But in both the project cards, you can quickly see what Behance thinks is the most important data for you to see:
- The Design
- Creators name
- The Design's Name (only on the filter page)
- Number of likes
- Number of views
I think these make sense for a portfolio platform. Since you can’t do much on Behance but look at designs and follow designers, the emphasis on views, likes, and users make sense to me. They try to drive engagement through the few interactions they have on each post.
Let's walk through each one of the above a bit more:
The backbone of the platform and the most important content. The rest of the data could be removed and the platform would still have some level of usefulness and relevance.
You might have missed the gravity of that statement. If Behance took away everything on their home page except the images of uploaded designs, their platform would still be useful! All the other stuff on the site is fluff...helpful fluff. But still fluff. It’s a lesson in radical prioritization as Behance has clearly made everything about the projects it hosts. Even it’s branding gives clues to this, but we’ll get to that in a sec.
2. Creators Name
Since it's a social platform, Behance has the creator's name on the card so that people can build a reputation and quickly navigate to other designers’ account pages. This shows us that Behance thinks that it's users, their reputation, and the ability for designers to follow each other is very important. They want people to connect person-to-person not just person-to-design.
Behance is a portfolio site which means there’s not much engagement to be had between users. But they try to drive engagement through the Follow, Save and Appreciate buttons within the design page. It’s completely normal for us to see actions like this nowadays, but I point it out to make you think about where you can add helpful and valuable, micro-engagements in your designs.
3. Design's Name
This one is funky. On the home page, the card doesn’t display the design name. But on the Search and Filter page, it does. What do you think that means?
I don’t work for Behance, so I can’t tell you why they made that decision, but I can tell you what I think. The home page and the Search and Filter page are about two different purposes. The home page is 100% presentation and ease of access. It’s heavily curated for showing the “best of” categories! Sounds like it’s the perfect place to quickly and easily get inspiration and see fellow designers work.
The Search and Filter page is for...well, searching for projects. The curation gives way to a giant search bar and secondary filters. This page needs more data on the card because here users are looking for in-depth content that matches a specific search query.
You might also notice the priority and ease of access to the text search versus secondary filters like "Tools" and "Creative Fields". This, in combination with the “more data” paradigm on the search and filter page, tells us that Behance thinks that users will find it easier to use the text search over other filtering tools.
4. Number of Likes
Similar to Instagram, displaying likes is a way to gamify or psychologize engagement. Based on how users interact with the platform they might want to follow designers with a huge amount of likes or they may search for lesser-known designers and give them likes. Regardless, it's a bit of a measuring stick that Behance thinks it important to drive engagement - probably since it's the only way to interact with a design outside of being able to "follow" another designer.
5. Number of Views
Views are the foundation of most things on the web. If you are particularly cruel to yourself you might compare views to likes and base your worth on the corresponding percentage. Don’t do that - you’re amazing as you are :)
Views are another way of driving engagement on content that is generally non-interactable as well.
The cards on Behance do two things. They present the most important data to the users and they show just enough data to entice engagement and curiosity.
I’d like to point out there at there is not “Show More” or “More Details” on the cards. Behance has shown it’s commitment to Hick’s Law by restricting the amount of data you see on the cards. Generally speaking, when in doubt, show less data.