Cinerama
Project: April - July2022
My function:Product designer of the entire project
Overview
Cinerama is the case study of an application that facilitates the sale of movie tickets, providing a way to avoid queues, choose movies and cinemas and buy your snacks and tickets in advance.
Challenges
Cinerama is the case study of an application that facilitates the sale of movie tickets, providing a way to avoid queues, choose movies and cinemas and buy your snacks and tickets in advance.
Challenges
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Create a way to help users book movies and seats;
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Design a coherent interface for experienced and non-experienced users;
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Offer a concise and linear shopping experience;
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Create an interface focused on ticket purchase, but that adds other useful functions.
Understanding the user
For this project, I conducted the research base through desk research (literary review) for an overview of the market. Then, the data was deepened during the project qualitatively with personas and user journeys that later proved to be effective for the process.
The beginning of the project started with basic questions such as: "who is our user?", "what is their need?", "how can we improve their experience in the shopping flow?". From there, the literary review data contributed to form two groups of users that were translated into personas.
PRIMARY PERSONA
Mariana
37 years old
MKT manager
Mariana is a working mom, but she values some quality time with her young children and husband, even though she has to devote a lot of time and energy to her career as a communications manager.
Goals
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Taking the kids to a different schedule
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Rest while the kids have fun
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Create positive memories for children
Frustrations
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Facing queues with young children
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Indecision with movies and seats
SECUNDARY PERSONA
Ricardo
20 years old
Engineering student
Ricardo is in the second year of engineering school, where he has some friends. He lives with his parents and has been a movie fan since he was a child. He uses movies to escape reality for a moment and likes the sound system in theaters.
Goals
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Having fun with friends or just without spending too much
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Watch something new somewhere different
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Get distract
Frustrations
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Arrive at the cinema early to secure a ticket or seat
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Wait in lines
Market analysis
In Brazil, the market has several applications for cinema and/or movies and a portion for ticket sales for events in general. Considering the other functionalities of an application for cinemas, the sales of tickets for events (such as Sympla, for example), it was considered much more indirect and analyzed in a more superficial way than the other applications below.
Therefore, in an already expanding market, market analysis was very important for understanding Cinemara's delivery where others did not serve users. For the analysis, among the cinema/film applications, at least one was considered that:
1. Allows the purchase of tickets in several cinemas;
2. Presents movie posters for review and sharing;
Among those analyzed, it was observed that:
ticket.com
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It has a functional interface, but with flaws in codes and accessibility;
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Allows purchase of tickets only;
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It has a good website, but fails in mobile deliveries (mobile web or app);
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Communication focuses on B2B, not B2C.
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Cinépolis and Kinoplex:
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Allows users to see exclusive promotions;
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Allows only the purchase of tickets (through ticket.com);
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Offline focused user experience.
Alfred (indirect):
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Does not allow ticket purchases;
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Allows you to share your opinions about movies in the app itself;
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Classifies and suggests movies according to user profile.
Beginning of the journey
Research done, I started with the user flow to serve as a guide and visualization of the user journey as a whole. This helped to predict some errors during the flow and gaps that could interrupt the journey or cause insecurity to the user.
Wireframes
Bearing in mind the userflow created, I split the low fidelity wireframes, taking into account the ideation process at this stage. Due to the little information on each page, I evaluated how more efficient it was to skip the paper and generate and select the ideas digitally. The result was as follows...
Location can change all other information, so it gains emphasis.
Navigation among the main functions to facilitate and shorten the flow.
Fast transition
between movie information and cinema/sessions
available.
Preview for confirmation of purchase.
Multiple options for payment with double confirmation to generate user trust.
With these lo-fi wireframes, a prototype was also made of low quality for the first usability test. The usability test at this stage it was very important to incorporate changes and improvements observed and proposed by users before the effort to improve the design.
Usability tests
During the project, I conducted two rounds of usability testing: the early mentioned one with low fidelity, and another with the high fidelity prototype, which we'll see later. The first was important to analyze the navigability, various functions and usefulness of the application for the user. The second was important to validate visual choices and refine decision making. In an overview, I found that users would like da addition or change of...
integrated snacks
O initial design did not consider snack shopping queues. After the first test I added the choice to vary according to the chosen cinema and before payment, in order to participate in the confirmation with the ticket.
More information about cinemas
During the first test, users raised some doubts about the theaters with comments that details about them could be added. Thus, rooms with subtitled films, 3d and/or with promotions are now still indicated on the choice page.
Movie reviews
Some users felt that reviews from experts and other users would make a difference when choosing a movie and while the app is "new to the market", outside opinions can fulfill the desire.
Ticket price
During the second test, some people showed great interest in knowing the ticket price for choosing the cinema, that is, before choosing. For this, I added the full ticket price on the cinema page.
Transformation of the selection screen with the addition of snacks.
Solving challenges
challenge #1
Book seats
Being the source challenge for the exercise, this was the point that dictated the entire development of the application.
For that purpose, it was necessary to understand that the purchase of tickets is the final consequence of the entire process of reserving seats, which consists of choosing a movie theater to a place to sit.
challenge #2
Coherent and intuitive interface
To design a fast and efficient experience, the interface design takes into account elements that users are already familiar with or that can be unraveled without much effort.
challenge #3
Linear shopping experience
The selection and payment process form a linear flow that makes it easier for the user to reach the conclusion of their purchase. Here, I also considered the security and trust passed to the user through the confirmation of choices and payment method before completion to avoid errors.
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challenge #4
Add features
Features are great for differentiation in the market and help users. Here I tried to add useful functions, but in no way interrupt the main flow or make the application too confusing to use.
Style guide
For Cineramas branding, I preferred to deviate a little from the dark interface pattern found in market searches for movie apps. Thus, a lighter color palette emerged, but with contrasting and playful colors so as not to lose the essence of cinema.
What I've learned
Being a film enthusiast, it was personally really cool to take on a project like Cinerama, while at the same time being able to exercise my role as an "observer" designer, not getting carried away by my personal opinions about what a cinema app should or shouldn't have. This was a great exercise for my skills, especially in terms of user testing and graphical interface. Despite being satisfied with the result, I believe there is still room for evolution in this app with new investigations in the theaters themselves.
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