Digital transformation of Affordable Art Fair

Design, develop and launch an ecommerce and customer relationship platform for Affordable Art Fair


Team structure: visual design lead, client partner, scrum master, 2 x full-stack developers

My role: lead user experience designer (UX)

Gallery ecommerce website

Gallery ecommerce website


the brief

The client, Affordable Art Fair, run fifteen global fairs every year, with over 1.6 million visitors and £235 million of art sold to date. They approached agency Matter Of Form with a desire to digitise their art fair application process and re-launch their website with a new eCommerce platform. They wanted to create a system that was easy and efficient for galleries and fair directors, but still enabled them to build deeply personal relationships.



Since the site was launched, the AFF have seen a 350% increase in new month on month customers and a 200% increase in year on year customers. They have a new revenue stream from the ecommerce platform that has seen a 14% increase in repeat purchases. AAF were a finalist for “Best Other Website” at the eCommerce Awards 2017.


  1. I interviewed the technology, gallery client, fairs and sales teams to gather requirements of each user group.

  2. I designed user flows for the administrative and gallery staff, customers purchasing art on the ecommerce website, and a portal that allows galleries to create profiles and manage their fair applications at a glance.

  3. After understanding the technology capabilities, I designed a back-end integration between the Magento website and Salesforce CRM. The aim was to minimise administrative work for the Affordable Art Fair team and capitalise on the existing features of both platforms, so that very few new functionalities needed to be built.

  4. Once the high-level flows and overall design direction was agreed, I created interactive wireframes of the gallery portal and tested them with the client team.

  5. After these were approved, myself, the designer and developer started working in offset agile sprints. We would test with the client and focus groups, and either iterate or handover for the next skill set to work on it.

  6. Once development was complete on desktop, tablet and mobile, I conducted a UX quality assurance on the website.  



The fair application process varied hugely because Galleries and Fair Managers have very personal relationships. To capture these nuances, I ended up creating a few different digital journeys. If I did the project again I would design the fair application process from scratch, rather than starting from existing behaviours, as this would enable a simplified and consistent journey.   

Wireframes for the user portal

Wireframes for the user portal