Website Analysis - UI/UX Laws

Fitts' Law

The time required to acquire a target depends on its distance and size. Larger and closer targets are easier to reach.

Observations

Splint Invest's interface implements Fitts' Law through several mechanisms:

Logo in top-left corner
Main navigation with spacing between elements
Relatively prominent "Invest now" button strategically placed in top-right corner
Investment categories visible on click and in the Hero Section
Language selectors in top-right corner
H1, H2 are hierarchical and have consistent spacing
CTA to Drownload the app
CTA on large screen: a QR code to click on to appear bigger to download the app

Fitts Law Implementation — Analysis of clickable areas and spacing

Critical Analysis

Strengths

Consistent logo placement
Consistent localisation of "Invest now"
Categories: appropriate width (80-100px) with comfortable padding
Main navigation indicating diffrent possibilites
CTA on the bottom left corner to get in touch with Aurelio the CEO

Areas for Improvement

Language selectors (DE/FR): click area too small for optimal use
Spacing between some categories needs optimization to reduce errors
On desktop not enough generous click areas for main interactive elements
"Invest now" button could be larger with even better visual contrast
On desktop Investment categories could be larger with even better visual contrast and could be clickable. the hero right section is an image and not interactive enough.
On desktop: the Hero section could take all the viewport.

Recommendations

High
Bigger CTA in general (Desktop and App)
Medium
Transform the right image in the Hero section into a dynamic element; What about 3D collectibles?
Medium
On Desktop & App: reducing information amount

Hick's Law

The time to make a decision increases with the number and complexity of choices.

Observations

Splint Invest manages decision complexity through careful information architecture:

Primary categories clearly displayed: WHISKY, WINE, WATCHES, etc.
Simple 2-minute onboarding promise reduces perceived complexity
Progressive disclosure: "See for yourself" section shows only essential first steps
Investment data presented with clear hierarchy: past performance, earning potential

Splint Investment Categories — Clear category organization and simplified choice architecture

Critical Analysis

Strengths

Single primary CTA ("Invest now") repeated consistently
Clear separation of investment categories without overwhelming options
Focused content sections: "How it works" breaks complex process into 4 steps
Social proof (testimonials) grouped into digestible cards
Want to apear mnimalist and discreet aligning with Old Money way of life and with exclusivity

Areas for Improvement

Multiple decisions in the Hero may create decision friction
Footer navigation could be better organized into logical groups, with more data
Social media links in footer lack visual hierarchy
Investment categories lack clear entry points for different expertise levels
Performance metrics displayed simultaneously may overwhelm new users
Partner logos ("PROUD MEMBER OF") presented without clear relevance hierarchy
"About us" and "FAQs" links appear in multiple locations creating redundancy

Recommendations

High
Create progressive disclosure of performance metrics based on user experience level
High
Add smart category filters (price range, risk level, investment term) to reduce initial choices
High
Organize footer links into clear categories (Company, Legal, Support)
Medium
Consolidate navigation links to single locations to reduce decision points
Medium
insisting on the Controlled self-regulation membership : VQF
Medium
Move language choice into a pop-up to reduce header decision load
Medium
Add visual hierarchy to social media links based on user engagement data
Medium
Group partner logos by relevance (Financial, Technology, Certification)
Medium
Move language choice into a pop-up to reduce header decision load

Jakob's Law

Users spend most of their time on other sites. They prefer your site to work the same way as the sites they already know.

Observations

The application follows established investment platform conventions:

Consistent top navigation with logo left, menu center, actions right
Familiar "Invest now" CTA placement and styling
Standard "About us" section with team photos and company story
FAQ section using conventional expandable cards
Read time indicators similar to Medium and other content platforms
Social proof elements (Trustpilot, testimonials) in expected locations
Standard footer with company info, links, and social media
Familiar grid layout for asset categories and listings
Investment metrics displayed similarly to stock trading platforms

Splint Main Interface — Conventional layout following web standards

Critical Analysis

Strengths

Clear hierarchy following F-pattern reading conventions
Familiar investment card layout with image, title, and metrics
Standard iconography for FAQs and features
Consistent language selector placement in header
Common social media links placement and styling
Expected placement of legal information and privacy policy
Conventional use of cards for content organization

Areas for Improvement

Non-standard asset listing behavior without category filtering
Unconventional "Smart Club" concept needs more context
Exit process differs from typical investment platforms
Lack of standard search functionality for assets

Recommendations

High
Implement standard filtering system for asset categories
High
Add search functionality with expected features like sorting and filtering
Medium
Separate exited assets more clearly from available investments
Low
Add hover states to navigation matching common web patterns

Miller's Law

Human working memory can hold about 7 (±2) items simultaneously.

