MOVIE is a moviegoing mobile app. It not only turns your iPhone or Android smartphone into a mobile box office. Users can purchase movie tickets and browse the most comprehensive movie information including movie synopsis, movie reviews and sharing, show time schedules as well as real-time seating plan update. Also, you can order food in advance!
MOVIE ticketing app
My Role
UX Design
Client
MOVIE
User Research
I conducted interviews and created empathy maps to understand the users I’m designing for and their needs. A primary user group identified through research was working adults who love to watch movie but don’t have time to go buy ticket on site.
This user group confirmed initial assumptions about movie theater customers, but research also revealed that time was not the only factor limiting users to watch movie.
Other user problems included user can’t see what are available movies for a particular time and location are. Also, user can’t see what are available cinemas for a certain time.
User Pain Points
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Lack of payment options
Payment options are no longer just limited to credit cards and accompany digital wallets and even cryptocurrencies. -
Unimpressive user-interface design
Every potential user is constantly judging the overall look and feel of your app, and the margin for error is minimum -
Slow checkout process
Even if your customers find what they are looking for on your app, a bad checkout will push them further away from a purchase. -
Poor Filtering Options
Filters must enable your users to narrow down their search and not add to their frustration.
Persona
User journey map
User flow
Usability Study
I conducted two rounds of usability studies. Findings from the first study helped guide the designs from wireframes to mockups. The second study used a high-fidelity prototype and revealed what aspects of the mockups needed refining.
Round 1 findings:
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Users want to know more about membership program
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Users want to keep the order record
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Users want to read/share the movie reviews
Round 2 findings:
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Users would like to see the reviews directly
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Users wants to have a alert function for the coming movie
Wireframe & Low-Fi
Stickersheet
High-Fi prototype
The final high-fidelity prototype presented cleaner user flows for buying a movie ticket. It also met user needs for check the order record and add alert.
Accessibility considerations:
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Provided access to users who are vision impaired through adding alt text to images for screen readers.
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Used icons to help make navigation easier.
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Used big images help users better view the movie posters.
What I learned:
While designing the MOVIE ticketing app, I learned that the first ideas for the app are only the beginning of the process. Usability studies and peer feedback influenced each iteration of the app’s designs.
Next steps:
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Conduct another round of usability studies to validate whether the pain points users experienced have been effectively addressed.
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Conduct more user research to determine any new areas of need.