Transforming the Art Storage and Collector Experience
UOVO
Research, UX, & Visual Design
UOVO is a start-up redefining the collections storage and services industry with a new model that better addresses the specialized requirements of important fine art, fashion, design, and antique collectors.
Approaching storage as a central component of collection stewardship, UOVO opened New York’s first purpose-built facility in 2015.
Challenge
Help this start-up establish brand value and recognition in high-end art markets. Before the first facility was opened, build trust with museums, galleries, art dealers, and private collectors to move their high-value investments to UOVO.
Solution
Starting with market and user research, we learned what would make the best visitor experience and offer the most user-value. To jumpstart revenues, a sales-funnel website needed to offer utility, value, and a frictionless user flow. Building brand recognition through targeted SEO, event sponsorship, and paid media, we launched the brand value proposition “Revolutionizing Art Storage.”
Outcome
Since launching in 2015, UOVO has grown with facilities in 5 states with major markets across the country and is considered the industry-leading experts dedicated to ensuring collections are safeguarded with the highest caliber of security, discretion, professionalism, and care.
Feedback
Patrick is my north star. Not only can I rely on his judgment and deep experience with crafting brand identity, but he is also excellent at explaining how a customer's digital experience can translate to the company's bottom line. Equally important, he is patient, flexible, and reliable—
I couldn't ask for more!
—Anne Maso, CMO, UOVO
Process Focused
As project lead, I define tested frameworks to ensure collective understanding, efficient collaboration and data informed iteration.
define the problem
contemplate solutions, make experiments,
talk to users,
iterate,
make changes and measure results.
UOVO launch website (v1) introduced a new approach to Art Storage and Collection Management. Storage, Services, and Viewing Galleries were the three pillars of the “Revolutionizing Art Storage” value proposition.
Applying Jakob’s Usability Heuristic “Match System to the Real World” to UI and UX, our ‘art museum’ visual language was familiar to our user cohort of art collectors. Interaction pattern’s were restrained, like moving through a quiet museum.
Mobile First
All ux design originates in mobile-first frameworks. Increasingly, user patterns show first-look, especially in response to outbound marketing is on mobile devices, with returning clicks coming from desktop.
To highlight a key differentiator, available Viewing Galleries where incorporated with 360° view photography that created an augmented view of UOVO’s gallery spaces.
The visual brand and design system (component library) are all custom to the UOVO vocabulary and remain constant as the marketing and communications emphasis changes over time.
User interviews and surveys revealed a common pattern of junior staff tasked with ‘collecting options’ for later stakeholder review. This generally consisted of screen printouts or transcribed bullet points being the basis for stakeholder short-listing options.
To leverage this insight, we created Summary PDF files across the website. These print-optimized downloads ensured UOVO’s brand and value proposition consistency when reviewed by decision making stakeholders.
Nimble Iteration and Improvement
The current website as the main point of contact continues to function as a sales funnel but the brand narrative has been expanded to target specific markets.
”Galleries Reimagined” aims to promote the benefits for art dealers and galleries who have begun to realize they no longer need to have the high over head gallery spaces when most or all of their inventory is sold in private showing. This is where UOVO excels, a dealer can store their entire inventory, scheduling viewings with clients in one of the private viewing galleries. UOVO’s team moves the selected works from storage, installs and de-installs the works taking care of logistics, freeing the dealer to focus on their clients and sales.
Additionally, UOVO MODA was introduced as a service specifically targeting Fashion House archiving and work rooms.
Visit UOVO.art
Product Marketing and Communications
Building Brand Awareness
Digital advertising in national art-media drove the "Galleries Reimagined" integrated campaign.
Board of Fashion and Women's Wear Daily digital advertising targeting fashion archives and collectors.
