project 3 design_document_rich_fuller
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An experience redesign project by Rich Fuller (UX Design student project)
The New CINETOPIA.COM
Problem/OpportunitiesProblem:The current CINETOPIA.COM website, mobile site and process for ordering tickets do not match up with the high quality in-person experience and the luxury CINETOPIA brand.
To go beyond just doing a visual redesign and see how the entire experience might be improved.
Goal:
Problem/OpportunitiesKey Findings through user research:
Opportunity: Proposed solution:
Users hate waiting in long lines. pre-purchase tickets and scan barcode at the gate
User don’t like getting a bad seat select and reserve seats prior to arrival.
Food ordering process is clunky pre-order food is prepped and delivered to seat
Redeeming Groupons and/or coupons is tedious redeem Groupons and other coupons online
Cannot purchase tickets on mobile website Responsive website allows cross-platform purchase
After talking with users and conducting surveys and interviews. I started to see some patterns and common pain points that are experienced.
Surveys and Interview findings
•Worrying about finding a good seat
•Want to avoid having to arrive very early
•Hate long lines and waiting at the box office
•Not happy with high food/drink prices
•Appreciate when they can reserve seats ahead of time
•Food ordering/delivery process is clunky
Top Findings:
•Split about evenly between people who feel that money is not a factor and people that are concerned
with high ticket/food prices and looking for deals
•A lot of people still just purchase tickets at the box office. (reasons include: too much of a hassle,
negative user experience on website or inability to purchase on site, it’s just a habit, takes too long)
•For people who do buy online, several mentioned Fandango, Groupon or movietickets.com
•A lot of price conscious people will wait for groupon-type deals on ticket packages to come along
Common themes:
User research key findings
Competitor Analysis Top Findings
Ability to purchase on mobile site app
Membership options reduce ticket prices
Selects best seats available and allows changes
Reserved seating
Native ticket purchasing platform
Loyalty Program
Numbered seating helps food/drink delivery
Goal:
To solve several user pain points and optimize the entire experience by creating a responsive web design that includes new functionality to purchase tickets, reserve seats and pre-order food.
The new CINETOPIA.COM is a redesigned website that makes the pre-theater and in-theater experiences more cohesive and efficient.
It’s for movie theater and dining connoisseurs and features a responsive web design for previewing and purchasing tickets, selecting seats and pre-ordering food. Unlike competitors, it allows for ALL details to be handled before coming to the theater to provide for an un-rushed, stress free luxury pre-theater AND in-theater experience.
}responsive web design
cross platform ticket purchase
select and reserve seats
pre-order food
Creating the user journey
User Journey
Personas
26F Married
Brian Anderson
“Money is not a factor, I just want the ultimate experience.”
Introducing:
likes to handle as many details as possible before going to the theater
hates it when he has to wait in lines or doesn’t get a good seat
wants to show up on time and have a stress-free experience
Brian is a Financial Analyst at a well established firm in downtown Portland. When he isn’t consulting major clients on complex financial matters, he likes to unwind with friends or a date. Brian likes to handle details upfront to ensure a smooth time. Money is not a factor for Brian, he just enjoys luxury and unique experiences. He loves movies and technology and visiting luxury theaters with the highest quality video/audio and quality food and drinks.
THE EXPERIENCE CONNOISSEUR 32M Single
BRIAN CARES MOST ABOUT:
BRIAN CARES LEAST ABOUT:
Luxury, stress free, high quality experiences
How much it will cost
Laura Benson
“I just want an affordable and unique date night.”
Introducing:
Loves quality food and wine but is wary of steep prices.
hates it when she has to wait in lines or doesn’t get a good seat
hunts down good deals so she can afford fun, quality date experiences
DATE NIGHT BARGAIN HUNTER
Laura is a full time nurse at a local hospital. Her busy schedule changes weekly and oftentimes she works night shifts. This makes it hard to plan date nights with her husband. When they are able to find the time, Laura likes to go to the luxury 21 and over theater across town that serves dinner and wine. She is a bargain hunter so is always on the lookout for deals and ways to save money and still enjoy a high-quality date night experience during the limited time she gets to spend with her husband.
