Emma
Age: 34
Profession: Graphic designer
Location: Amsterdam
Goals
Discover Dutch artists and explore their work.
Find inspiration for creative projects.
Learn more about art museums, galleries, and exhibitions.
Needs
Convenient search between artists and galleries.
Selecting artists from a comprehensive list.
Challenges
Cultural websites often contain too much text and are difficult to navigate.
It's difficult to quickly find the artists you need.
How the website helps
Clear visual design.
Easy navigation.
Lots of information that's easy to use.
Smart interface.
User Journey
Stage
Discover
Explore
Learn
Connect
Save / Return
User Actions
Emma searches online
for Dutch artists and
art collections
She browses artist
profiles and artworks
Emma reads about
artists and their works
She looks for museums
or galleries showing
the artworks
Emma bookmarks
interesting artists
Thoughts
"I want to discover new Dutch artists."
"These artworks look interesting."
"I want to know more about the artist."
"Where can I see these works in person?"
"I'll come back later for inspiration."
Pain Points
Hard to know where to start
Difficult navigation between artists on many art websites
Information sometimes scattered across pages
Hard to find museum information
No easy way to save discoveries
Opportunities
Homepage should highlight featured artists
Card-based artist gallery for easy browsing
Structured artist profiles with clear sections
Links between artists, galleries and museums
Highlighted collections and curated sections
