Client
Big Art Wall
Year
2023
Overview
Market
B2C · Global Creative Community
Industry
Social Media, E-learning, Marketplace
Duration
3 months
Team
2 designers, 2 cross-functional
Challenge
Big Art Wall was an endless scroll app that needed 0→1 overhaul to support a new monetization model for its 50K artist community.
Role
I led product and brand in a 4-person team: delivering 500+ screens, building a brand identity, and designing new monetization flows (marketplace + e-learning) in just 3 months.
New online shop ↓
Impact
Redesigned Big Art Wall into a platform where artists can earn, grow, and stand out all backed by new revenue streams, a new brand voice and a better user experience.
Big Art Wall offered me the opportunity to grow and improve, to meet new artist friends, and actually also to start an artistic career with lots of competitions and exhibitions.
Lacramioara Hatmanu · Pittura
Context
What is Big Art Wall?
A mix between Instagram, Pinterest, Etsy and Coursera all in one place.
Big Art Wall is a platform where artists can 🎨 showcase work, sell originals 🖼️, teach classes 📚, join challenges, and find inspiration 🌍.
Before & After
Community feed to discover new artwork with challenges up front.
The Wall, an alternative to endless scroll invites further exploration.
Timed challenges! Much easier to find your challenge and grow!
We built the space. The artist powers it.
Artists power Big Art Wall 2.0, turning it from a gallery into a thriving marketplace and community.
Brand Identity
A community driven logo design
Each letter uses a different typeface: a nod to the vast array of artists, styles, and personalities that make up the Big Art Wall community.
Brand Identity
Brand celebrating diversity
The new brand identity ✨ celebrates diversity 🌍: playful shapes ▲, bold colors 🌈, and typography 🔤 that reflect a multi-disciplinary community 👥 where growth 💪 is the only rule.
Branded IG templates
How we got there
But getting here took 3 months of design sprints, validation loops, with over 500+ screens in 3 weeks.
Here’s how we did it 🔎
Timeline
Research
Brand
Design
QA
Target Users
Aligning product to real user goals
BAW 1.0: focused on consumption over artists real needs.
BAW 2.0: shifts focus on artists real goals: visibility, income and growth defining the foundation for portfolios, courses, and a marketplace.
Validating the model
Surveys made it clear: artists wanted portfolios, courses and marketplace in exchange for a 3-4 euro subscription.
User flows
Designing the marketplace
Finally artist have a way of getting their work out there and earn that hard earned cash.
QA & Iteration
TestFlight enabled rapid validation of product flows and interactions, helping the team iterate and optimize the app experience before public launch.
Their Dev was also a stakeholder so it made validating QA much more streamlined.
Impact
1️⃣ Unlocked new revenue streams — launched subscriptions, courses, and a marketplace so 50k artists could finally monetize creativity. (Business impact)
2️⃣ Shipped a revenue-ready product at scale — rallied a 4-person team to deliver 500+ production screens bringing portfolios, courses, and marketplace live in just 3 months. (Execution + leadership)
3️⃣ Elevated the artist experience — transformed an endless scroll into a platform where artists can earn, grow, and be seen. (User impact)
Lessons Learned 🧘♂️
We hit our 3-month deadline, but…
01
Too little testing
Feedback from 12 users gave us direction, but not enough confidence. I’d push for more qualitative testing at the beginning next time around.
02
Inconsistency
Course setup and artwork listing ended up inconsistent (multi-step vs. one-page). I’d refine these with progressive disclosure to match mental models.
03
Accessibility
Some contrast issues and font sizes slipped through. Next time I’d bake accessibility reviews into every sprint.
