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Movitix is an application designed for users who value their time and want a quick and easy way to buy their tickets.
My role
My role
User experience designer designing the application from conception to delivery, conducting interviews, wireframing, prototyping, conducting usability studies, accounting for accessibility, and iterating on designs.
The problem
The problem
The users who like to go to the theater often have to face long queues while trying to buy the ticket, and while doing that, they lose valuable time.
The goal
The goal
Design an application to let users buy movie tickets and snacks in advance in the quickest way possible, enabling them to skip queuing in the theater and save time.
User research
User research
Before deciding on the design, I wanted to have an insight into what people think about the process of buying tickets to inform personas and journey maps. I conducted user research through interviews which helped me understand how they go through the whole process and the needs and frustrations that these users have.
The user group that stood out was university students with busy schedules, who wanted to maximize their free time.
The assumption going into this research about these users wanting to use technology to buy tickets faster was correct, but after the research, I concluded that this is not the only thing that mattered. Some of the things that had to be considered were having the option to buy the snacks at the same time as the ticket itself and to have a translation in other languages.
Target audience
Target audience
The target audience is students with a very busy schedule who need to balance their time in between studying and part-time work.
In order to prioritize features and inform design decisions, I created user persona.
Challenges
Challenges
The key challenge was how to create a seamless experience, without having too many screens to go through, which would frustrate the users.
In my first attempt, I made more screens than I needed, and the layout of the elements on the screen wasn't satisfactory, which confused the users. After the usability testing, it was clear that I had to change my design. I reduced the number of screens and made changes in the layout to improve the experience and ease of use.
Initial design
Initial design
Paper wireframes
Paper wireframes
To address the pain points of our users, I’m enabling them to book the ticket in the easiest way right from the home screen. To make a more informed decision, I included the list of movies, trailers, and a location.
Digital wireframes
Digital wireframes
In the initial phase of digital wireframing, I made sure to base my design on findings from user research.
Low-fidelity prototype
Low-fidelity prototype
After creating all the necessary screens for the main flow of the app, I created the low-fidelity prototype that will be used for user testing. The user starts by tapping the quick buy button and then by making adequate choices and by pressing the next button reaches to the confirmation page.
Findings
Findings
A usability study was conducted to establish if the users can complete buying tickets and snacks using the Quick buy option and how fast can they do it, and see if there are any difficulties in using the app.
After the first usability study, the users said they would like a different location for the quick buy button, more intuitive navigation when ordering tickets and snacks, and more ticket delivery options. They also didn't find the language option on every screen necessary, since they will change the language of the app rarely.
After the second usability study, users were not satisfied that there wasn't price information when choosing the items and that they want to see more details about their ticket in the QR code section.
Changes
Changes
Considering the findings, important changes were made to improve user experience.
First designs put the Quick buy button at the top with the size same as the other buttons on the screen. After the usability studies, the position and the size were changed to present an easy to find and reach spot on the home screen.
The second usability study showed that the users would like to know the prices at the moment of choosing the options, so I added the price information on the ticket buying screen and snack buying screen.
Final design
Final design
What I learned
What I learned
While working on this project, I learned the importance of talking to people who will use this app and incorporating their feedback. Without that, the app wouldn’t change in the direction that is most beneficial for the users.
Next steps
Next steps
Some of the plans for improving this design include the implementation of alt-text for images to help with accessibility, adding the maps of the interior of the theaters, which is identified in the user journey as one of the opportunities, and conducting another round of usability studies to check if the issues that the users were facing are corrected.
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