Digital Visual System & Content Architecture - Fotogalerie Friedrichshain

Role

UX/UI Designer — Digital System Design & Content Architecture

Context & Challenge

The gallery’s Instagram suffered from inconsistent visual standards, fragmented information hierarchy, and low engagement.
Content quality depended heavily on individual execution, creating scalability and risk issues.

Goal:
Design a scalable visual and content system that improves clarity, engagement, and brand consistency — without paid advertising.

System-Level Design Strategy

System Design over Execution

Designed and owned a scalable content design system, defining:

Poststructures
Information hierarchy
Cover logic and layout rules

Shifted output from individual execution to system-driven consistency.

‌ ‌**Post detail view:** A complete post layout presenting exhibition information within a consistent visual system, reinforcing brand cohesion across touchpoints.

UX Principles Applied to Platforms

Structured content using UX logic:

3-second hooks to reduce early drop-off
One-minute narrative frameworks for retention

Treated each reel/ story format as a controlled UX experiment.

Data-Informed Iteration

Used platform analytics and AI-assisted analysis to monitor:

Saves, Shares, and meaningful engagement

Iterated formats, timing, and narrative structure based on real user behavior.

Execution

Built handoff-ready templates and layout standards to reduce dependency on individual execution quality.
Introduced AI-assisted workflows for subtitles, translations, and video effects, reducing production time by ~70%.
Established a repeatable, low-maintenance publishing process.

After: A unified post preview system was introduced to create visual consistency, strengthen brand recognition, and elevate the gallery’s professional presence.

Cover concept: An info-driven graphic system blending exhibition titles with collage photography to balance clarity and visual expression.

Outcome (90-Day Impact)

239k organic views in 90 days
70.8% reach from non-followers
Top reel: 26k views (10× baseline)
+4.8% follower growth
Top-performing Reel: 26k views (10× previous account average)
Improved brand clarity, consistency, and perceived professionalism
Organic reach and engagement confirmed strong audience relevance

Key Takeaways

UX/UI Relevance: Applied system thinking, behavioral analysis, and iterative testing outside traditional product interfaces.
Risk Reduction: Replaced ad-hoc execution with standardized systems and quality controls.
Portfolio Value: Demonstrates transferable UX skills — system ownership, experimentation, and data-driven design.

This project focuses on system-building and validation, not long-term content execution. Scope intentionally limited to system design and performance validation.