When designing for the creative industry, fine margins decide what is in good taste and what disrupts the immersive experience. Nerd Cow has helped Ingrid Petersen find the perfect home for her art, delivering a modern, informative website without stealing the spotlight from the pieces.
Ingrid approached us with a need for a state-of-the-art website that would replace her plain Adobe Portfolio site. The main challenge was catering to Ingrid’s distinctive audience consisting mostly of:
We have identified that striking the perfect balance between the two required showcasing the pieces on the digital canvas without overshadowing them with features. Our approach was to give the visitors a glimpse into Ingrid’s life and values while letting the art tell most of the story, simulating a gallery-like experience.
We have put the spotlight on Ingrid’s pieces by using their variations across the key elements of the website. A clean layout with plenty of whitespace, great contrast and no distractions helps the visitor focus on the most important elements – the art and its story.
The visitor is greeted by a short slider which immediately exposes them to Ingrid’s art. A clean user interface and a sophisticated font immediately set the tone for the journey ahead.
Subtle accents like the paint smudge and the dash in secondary headings make the website stand out from plain designs. They came to life thanks to our mobile-first approach, breathing new life into the appearance of the Home page on mobile devices.
Our goal of showcasing Ingrid’s art required a unique approach. We have incorporated it into the user interface but also created primary and secondary Call-To-Action elements throughout the website – in the header and under each piece respectively.
The simple navigation using a “burger” icon in the top right corner (which then animates into an “x” when opened) gives the visitor an opportunity to learn more about Ingrid while keeping the Gallery page as the main destination.
Our mobile-first approach helped isolate not only fantastic design choices like the brush smudges but also feature choices for smart device users. An implementation of a slide-in image with a small preview on the Home page helped us build a mobile website that does not take long to scroll and showcases Ingrid’s art in a unique way, rather than displaying a “lonely” image between paragraphs.
Using the best practices we were able to include high-quality photographs of Ingrid’s art, allowing the visitors to see almost every stroke of the brush without overwhelming the display and slowing down the site.
We have kept the distractions to the minimum, only including a brief summary next to each piece, which is visible at all times when scrolling on desktop devices. The page of each painting ends with a smart enquiry button – when pressed, the visitor is directed to the Contact page with a pre-filled message which can be completed accordingly.
While the website focuses on the art throughout most pages, the About and Biography pages were just as important and demanding. We had to ensure Ingrid’s captivating story is easy to digest and navigate.
Ingrid did a brilliant job describing her journey through life and we have polished the raw copy to fit the web writing standards. The addition of headings allowed us to make it easier to follow and to incorporate a feature that tracks your progress on all devices. On top of that, the module displays the title of the current heading on desktop devices to remind readers about the context of the current paragraphs.
The website got an overwhelmingly positive reception and has been frequently dubbed as “beautiful”. By designing an engaging and intuitive layout, we have achieved great results among several metrics. Organic visitors rarely leave Ingrid’s website without interaction, visiting 3.58 pages per sessions on average and rarely exiting from key pages.
average page load time,
despite high-quality imagery
unique page views
exit rate on
the Gallery page