Project Background
This is a case study from my Google UX Design course. The task I was given was to create an application for movie goers to use to be able to find cinemas that are geographically close to them in the city of Rome
Goals
The goal of this case study is to provide locals with the ability to find local cinemas that they can go see their favorite movie in the city of Rome.
Time Frame
8 weeks
My Role
UX + UI Design, Visual design, Branding, User flow, Research, Prototyping + Testing
Tools
UX Pilot, Figma, Canva, Squarespace, Wix
My Design Process
Market Research
I began the project conducting background research of current market trends and user needs. I conducted a competitive analysis of 3 other direct and indirect businesses. All three competitors had varying features and catered to or met diverse needs.
Competitive Audit
Trailer Addict
Pros:
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Has a massive selection of trailers to view
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You can watch multiple trailers in succession without having to go back to the main menu
Cons:
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App is extremely glitchy
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Needs more brandy identity and use of colors
IMDB
Pros:
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Brand is consistent throughout website
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Unique and cool way to embed her videos for her fans to view
Cons:
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App is extremely glitchy
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Needs more brandy identity and use of colors
Netflix
Pros:
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Netflix uses artificial intelligence to suggest movie titles and shows to watch.
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It also has a great word of mouth track record, so everyone has a friend or family member recommending shows/movies to them.
Cons:
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Overwhelming amount of information. You can scroll forever
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Not the best categorization. If you click “Romcom” it gives you 1000 titles not in alphabetical order and your feel frustrated
Pain Points
Users have trouble finding a local movie theater.
These applications do not show you where the nearest movie theater is
No subtitle option
These apps allow you to watch a trailer but do not have a subtitle feature
Apps are limited in functionality
These apps have limited information and metadata about the movie
Personas
I gathered the data found from our competitive analysis and our pain points to create two user personas that represent our whole target audience
How Might We create an app for an up and coming artist that allows you to customize the merchandise, displays the different shipping tiers and provides customer support?
Information Architecture
User Flow
Design System
Paper Wireframes
I started out drawing different layouts on paper and to get an idea of what my application would look like
Digital Wireframe
First Usability Study
We conducted a 30-minute moderated usability study on the digital prototypes. We had 5 participants and we were measuring the User error rates.
Insights
Our study showed us that these two screens were confusing missed our objective and needed to be redone. This saved us from wasting time creating these screens and created a better product in the end.
“It would be so nice to see more information about the movies” - Anonymous
Iterations #1
We took the feedback from the Usability Study and incorporated them into our high fidelity designs
Metadata about the movie has now been included such as: Movie rating, Movie length, Movie review
Now you can choose between the type of format you can see the movie in such as Imax and 3D
Second Usability Study
We conducted a 30-minute moderated usability study on the digital prototypes. We had 5 participants and we were measuring the User error rates.
Main user pain points were:
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Add a calendar feature to choose a movie time on a different date
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App is not in the native Italian language
“I would be more inclined to go see a movie if I could choose my own date”
- Anonymous
Key Designs and Iterations
1. Subtitles
We needed to account for situational disabilities such as the ability of not be able to listen to a trailer at full volume so we created a subtitle feature. We also needed to account for multiple languages since Rome is a global city
Results: Our application is more accessible and inclusive which benefits everyone.
2. Language Localization
Most locals in Rome speak Italian so we needed to design an Italian version of the app.
Problem: The Home page would default to the Italian version of the app when you first sign in. And then you would have to change the language
Solution: After you download the app, you are asked to choose your language first and this fixed the problem.
Result: This provided an improved user flow for the app and a better experience for the users. It also resolved a pain point felt by our users.
3. Zip Code Entry
In order for people to find movie theaters closest to you regardless of location in rome, we need to enter your zip code to be able to find nearest theater. You had to click on “location” to enter your zip code. We changed it so now when you log in you have to enter your Zip code first before seeing the home screen
Result: Our app is more engaging with our users by providing information movie metadata. Our users loved this feature
4. Movie metadata
We wanted to give users the ability to see meta about how the movie was made: bloopers, photos during filming, and extras
Result: Our app is more engaging with our users by providing information movie metadata. Our users loved this feature
5. Calendar option
Our research showed that users were more likely to complete the checkout process if they had the ability to choose a movie time on a different day. This meant we had to build out a calendar feature
Result: Locals said they were more likely to purchase a ticket and go to a local movie theater by having a calendar feature built into the app. We achieved our desired outcome
Next Steps
We would build out the ticket buying process which would include: choosing your seat, imputing your credit card information buying the ticket. We would also include creating a loyalty rewards section so you could rack up and redeem points if you were a loyal customer
Lessons Learned
The geographic location of this app was challenging which emphasizes the importance of how much the location of your users matter. There are about to be a billion more users using the internet for the first time, so we need to design solutions which them in mind