A Movie Ticketing App
Case Study
Project overview
The product
With this app, you can purchase movie tickets for any cinema in town on your mobile device.
Project duration
March - May 2023
August - September 2023
My role
UX researcher | UX/UI designer
My responsibilities
User research, interviews, paper and digital wireframing, low and high-fidelity prototyping, usability studies, design iterations
The problem
While there are many apps for purchasing tickets for individual cinemas, there is no single app that covers all cinemas in the country.
The goal
The goal is to research existing apps, create a modern-looking prototype, and test it on the target group.
The process
My standard procedure for UX/UI work involves several stages.
The first step is research and empathy, during which I conduct interviews and surveys with potential users. This allows me to empathize with them and gain a clearer understanding of their needs and issues.
In the second step, I analyze the data collected from the previous stage and develop empathy maps, personas, user stories, and so on. I then engage in brainstorming and ideation to generate potential solutions to the users' problems.
The third and final step involves initiating the design process, starting with low-fidelity paper and digital wireframes, followed by high-fidelity ones and prototypes. I also enjoy conducting usability studies on the target group, which allows me to make adjustments as needed.
Step 1 Research & Empathy
Project Overview
Interviews
Surveys
Affinity diagrams
Step 2 Analysis & Ideation
Empathy Maps
Personas
User Stories
User Journey Maps
Competitive audit
How might we?
Crazy 8’s
Insights
Step 3 Design & Prototyping
Paper Wireframes
Digital Wireframes
Low Fidelity Prototype
Usability Study 1
Mockups
High Fidelity Prototype
Usability Study 2
Animations
Understanding
the user
User research
Personas
Problem statements
User journey map
User research Summary
I conducted interviews and created empathy maps to understand the users I’m designing for and their needs. Through research, I identified two primary groups of users:
1. The first group are working adults who need an efficient way to book or purchase movie tickets.
2. The second group are teenagers and young adults who prefer to conduct all their activities online.
User research Pain points
Separate apps
While some cinemas have their own dedicated movie ticketing apps, there isn’t a single app that encompasses all cinemas in the town or country.
Long lines
People typically dislike standing in long queues. Purchasing tickets in advance could be a practical solution to avoid this issue.
Lack of time
A significant number of individuals lack the time to stay updated with the latest movie releases and trailers.
High prices
The high cost of movie tickets often results in people visiting cinemas less frequently.
Following user research and data analysis, it became clear that the primary issues for users are: the absence of a unified app for all cinemas, as each cinema has its own app; the dislike for waiting in long queues; the lack of time to keep up with the latest movie releases and trailers; and the high ticket prices at cinemas.
Potential solutions to these problems could include developing a single app that encompasses all local cinemas, where users can purchase electronic tickets and present them at the entrance via their mobile devices. For those pressed for time, the app could periodically send notifications about new releases and trailers. Regarding high prices, the app could offer special deals and loyalty discounts.
Persona A Petar
Problem statement
Petar, an adult man, looks for a convenient method to reserve or purchase movie tickets, since he wishes to avoid queuing up.
Persona B Stefan
Problem statement
Stefan, a young man, wants to enjoy some loyalty program perks, since he finds movie tickets too pricey.
User journey map
Starting
the design
Paper wireframes
Digital wireframes
Low-fidelity prototype
Usability studies
Affinity diagrams
User research Summary
In the process of crafting the Home screen, my primary objective was to offer users an array of features for an enhanced experience. This included the provision of the most recent movie trailers, keeping them updated with the latest cinematic offerings. I also aimed to incorporate a search bar, a simple yet powerful tool that allows users to effortlessly navigate through the vast content. Furthermore, I wanted to present movies in an organized manner by categorizing them based on their genre, thereby making it easier for users to find movies that align with their preferences. Lastly, I intended to include a bottom navigation bar, ensuring that users have quick and easy access to all major functionalities at their fingertips.
I initially drafted several distinct versions of the home screen on paper. After identifying the most effective elements from each sketch, I amalgamated them to create a single, final version.
Digital wireframes
At the top of the movie page, the user may view the trailer and read a synopsis. Scrolling down reveals options for selecting a cinema, date, and time for the chosen movie.
Having selected the cinema, date, and time, the user may now choose their seats by tapping on them.
Low-fidelity prototype
The user begins the process by signing into their Google account.
Once they’ve successfully logged in, they proceed to browse through a variety of movies.
After careful consideration, they select a movie that piques their interest.
The next step involves choosing the perfect seats to enhance their movie-watching experience.
With the seats selected, they move on to finalize the purchase, thereby completing the process.
Usability study Affinity diagrams
Following the execution of the usability study, I compiled all the insights derived from the participants.
Upon gathering the insights, I organized them according to their respective themes. Ultimately,
I identified five primary themes.
Usability study Findings
There could be numerous themes in the final analysis, necessitating their organization based on priority, ranging from the lowest (p2) to the highest (p0). To begin with, focusing on three primary insights would be a good approach.
The Round 2 will be carried out utilizing the high-fidelity prototype.
Round 1 findings
Users want to buy tickets for more movies
Users want a working drop-down menu
Users want to skip registration
Round 2 findings
Users want a booking option
Users need a search bar
Users want to be able to cancel the order
Refining
the design
Mockups
High-fidelity prototype
Mockups
Users indicated an interest in buying tickets for several movies, leading to the development of two potential solutions.
The first involved adding additional bubbles above the Floating Action Button (FAB), with each bubble representing a movie. However, this approach risked cluttering the screen.
A more streamlined alternative was to eliminate the FAB, replace one of the icons in the navigation bar with an e-ticket icon (since ‘Favourites’ was less important to users and was moved under the account tab), and introduce a sliding menu from the
bottom of the screen.
Before Usability Study
After Usability Study
Users expressed a desire for the option to reserve tickets and pay for them at the cinema. This feature is beneficial for those who may not have sufficient funds at the time of booking.
As a result, I’ve modified the Continue button into two separate buttons - Book and Buy.
If a user decides to reserve a ticket, he / she will be provided with a notification that includes all essential information.
Before Usability Study
After Usability Study
Mockups Userflow
1 Log-in / Register
2 Home (Explore)
3 Movie info
4 Location & time
5 Seats selection
6 Confirmation
7 Checkout A
8 Checkout B
9 Thank you!
10 E-Tickets
High-Fidelity prototype
You have the opportunity to personally test the high-fidelity prototype, either from this location or from the external webpage.
Going
Forward
Takeaways
Next Steps
Takeaways
Impact
'The app is fantastic! The user interface design is particularly appealing to me. It’s both fun and user-friendly.'
A Usability study participant
What I learned
Throughout this project, I gained valuable insights into the behaviors and requirements of users, as well as the variations in usage of the same product among different user groups.
Next steps
The next step would be to design the user account screen. This should incorporate all essential user details, in addition to favorites, transaction history, and preferences.
My next task would be to create the Cinema Locations screen. The primary function of this screen would be to allow users to select their preferred cinema using a pinpoint. The app would then utilize GPS to guide users to their chosen cinema. This feature could be particularly useful for visitors from abroad.
Notifications can be quite beneficial for users. On this screen, they can view their recent activities and purchases, as well as stay updated with the latest deals, news, and movie trailers.