Watching Theater

ProductWatching Theaters serves a community of movie enthusiasts of all ages in Florida. They are in need of a ticketing website so that their customers can book movie tickets seamlessly.

Problem

A modern movie theater struggles with the ticketing flow for its website.

GoalTo create a ticket ordering flow for a modern movie theater.

RoleUX designer, UX researcher

ResponsibilitiesUser research, wireframing, prototyping

Research & Ideation

USER RESEARCH

I conducted user interviews and created empathy maps to understand the users I was designing for and their needs. A primary user group has relatives and would like to choose tickets that meet their needs. The two different users had different pain points. The first user is more concerned about flexibility. In contrast, the second user is more concerned about accessibility.

USER PAIN POINTS

1️⃣

Flexibility

User prefers to purchase movie tickets along with food and drinks.

2️⃣

Automation

Users like watching various movie options, screen viewing types, and a wide range of age-friend options.

3️⃣

Accessibility

A user wants to have the option to select a wheelchair and accompany seating.

4️⃣

Simplicity

Users want to select their movie of choice and pay easily.

PERSONAS

PROBLEM STATEMENTS

JasperJasper is an engineer who needs to book a movie ticket for himself and his family on weekends because he has a tight schedule during the week.

SheilahSheilah is a single mother of a child with physical challenges and needs to buy a companion seating movie ticket because she will be watching movies with her child.

USER JOURNEY MAPS

Starting the Design

PAPER WIREFRAMES

Taking the time to draft iterations of each app screen ensured that the elements that made it to digital wireframes would be well-suited to address user pain points. For the home screen, I prioritized a quick and easy punch process to help users save time.

Stars were used to mark the elements of each sketch that would be used in the initial wireframes

DIGITAL WIREFRAMES

As the initial design phase continued, I made sure to base screen designs on feedback and findings from the user research.

Seating comfort and flexibility are some of the pain points discovered during the user research. They are to be addressed through the designs by providing seat maps showing wheelchair and companion accessibility.

LOW-FIDELITY PROTOTYPE

The low-fidelity prototype connected the primary user flow of purchasing a movie ticket, so the prototype could be used in a usability study with users

USABILITY STUDIES

FINDINGS

I conducted two rounds of usability studies. Findings from the study helped guide the designs, from wireframes to mockups. The second study used a fidelity prototype and revealed what aspects of the mockups needed refining.

Round 1 Findings

1️⃣

Users want to purchase tickets quickly

2️⃣

Users want to see the movie options

3️⃣

Users want to have wheelchair and companion seating options

Round 2 Findings

1️⃣

Users want to see the viewing times

2️⃣

Users want to have snack and beverage options

Refining the Design

MOCKUPS

Hierarchy played a major part in the arrangement of the movie options. The get tickets button shows first as it is the most used while users see highlighted movies. To ensure accessibility, I used red for the button.

Users may retrace their steps to correct errors. I included a back button so users can see how they came to the purchasing flow.

Options for food, drinks, and combos were added to the order flow for movie tickets.

MOCKUPS

HIGH-FIDELITY PROTOTYPE

The final high-fidelity prototype presented the user flow for purchasing a movie ticket. It also meets user needs for adding food and drinks.

ACCESSIBILITY CONSIDERATIONS

1️⃣

The website will provide access to users who are vision impaired by adding alt text to images for screen readers.

2️⃣

Used icons to help make navigation easier.

Going Forward

TAKEAWAYS

Impact

The ticketing website makes users feel like they can easily purchase movie tickets.
One quote from feedback:“The website made it easy to buy my ticket and add beverages before checkout.”

What I learned

While designing the ticketing website, I learned that the first ideas for the website are only the beginning of the process. Usability studies and peer feedback influenced each iteration of the website’s design.

NEXT STEPS

1️⃣

Conduct another round of usability studies to validate whether the pain points users experienced have been effectively addressed.

2️⃣

Conduct more user research to determine any new areas of need.

Next project

Google Sites

Report abuse