Project: UX Designer
Role: UX Designer
Duration: May 2022 - August 2022
Project Goals
MovieMax national movie theater is looking to let their customers purchase movie tickets through their new app. The MovieMax app is a platform that allows customers to quickly and efficiently purchase tickets from their phones. We want to design an app that is user-friendly at that will take the hustle away from purchasing tickets through user flow.
Challenges
Provide an easy and efficient ticket-purchasing experience.
Eliminate pain points in the user flow.
Create a user-friendly interface for unfamiliar and familiar users.
Competitive Audit
I looked at several direct and indirect competitions. Most were well-known movie theaters such as EVO, Cinemark, IMDb, and AMC. Studying allowed me to see what users liked and disliked from the competition.
Paper Wireframe
WireFrame Flow
After sketching some paper wireframes and thinking through the user’s purchase flow, I started with elements that would better help the user get through the purchase in the most efficient way possible.
Pain Points
After finishing the low-fidelity prototype, I conducted an indirect usability study with 5 participants. This allowed me to see where the user was confused when purchasing a ticket from the app. From this study, I gathered some excellent feedback on where to improve.
Icons
In early designs, Users had trouble finding the movie section and navigating the app. Better icons allowed users to navigate through the app easier.
Labeling
Labeling the pages of the user flow would help the user indicates what stage of the process they are in.
Map
Early designs didn't allow customers to see the closest location to them Customers wanted to be able to see the close locations first and the miles from their location.
Usability And Affinity Date
Conducting usability data allowed me to understand better what the user needs and the pain point the user had throughout the process. By using an affinity diagram, I could separate data together, allowing me to see similar patterns between the users. With these patterns, I was able to make updates to the app design to eliminate the pain points the participants encountered.
Map Pain Points
The low-fidelity prototype needed more information the user required to see f users wanted helpful information like the opening-closing time and the distance of the theater from the user's location. For the high-fidelity prototype, I added information that the user would find helpful so they could choose the proper Moviemax theater for them.
Home Page Pain Points
On the low-fidelity, the home page did not have icons, making it difficult for users to navigate it immediately. Users also wanted to be able to choose from the suggested movies on the home page. For the high-fidelity prototype, easily visible icons were added to create an easier navigation flow for the user. As well as allowing to user to start the ticket purchasing flow from the suggested movies on the home page.
Labeling
The low fidelity did not have labeling of the page not allowing the user to identify the step of the user flow they were on. It also didn't allow the user to see the actual location of the movie theater they had chosen. The high fidelity allows for a more accessible design by labeling important steps and information that the user might find useful.
Take Away
As a movie theater enjoyer, I wanted to create an app so that users from any background would have no problem with ticket purchasing flow. Researching direct and indirect competitors allowed me to see what users liked and disliked and helped me start ideating a user-friendly design. A usability study also helped me better understand the users' needs and make changes to my design that would better help the user's ticket purchasing experience. Throughout this project, I learned that keeping the user's needs and empathizing with users from different backgrounds will allow for a great user experience that all users can benefit from.