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