My Portfolio

Product Overview

Introducing an innovating movie ticketing app that focuses on the user. Movies mobile app was designed to streamline convenience for your next movie-going experience. Our intuitive interface allows for all movie lovers to quickly purchase tickers, find theater locations, keep track of rewards, and pick seating. Say goodbye to using a cluttered browser and hello to quick serviceability at the tap of a button.

Responsibility

Lead UX Researcher

and UI Designer

Tools

Figma

Framer

Google Drive

Problem Statement

In an industry that is highly saturated with many different ways to get a ticket for a movie, in order to have a product that stands out. We need to address user pain points with our design including, seat selection, dated interfaces, and overall convenience to break through the clutter.

Goals

Enhance Usability

Streamline Navigation

Seat selection

Location

Improve Accessibility

Design Timeline

Understand

User Research, User Interview, Competitve Analysis

Define

User Personas, Empathy Map, User Journey

Ideate

User flow, Card sorting, Information Architecture

Design

Wireframe, HI-Fi Design, Prototype

Test

Feedbacks, Conclusion, Future Concept

First month

Second Month

Third Month

Target Audience

From the quantitative research I found the target audience to be 18-34 year olds who live in a metropolitan/suburban area that go to the movies once a month.

User Research

In the research I conducted two different approaches. The first was a competitive analysis with other Movie Theater ticketing apps to see what holes are in the market. I also conduct user interviews with the target audience to come up with user pain points to design solutions for.

Competitive Analysis

Company Name

Company Info

Seat Selection

Rewards/Redeem page

Ticket QR Code

Seamless interface

AMC

Movie Theater

Alamo Drafthouse

Movie Theater

Fandango

Ticketing application

User Interviews

Observations

I conducted 8 interviews with users that are a part of the target audience. The users were asked, how many times a month do they go to the movies, how do they get their movie tickets, what was satisfying about this process, and what was challenging. Below I provided the findings from these interviews.

100%

80%

38%

80%

60%

50%

Don’t use the same app or website at times to get their tickets.

Are frustrated when not given the option for seat selection.

Don’t believe downloading an app is worth it when theres already websites online.

Wish that being a rewards member with their movie theater was easier to track.

Find most movie ticketing apps and websites cluttered and hard to navigate.

Use movie ticketing mobile apps to get their tickets.

Pain Points

Cluttered Interface

App Usability/Convenience

App Necessity

User Personas

NAME:

Jesse

AGE:

EDUCATION:

College Degree

JOB:

Hiring Manager

LOCATION:

Fort Worth, Texas

FAMILY:

Married with 3 kids

NAME:

Becca

AGE:

EDUCATION:

College Degree

JOB:

Photographer

LOCATION:

Austin, Texas

FAMILY:

Single

NAME:

Caleb

AGE:

EDUCATION:

College Student

JOB:

Unemployed

LOCATION:

Lubbbock

FAMILY:

Single

Bio

When going to buy tickets for his family from a movie theater app Jesse is met with fluff that gives no clear directions on getting a ticket and when he arrives. He hopes for an app that will be clear and straightforward that gives pointed information on movies for his children.

Bio

Becca goes to the movies twice a month and can’t pick her seats for the theater. She’s never downloaded an app because she hasn’t had the desire for one. Her needs are for something easy and simple to use with a picking seats feature, she also, wants something that will draw her to using an app like a points system.

Bio

Caleb when going to his theater, struggles to scan his QR Code to receive his tickets, he also can’t find out what his rewards offer through the app. His goals are to have a ticketing system that is easy to use and scan, and an app that simply lays out his reward system/tracking.

Goals

Convenience when buying tickets for him and his family.

Movie content accessibility to find family friendly movies.

Goals

Easy to use/simple features.

Points/Rewards tracker within the app.

Seat selection

Goals

QR Code for ticket

A rewards plan for his theater app.

Pain points

Cluttered apps with no clear direction.

Finding a movie that his entire family can see.

Pain points

Websites won’t allow her to pick her seats.

Websites seem more convenient because she doesn’t have to download an app.

Pain points

QR code doesn’t work when scanning for tickets.

His current movie theater app isn’t clear on rewards and information.

User Stories

Persona: Jesse

Persona: Becca

Persona: Caleb

As a Father of three, I want to have the ability to get tickets quickly and see the

content for a film so that I can have the ease to not have to worry more things.

As a single young adult, I want to have an app that gives me to the ability to select seating and adds to the ticket buying experience so that I can see the necessity of using an app over a website.

As a college student, I want simple app, with easy ticket access so that my experience to go to the movies isn’t a hassle.

Information Architecture/User Flow

Open the App

Select Date

Go to Checkout

Insert check out info

Select Movie

Select Time

Click on Content link

Home Page

Seat Selection Screen

Order Preview

Order Confirmation

Suitable for child

Enough seats?

Confirm Order?

User Task: use the movie ticketing app to buy tickets for a movie that is family friendly:

User Task: use the movie ticketing app to buy tickets and select the seats their wanting.

User Task: use the movie ticketing app to use rewards system.

Open the App

Select Date

Go to Checkout

Insert check out info

Select Movie

Select Time

Home Page

Seat Selection Screen

Order Preview

Order Confirmation

Right seats?

Confirm Order?

Open the App

Select Rewards

Go to Checkout

Apply

Reward

Select Time

Select Free Movie Reward

Select

Date

Select Movie

Home Page

Rewards Screen

Seat Selection Screen

Order Preview

Order Confirmation

Right seats?

Confirm Reward?

Style Guide

Color Palette

Primary Color

Secondary Color

#B2A8EE

#7269FF

Off-White

Background

Boundaries

#FAF9F6

#0F0B21

#221C44

Typography

Font

Inter

Extra Bold

Inter

Bold

Roboto Mono

Medium

Roboto Mono

Regular

Iconography

Final Product

THANK YOU FOR VIEWING!

Reach out via email: tophwilkins@gmail.com

And if you love movies follow me on Letterboxd: chriswilks

Low-fidelity Wireframes

Usability Testing

Strengths

Opportunities

Weaknesses

For the usability testing, I had users work with my prototype without any direction. I believe in order to get the best outcome for a convenient app is to have it to where no questions are asked. At the end I then asked questions on what they liked and what was challenging. Below I will explain the findings in a SWO analysis.

Not over-cluttered

Interface is easy to navigate once it’s laid out with words.

The ability to look at different times while is seat selection was a great addition.

Rewards page would be a reason someone would want the app.

NavBar at the bottom overwhelms the app, with adding too much. Takes away from other Icons that are more important.

Location input is confusing to find.

In the menu the “Rewards” link named “you” was confusing.

Introducing a button that hovers at the bottom that’s only for rewards, instead of a nav-bar that takes up space and adds too much content that isn’t needed.

With the bottom nav-bar gone it will remove three icons, which will help the user focus on the other three left: menu, location and rewards. This then will help the user get to the location icon if they need it.

Apple wallet ability to put a ticket straight on their phones.

Content page needs an age recommendation to help parents see if a movie is kid-friendly/age appropriate.

Change “you” link to “Rewards” to get away from further confusion.