Overview
The problem:
Finding movies screening times and buying movie tickets is not as easy nor as intuitive as it should be. Leading to the moviegoer not engaging with the movie and not enjoying the experience.
The goal:
Making it easy for The Cinema moviegoers to find the movie they want, The Cinema experience they want, and buying the tickets for the screening time that suits them. Increasing moviegoers' engagement with the movie, pre and post-the-movie experience.
The responsibilities:
Conducting interviews, digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, and iterating on designs.
User Research
The movie is the star of the experience.
I conducted interviews and created empathy maps to understand the users I’m designing for and their needs. A primary user group identified through research was working adults who like to book movies stress-free.
User pain points:
Focus on the movie
The user wants an easy way to get a movie recommendation and to know as much information about the movie as fast as they can to make a decision.
Trusted information
The user does not want to go through a long convoluted process to get their tickets.
Clear instructions
The user wants the process to be as clear as possible with the least amount of decision-making at once.
Intuitiveness
An intuitive process should not require a lot of relearning from the user.
Persona:
Jamal is a busy working adult, who needs to book a movie stress-free and fast because he doesn't want to waste his time off on doing so.
User journey map:
The goal of the user journey is to make the process of booking a movie ticket as smooth, simple, and familiar as possible.
Wireframes
Design
Taking the time to draft iterations of each screen of the app on paper, to ensure that the elements that make it to the digital wireframes would be well-suited to address the user pain points. For the home screen.
The user always needs to be aware of what they have selected through the process.
Usability Study:
I conducted one round of usability study. Findings from the study helped guide the designs from wireframes to mockups. and revealed what aspects of the mockups needed refining.
Location
The user wants the location search results to be based on the date selected 1st.
Number of Seats
The customer wants to see the number of seats they checked.
More than one
The user wants to book more than a single ticket at once.
Refinement
& Mockups
Based on the usability study findings, the user wants a form of indication to the number of seats they booked and the seat number in the process of booking a seat as a form of confirmation.
The final high-fidelity prototype presented cleaner user flows to book a ticket. It also met user needs for a stress-less process.
Accessibility considerations:
Colors
The use of a unified buttons colors that are sure to contrast with background.
Icons
The use of icons to help make navigation easier.
Text to image
Provided access to users who are vision-impaired through adding alt text to images for screen readers.
future steps
& Takeaways
Impact:
The app makes users feel like CineSeat makes a stressless, clear process to book tickets.
One quote from peer feedback:
“The app made it so easy and fun to book a movie, I would definitely use this app as a go-to for a fast, easy and pleasant movie experience.”
Lessons Learned:
I learned that the first ideas for the app are only the beginning of the process. Usability studies and peer feedback influenced each iteration of the app’s designs.
Next steps:
Conduct another round of usability studies to validate whether the pain points users experienced have been effectively addressed.
Conduct more user research to determine any new areas of need.
Testing additional features to include the post-booking process.