Ticket Pilot is a mobile app allowing users to pre-purchase their movie tickets and snacks before heading to the theatre.
product
The current solution to purchasing movie tickets on an app is not user-friendly for all user groups and is tailored towards a tech savvy.
problem
The goal of this project is to design an app that is accessible for all users and focuses on the user journey with a streamlined workflow.
goal
Title: UX Designer/Researcher
Responsibilities: User research, journey map, wireframing, high/low fidelity prototyping, and user testing.
role
project overview.
Existing platforms for ordering movie tickets rudely interrupt users with a paywall or an ad.
1. ads
Some apps have a difficult workflow and users often find themselves lost in the process without being able to go forward or backward.
2. process
Users with disabilities have a difficult time reading or noticing certain features which takes away the user experience.
3. accessibility
When an app experiences a bug or system failure, users need to know where to search for the solution.
4. help
pain points.
Understand common challenges and identify frustrations users face during the process of purchasing a movie ticket on an app.
user interview
interview goals:
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What app do you currently use to purchase movie tickets?
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How often do you purchase tickets online instead of in-person? When you do, what is your motivation for doing so?
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What challenges do you face in the purchasing process? How does this make you feel?
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Is there any way in which you feel these challenges could be resolved?
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Do you use your movie ticketing app for any other uses?
interview questions:
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Ages 13-62
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People who order movie tickets remotely at least once a month
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Include participants of different genders
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Include participants with different abilities
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Include participants who use different apps
target participant characteristics:
A competitive audit scouts the competitors to understand their approach and identify the strengths and weaknesses of their brand. The aim is to discover what works for other companies and incorporate those strategies into the design and gain a competitive edge. Four competitors are audited for this project: Cineplex, Atom, IMDb, and Scene+. The audit includes my notes while interacting with their app and a report.
competitive audit
problem statement:
Jessica is a working mom who needs an intuitive app with an easy workflow due to her lack of knowledge and understanding in technology.
user story:
As a single, working mom with little time to spend with my son, I want to quickly and easily purchase movie tickets so that I can spend less time planning activities and devote more time to my son.
personas.
problem statement:
John is a retired elderly who needs an app that is accessible to those who have difficulty reading texts because of his dyslexia.
user story:
As a retired elder who struggles to read due to dyslexia, I want to purchase movie tickets from an app using intuitive photos and icons so that I can successfully make an online purchase without texts being a barrier for me.
user journey map.
user flow.
Paper wireframe is a rough sketch of each interfaces and their elements quickly illustrated on a paper or tablet. Taking the time to draft iterations of each screen of the app on paper and a tablet ensured that the elements that made it to digital wireframes would be well-suited to address user pain points. Stars were used to mark the elements of each sketch that would be used in the initial digital wireframes.
The digital wireframe was designed using Figma. It replicated the paper wireframe, but contains more detail and is scaled. This will be used to create a low-fidelity prototype and conduct usability testing. For a more detailed description of each wireframe, check out the PowerPoint.
starting the design
paper | digital wireframe
Title: Creating an app to purchase movie tickets
Author: Taejun Kwak, Student, taejunk31@gmail.com
Stakeholders: Ticket Pilot Customers
Date: Dec 2nd, 2022
Project background: I am creating a mobile movie ticketing app to increase users who purchase tickets online. I noticed that my competitors have not spent much resources in developing a proper app. My goal is to create a product that is easy to use and increase customer satisfaction.
Research goals: I would like to figure out what specific difficulties users encounter when they try to complete the core tasks of the Ticket Pilot app: movie selection, seat selection, eatery selection, checkout, and in-app navigation.
research plan.
introduction
usability studies.
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How long does it take for a user to select and purchase a movie ticket on the app?
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Are users able to successfully purchase the ticket?
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What can I learn from the steps users took to make the purchase?
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Are there any parts throughout the process where the user was stuck?
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Is the payment process easy and secure for the customer?
research questions:
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Time on task: how much time users spend purchasing a movie ticket
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Conversion rates: how many tickets the user is purchasing
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User error rates: how often users get stuck trying to purchase their ticket
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System Usability Scale: a questionnaire to evaluate customer feedback
key performance indicators (KPIs):
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Unmoderated usability study
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Location: remote (participants will go through the usability study in their own homes)
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Date: Sessions will take place between Dec 3-4.
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5 participants will purchase a movie ticket along with the eatery. Each participant will then complete a questionnaire on their experience.
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Each session will last for 25-30 minutes
methodology:
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Participants are anyone who visits the cinema once a month.
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Participants should be between 18 and 62.
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Participants should include a fairly even distribution of genders across the spectrum and people with different abilities including:
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1 user of assistive technologies
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1 user with a visual impairment
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1 user who isn’t fluent in English
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Incentive: Participation in a raffle for a $20 amazon gift card
participants:
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Prompt 1: From the home screen, create a profile
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Prompt 1 Follow-Up: How easy or difficult was it to create a profile? Is there anything you would change about the process?
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Prompt 2: Try buying a ticket for Wakanda Forever
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Prompt 2 Follow-Up: How easy or difficult was this task to complete? Is there anything you would change about the process?
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Prompt 3: Add food to the shopping cart
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Prompt 3 Follow-Up: How easy or difficult was the selection process? Is there anything you would change?
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Prompt 4: Confirm your order and complete the checkout process
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Prompt 4 Follow-Up: How easy or difficult was it to complete your order? Is there anything you would change?
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Have the participant complete the System Usability Scale. Participants are asked to score the following 10 items with one of five responses that range from Strongly Agree to Strongly disagree:
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I think that I would use this app frequently.
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I found the app unnecessarily complex.
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I thought the app was easy to use.
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I think that I would need the support of a technical person to be able to use this app.
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I found the various functions in this app were well integrated.
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I thought there was too much inconsistency in this app.
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I would imagine that most people would learn to use this app very quickly.
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I felt very confident using the app.
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I needed to learn a lot of things before I could get going with this app.
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I found the payment system frustrating.
script:
During the usability study, notes were taken on a sticky notes containing behaviours, expressions, and quotes by the participants. An affinity diagram is a method of synthesizing the notes into common themes or relationships.
affinity diagram
research insights.
most apps allow users to login through other platforms like Facebook and Google which makes it easy to connect with others.
allow multiple methods to login or sign up
given the large number of buttons and items all on one screen, users struggle to find the right item or become confused about which buttons to press.
food selection is too difficult
when users make a mistake and add the wrong item into the shopping cart, they should be able to delete it.
unable to delete items from the shopping cart
the user does not have access to the receipt for snacks. Most users require this information for reference or other purposes.
unable to view receipts for snack order
refining the design.
Using the wireframes and insights gained from usability studies, mockups which includes branding and images was created. The icons are all made from scratch and the theme is dark for obvious reasons. Once the mockups are finished, a high-fidelity prototype is created by connecting buttons and interactions. It is key to ensure all user-flows are considered.
mockups | high-fidelity prototype
moving forward.
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Conduct another round of usability studies to validate whether the pain points users experienced have been effectively addressed.
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Conduct more user research to determine any new areas of need.
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Gather a team of engineers and see if this can be developed into a real app
next steps
impact: Ticket Pilot is an app that considers the user needs and ensures an intuitive process to purchasing movie tickets.
what I learned:
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Your original design idea is likely flawed. It is essential to drop the bias and be open to change.
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User interviews and usability studies will require planning as it involves other people.