Case Study: Moviez App
Challenge: To discover pain points current movie reservation apps and propose solutions to improve the user experience.
Goal: To create an app that allows any user to easily reserve seats at the movie theater of their choice.
Deliverables: Product design, strategy, user research report, persona, task flows, sketches, UI, prototype.
Tools Used: Figma
Role: Product Designer
Moviez is an app designed to reserve seats for current theater showings, offering users a convenient and seamless booking experience.
Challenge
The challenge is understanding Moviez users' interactions with the current app, identifying pain points, and proposing solutions to enhance their experience with reserving seats for theater showings.
Process
For the initial user research, I conducted usability testing and combined research with personal experience to create interview questions that gauged the app's potential. I utilized affinity mapping and low and high-fidelity wireframes to uncover user pain points. In the end, I validated with users and confirmed the redesign addressed the identified pain points. The project timeline was two weeks. Now, let’s delve deeper into each step.
RESEARCH
SYNTHESIZE
IDEATE
PROTOTYPE
TAKE AWAYS
Research
I first did some research to understand better the current demographic and business models for theater seat reservation apps.
During the usability testing phase, I interviewed 10 users to uncover their pain points when interacting with other movie reservation apps like Fandango and Atom. Based on demographic statistics and user behavior insights, these users closely matched Moviez's target market.
7 out of the 10 users frequently book movie tickets (4 of them were new to using reservation apps). I assigned each user three tasks within the app: navigating to find current movie showings, reserving seats, and accessing payment options.
Synthesize
I synthesized my findings under four categories based on the major pain points expressed during usability testing:
Navigation
Ease of Seat Reservation
Payment Options
Accessibility
Persona
I created a temporary persona to help communicate information about users I collected during research.
Ideate
Task Flow
I created task flows for steps a user typically goes through in order to complete two common tasks in Moviez:
User Wants to Find and Reserve a Seat for a Current Movie
Home Page: User lands on the home page.
Navigation: User navigates to the movie listings.
Movie Selection: User selects a specific movie from the list.
Showtime Selection: User chooses a showtime that fits their schedule.
Seat Selection: User selects their preferred seats from the seating chart.
Add to Cart: User adds the reservation to their cart.
Checkout: User proceeds to checkout and completes the reservation.
To better understand where users were having trouble, I highlighted these areas where I will focus most during the redesign:
Navigation: Users found the initial navigation to movie listings and showtime selection confusing.
Seat Selection: Users struggled with selecting their preferred seats easily from the seating chart.
Movie Details: Users wanted more complete and easily accessible movie information.
Checkout: Some users found the checkout process to be inconvenient and confusing.
Lo-Fi Wireframes & User Flow
Prototype
Afterthoughts
This UX case study has been both challenging and rewarding. Gaining a deep understanding of users' needs and discovering what drives their satisfaction has been incredibly insightful.
Despite the short timeline for this project, I am pleased to see that even minor changes can significantly enhance the user experience. This project has reinforced the importance of validating our assumptions through rigorous testing and iterative design.
Note: Moviez was my concept, and the UX study was conducted as a learning experience to complete my UX Design Certification.