From Implementing the Heatmapping and Attention Focus tools on Attention Insight (An AI tool for website usage heatmapping), I learnt that the quite empty and basic information-orientated approach taken with the UI on the website does mean that Key Information is mostly available and draws attention to some extent.
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However, the most important parts of each page to draw the most attention, Primary Call To Actions (CTAs) did not draw enough focus.
For example, on the main Landing page, the menu bar at the top of the page that takes you to product pages draws less attention that the massive revolving Image display. Whilst this does mean that the products on this display are well advertised, returning shoppers are not immediately drawn to browse.
As well as this, the obvious Primary CTA of all product pages and lists, the ‘Add (to Cart)’ or ‘Buy’ buttons were never a centre of focus.
Product images being near these buy buttons would not only draw more focus but make shopping clearer.
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Contrast-wise the website does quite well, with the dark blue, white backgrounds and blue accents making the pages legible and mostly accessible.
The classic black (or blue in this case) text on a white background is providing enough contrast to highlight important information.
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Information for Customers of the Physical Location is accessible when you know where to look for it.
The most important information is immediately very legible on the landing page and further information is in a table at the bottom of the same page.
This further information table could have it’s UX improved to make it more readable.
For example, currently information is simply listed beneath each Date and can become misaligned with the other information. This could be improved by aligning the events calendar to a table.
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Information for new and returning online Customers/ Users is equally as accessible, with a very simple and easy to read Frequently Asked Questions (FAQ) Page.
This page was one of the most successful in the attention heatmaps and focus maps, I feel like the right areas of the page were drawing the most attention.
The only issue with this feature would be any confusion surrounding the UI element to get to this page, which is currently a ‘?’ character with the word ‘Help’. Not clearly being the FAQs and also scoring relatively low on all of the attention heatmaps mean that this should be adapted to be more understandable to online customers in need of support.
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For the varied tabletop gaming user base it’s important that customers can find their specific subsection of a specific game as quickly as possible. This makes the submenus and browsing system very important for this website.
Unfortunately, some submenus are cluttered and somewhat difficult to parse. Others have far less information on them relatively, and are surrounded by a large amount of whitespace.
It is true that the subtree structure makes logical sense, and returning users will have built up a mental model of how to easily traverse it to get to their favourite sections. However, in order to make a better experience that retains customers, this system should be reworked to be easier to navigate.
It’s not all bad when it comes to the current submenus, with the website’s good use of contrast helping to direct user focus toward the different clickable subtitles.