This is a low fidelity prototype for the chosen festival’s call to action on the web page, this has been rejected due to the use of negative space and the placements of certain options.
The menu icon has been placed on the left-hand side of the web page, next to the logo. When using Jakob’s law, users will not want the menu icon in a different position to most other websites, this confuses the user and increases the risk of them leaving the site. Bringing in the law of proximity ‘the principle of proximity states that items close together are likely to be perceived as part of the same group – sharing similar functionality or traits’(Experience, n.d.). The menu icon of this design is too close to the logo and on most websites, when clicking on the logo it’ll take the user back to the home page so having the menu icon so close to another button may cause frustration for the stakeholder if accidentally clicking on the opposite option to what they wanted.
The amount of negative space used on this web design leaves the pages bare and simply quite boring, this can be improved by adding in some visual graphics or illustrations to enlighten the user when scrolling through the site. The top banner could include a live countdown to when the event starts, this can excite the user and give them a sense of urgency to purchase the tickets, so they don’t miss out. Live countdowns can be seen on websites such as Download festival.
Another reason this design has been rejected is the fact it looks like an extended version of an app design. The text, titles and icons are too small for a web page, these should be evaluated for those who have vision impairments.
URL for Adobe XD Prototype – https://xd.adobe.com/view/d33a1469-542c-4e0c-b722-27ec1397dfe4-8669/
References
Download Festival. (n.d.). [Online Screenshot] Download Festival. Available at: https://downloadfestival.co.uk/ [Accessed 14 Mar. 2022].
Experience, W.L. in R.-B.U. (n.d.). Proximity Principle in Visual Design. [online] Nielsen Norman Group. Available at: https://www.nngroup.com/articles/gestalt-proximity/#:~:text=Definition%3A%20The%20principle%20of%20proximity [Accessed 14 Mar. 2022].