Arta
Client
Scotsman Group
services
Website
sector
Hospitality
Year
2025
01 — The challenge
Artà’s biggest strength, its versatility, was also its biggest UX challenge.
The venue caters to multiple audiences simultaneously: casual diners, event bookers, wedding clients, and nightlife guests. However, this breadth created friction in the digital experience:
- The offering lacked clear hierarchy, making it difficult for users to quickly understand what Artà is and who it’s for
- Key revenue-driving journeys (table bookings, private hire, weddings) were diluted within a broad, unfocused structure
- The atmosphere of the venue rich, immersive, Mediterranean-inspired was not effectively translated online
- Content felt fragmented, with multiple entry points competing for attention rather than guiding users toward conversion
The core challenge was to simplify without reducing bringing clarity to a complex product while preserving its personality and depth.
02 — The solution
The solution centred on restructuring the website around user intent rather than business structure, creating a clearer and more intuitive journey.
The experience was redefined into key pathways:
- Dining
- Drinks & nightlife
- Events & private hire
- Weddings
Proof white
Oxide
Graphite
Ink
IvyPresto Display - Thin
Hanken Grotesk - Light
03 — The Results
- Intent-led navigation
Simplified top-level structure aligned to user goals rather than internal categories - Dedicated conversion pathways
Clear journeys for bookings, enquiries, and event exploration - Segmented landing pages
Tailored experiences for weddings, private hire, and nightlife - Stronger visual storytelling
Use of immersive imagery to reflect the venue’s Mediterranean aesthetic and layered interiors - Mobile-first optimisation
Ensuring key actions such as booking and browsing menus are seamless across devices - Consistent call-to-actions
Booking and enquiry points surfaced throughout the experience
