GET.ART Domain Marketplace
Role
Product Designer
Duration
4 months
Company
UKCI Domains (.ART)
Challenge
GET.ART was a marketplace for .ART — a top-level domain built for the art world, where artists, galleries, and collectors bought, sold, and managed their .ART names. When I joined, the company had no design system, and every page was designed from scratch. Over four months I redesigned the core pages, designed the client area, and built the component foundation the platform had been missing.
Client's area, domain management
Reserved domain names' category
Simple portfolio website builder
Process
1. Research and Discovery
- Interviewed artists and collectors, the audience the .ART domain was built for, to understand what they came to the platform to do.
- Made behavioral analytics a working habit: session recordings (Yandex Metrica Webvisor), attention heatmaps, user paths, and time-on-page guided the navigation work — misclick and frustration patterns pointed straight at the problem spots, which I fixed and re-checked on the next batch of sessions.
2. Design and Iteration
- Wireframed the purchase flow and the client area, then took both to high-fidelity prototypes.
- Ran usability tests with early adopters and iterated on navigation and the purchase path.
3. Design System
- Pulled the repeating pieces of the redesign into a shared Figma library: icon sets in three sizes, atomic elements, and buttons.
- That library grew into the company's first design system.
Before & After
Old page
New page
What shipped
- Domain purchase and management: buyer and seller flows for .ART names, plus a client area where owners managed their domains.
- Reserved-name catalog: a browsable category of reserved .ART domain names.
- Portfolio builder: a simple website builder that let a domain owner put a basic portfolio on their new address.
Conclusion
GET.ART was my first end-to-end platform: information architecture, buyer and seller flows, a portfolio builder, and the company's first design system — 150+ components that outlived the project itself and became the foundation for the rest of .ART's web products. Working in a small distributed UK/US team meant there was no one to hand anything off to: I learned to validate my own decisions with session recordings and user conversations, a habit that has shaped how I design ever since.