Duration

8 weeks

Client

Nebulous Theaters

Role

Project entirety: UX research, data analysis, UX & UI design, wireframing, prototyping, mockups, case study

User Research

Study Details

• Method: Anonymous online survey
• Location: Online in participant’s place of choosing
• Date: 3/29/22
• # of Users: 16
• Gender: 50% female, 50% male
• Average Age: 25-34 yrs

Social Preference

100% of users usually went to the movies with at least 1 other person. 50% of users preferred to go to the movies with friends.

Insight

It is worth building a feature that allows users to invite their friends to a showtime

Moviegoing Frequency

Results were evenly split into 2 groups: regular moviegoers (at least once a month) & those that only went to the movies occasionally.

Insight

In order to incentivise ocassional moviegoers to visit more frequently, gamify the rewards system.

Pros

• Easy navigation
• Variety of features

Cons

• Laggy loading times
• Lack of pricing info for rewards

Pros

• Highly visible location of user ID barcode
• Strong branding

Pros

• Lacking features
• Difficult to navigate

Pros

• Great copy/tone with strong branding
• Very informative

Cons

• Complicated e-commerce platform
• Confusing menu organization

Gaps

• Boring rewards program interface
• Difficult navigation

Opportunities

• Gamify the rewards program to encourage customer engagement
• Intuitive, simplified navigation

Grace

Age: 37
Education: Returning student
Location: Rochester, NH
Family: Married, 2 kids
Occupation: Graphic designer

Goals

• Be incentivized to go to the movies
• Save on movie-related purchases
• Book wheelchair-accessible seat
  

Pain Points

• High cost of movie-going
• Lack of motivation

Jake

Age: 25 Education: Trade school
Location: Minneapolis, MN
Family: Relationship, no kids
Occupation: Electrician

Goals

• Receive rewards/perks for his avid movie-going
• Coordinate movie trips with friend group
• Share his love of film with others

Pain Points

• Hard to coordinate movie-going with friend group

Select a Movie

Tasks

• Look up theater’s “now playing” on website.
• Pick out a few movies that look good & read ifno.
• Go over top options w/ spouse & pick one.

Feeling

• Overwhelmed by movie options
• Excited to see selected film

Opportunities

• High cost of movie-going
• Lack of motivation

Book a Sitter

Tasks

• Text babysitter asking if they are available at desired showtime.
• Book session for available showtime.
• Send reminder to babysitter day before movie.

Feeling

• Nervous if sitter might not be available or will cancel
• Hopeful that sitter will be available for top date/time

Opportunities

• Flexible cancellation policy

Buy Tickets

Tasks

• Find movie on website, click “book now”.
• Select wheelchair-accessible seats.
• Enter in payment info & check out.

Feeling

• Hopeful that good seats will be available
• Annoyed at needing to go find credit card

Opportunities

• 1-click payment
• Clearly marked wheelchair-accessible seats when booking

Go to Theater

Tasks

• Get house / self / children ready & greet sitter.
• Look up directions on phone & drive to theater w/ husband.
• Look up email w/ ticket confirmation & pull up for theater attendant to scan.

Feeling

• Stressed from coordinating tasks
• Excited for a nice date night

Opportunities

• Easy access to ticket QR code
• “Find directions” button

Buy Food & Drinks

Tasks

• Once in theater seats, look at printed menu & select a meal.
• Place order when attendant comes over.
• Pay with credit card when paper receipt comes.

Feeling

• Eager to eat tasty food
• Impatient waiting for server
• Happy to finally be at theater

Opportunities

• Order & pay for food via smartphone

Purchase Flow

Invite-a-friend flow

news post flow

Member ID + Flow

Top Nav.

Bottom Nav.

