Can you combine stylish design and at the same time have a layout that meets other important conditions that are not linked to the look? We at Artely wanted to find out and therefore used eye tracking during the construction of our website.
– For us, it was of the highest priority to think about how the art is presented on the site. We did not want to compromise on the design, but largely let the look control the design of our functions. It is a challenge to let design and art take up all the space and at the same time have good functionality on the website, says Alexander Antonov, one of Artely’s founders.
– The starting point was that the entire site should breathe art. Therefore, we made a very clean design where the art is really in the center and not disturbed by unnecessary elements and colors. One of our concerns in this way of thinking was that one is thus caught up in the art but may not directly perceive how to navigate the site. Thanks to eye tracking, we were able to find out how the visitor sees and uses our site and based on that result basis make relevant adjustments, says Aleksandra Antonov, also founder of Artely.
The eye tracking study was carried out by Need Insights, one of Sweden’s leading experts in the field, where they mainly focused on the start page and selected product pages.
– To create a real art experience, Artely wanted to design the start page as a single large work of art. However, the results from the eyetracking study showed that the visitor had difficulty understanding how to proceed on the site. Therefore, we worked together to develop a number of concrete improvement proposals, says Jason McMillion from Need Insights.
Some of the improvement measures implemented after the study:
– We added a prompt button in the middle of the start page that leads the visitor on to the most important page on Artely, the one that collects all works of art.
– We added the word Menu in the so-called hamburger menu to further clarify where the menu is and how the visitor can move on to other parts.
– We made it clear that there is more content to take part of on the start page if you scroll down. This was done by highlighting a few more works in the field of view on the start page, which in turn invites the visitor to scroll down and see the whole. Can you combine stylish design and at the same time have a layout that meets other important conditions that are not linked to appearance? We at Artely.se wanted to find out and therefore used eye tracking during the construction of our website.
Results from the eye tracking study at Artely:
