galaxy theater
The product: Movie theater app to reduce the time in choosing movie time/seats by including a 'compare seats' feature
The problem: Users are frustrated with going back and forth between selecting a movie time and finding seats.
The goal: Find a way to reduce this time and make it easier for users to select a movie time and seat.
Understanding the User
User Research Summary
I conducted interviews with moviegoers to understand their experience with movie theater apps, the pros & cons, and to identify any common behaviors and processes when using a movie theater check-in app. After conducting this interview, interviewees spent most of their time during the movie ticket buying phase in looking for the right movie time that fits their schedule and needs. Some people have preferences in seating and some need to find the right amount of seats for their group. Other than streamlining the ticket buying process, users would also like to order food ahead of time.
Pain Points
Finding the perfect movie time / seating
Users are frustrated when looking for a movie time with their preferred seat areas. When comparing seats with other times, users would have to go back a few pages and then select another movie time to compare.
Unaware of deals
Users would take their time looking at the food/drink menu at the theater and wouldn’t know what are the deals/combos
Knowing more details of each movie time
Users would like more details on the type of seats, # of people that will be in the theater, and estimates on parking situation
Theater location
Users would like to know the location of the theater their movie is in ahead of time
User Personas
User Journey Map
The goal was to list out the steps when getting movie tickets through an app. User is frustrated when going back and forth to find ideal seats for her group. There is definitely a roller coaster of emotions through the process.
Starting The Design
Paper Wireframes
Here are 5 different versions of what the home page would look like. While drafting these wireframes, I kept the ‘Member Info’ at the top and listed movies at the bottom.
Digital Wireframes
Kept the ‘Rewards Overview’ at the top. This way, users are able to find their rewards, deals/combos easily.
The movie selection is shown at the home screen so that users didn’t have to click around to find movies that are showing.
On the right, it's the first version of the ‘compare seats’ feature. The button appears after selecting a movie time and selected seats.
The prototype goes through the ticket buying process and has the ‘compare seats’ feature implemented
Refining the Design
Usability Study: Recap
We are creating this app to help people find and compare showtimes. We need to find out if people are able to easily check between selected showtimes. We conducted a moderated usability study with various people and have made adjustments to the app based on their opinions.
Details
Research Questions
How long does it take for users to compare seats between movie times?
How long does it take for users to select the theater setting they prefer?
What can we learn from the steps users take from choosing seats?
Participants
5 participants
2 males, 3 females. Individuals between 16-40 years old
Methodology
15 minutes per participant
United States, remote
Moderated Usability study
Users were asked to perform takes in a low-fidelity prototype
Usability Study: Findings & Themes
For the Usability study on the LoFi wireframes, I conducted moderated user testing on five people. I gave them prompts to follow and asked follow-up questions after they complete the prompt. Users were asked to think out loud. The HiFi wireframe study was a mix of moderated and unmoderated due to scheduling. Users were still asked to think out loud and follow the prompts.
Round 1 Findings
(Low Fidelity)
3 out of 5 participants don't see the use of comparing seats. This means that the process of comparing seats was not clear to the users
2 out of 5 participants think the compare seats button is small. This means that the compare seats button was easily missed
4 out of 5 participants went back and forth between pages. This means that users weren’t sure if they were getting to the right page
Round 2 Themes (High Fidelity)
All participants knew how to select a movie.
It was observed that 5 out of 5 participants knew how to select the movie stated in the prompt.
One participant noted that it was easy to find the movie based on the movie poster but would like to have some sort of caption so that it is accessible
“My only thought is accessibility...it would be cool to have captions in some way since posters can be too much for others.” (P5)
Most People knew to swipe in order to compare two movie times.
It was observed that 3 out of 5 participants were confident in swiping to compare the two movie time pages
This means that it was not that easy to know that there is a swiping feature.
Even though directions are stated in the subheader, users still need better cues throughout the app.
Solution: create a blacked-out page to point out how to maneuver through this stage.
“I wish there were arrows or indicators to show that we can swipe to compare.” (P2)
There is some confusion when using the 'compare seats' feature.
It was observed that 1 out of 5 participants was confused about the 'compare seats' feature.
It was observed that 3 out of 5 participants were confused about selecting the movie time. It wasn’t clear to users to select a movie time first before selecting seats.
Users need an introductory explanation of the new feature.
In the revision, selecting seats during the 'compare seats' stage was added so that users can see if the seats selected is available in other selected time slots.
Participants wanted more customizability on the quick add items
It was observed that 3 out of 5 participants would like more customizability on the quick add items at item preview.
Users would like to know more details on what items they’re adding to their cart
Solution: We added a window to select which Icee to add into their cart
“It would be nice to know the flavor and size of Icee that I’m adding to my cart” (P4)
Participants wished it was easier to move back and forth between dates
It was observed that 2 out of 5 participants would want a button to move forward and back on dates.
Selecting other dates through the calendar took too many steps while having arrows would make the process faster.
Solution: Removed the calendar and added a week view and arrows at movie selection
Sticker Sheet
Accessibility Considerations
Added captions to movie cards. Although participants were able to select the movie stated in the prompt, one participant suggested to add in captions for those that associate with the movie posters
Adjusted the colors during the seat selection phase. One participant had trouble seeing if a seat was selected since the color blended with the background color
Incorporated a bottom header so that the the frequently used icons were in reach.
Takeaways
Impact:
The app makes users think about their movie going experience and how existing apps can be better
What I learned:
I learned that usability testing definitely helps improve the design of the project. I went through two testings and my current iteration improved so much from the first iteration. Feedback is helps so much.
Next steps:
Conduct another round of usability tests since I revised it after the last study
Do more research on the other aspects that I wanted to incorporate into the app that are pain points stated in the first interview stage