The Royal Cinema Reserve

The critical development of the movie reservation app is to help improve the experience of arranging movie events. The significant advantage of our competitors is the offering of paid membership, which provides additional price benefits for the users. Our goal is to create a platform that focuses on sharing movie information for users to customize their movie experience and further improve the sales of movie

theater.

Project duration:

Septembe 2022 to May 2023

Project member:

One

Role & Responsibility:

UX researchers/Designer, UI designer

Research, wireframe, prototype, user testing, visual design

Project overview:

The problem:

Most current movie apps are associated or developed with a mother organization of movie broadcasting. The information that appears on the movie apps often favors their associated organizations.

Project goal:

To decrease the unequal information between movie apps and extend the app service from only ordering tickets to a complete service line of the experience of watching a movie in theaters.

Research development

market research: COmpetitive audit

Paint Points

  • The physical path of entering the event is lacking.

  • Lack of connection with associated services.

  • Third-party apps do not have full access or complete control of the event.

Design Opportunities

  • Designing a complete loop for users.

  • Extending supporting navigation outside of the core event.

  • Increasing the benefit of third-party organizations.

user research

Key Research Questions:

  • What are the typical user flows for relative apps?

  • What are the features and services that only appear with subscription services?

  • What possible iterations can replace critical features from “subscriber-only” functions?

  • What are the most critical pain points in the current user flow of movie ticket apps?

  • What are the possibilities for service extensions?

  • Why do users choose one app over another?

Survey/interview question Foundations:

  • How often do you watch movies in a theater?

  • What is the most convenient way to purchase movie tickets?

    • Follow up: If you purchase tickets online, do you prefer using apps or browsers?

    • Follow up: If you purchase tickets at the front window, what points do you like and / or want to improve?

  • Do you gather friends/family to go to a movie?

    • Follow-up: how do you share the tickets?

  • What do you think about the current ticket purchase app?

  • Do you consider additional information necessary (traffic conditions, weather, public transportation information)?

Observation:

A brief demonstration of how participants currently use the apps for movie reservations and event arrangements.

Survey/interview data collection:

Data Analysis

The data analysis includes two categories to determine the connection between movie reservation apps and social platforms.

Affinity Diagram

Moive Reservation Function

Pattern Identification

movie reservation app Design Insight

Affinity Diagram for social platform

Social platform design insights

User Identity

Pain points:

  1. Frustration using the movie app for organizing group events. 

  2. Users passively receive movie information and might miss potential movies they are interested in. 

  3. Users cannot know the physical facility setting of the theater room they use for the experience. (i.e., doesn’t know the screen size, so they might not choose the most comfortable seat)

persona

The app development

storyboard

user flow draft

Key features