The product:
Website for the local theater that allows you to book movie tickets and order beverage and snacks.
Website for the local theater that allows you to book movie tickets and order beverage and snacks.
The problem:
The historic theater does not have an easy way for visitors to book tickets and pre-plan snack and drink order before getting to the theater. Third party ticket booking sites are not mobile-friendly and create a frustrating experience.
The historic theater does not have an easy way for visitors to book tickets and pre-plan snack and drink order before getting to the theater. Third party ticket booking sites are not mobile-friendly and create a frustrating experience.
The goal:
Create a seamless experience for the users to selects seats, order snacks and prepare for their visit in advance.
Create a seamless experience for the users to selects seats, order snacks and prepare for their visit in advance.
Year: 2023
Role: lead UX designer and UX researcher
Responsibilities: user research, wireframing, usability studies,
UI system development, prototyping
Responsibilities: user research, wireframing, usability studies,
UI system development, prototyping
User research summary:
I conducted use interviews that I then turned into personas and empathy maps.
I discovered that many users need an easy way to find a movie for their group to see (family movies, friend groups…) and when booking tickets, they rely on reviews and available times to make their selection.
Many existing tools require users to leave the user flow to see rating and reviews, interrupting the movie-booking experience.
Many existing tools require users to leave the user flow to see rating and reviews, interrupting the movie-booking experience.
User research: pain points
Movie ratings & reviews:
No easy way to see which movies are well-rated, users relied on other tools to see reviews to make their decision.
No easy way to see which movies are well-rated, users relied on other tools to see reviews to make their decision.
Seat selection:
Current experience does not allow you to selects your seats ahead of time, unlike many competitors, so groups that arrive later often have to sit separately. There is also no indication of available accessible seating for people with disabilities.
Current experience does not allow you to selects your seats ahead of time, unlike many competitors, so groups that arrive later often have to sit separately. There is also no indication of available accessible seating for people with disabilities.
Food and beverage ordering:
Current tool does not allow you to plan your snacks and drinks beforehand, making it harder for busy guests to enjoy the refreshments as a part of their movie experience.
Current tool does not allow you to plan your snacks and drinks beforehand, making it harder for busy guests to enjoy the refreshments as a part of their movie experience.
