The Problem

With a staggering estimated number of 6.3 million deaths worldwide (and counting) due to the Covid -19 virus, there has been an extraordinary shift in our world, and how we live our daily lives. The virus has changed the way we operate across the board as businesses and as individuals. The traditional way of purchasing movie tickets can no longer be sustained for these reasons: it is inefficient, inconvenient for movie go-ers, and most importantly it brings an unsafe environment for customers.

Movie goers need a safer way to purchase tickets

The Solution

Movie ticketing on-the-go

Secondary | White Paper Research

A growth expectance of $14.8B

Covid-19 has sped up the adoption of digital technologies by several years, and many of these changes could be here permanently. Because of this, the movie ticketing service market is expected to grow by $14.8 Billion by the year 2024. To be successful, our business will have to engage in this growing market, and also evaluate its competitors and what solutions must be solved to allow users to accomplish their goals in the most efficient way possible.

Competitive Analysis + The Gap

Who are we up against?

I analyzed 3 (Fandango, Flixster, and Atom) of the most widely used movie ticketing applications surrounding the space. I discovered that each application provided an efficient ticketing experience for the user. However, when it came to incentive and what would ultimately bring a customer back, some of the competitors lacked the identity aspect. I saw this as an opportunity for a much different approach to a solution.

Primary Research | User Interviews

Inside the mind of the movie goer…

I conducted 6 interviews with frequent movie go-ers. 2 of the interviews were held in person, while the remaining 4 were remote. The Demographic: Couples, Family Oriented, Men/Women Ages 20 to 45, Frequent movie watchers, Uses the internet a few times out of the week, and knows how to navigate mobile applications.

Synthesis | Insights

What did I learn?

Synthesizing Interview Data

Pain Points

• Participants wanted to avoid in person interaction as much as possible

• Participants expressed being able to choose between creating an account and checking out as a guest

• Having to start over with the seat/movie selection process if seats are taken before completion was also a concern of participants

Primary Persona

Who are you solving for?

Families going to movies, and single parents orchestrating their ticketing ordering experience.

How might we?

Design

Not a Picasso, but this will do..

I sketched out ideas and selected the top 3 that most addressed my persona's needs and stood out against the competitive scope. Combining these 3 ideas I imagined a system that...

Originally, I intended to incorporate the snack menu once the user finished their payment process for their showing. After receiving mentor feedback I decided to to scrap the “whats new screen” and keep that same format for the snack menu.

Ok, let there be wireframes..

Testing + Improvements

Testing the application’s usability…

I designed a Hi-fidelity prototype of the UI using Figma. I conducted a total of 10 usability test. 5 test were moderated remote, and after user feedback, issue revisions, and iteration I conducted 5 more moderated remote tests. Some of the issues were as follows…

3 improvements…

Style Guide

Finale

The Final Product.

Prototype

View link to clickable prototype.

Conclusion + Reflections

Outcomes

1. High task completion rate. Based on results of the usability test, participants across the board completed their task quickly without trouble. The metrics I would use to measure this applications success would be the applications high task completion rate, and low time on each task. This is all based on observing users’ initial reaction to the application, user feedback, and task completion.

2. Positive feedback. Throughout the journey of conducting research for the application I received an overwhelming amount of positive feedback. The criticism I did receive was minor and iterated on immediately. Because of this, I am fully confident that if this product were shipped, I would expect a significant increase in revenue for movie theaters, and people purchasing tickets online vs in-person.

How would you approach the problem differently next time?

1. After reflecting upon the journey of my capstone project, I learned that research fuels insights that are vital to concept development. Moving forward, I strive to give as much, if not more attention to various amounts of research practices/frameworks in my process than the aesthetic realization of my projects.

2. Iterate Iterate Iterate! While working on this project I got to understand the importance of constant iteration and improvement. Sometimes iteration looks like restarting/starting over, removing your ego, going back to the drawing board, and improving your application based on user feedback. Great things often take time and I have a much better sense of patience when it comes to producing quality work.

3. If I were to revisit this project, I would further refine the interface as well as explore rapid prototyping for any project that I touch in the future to gain in depth user insights. I would also love to incorporate A/B testing to measure the impact of my design system and deem whether or not it succeeds in the context of the environment.

Thank you for reading!

For more work inquiries do email me at xmcgriffux@gmail.com