Art Discovery e-commerce

Overview

In 2020, I founded Hemkonst.se, a curated online marketplace aimed at making original Swedish art more accessible to everyday buyers while offering emerging artists a fairer platform. I led the project end-to-end—from concept and research to design, development, and launch.

Approach

The idea began with an Instagram account where I shared artwork that resonated with me. As the account gained traction, I conducted surveys with artists, revealing that many sold their work through third parties charging up to 50% in commissions. Simultaneously, I analyzed competitors like Konst.se and NOA Gallery, noting that their extensive catalogs could overwhelm casual buyers.

Using these insights, I designed a clean, guided user experience tailored to a predominantly female audience aged 25–44, as indicated by Instagram analytics. The design emphasized an aesthetic to appeal to this demographic. I utilized Sketch for design and Webflow for development, ensuring a seamless transition from concept to live product.

Outcome

Hemkonst.se launched as a curated art marketplace emphasizing simplicity and accessibility. The platform achieved financial break-even by September 2020, supported by organic growth through social media and targeted advertising. It provided artists with a more favorable commission structure and buyers with an intuitive browsing experience. I reached breakeven 10 months after the initial launch.

Reflection

This project underscored the importance of user-centered design and market research in developing effective e-commerce solutions. It demonstrated that a well-curated, accessible platform could successfully bridge the gap between artists and new audiences.