Navendhu Kalathil
© Navendhu Kalathil

Redesigning the movie booking experience

Timeline

1 Week


My Role

Experience Strategy

User Research

Service Design

Interaction Design


I was asked to re-imagine the movie booking experience of VOX Cinema’s to cater to the shifting expectations of its user base. The goal is to deliver experiences that moviegoers- want to and can happily consume, use, and integrate into their lives.


Problem

I have been asked to support Etisalat to re-imagine the future vision for small and medium businesses (SMB) through the Order to Fulfillment experience. A set of activities were initiated to understand the changing needs and expectations of SMB customers in the region. The objective is to identify opportunities to differentiate the future customer experience whilst enabling the transformation of Etisalat’s business. The research with customers was carried out over a two week period and covered a wide range of market.

What I have done…

My design process is deeply rooted in design thinking with overlapping phases: discovery, describing, designing, delivery, and release. The challenge was to create a perfectly framed experience in a limited window of time. Efficient time management was essential to execute the methods and achieve the final design goal.

1. Discover

In the Discover Phase, my aim was to frame the problem by gaining a full understanding of the questions, scope, and overall context of the service. To do that, I decided to talk to VOX users and get their responses. Surveys and quick interviews was the way to go to understand the behavioral patterns and user expectations in the limited time frame.

Research Objectives

Short user interviews, surveys, desktop research, and trend analysis were carried out in the research phase to find out user insights and the pain points. Responses were collected and synthesized using affinity mapping method.

Short user interviews, surveys, desktop research, and trend analysis were carried out in the research phase to find out user insights and the pain points. Responses were collected and synthesized using affinity mapping method.

A user survey was created to understand patterns…

  • \ While a two third of the respondents take recommendations from their friends and peers, online platforms were also used quite often. 
  • \ Most of the respondents used an app to book tickets.
  • \ While asked about loyalty points most of the respondents said that they have used it on food and beverages.
  • \ Showtimes, seat availability , and proximity of the cinema was the major decision making factors for most of the users.

The research highlighted lots of customer sentiments…

"I spent the most time in finding the perfect combination of show times and seats. "

"I would like to get notified when my favorite movies are showing. "

"I would like to get a preview of the theatre experience before booking. "

"I usually take a screenshots of my ticket after booking, for easy access at the cinema counter. "

2. Describe

In the Describe phase, I worked towards defining the product by synthesizing research and producing insights. At this time, I also began to lay the foundation for the app architecture and user journeys for different behavioral archetypes.

3. Design

In the Design phase, I focused on the user journey to start prototyping. My key objective was to streamline the booking experience with relevant visual cues and usability.

4. Screens

The significant instances of the booking journey in the app were identified and designed to give a glimpse of the overall design concept.