Defining the user experience and shaping a brand identity for Tagsmart, a highly secure art trading platform.

Tagsmart is a start-up working to raise the level of trust in art transactions. Their online platform offers cataloging, certification, and a marketplace for artists, collectors, and galleries.

They needed to transform their overly complex platform. We did a comprehensive product review and redefined the user experience by taking into account all of its aspects from content and information architecture, to brand identity and UI.

Ford's annual sustainability report is designed as a dedicated website. I was hired to co-design the 2016-17 website.

Working alongside the design director and the lead developer in a close iterative fashion, I was responsible for designing responsive layouts, infographics, and UX for specific elements that required a solution outside the existing style guide.

The design takes an editorial approach, in order to present a large amount of information in away that is user-friendly and easy to navigate. Crafted with a wide range of user journeys in mind, the seamless, responsive design makes the site easy to read on a laptop, tablet or mobile phone.

YEAR: 2019 


Starting with interviewing the Tagsmart team, using active listening methods and running a discovery workshop.  I learned that the most pressing issue was the difficulty to onboard new users.

Screenshot 2019-11-06 at 13.33.55

The next stage was conducting a qualitive user research focusing on the onboarding experience. The customer journey map summarising the user research findings.

User Journey Map – Artist Onboarding

Mapping the current user flow, we found
a correlation between points of negative users' emotions and visibly complex sections of the platform.

The highlighted areas below indicate the journey sections that were confusing to users, by being obtuse in meaning and clumsily implemented.

postArtboard 1@2x

New onboarding journey

The new onboarding journey incorporates these essential actions in a way that makes sense to the user through proper contextualization.


postsArtboard 1@2x

For example: instead of asking artists to ‘propose’ themselves, we do a simple identity verification. Once verified, we can automatically grant them authority and add them to the register.

The wireframes below show how it works during signup.

framesArtboard 1@2x

Dashboard IA and behavior

The dashboard contains the user's catalog of artworks. It is also where artworks can be certified, tagged and put up for sale.

Tagsmart UX Wireframes_Master – Window@2x (12)

Permissions tab

This is where users can ask for permission to perform tasks on behalf of someone else. A traffic light system indicates the status of the requests.

The permission status affect the actions users can take.

Tagsmart UX Wireframes_Master – HP2 – permissions@2x (3)
Tagsmart UX Wireframes_Master – Frame@2x (1)

History tab

Once artwork has been sold, it is moved into the history tab. The history tab acts as a mini-archive that makes it easy to trace past transactions.

Tagsmart UX Wireframes_Master – Window@2x (11)

There are many use cases for artwork authentication on Tagsmart. Artists, galleries,
and collectors have different goals and objectives.
This affects what data users are asked for,
as well as the order in which they are asked to complete tasks.

To simplify things, the first step was to identify as many common requirements as possible. Then creating a bank of reusable content blocks that can be "dragged and dropped" depending on the journey they are used for.

Upload new artwork

Uploading new artwork is the most basic user task in the authentication journey. The modules in this task are the basis for more complex tasks such as certify and sell artworks.

Tagsmart UX Wireframes_Master@2x (10)


To accommodate as many use cases as possible, the certification hub is extremely flexible. It's possible to select artworks to certify from the dashboard or from the hub itself, as well as to create new artwork.

The side menu enables users to work on multiple items simultaneously, which is essential for galleries or agents who represent many artists. 


User menu architecture

Re-organization of the accounts hierarchy structure to create a clearer menu and clean up obscure back-end terminology that was illegible to users.


Basket and checkout

Although the checkout process is fairly simple, there are a few actions that are related to the user's status.

The challenge here was to find a way to inform users about limited actions while not making them feel restricted.

basketArtboard 3@2x

Tagsmart had a dated visual identity that was failing to encapsulate their offering and communicate their values.

The new brand identity seeks to convey the idea of trust in art by incorporating visual elements from the world of trust-based institutes like banks, with elements inspired by art galleries and exhibitions. 

Sign up landing Copy 13
basketArtboard 35 copy@2x
uiArtboard 4@2x

UI foundations: selected components

Group 35

Get in touch

Get in touch

Get in touch

If you have a question or a project
you'd like to discuss, just drop me a line
and I'll
be in touch shortly.

or check my availability and book me
directly on YunoJuno

I'm always open to new opportunities.
If you'd like to discuss a project, get
a quote, or just say hi - email me and
be in touch shortly.

Check my availability and book me
directly on YunoJuno

I'm always open to new opportunities.
If you'd like to discuss a project, get
a quote, or just say hi - email me and
be in touch shortly.

Check my availability and book me
directly on YunoJuno

© Yarden Gur 2018

© Yarden Gur 2018