UX / UI Case Study
Filma is a mobile app concept for Icelandic movie theaters.
About
Filma is a mobile app concept that was created with the aim of enhancing the movie going experience for Icelandic audiences. The app provides users with a range of convenient features, including the ability to watch trailers, buy tickets, reserve tickets for upcoming movies and buy snacks in advance.
Problem
In Iceland each movie theater company has it’s own website and it’s own process for buying tickets. Having to go to each website to find a movie to see, along with the often complex ticket buying process can cause frustration among movie goers. That along with having to either show up earlier or use the intermission to wait in line for snacks can make the whole movie going experience less enjoyable.
Goal
The goal was to design an app that is easy, fast and enjoyable for the user that brings all Icelandic cinemas into one platform. The users being able to buy the ticket and snacks before arriving to keep the them from having to stand in lines at the theater and instead enjoying the whole experience.
Design process
I followed a user-centered iterative design approach in which I had to focus on the users and their needs in every step.
Empathize
Define
Ideate
Test
Design
User research summary
I conducted two user interviews. The users loved going to the movies but disliked most about the experience having to wait in line for snacks, either before the movie or on the break. They also thought the whole process of buying tickets online was too long and complicated. One user being a movie buff also wanted a option of reserving tickets easily and being notified when premier tickets became available.
Pain points
Complicated ticket buying process.
Having to figure out how to access the ticket after buying.
Standing in line for snacks.
Reserving tickets.
I created personas representing the goals, characteristics and needs of the ideal user to better understand who I was designing for.
Personas
Name: Björn Age: 28 Occupation: Store Manager Status: Single Location: Reykjavík
About
Björn is a busy Store Manager who lives in Reykjavík. He works long hours and likes to unwind by watching movies. He enjoys a variety of movie genres, from action to sci fi films. He is tech savy and always on the lookout for new apps that can make his life easier.
Goals
Easily browse and select movies to watch.
Purchase tickets quickly and easily.
Enjoy a hassle free movie watching experience.
Receive notifications about upcoming movies and special deals.
Pain points
Limited free time due to a busy work schedule.
Wants to avoid long lines and sold out shows.
Wants to not have to worry about being last minute.
Name: Guðrún Age: 39 Occupation: Nurse Status: Married Location: Reykjavík
About
Guðrún is a busy nurse working nights at a hospital. She has a husband and two kids and they all love going to the movie theater together. They usually go to comedy or kids movies with their kids but sometimes she and her husband have a date night to see sci-fi or thriller movies. Guðrún is a very organized person who likes to plan ahead and hates wasting time standing in long lines.
Goals
Easily browse and find movies and showtimes.
Purchase tickets quickly and easily and reserve seats.
Skipping the line for snacks.
Enjoy a hassle free movie watching experience.
Pain points
Limited free time due to a busy work schedule.
Inconsistency between websites.
Managing the impatience of her children while waiting in long lines.
Wireframes
First I made paper wireframes keeping in mind the pain points about the process, access and reservations from the user research. I then made them digital to make them clearer before presenting them to study participants. Here are som early wireframes.
Usability study
When the wireframes were complete I tested them with an in-person moderated study with two participants. The participants were given three tasks to complete while I observed how they navigated through the application.
Find a particular movie in a particular cinema.
Buy a ticket.
Buy a snack.
Findings
The users found the navigation fairly simple and easy to memorize and were happy with the design. There were a few pain points and feedback:
Too much to decide in one step when buying tickets.
Possibly unnecessary icons in bottom bar.
Confusing to have the day and location in home menu.
Need better sorting by cinemas in the menu with all the movies.
Changes
Based on the usability study I decreased the number of icons in the bottom navigation bar and moved the cart. I also broke down the ticked buying process differently by moving one decision to the next frame. I sorted the movie by cinemas and added a search icon on the screen with all movies.
Mockup
Bigger icons for better accessibility.
Clear visual hierarchy with headers in different sizes.
Keeping the design simple for better user control.
Used more than colors to indicate state of buttons in bottom bar.
Consistent design across the app to increase learnability.
I created a mockup from the wireframes with the changes from the usability study and with accessibility in mind. I then made a high-fidelity prototype from the mockup to see how the app flowed when used.
