Popcorn: Cinema Ticketing App

Project Details

Process

Stage 1. Empathize

User Research: To gain insights into the usability issues encountered with movie ticketing apps, I conducted user interviews with five movie enthusiasts who were experienced in using these apps.

Key Pain Points

1. Time Consumption: Although all participants used mobile movie ticketing apps to save time, they often found that the process unexpectedly consumed more time.

2. Complicated Process: Three out of five participants occasionally felt that purchasing movie tickets through mobile apps was too complicated.

3. Lack of Customization Options: Three out of five participants desired a mobile movie ticketing app with more customization options.

Stage 2. Define

User Personas: To understand target users and ensure that design decisions effectively address their needs, goals, and behaviors, I developed personas based on interview findings to represent users' characteristics, behaviors, and motivations.

Journey Maps: To visually represent users' interactions with cinema ticketing apps and identify pain points and opportunities for improvement, I created journey maps based on two personas.

Competitive Analysis: I conducted a competitive analysis of three movie ticketing apps (AMC Theatres, Regal Cinemas, and Lotte Cinema) to understand industry standards and identify opportunities for differentiation.

Stage 3. Ideate

Design Ideas

1. Intuitive purchasing process

   Participants reported that complicated purchasing procedures led to excessive time consumption.

   To address this, I designed the app with an intuitive purchasing process featuring clear labels, intuitive icons, and concise instructions. By minimizing unnecessary steps and interactions, users can complete their ticket purchases efficiently and without delays.

   
   

2. Customizable features

   Participants noted that the lack of customization options decreased their engagement with the app.

   In response, the design includes features that allow users to save their favorite genres and frequently visited theaters, along with personalized recommendations based on their selections. These enhancements aim to save users time and increase their engagement with the app.

   
   

3. Efficient payment process & confirmation

   A complex payment process and difficulty locating tickets lengthen the overall purchasing time and create challenges for users at the theater.

   To resolve this, I implemented solutions, including allowing users to securely save their payment information for faster checkouts and adding a prominent button on the navigation bar to access purchased tickets. These tickets will include QR codes for seamless entry to the cinema.

Storyboards: I created storyboards that visually illustrate potential scenarios and interactions. They help me brainstorm ideas and visualize possible solutions.

Scenario: Nancy uses 'Popcorn' to quickly purchase movie tickets for his movie night with friends this weekend.

Information Architecture: To enhance usability, ensure intuitive navigation, and facilitate a seamless user experience, I developed the information architecture by organizing and structuring content and features.

User Flow Mapping: I created a user flow map to represent the steps users take to achieve specific goals within the app.

Stage 4. Prototype

Wireframes: To visualize the product's structure and functionality, I created sketches and digital wireframes. This approach enabled early identification of usability issues, efficient iteration, and clear communication among stakeholders.

Low-Fidelity Prototypes

Visual Design

• Typography & Color Palette

• Logo Design: I designed the app's logo using Adobe Illustrator. The logo features stripe patterns in white and red, ensuring high visibility and brand recognition. To add a playful touch, I incorporated two popcorn illustrations on the top right, reflecting the app's name and purpose.

Stage 5. Test

Usability Tests: To detect potential usability issues in the early stage of the design process, I conducted usability tests with low-fidelity prototypes that focused on the overall structure, layout, and user flow. The five movie enthusiasts who participated in the early-stage user research also took part in these usability tests, where three issues were discovered.

⚠️ Issue 1: The prototypes had a limitation in that they did not properly demonstrate how the calendar icon on the ticket purchase page worked.

🛠️ Solution: Add prototypes that show how users can interact with the calendar icon.

⚠️ Issue 2: On the purchase page, there was no option available to redeem gift cards or vouchers when choosing a payment method.

🛠️ Solution: Add an option to redeem gift cards or ticket vouchers.

⚠️ Issue 3: If users clicked the ticket icon on the navigation bar, it only showed a single ticket, which was not suitable for scenarios where users had purchased tickets for multiple movies.

🛠️ Solution: Modify prototypes to display tickets for upcoming movies when clicking on the ticket icon.