ReelHouse Cinemas
An end-to-end app for movie-goers that makes to process for browsing and booking movies a breeze.
My Role:
Conception to delivery UX/UI Design, Research, Branding, Wireframing, & Prototyping
Timeline:
October - January 2023
PROBLEM STATEMENT
People spend too much time trying to find movies online and waiting in lines at movie theaters. Having an intuitive, user-friendly app makes the process of finding movies easy and helps to avoid those long lines, ensuring you make it to your movie on time.
SOLUTION
Easy and Intuitive
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Users can easily find movies with good IA.
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Customers can book movies from their home.
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Clear action items and contrast make it easier to read.
RESEARCH PAIN POINTS
1
Some moviegoers become frustrated at the amount of time it takes to find specific movies.
2
It can be difficult to read/understand the movie descriptions online for those with certain disabilities or reading difficulties.
3
Too much text on movie synopsis online can create difficulties when looking for movies.
4
Sometimes finding age-appropriate movies for children can be hard.
USER INTERVIEWS
I conducted unmoderated interviews with 5 people ranging from 12-44 years of age, each lasting 10-15 minutes.
Research Questions:
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What can I learn through a user’s flow through the app?
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On average, how many tickets are purchased through the app each week?
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Are there any elements that are confusing the users?
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How long does it take a user to get through the checkout process from the movie detail page?
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How often do users return to the homepage to start over?
Script:
Questions:
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How many movie theaters/cinemas do you live near?
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How many times a month do you go see a movie?
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Have you ever booked movie tickets online before? If so, how often?
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Can you talk me through a normal day in your life?
Sounds good! If you’re ready, let's get to the tasks we’ll have you work on.
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Prompt 1: From the homepage, show me where you think you would go to view your rewards points (reel points).
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How easy or difficult was this? Is there anything you would change?
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Prompt 2: From the homepage, navigate to movies that are leaving soon.
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How easy or difficult was this? Is there anything you would change about the process of finding movies that are leaving soon?
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Prompt 3: Open the menu from the homepage. Navigate to the new movies.
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How easy or difficult was this? Is there anything you would change about the menu?
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Prompt 4: Starting from the homepage, find a movie and complete the checkout process for 2 adults. Return to the homepage when finished.
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How easy or difficult was buying movie tickets? Is there anything you would change?
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PERSONA
Christian Franco
Age:
Education:
Hometown:
Family:
Occupation:
19
College Freshman
Charlotte, NC
1 Goldfish
Part-time barista
Goals
•Find movies playing without spending as long trying to read the descriptions.
•Spend the little free time I get doing what I enjoy with minimal frustration.
Frustrations
•“Sometimes being dyslexic can make using the internet a lot more difficult than it should be.”
•“I find myself giving up on reading movie summaries when it takes more time than it should.”
•“I like the experience of seeing a movie, but it’s not always worth the trouble.”
USER JOURNEY MAP
Christian’s journey map showed how helpful it would be to have an app dedicated to the process of booking movie tickets online that was accessible to its user.
USERFLOW
WIREFRAMES
Taking the time to draft multiple sketches of the same screen ensured that each element would address user pain points. For the homepage, I chose to make multiple options (New, coming soon, and leaving soon movies) visible from the moment they arrive in the app.
LOW-FIDELITY PROTOTYPE
USABILITY STUDY
I conducted two rounds of usability studies. The first round helped guide my designs from mockups to prototypes and improve on pain points. The second showed that the insights from the first study and the improvements made because of them resulted in all five participants finding the app easy and straightforward to use.
Pain Points
1
Clearer cues on the “Showings” tab.
2
Users would like to see what payment option is currently selected before they purchase.
3
A menu to access things like rewards faster and easier.
ITERATIONS
My initial designs for the showings tab caused some confusion on why some times were grayed out. Also, once a user selected a time, they were moved to the next page. I chose to make the unavailable times more obviously unavailable as well as add a continue button at the bottom in case a user decides on a different time.
The initial usability study revealed users had a difficult time knowing what payment option was selected. I amended the design to show the payment method selected (card is selected in the mockup) and which card, in this case, is being used. They still have the option to use a different card if desired.
"Sign-in" and "Create account" buttons were made functional to clear up user confusion.
When the "Add to Bag" button is tapped, a number pops up on the bag to show users that the action was successful.
THE FINAL PRODUCT
DESIGN SYSTEM
Other Works:
The Sustained Company: Responsive Website & App
