Redesigning Artsy’s Peer-to-Peer Selling Experience
We set out to revamp Artsy’s peer-to-peer selling experience, enabling art collectors to seamlessly list, manage, and sell artworks on the platform. The goal was to streamline the process, enhance user engagement, and improve conversion rates while reducing the need for manual outreach.
Driving conversion, reducing friction, and scaling operations
I led the redesign of the peer-to-peer selling flow, focusing on conversion, usability, and operational efficiency. The result:
Web submission conversion jumped from 12% → 69%; app from 32% → 43%
Manual follow-ups reduced by 56%, saving the team significant time and resource
Drop-off decreased, and re-engagement improved via smarter nudges and on-platform messaging
Key Improvements
Simplified the form with clear, progressive steps to reduce cognitive load
Applied nudge theory to guide users in submitting the right details and photos
Added contextual guidance at every step, explaining what we needed and why
Enabled re-engagement through push/email reminders, allowing users to continue later
Improved tracking so sellers could see their submission status, reducing support queries
Kept all communication on-platform for a seamless experience
Iterative strategy towards the long-term vision
This project tackled a complex user journey with multiple layers of information and numerous manual steps requiring automation. My challenge was to drive immediate impact while aligning with the broader vision. To achieve this, I structured the work into iterative phases, ensuring regular handoffs to engineering and continuous validation.
Impact and learnings
This redesign not only boosted conversion but also streamlined internal workflows, reduced support overhead, and improved the overall seller experience. It reinforced the importance of guidance, feedback loops, and re-engagement in driving completion rates.
The redesign significantly reduced drop-off and improved re-engagement, increasing conversion from draft to completed submission. Web conversion for completed submissions rose from 12% to 69%, and app conversion increased from 32% to 43%.
Additionally, 44% of submissions approved by the secondary team now required resubmission for additional information (e.g., shipping, framing, condition)—down from 100%, saving the team substantial time by reducing the need for manual follow-up.
Final note
The P2P marketplace project was cut due to a strategic shift by Artsy. So while it started successfully, we were not able to see through our vision.