Art UK's digital platform provides access to thousands of artworks from UK collections, available as custom prints. Unlike standard ecommerce, their "Print on Demand" model requires users to make multiple configuration decisions: size, finish, framing, and matting. All before checkout. The existing mobile experience was overwhelming. Users dropped off during the selection process. As UI Lead, I redesigned the complete configuration journey with a mobile-first approach. The challenge was creating a logical, step-by-step flow. One that guided users through dozens of potential combinations without creating decision fatigue or visual clutter. I designed a system that revealed options contextually. Users understood their choices at each step. The interface balanced visual previews (critical for art purchases) with clear pricing updates and accessible controls optimised for touch interaction.