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MovieArena App

Overview

Project – Goal

MovieArena is a concept app designed for a cinema chain in Romania, from which you can book or purchase tickets and select suitable seats

Target audience

The target audience for MovieArena are young and affluent clients, with high incomes. They are avid shoppers, into fashion and technology.

My role

I made some quantitative research by googling demographics about moviegoers, design wireframes, design low-fidelity prototypes, conduct usability studies, design high-fidelity mockups

Process

Competitive audit

Personas

Ana Maria – 22
Graphic designer

Goals / Needs

  • Find useful reviews and trailers about the movie, and reviews about cinema services
    Easily select multiple convenable seats in the theater
  • Possibility to order something to drink and snacks for a specific time, to be able to pick-up just before enter the cinema hall
  • Security and an intuitive flow when purchasing tickets online

Frustrations / Pain points

  • Feels frustrated in spending time to figure out how a cinema app works because they have a lack of intuitiveness
  • Looking on other platforms to read movie reviews or cinema-services reviews

Carmen – 33
Government employee

Goals / Needs

  • -Watching family movies with her husband and daughter
  • Easily find movies that are appropriate for kids
  • Looking for family movies available in their area

Frustrations / Pain points

  • The idea of standing in line to purchase tickets and snacks is frustrating
  • A lack of membership facilities for family bundles
  • Often is a bit difficult the checkout process of buying tickets online

Daniel – 32
Ballroom manager

Goals / Needs

  • Easy to find a movie to watch in his area, the cinema brand doesn’t matter that much
  • Making reservations or purchasing tickets online easily
  • Useful details about the movies and reviews
    Member benefits
  •  

Frustrations / Pain points

  • Some movie platforms doesn’t offer the possibility to create an account eligible for a membership plan
  • Doesn’t want a complicated payment flow with redundant informations
  • The steps of reserving a seat or booking tickets seems to overwhelming in many cases

Common pain points

1

Complicated process in purchasing tickets online

2

Lack of intuitiveness
on some cinema apps navigations

3

Lack of membership plans for
loyal customers

Journey maps

User flow - Select seats - Buy tickets - Leave review

Wireframes

Low fidelity-prototyping

Usability study findings

Insights for which improvements need to be made

1

“>3 of 4 participants needs to know ticket prices before proceed further

2

3 of 4 participants wants a way to select seats individually

3

2 of 4 participants needs to know where the cinema is located

4

2 of 4 participants don’t see the purpose of the small QR on tickets screen,
a code number should be displayed instead

5

2 of 4 considers that the “Leave a review” push-up notification needs improvements

6

1 of 4 thinks a way to save card for future payments would be useful

Improvements

1

Show ticket prices

2

Select seats individually

3

Show cinema’s location

4

Show ticket’s code

5

Review push notification

6

Save card

7

Other changes

Design system

Final mockups

High-fidelity prototyping

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