Website design for Platinum Jubilee Artist in Residence Freddy Paske

Work
Website Design + Brand Identity

Year
2024

freddypaske.com

Overview

As the sole designer on this project I led all the design initiatives, conducted the research, and delivered the end product to the client.

Role

Freddy Paske is a renowned painter and was the artist in residence for Queen Elizabeth II’s Platinum Jubilee. His website needed a UX-focused redesign to improve usability, particularly in helping users navigate to product pages and purchase artwork more easily.

Problem context

Navigation was unclear, making it difficult for users to find and purchase artwork.
The site lacked a clear structure, making the browsing experience frustrating.
The visual design didn’t fully reflect the premium nature of his work.

Business goals

1

Improving website structure & usability

Navigation was unstructured and the all over UX did not follow

2

Visually improving the website

The overall look of the website needed a refresh.

Research & Iteration

User Flows

I then went on the create user flows to make sure that the navigation made sense and worked well. I mapped out how the users would get to where they needed to go.

UX audit

I conducted a UX audit on the website and applied standard UX principles to the contents and navigation.

UI

The overall look and feel to the website was cleaned up and some elegant and suitable assets were created to add to the visuals the client had requested.