Achievements

Study Details

• Method: Unmoderated usability study via Maze
• Location: Online in user’s place of choosing
• Date: 4/28/22
• # of Users: 16
• Gender: 73% female, 27% male
• Average Age: 25-34 yrs

Key Performance Indicators

• System Usability Scale
• Time on Task
• Misclick Rate
• Success Rate
• Bounce Rate

Research Questions

• How long does it take a user to order a movie ticket?
• How easily is a user able to apply rewards points toward toward an order in checkout?
• How easily is a user able to invite a friend to a showtime?
• How long does it take a user to access their QR code to redeem their ticket at the theater?
• Are there any parts of the app where user’s have difficulty moving on to the next step?

Rewards

“There aren’t a lot of clues that the reward points have been applied to the cart“

“I’d like to have a better way to apply my movie rewards in the checkout process. […] I wasn’t quite sure if the Check option was interactive until I clicked on it anyway.“

“…I’d also like to see how many pts/rewards I have in my account right underneath.“

Got stuck on page after selecting “apply rewards”.

Member ID

“The member ID is difficult to discern (I just guessed that the top right icon represents the ID).“

“The icon to scan your ticket at the cinema could be integrated better. i like that it’s right on the screen and that you dont have to go to the tickets tab (Which i tried to do). But I’d like it to be more discoverable.“

“>Stuck on page 17.5 seconds before finding member ID from “Book Now” page.

Clutter

“Some pages are more cluttered than others, so maybe adding multiple stages in the ordering process and summarizing at the end.“

“Maybe more negative space and on the homepage“

“Less clutter.“

Navigation

“I also expected the scanner to be on the main navigation bar at the top!“

“I don’t like how the menu is on the top of the screen. It’s very far from my thumb’s reach.”

Data Synthesis

Observation

Insight

6/8 participants…

Went from “Book Now” screen to retrieve their member ID.

I should prioritize visibility of this feature on the “Book Now” page rather than on the profile page.

3/8 participants…

Wanted a clearer icon to represent the member ID.

I should use a clearer, more universal icon for member ID / ticket.

Didn’t complete the “apply rewards to check out” flow.

I can create a smoother user flow on the checkout screen by:

• Breaking up information-heavy screens.
• Using progress indicators to guide users through the flow.

Said that the design of the app was too cluttered.

I can utilize more negative space in the app design & can break up information-heavy pages into sections/screens.

Observation

Went from “Book Now” screen to retrieve their member ID.

Insight

I should prioritize visibility of this feature on the “Book Now” page rather than on the profile page.

Observation

Wanted a clearer icon to represent the member ID.

Insight

I should use a clearer, more universal icon for member ID / ticket.

Observation

Didn’t complete the “apply rewards to check out” flow.

Insight

I can create a smoother user flow on the checkout screen by:

• Breaking up information-heavy screens.
• Using progress indicators to guide users through the flow.

Observation

Said that the design of the app was too cluttered.

Insight

I can utilize more negative space in the app design & can break up information-heavy pages into sections/screens.

Member ID

• Highly visible FAB on fixed bottom nav. bar
• Buttons trigger large QR on click
• QR code icon updated for clarity
• Button on profile section
• Movie ticket imagery used to imply QR can be used as a ticket

Checkout Flow

• Checkout divided into 4 screens (“Movie
• Details” are on a separate page)
• Progress indicator guides users through checkout flow
• Payment is simplified with stored cards on file & 3rd party quick-pay options

Rewards Points Application

• Point quantity selection rather than all-or-nothing approach
• Explanatory points labels with dollar values
• Total with savings is now calculated sequentially

Navigation

• Simplified page selection
• Main nav. fixed on bottom for easy thumb reach on any page
• Contextual top nav. for easier navigation
• “Notifications” icon updated for clarity

Achievements & Leaderboard

I wanted achievements to be fun & accessible, even for those who are occassional moviegoers. In order to inspire engagement, it was important to show when friends had gained an achievement & to display community leaderboards for moviegoing activity.

News Post Flow

The news reel on the Community page allows Nebulous Theaters to share updates with moviegoers.