CONTEXTUAL INQUIRY
Visits to art galleries helped inspire the user experience of the Apostrophe platform. The interface uses a clean, gallery-like design with white walls, track lighting, and skylights to display artwork as if it were in a real gallery.







AFFINITY MAPPING

Key insights from business research revealed issues with inventory, showcasing, payments, and user interactions. This highlighted how artists, artwork, and galleries operate and how people engage with art.

ARTIST USER

Meet Giulia, the ideal user for Apostrophe. She needs help with tracking inventory, selling art, receiving payments on time, and managing client follow-ups.