Within my design, I will apply ‘Jacobs law’ (“Users prefer your site to be designed the way other sites they use are designed “) as I am aware that users tend to want familiarity and websites that are conventional. For example, I intend to achieve conventionality through a typical checkout process which will make the user feel like my website or app is trustworthy as it is cohesive to many other websites. The formatting will also make the user feel more comfortable as they understand how to control it. This links to ‘Hicks law’ as a stereotypical website will be easy to understand and Hicks law argues that too many or too complicated a choice means the user will not choose any. I want the user to feel comfortable using the website and app no matter their technological skill.
My call to action will be encouraging the user to buy tickets to each event, as well as sign up for updates or download the programme etc. I will ensure clarity through simplicity as “A high-converting call to action must include three key elements: clarity, motivation, and urgency.”(LinkedIn) My intent is to be efficient and accessible in helping the user and encouraging them to purchase tickets to the events easily.
There will be a different section on my website regarding sponsors to show appreciation from the festival. Furthermore, regarding the audience stakeholders, there will be accessibility options on the website, for example a colourblind option for those that need it.
I want to apply usability goals such as efficiency through clear and large fonts that will be consistent allowing my website and app to be accessible for all. Through colours and images, my products will be engaging, for example I intend to apply the ‘law of uniform connectedness’ to make my app, website and event cohesive. I will do this through a strict colour palette and style.
References –
LinkedIn (N.D) What are the key elements of a high-converting call to action?https://www.linkedin.com/advice/3/what-key-elements-high-converting-call-action#:~:text=A%20high%2Dconverting%20call%20to%20action%20must%20include%20three%20key,understood%20by%20your%20target%20audience. (Accessed 3rd March 2025)
