Case Study for a Movie Theater website
Case Study for a Movie Theater website
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A responsive ticket purchasing website for a high-end movie theater.
A responsive ticket purchasing website for a high-end movie theater.
March 2022 - April 2022
March 2022 - April 2022
Project Overview
Project Overview
The Problem:
The Problem:
The process to ordering movie tickets online can be complicated and confusing.
The Goal:
The Goal:
To streamline and simplify the process of ordering movie tickets online.
My Role:
My Role:
Lead UX Researcher & Designer
Responsibilities:
Responsibilities:
User research, competitive audit study and report, user testing, wireframing and prototyping.
Understanding the User
Understanding the User
User Research: Summary
User Research: Summary
I had very limited experience purchasing movie tickets online or otherwise. But after conducting half a dozen user interviews, I was able to complete a competitive audit. This allowed me to generate numerous user likes and dislikes of current movie purchasing processes.
User Research: Pain Points
User Research: Pain Points
Pricing
Pricing
Pricing can be difficult or impossible to find until you complete the entire process to purchase tickets.
Difficulty
Difficulty
Many different seating types as well as movie types with little or no explanation of the differences makes selecting a seat difficult.
Accessibility
Accessibility
Preferences like location and date should not require a user's input.
Stressful
Stressful
The ability to select and reserve seats for a movie relieves the stress of bad seats, or worse, a sold out movie.
Persona: Jen Zhang
Persona: Jen Zhang
Problem Statement:
Jen is a night worker who needs to reserve movie tickets because good seats might not be available when she gets off work.
Starting the Design
Starting the Design
Paper Wireframes
Paper Wireframes
Taking the best of ideas and combining them to simplify, automate, and make the flow of purchasing tickets easy and clear.
Digital Wireframes
Digital Wireframes
Utilizing standard modern technology to auto-locate best theater and order snacks and drinks while in the theater.
To further simplify and streamline the process to order tickets, seats are auto-selected and reserved as long as the user keeps interacting with the interface.
Low-Fidelity Prototype
Low-Fidelity Prototype
Users are able to change their location, view all the movies playing now, and complete the process of ordering tickets.
Usability Study: Findings
Usability Study: Findings
Testing the user flow on the desktop was very successful. However, when we tested on mobile we found a few areas where the design was not as easy.
Round 1 findings
Selecting seats is necessary
Location was not obvious
Ordering Snacks & Drinks a plus
Round 2 findings
Location not clear on mobile
Not enough difference between current and future movies
Movie carousel dots are confusing, use a slider bar instead
Refining the Design
Refining the Design
Mockups
Mockups
The location was not obvious at all on mobile.
It was brought front and center eliminating users' frustration to know which theater they are looking at.
Users were overwhelmed by the dots for the movie carousel. A slider bar was used instead making it much more pleasant.
Style Guide
Style Guide
After finishing most of the High-Fidelity designs, the need for standard colors, fonts, and styles arises.
High-Fidelity Prototype Desktop & Mobile Site
High-Fidelity Prototype Desktop & Mobile Site
Accessibility Considerations
Accessibility Considerations
1. All font & colors were tested for legibility and color blindness.
2. A dark theme is used to improve accessibility in low-light situations, such as in the theater.
3. Auto-location helps users find their theater automatically.
Going Forward
Going Forward
Takeaways
Takeaways
Impact:
Impact:
All users tested were able to complete the process flow to order movie tickets, with both the Desktop and Mobile designs.
"It was easy to use and straightforward"
What I learned:
What I learned:
Users like things to be automated, but need the ability to view and change those things that are automated. Overall, I am very pleased with how this project came out. I am very confident my design would be very successful if used.
Next Steps
Next Steps
1. There are a few more pieces not involved in the main theme or user flow that would need to be designed.
2. More time invested to further develop the Style Guide into a Design System would greatly improve the hand-off to developers.
3. Publish for development, and work with the front and back-end developers to ensure the designs are implemented as intended.
Let's Connect!
Let's Connect!
Thank you for your time reviewing my work.
Thank you for your time reviewing my work.
Are you interested in a similar User Experience or Interface Design?
Are you interested in a similar User Experience or Interface Design?
Contact me today for a free quote: ddehnert @ gmail
Contact me today for a free quote: ddehnert @ gmail
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