AV Theatres
Movie ticketing service
My Role: UI/UX designer and researcher
Project Goal
AV Theatres is a new chain of modern cinemas in metropolitan area, aiming to accelerate growth by enticing customers through special deals and a seamless digital experience. The project's objectives include developing a responsive website and a user-friendly app, both offering unique features, to set AV Theatres apart from competitors.
Pain Points
I conducted interviews with the a group of target customers: families and movie lovers between the ages of 16-55.
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Here are some of the pain points that have been identified:
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Challenges in organizing team/group orders
1. Time constraints
2. Discrepancy of suitable payment methods
Accessibility and language options
1. Lack of assistive technologies
2. Limited language selection
Website clutter and poor user experience
1. Overloaded with ads
2. Unnecessary, distracting information
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Key Challenge
Developing features that simplify the coordination of group orders, such as seat selection and payment splitting.
Initial Design Concepts
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Minimalistic interface with a focus on content
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Collaborative group order creation with shareable links
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Accessibility and inclusivity
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Minimal advertisements and clutter
User Testing Results
Here are some insights that were discovered after conducting a usability study with the:
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1. Language selection
The language selection drop-down menu was hidden on the user preferences page, and users wanted access to translation on every page of the site.
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2. Price categories page
The hierarchy of the elements on this page wasn’t clear to users
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3. Group order
a) For group orders with multiple participants, the CTA on the website version rolled under the fold and was not visible.
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b) The summary at the end of the split order was missing in mobile app
Responsive Website
Mobile App
