Web Design Agency

UX Case Study

Etstur Design Audit

Etstur stands as the digital benchmark in the Turkish travel sector. Its interface, fortified with Next.js infrastructure and React libraries, exhibits superior performance in both aesthetic and technical metrics. However, analyses conducted under the lens of Human-Computer Interaction (HCI) principles reveal a need for micro-optimization, particularly in mobile interaction zones.

93

Overall Score

Estetik100

Akış80

Marka100

Kararlılık90

Elite Design Award14.01.2025

HITIT MEDIA ELITE DESIGN AWARD

A scientific exemplar entering the global Top 1% segment.

Celal Dinç

Software Engineer

Authorized Auditor

Chromatic Aesthetics & Perceptual Vitality

Score: 100

When the interface's color composition is analyzed based on the Hasler-Süsstrunk algorithm, the 'Colorfulness Score' (M) is found to be 40.29. In literature, the 20-50 range is defined as the optimal zone that 'evokes vitality without causing visual clutter'. Etstur has captured this balance with precision. Spectral analysis of the chosen palette confirms a high intensity of short-wavelength light (blue), which is cognitively linked to trust.

Analysis by Celal Dinç

Colorfulness (M Score)

40.29

Optimal Aesthetic Range (Ref: Hasler & Süsstrunk, 2003)

Perceptual Contrast (WCAG)

0 Errors / 100% Compliance

Spatial Balance & Gestalt Principles

Score: 97

The layout, analyzed through Visual Center of Mass calculation, shows a weight difference of only 0.4% between hemispheres. This indicates near-mathematical symmetry and, in accordance with Gestalt's Law of Prägnanz, ensures the user perceives the interface as 'orderly and reliable'. The Visual Clutter analysis yielding 33.21 proves the interface is generous with 'Negative Space', minimizing the user's Cognitive Load.

Analysis by Celal Dinç

Visual Balance (Asymmetry)

%0.4

Optical weight distribution deviation on the horizontal axis.

Feature Congestion (Clutter)

33.21

Visual stimuli density per unit area.

Grid System Adherence

%97

4px/8px Spatial System Consistency

Typographic Science & Readability

Score: 92

Typographic hierarchy has been examined according to Modular Scale principles. The detected scaling ratio of 1.067 approximates the 'Minor Second' sequence. This choice prevents harsh breaks during desktop-to-mobile transitions, offering a fluid reading experience. The average line-height to x-height ratio is measured at 1.57; this value is very close to the golden ratio, facilitating Saccadic Eye Movement tracking.

Analysis by Celal Dinç

Detected Scale Ratio

1.067

Scale Type: Minor Second (Low Contrast Transition)

Vertical Rhythm (Line-Height)

1.57

Interaction Physics & Fitts's Law

Score: 76

Fitts's Law states that the time required to rapidly move to a target area is a function of the target size. In Etstur's interface, the average touch target size is measured at 38px. This value falls below the recommended minimum 44px threshold, theoretically increasing the user's Motor Error Rate by 12-15%.

Analysis by Celal Dinç

Fitts Compliance Index

52 / 100

Avg Target Size: 38px (Ideal: >44px).

Interface Consistency

100 / 100

Component style variation under control.

Content Strategy & Semantic Structure

Score: 88

Analysis confirms that heading tags from H1 to H6 are used within a strict Logical Hierarchy. Text readability was subjected to the Flesch-Kincaid test, yielding a score of 8.9. This indicates the content is comprehensible to a broad audience without cognitive strain. Regarding digital sustainability, the page payload is at 2.09 MB.

Analysis by Celal Dinç

Readability (Flesch-Kincaid)

8.9

Average Sentence Complexity

Semantic DNA

Score: 90

Digital Carbon Footprint

99.1

2.09 MB

Carbon~1.25g CO2

Visual Attention (Saliency) & Inclusivity

Score: 99

AI-powered Saliency Map simulations show the design's Visual Hierarchy is constructed exceptionally well; 100% of user attention is directed towards the Value Proposition and Call-to-Action buttons. Furthermore, Deuteranopia simulations confirm that critical UI elements maintain high contrast and distinctiveness.

Analysis by Celal Dinç

Attention Intensity (Saliency)

Main Heading

100

Action Areas (CTA)

100

Visual Blocks

Color Blindness Accessibility

Normal

Deut.

Tech Infrastructure & Performance

Score: 98

Etstur minimizes First Contentful Paint (FCP) by utilizing Next.js's hybrid SSR/SSG capabilities. The use of ~30% custom components avoids code bloat, pushing the Technical Modernity Score to 98.

Analysis by Celal Dinç

Tech Stack

Next.jsReactNode.js

Tech Modernity Index

Custom: ~30% Custom Code Architecture

Brand Perception & Motion Psychology

Score: 100

The timing of micro-interactions (avg 206ms) is very close to the threshold perceived as 'instantaneous', reinforcing the user's Sense of Agency. Brand archetype analysis reveals a 95% alignment with 'The Ruler' archetype, creating a perception of 'stability and quality'.

Analysis by Celal Dinç

Dominant Brand Archetype

The Ruler

#Authority#Control#Quality

"Blue tones balance cortical arousal, instilling trust."

Motion Physics

206ms

100

Smoothness

Natural (Cubic-Bezier)

Bilimsel Temeller

Perceptual Color Vitality

Proceedings of SPIE•Hasler, D., & Süsstrunk, S. E. (2003)

Measuring colourfulness in natural images.

Fitts's Law & HCI

Human-Computer Interaction•MacKenzie, I. S. (1992)

Fitts' law as a research and design tool in human-computer interaction.