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 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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