A Digital Future: Structure and design driving industry transformation

The modern workplace and digital landscape are growing so fast that creative businesses like photography studios have to expand beyond simple talent; it is essential in the industry to integrate digital systems that enhance efficiency and client satisfaction. Two core digital transformation ideas are Information Architecture and Usability & Design, Essential to building a scalable and efficient workspace that is engaging and easy to adopt.

Information Architecture is like the unseen map of your website. It feels effortless. When done well, visitors glide through your site. For a photography business like Brush and Shutter, this means a cohesive content organisation, such as client galleries, booking forms, Waivers, editing presets, and accounting. This is a part of information architecture, which has to be logical and easy to use and navigate. From a user's point of view, to connect and possibly work together, the first place to look would be the contact page, the logic. However, having a full page with a contact form and two different types of collaborative/career work on one page is not easy to read, hence why my partnership programs are separated by a dropdown: easy access, navigation, and logical positioning. Dervin (2018) explains that a well-structured digital workspace avoids familiar diversions and prioritises finding content quickly and intuitively. This Pillar of a digital workspace supports internal growth by taking on new staff and internal workflows, as well as client experiences within their galleries and communication.

Structure alone is not enough to 'transform' a digital workspace into something that is functionally and comprehensively usable. Rowles and brown (2017) expand on how design enhances and brings digital culture to life. Usability and design are the interface and usability of a workspace from both the internal (employee) view and the external (clientele) view. It is the vibe. It's the look, the feel, and the flow. It's making sure your site not only looks beautiful but also works on all devices. This Pillar ensures that, whilst organised, information is digestible and visually appealing. For instance, having a separate page for Brush and Shutter's general and partnership enquiries is essential for managing internal corporate and customer enquiries and the information design. Photography is inherently visual, so this makes this Pillar ESSENTIAL. A simple, mobile-friendly website that matches your brand identity makes it easy for clients to browse, purchase, and book and boosts trust markers and conversion rates. As Jo Thornhill discusses in Forbes, "A well-designed website can enhance your photos, create a professional image and improve user experience." (Shweta, 2024).

When a business combines these two pillars, a digital workspace foundation is built, one that is natural and easy to use and adopt and one that is scalable for growth in the future. In an industry that relies on gallery tools like pixie set, multiple photo software and various other digital tools that are ever-growing, it is essential for photography businesses looking to evolve; investing in structure and design isn't just about aesthetics, but it's also about building that foundation that supports long term growth and client satisfaction.

References:

1: Dervin, M. (2018). Digital Transformation from the Inside Out; Rowles, D., & Brown, T. (2017). Building Digital Culture.

2: “From Prints to NFTs: The Photograph’s Journey Through the Digital Age,” PetaPixel, 2021. https://petapixel.com/2021/12/11/from-prints-to-nfts-the-photographs-journey-through-the-digital-age/

3.Shweta. (2024, June 17). How To Make A Stunning Photography Website. Forbes Advisor. Retrieved from https://www.forbes.com/advisor/business/software/how-make-photography-website/