Digital Experience
& Brand Identity
{ Research Your Users’ Needs }
This research revealed that my primary user group consists of busy working adults who need a streamlined way to book movie tickets and order food and drinks online at the last minute. This allows them to save time and avoid standing in line at the cinema.
A secondary user group was identified: young individuals with a limited budget who still wish to enjoy experiences with friends. They often avoid going to the movie theater due to high ticket prices and additional booking fees. Additionally, they want the ability to invite friends and coordinate bookings together.
Key takeaways & Other findings
All participants used a combination of apps to find, save and share movies and theaters locations.
Movie goers need to be able to order food & drinks along with their tickets to avoid standing in line at the cinema.
Customization using filters is highly valued so each individual can curate their results by personal preference.
Users also complained about not having grouped seats after going through the entire booking process.
{ State your user's' needs and problems }
Standing out in a crowded market
I conducted user interviews, and asked participants questions about their movie going preferences — their current ticket booking process, their ideal movie experience, their frequency, their frustrations booking the ticket, and frustrations at the theater.
- How do you usually book your tickets?
- How frequently do you go to the movies?
- How would you describe a perfect movie experience for you?
- What are some of the challenges you face while booking the ticket?
- What are some of the challenges you face going to the theater?
- What are some of the things you like about your current process?
Then, I organized all participants' responses using an affinity map and feature prioritization. This process helped me identify overarching themes and opportunities, as well as specific pain points, frustrations, and objectives to address and improve.
Users pain points
Personas
Two user personas were created based on the collected data to create a clearer picture of a diverse target audience. This process will allow to tailor a movie ticketing app that meets a variety of needs and preferences, from casual movie-goers to tech enthusiasts and families.
" As a very busy full time working parent, I want to book last minute movie tickets due to my changing work schedule every week, so that I can avoid waiting in lines and spend more time with my daughter."
Paint points
• Work schedule inconsistency
• At payment process, often required to input card details every time they use the app
• Queue at box office is long
Biography
Caroline is a nurse who lives in Denver, Colorado. She lives alone but shares custody of her daughter with her ex-partner. She works both day and night shifts, and her schedule changes week to week. On occasion, she loves watching movies with her daughter any nights she’s not working. Unfortunately, her work schedule is inconsistent which is frustrating as she needs sometimes to cancel her time with her daughter.
Needs
• Planning nights out fast and easily week to week - be notified last minute and book online
• Make a ticket purchasing a quick and easy experience
• Be a good mom
Caroline
Barangua
Nurse
Denver, Colorado
45
Single, lives with daughter
Tech
Thomas
Sandani
4th year University Student
Bruges, Belgium
22
2 Sisters
Tech
Biography
Joe is about to complete a B.A. in Business Administration. On his free time, Joe most enjoys watching as many movies as possible on the big screen, solo or with his friends. He also enjoys sharing his experiences on social medias, he follows movie updates, and frequents review websites to discover new movies. Also, Joe has dyslexia, which makes it difficult to read text quickly and process information in fast-paced settings.
Needs
• Easily want to share a movie experience on social media
• Be able to see same movies interests playing in other theaters nearby
• Enjoys both solo and group experience
" As a university student, I want to buy movie tickets at an affordable price so that I can go to the cinema as many as possible and share good times with my friends."
Paint points
• Lack of filters to help choose a movie that meet my interests
• Reading quickly text and process information can be challenging
• There is additional charge when booking through app
• High price of the ticket
Journey Map
Based on the user interviews, I was able to understand the process users followed to book a ticket and watch a movie in the theater. Their journey is mapped below.
Problem statements
Nurse
is a very busy mum and a nurse practitioner
who needs to get latest movie updates, buy tickets last minute with food and drinks as her work schedule changes week to week
because she wants to spend quality time with her teenage daughter any night she is not working and cut out the queue.
Student
is a 22 years old student with a dyslexia.
who needs the ability to search, filter by preferences, share and book movies tickets along with seats for him and his friends at the same time at an affordable price
because he wants to be socially active and be more financially independent.
{ Challenge Assumptions and Create Ideas }
bla bla bla
I conducted a usability study to pinpoint specific areas in the task flow that required improvement or adjustment. This testing revealed new ideas to better meet users' needs, expectations, and desires when interacting with the product.
Usability Study
I conducted two rounds of usability studies. Findings from the first study helped guide the designs from wireframes to mockups. The second study used a high-fidelity prototype and revealed what aspects of the mockups needed refining.
{ Test—Try Your Solutions Out }
Pain Points Identified & Improvements
After implementing the changes and improvements that were needed on the low-fidelity prototype, I conducted one more usability test to solidify the flow