Artà

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Artà is a Mediterranean-inspired hospitality venue located in Glasgow’s Merchant City, combining a tapas restaurant, cocktail bar, and late-night club across a multi-level space. The project focused on redesigning the digital experience to better reflect the venue’s atmosphere, while simplifying navigation across its diverse offering—spanning dining, nightlife, private events, and weddings.

Client

Scotsman Group | In-House

Industry

Hospitality

Year

2025

Tools

Wordpress, Elementor, ACF, CSS, JS

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.

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

This allowed users to immediately self-select their journey, reducing cognitive load and improving navigation efficiency. A content-led approach was introduced to balance inspiration and usability, ensuring the site could both showcase the venue’s atmosphere and drive bookings.

Features

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

Process

The design process focused on simplifying complexity through structure and hierarchy.

Audit & analysis
Reviewed existing site architecture to identify overlap, gaps, and friction points
Information architecture restructuring
Reorganised content into a clearer, intent-driven framework
Wireframing
Developed modular layouts to support both scanning and deeper engagement
Visual direction
Introduced a warmer, more immersive aesthetic inspired by the venue’s interiors—arches, textures, and candlelit atmosphere
Iteration & refinement
Continuously refined layouts to balance content density with clarity, ensuring the experience remained lightweight and intuitive

Results

The redesigned experience delivers a clearer, more cohesive digital presence that aligns with Artà’s positioning as a multi-functional destination.

Improved clarity across the venue’s diverse offering
Stronger alignment between brand experience and digital touchpoints
Reduced friction across key user journeys
Increased emphasis on conversion through clearer structure and CTA placement

The final result positions Artà as a collection of distinct yet connected experiences allowing users to explore, engage, and convert with ease.

LAURA BURTON