Observations

The interface presents several cognitive load management challenges:

Multiple metrics displayed per investment (Exit price, Holding period, Realized net return)
Diverse asset categories presented simultaneously (Trading Cards, Sneakers, Sports Memorabilia, etc.)
Complex performance data shown in asset listings (p.a. returns, holding periods, comparisons)
Multiple navigation options (Categories, Exits, Releases, About us, FAQs, Blog)
Various social proof elements (Trustpilot scores, partner logos, user testimonials)
Detailed investment parameters for each asset (dates, periods, returns, prices)
Multiple language options and CTAs competing for attention

Investment Details Page — Complex information architecture across investment pages

Critical Analysis

Strengths

Clear categorization of investment types with visual differentiation
Consistent data presentation format across all asset types
Visual hierarchy emphasizing key metrics (return percentages in green)
Read time indicators helping users manage cognitive load
Grid layout organizing assets into digestible chunks
Clear separation between active investments and exited assets
Use of images to reduce cognitive load in asset recognition

Areas for Improvement

Dense numerical data presentation in asset cards
Multiple CTAs competing for attention in header area
Complex performance metrics shown simultaneously
No clear information hierarchy in partner logos section
Navigation menu contains more than 7 items
Asset descriptions mix technical and marketing information
Exit information combines dates, prices, and performance data

Recommendations

High
Implement progressive disclosure for detailed asset metrics
High
Create simplified view option focusing on key metrics only
Medium
Group navigation items into max 5-7 main categories
Medium
Separate technical data from marketing content in asset descriptions
Low
Add toggle for basic/advanced performance metrics display

Tesler's Law

Every system has an irreducible level of complexity. At best, it can only be shifted between the system and its users.

Observations

Splint Invest balances complexity between system and users through:

Educational Content Management - Blog articles explaining complex topics (e.g., "How to Spot a Fake Handbag") - Read time indicators helping users manage information load - Investment guides broken into digestible sections
Technical Complexity Handling - Expert due diligence process - FINMA supervision and compliance - Automated asset verification - Secure data encryption
User Decision Support - Expert picks for emerging artists - Performance trend analysis - Investment opportunity categorization - Smart Club for active investors
Process Transparency - Clear fee structure explanation - Documented exit strategies - Asset quality verification process - Legal framework guidelines

Complexity Management — Balance of educational content and system automation

Critical Analysis

Strengths

System Handles - Complex legal compliance - Asset authentication - Security measures - Performance tracking
User Education Support - Detailed blog content - Investment guides - FAQ categorization - Expert insights

Areas for Improvement

Educational Gaps - Limited interactive learning tools - Complex terms without in-context definitions - No personalized learning paths - Scattered information across blog and FAQs
System Limitations - Manual portfolio monitoring - Basic search functionality - Limited asset comparison tools - Minimal automation in asset discovery

Recommendations

High
Implement interactive learning modules with practical examples
High
Create a mokup of a portfolio perhaps already in home page
Medium
Develop guided investment tutorials with progress tracking
Medium
Add automated and interactive asset comparison and analysis tools
Low
Integrate contextual help system throughout the platform

Serial Position Effect

Users best remember items at the beginning and end of a list.

Observations

Splint Invest's implementation of serial position effect:

Navigation Menu Structure - Investment Categories at top - App Store link at bottom - Core features in middle
Investment Category Placement - Whisky prominently first - "Any category" option last - Popular categories in prime positions
Homepage Content Organization - Key value proposition at start ("Diversify your portfolio") - App store ratings at top (4.4 and 4.8 stars) - "Made in Switzerland" certification at bottom
Performance Metrics Display - Annual return percentage prominent - Comparison data with S&P 500 at end - Technical details in middle

Menu Organization — Strategic placement of key information

Critical Analysis

Strengths

Clear primary action at top ("Invest now" button)
Important features positioned first in mobile menu
Key benefits highlighted at start of sections
Trust indicators placed strategically at end points
Return metrics positioned for maximum recall
Main navigation prioritizes key investment actions
Critical app features emphasized in prime positions

Areas for Improvement

Key performance data sometimes buried in middle sections
Important investment options lost in category lists could be clearer on hero section
Critical information mixed with secondary details in FAQs
"How it works" steps may lack emphasis except color on key points
Mobile menu mixes primary and secondary items
Blog content structure buries important insights: perhaps adding the date

Recommendations

High
Restructure mobile navigation to prioritize investment actions
High
Move high-performing investment options to start of category lists
Medium
Reorganize FAQ sections with most important items at top/bottom
Medium
Highlight key performance metrics at start and end of each asset card if available
Low
Add featured content sections at start/end of blog listings

Zeigarnik Effect

People better remember uncompleted tasks than completed ones.

