images of the curated exhibitions.


Design process

I started the design process by defining the screens that our key persona user would visit on their journey to find information and or use a curator’s services. These screens included –  Home , Services, Projects & Exhibitions, About Me, Press & Contact.


I sketched out some ideas and presented to the client. Once we had combined our ideas into a consistent set of screens, I proceeded to create Hi-Fi UI wireframes.



Designing for the smallest screen and working your way up is a principle of progressive enhancement. It is one of the best strategies to create either a responsive or adaptive design, as the hardest, should be done first. Once the mobile design questions are answered, designing for other devices will be easier. What it boils down to is that the smallest of the designs will have only the essential features, so right away you have designed the heart of your UX.



Branding and Style Sheet

The logo design idea is based on an American gallery tradition where a red dot sticker placed under an artist/price card indicates that the art piece has been sold. During scheduled art exhibitions, art is sold and marked with the red dots, but remains on display until the closing of the exhibit, even though ownership has passed to the buyer(s).

I found it appropriate to add an artistic connotation to Daniella’s name, as what her work is based on is dealing with artists and pieces of art every day.

Later on, taking this into consideration, I used the colour red as the primary brand colour for the web, then I used different tones of this red for the secondary actions and elements of the site.

Being Red a colour associated with energy, strength, power, determination, as well as passion, desire, and love I liked the idea of using this tone as a very emotionally intense colour which In my opinion, can be very well married to ART and the feelings, the artists, wants us to perceived with it.


As an ending to the project, I created some business cards.