LAURA CARES MOST ABOUT:
LAURA CARES LEAST ABOUT:
Finding affordable luxury, unique date night
Planning everything ahead of time
Content analysis and card-sorting
Information Architecture
Clear grouping patterns were observed as well as hierarchy of content importance.
Content analysis and card-sorting
Information Architecture
Common categories were noted and considered for new site architecture.
Home
PreviewsNow
Showing/Tickets
Coming Soon About FAQ Press Tech.Events &
MusicArt Photos Contact Locations
Home
Now Showing & Tickets
Theater Experience
Dining Experience
About Cinetopia
Proposed new top-level sitemap:
Current top-level sitemap:
Sitemap analysis
Information Architecture
Proposed new sitemap:
Home
Now Showing &
Tickets
Coming Soon
Loyalty Program
Theater Experience
Dining Experience
Locations
Brewtopia Beaverton
Vinotopia Van. Mill
Plain
Vinotopia Van. Mall
About Cinetopia
FAQ PhotosLocations
Cinetopia Van. Mall
Cinetopia - Beav.
Progress
Cinetopia Van.
Mill Plain
Technologies Art Events
New sitemap
Information Architecture
After card sorting and content analysis it was determined that the navigation and content structure could be consolidated and refined with a clearer hierarchy and placement.
User FlowHappy Path
-choose location/theater/showtimes-reserve seats-order food-pay
CINETOPIA.COM
(responsive)
Now showing/tickets
Choose location 4 showtimes & tix
Select movie and timeslot
Browse movies/showtimes
order food?
Choose theater type
Select seats
logged in?
Signup
Make payment Make paymentOrder food/drink
no
yes
yesnoReview purchase/
Finish.
check loyalty rewards balance
view tickets/change seats
Login?
no
Login
yes
Signup?
no
yes
Initial Design Sketching
Design
Initial Design Sketching
Design
Design
1 Home Page 2 “Buy Tickets” 3 Filter Options 4 Select movie
Initial wireframe screens and prototyped user flow:
Initial wireframe screens and prototyped user flow:
Design
5 View Showtimes 6 Select theater/time“Buy Tickets” 7 Confirm time 8 Select Seats
DesignInitial wireframe screens and prototyped user flow:
9 Choose Seats 10 Order food“Buy Tickets” 11 Select Items 12 Final payment
Top findings after testing prototype with real users
Usability Testing
-Need to refine button color hierarchy
-Make the location selection more efficient (user proximity)
-Address CTA wording on several buttons
-Use popups to handle some steps versus new pages
-Change where user is sent after completing payment
-Separate buttons for “tickets showtimes” and “buy tickets”
-Font sizes to match with hierarchy
-Create sub nav menu
Purchasing Tickets
Second Iteration User Flows
1 Tickets & Showtimes Choose Movie2 Select Showtime3 One click purchase4
Selecting and Reserving Seats
1 Click to reserve seats Select desired seats2 Confirm seat selection3 Pay now or order food4
Second Iteration User Flows
Pre-Order Food and Pay
1 Choose order food Select food/drink cat.2 Add food/drink items3
Second Iteration User Flows
Pre-Order Food and Pay
4 Select “Pay Now” Submit Payment5 Success! Bar code.6
Second Iteration User Flows
Visual Design - Mobile
Before After
Visual Design - Tablet
Before After
Visual Design - Desktop
Before After
Visual Design
Desktop Version 960px
Mobile Version 320px
http://app.uxpin.com/69e893ff11a9da14264b6f05bfd7eed15b561562/3891744
http://app.uxpin.com/210abca4485a2391dbec1f6d3aa4c79266fc6bd3/3891874
THE NEW CINETOPIA EXPERIENCE