Giving you a compelling reason to go to the cinema in this movie-streaming era
Movie theatre goers don’t typically rely on apps to book tickets, discouraged by the difficulties of finding all the necessary information.
To build a movie theatre app where users can find and book movie tickets with efficiency and satisfaction.
People who go to movies occasionally as a passtime don’t often have ways other than word of mouth to find out about a movie that might interest them.
To build a movie theatre app where users can easily find movies curated to their tastes.
I conducted a competitive audit among 4 well-known cinema chains in the UK. The purpose of the audit is to spot trends of common app features and find out the gap between the current market offering and user needs. I highlighted outstanding features to learn from and more importantly, area of improvement to elaborate upon.
Age: 28
Hometown: London
Occupation: Software Engineer
Marienne is a busy high-income software engineer who needs to relax and enjoy himself in the movie theatre because he has huge pressure from work and wants to make the most out of his free time.
Age: 19
Hometown: Brighton
Occupation:First year University student
Justin is a budget tight marvel fan who needs to watch latest marvel movies that a relatively low price because he does not want to miss any of them but cannot afford paying for all of them.
Create a movie information page where all essential information about a movie session is presented clearly on the same page.
Provide information that can help users decide which movie to watch and prevent users from seeing spoilers when they don’t want to.
Inform users of upcoming movies and allow users to pre-book.
Provide more financially sustainable options for movie enthousiasts who cannot otherwise afford to go to all the movies they want to watch.
After the user journey map was drafted, a big picture and a close-up storyboards were sketched, which helped me decided on 10 key frames that could present a complete user journey.
Several rounds of usability testing were conducted throughout the design iteration period. The purpose of the tests is to identify potential pain points when users interact with the product, solve edge cases and gather valuable user feedback on how well the product serves their needs.
Search function is added for users who have particular movies in mind.
Filter function is upgraded, and sort is removed.
Quick Book option is built in for users to complete the user journey with even higher efficiency.
Action buttons were changed to Use points so that users can seamlessly enjoy the reward system.
The visual of movie ticket is updated to more closely resemble a physical movie ticket, thus enhancing user experience of going to a movie.
The Movietime app is my first UX design project where I got to experience the entire design process. After having hands-on experience, I now understand the iterative nature of design and the importance of user testing throughout the whole process. Due to the time constraint, I wasn’t able to build the movie gallery and loyalty customer reward system, etc. which are all exciting ideas for me as an movie enthousiast. I will take it further if a chance arises in the future!
Build secondary features that allow users to use the app as a movie gallery and gain reward from bookings
Share my work with other active designers in the UX design community to gain feedback and insight
Compare Movietime with other emergent movie theatre apps to seek improvement opportunities