Observations

Splint Invest's implementation of incomplete states:

Content Engagement - Read time indicators (4min, 5min, 7min) creating time commitment awareness - Paginated asset lists showing "Next" options - Truncated descriptions encouraging further reading
Investment Journey - Clear category selection steps - Visible investment progress tracking - Multiple asset category tabs (Whisky, Wine, Watches) suggesting exploration
User Progress - Portfolio diversification suggestions - Investment comparison tools showing potential - Growth tracking with clear target metrics
App Navigation - Menu items suggesting available sections - Numbered steps in "How it works" - Pagination indicators showing more content

Progress Tracking — Investment progress and completion states

Critical Analysis

Strengths

Clear investment category progression
Visual progress indicators in asset browsing
Step-by-step investment process visibility
Transparent reading time commitments
Multiple entry points for different interests
Clear navigation breadcrumbs

Areas for Improvement

No visual progress in category exploration
Limited investment goal tracking
No personalized achievement system
Lack of saved investment preferences

Recommendations

High
Add portfolio diversification progress tracker
High
Implement investment goal completion system
Medium
Create category exploration progress indicators
Medium
Add watchlist and research tracking features
Low
Develop achievement system for investment milestones

Von Restorff Effect

Distinctive items are more likely to be remembered than those blending in.

Observations

Visual distinction implementation:

Performance Metrics - Green color for positive returns (64.68%, 32.10%, 15.42%) - Large typography for significant figures (574.500 €) - Prominent placement of holding periods
Asset Presentation - Distinct background colors per category (blue, yellow, mint) - High-quality artwork images - Brand logos (Artemundo) for authentication
Exit Information - Structured date format highlighting - Clear separation of financial metrics - Distinguished realized returns
Visual Hierarchy - Premium artwork prominent placement - Notable collections emphasized (Dalí, Chagall) - Distinctive investment categories

Distinctive Elements — Visual distinction in exited assets display

Critical Analysis

Strengths

Clear color-coding of performance metrics
Effective use of whitespace for important data
Strong visual hierarchy in asset cards
Distinct categorization of investment types
High-impact presentation of key artworks
Consistent formatting of financial data

Areas for Improvement

Uniform treatment of exit dates regardless of proximity
Similar visual weight for different value ranges
Limited highlighting of exceptional returns
No visual distinction for premium collectibles
Consistent card format regardless of asset significance
Minimal emphasis on unique investment features

Recommendations

High
Implement visual highlighting for exceptional returns (>50%)
High
Add premium badges for high-value assets (>100,000€)
Medium
Design distinct card layouts for different asset categories
Medium
Introduce visual urgency indicators for near-term exits
Low
Create special visual treatments for limited editions

Selective Attention

Users focus on elements relevant to their current task.

Observations

Focus management in investment flows:

Critical metrics highlighted with bold typography and color (ROI, Asset Value)
Key investment data in purple badges (Return rates, Investment horizon)
Asset details structured in clear sections (Description, Expert Analysis, Documents)
Visual hierarchy using distinct color blocks per asset category
Clear separation between financial details and contextual information
Authentication badges positioned near relevant content (provider/asset manager/holder)

Critical Analysis

Strengths

Consistent placement of key metrics across all assets
Clear visual separation between different information types
Effective use of color coding for categories
Progressive disclosure in asset details

Areas for Improvement

Dense artist biography sections could overwhelm
Complex valuation details not clearly separated
Investment horizon information could be more prominent

Recommendations

High
Implement collapsible sections for detailed information

Working Memory

Limited working memory capacity influences how users process information.

Observations

Information chunking and memory support:

Investment metrics grouped in sets of 3-4 key data points
Artist information structured in clear biographical timeline
Investment rationale broken into distinct sections
Documentation organized in clear categories (Factsheet, Consumer Information)
Exit strategies presented in logical progression

Critical Analysis

Strengths

Clear categorization of complex information
Consistent information architecture across assets
Visual aids supporting numerical data
Logical grouping of related information

Areas for Improvement

Exhibition history could be better structured
Technical details mixed with marketing content
Risk information needs clearer presentation
Investment timeline could be more visual

Recommendations

High
Create visual timeline for artist exhibition history
Medium
Separate technical specifications from marketing content

Global Synthesis

Splint Invest's platform effectively balances investment complexity with user experience.

Major Strengths

Excellent visual hierarchy for investment metrics
Clear categorization and structure of complex assets
Effective use of color and typography for focus
Strong balance of technical and contextual information

Priority Improvement Areas

Enhanced visual presentation of timelines and history
Clearer separation of technical and marketing information
Improved risk and investment horizon visibility

Core UX Laws for Website Analysis

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