The Process
Plix is a ticketing app for an imaginary chain of cinemas based in the United Kingdom. The app was created as my first project for the Google UX Design Certificate.
I wanted to create functionality that can benefit all uses but with accessibility at the heart. For example, the app utilises technology such as augmented reality to improve your ticket booking experience. This might be to book the seat with the best view or to help plan your visit as a wheelchair user.
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I followed a user-focused iterative process. Focused on understanding the user, defining the issues and identifying new creative solutions through a process of creating and testing prototypes.
Challenge
To create an intuitive cinema ticket booking app that champions accessibility, and puts the user first. Utilising the app exercise to improve their in-person experience.
Goals
#1 Create a quick and simple interface for booking cinema tickets driven by user research
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#2 Design an intuitive ticket booking process which feels familiar for users
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#3 Ensure accessibility is considered at each step of the process
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#4 To communicate the excitement as well as the comfort you expect from going to the cinema
Role
Lead UX Designer
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Duration
December 2021
(4 weeks)
Tools used
Figma
Adobe Illustrator
Adobe Photoshop
Responsibilities
Conducting interviews, paper & digital wireframing, low & high-fidelity prototyping, conducting usability studies, accounting for accessibility
iterating on designs
User Research
Research took a mixed quantitative and qualitative approach. Starting with quantitative and existing research literature to understand the core user group of cinemas and cinema ticketing apps. This then moved on to a competitor analysis, stakeholder interviews, and the creation of persona hypothesis. Some of the questions I asked myself included:
Who are the target users?
Which demographics use the cinema most often?
What do the primary users need most?
Who are the competitors?
How can the competitors product be more accessible?
Pain Points
Four pain points arose from the user research.
Seat allocation
Confusing seat and allocation mapping and the need for more information to make the best seating decision.
Ticket access
Lack of access to tickets in app. Most apps email tickets to user at the point of purchase.
Accessibility
The inability to easily access accessibility information.
Group bookings
Frustrations around booking tickets for friends and then having to arrange the collection of money.
Meet the users
Below I've outlined the needs and frustrations of the primary, secondary and supplementary users.
User Journey
Competitor Analysis
There are several big brand cinema players in the UK that would compete directly with Plix, including Cineworld, Everymen, Odeon, Picturehouse and Vue. All brands offer website and app ticket booking. There are also indirect competitors like Netflix and Amazon Prime Video.
The majority of the features between competitors were very similar, however the main difference include:
- App accessibility – available on Google/Apple app store vs only available on Apple app store
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- Difficult to read seat booking vs clear and easy to read seat booking
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- Busy page layout vs minimal design
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- Tickets in app vs tickets emailed only
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- Accountant/log-in vs no account/ no log-in
Site Map
The site map was constructed to help understand each stage of the user flow as they navigate through the app. Mapping both the movie research and then booking stages. Helping prepare for the wireframing stage. The area in orange highlights pain points highlighted by research participants when using competitors cinema ticketing apps.
Digital Wireframes
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Iteration
After creating the low-fidelity wireframes, a group of five participants completed a usability test. Using a prototype while running through a range of scenarios to find the next stage of iterations.
Final Design
Pain Point 4
Accessibility
The inability to easily access accessibility information.
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Solution: Accessibility information can be accessed via the burger menu on the home page, by each movie listing and at the point of selecting tickets.
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Pain Point 1
Seat allocation
Seat allocation mapping can be confusing and doesn’t provide all the information to make the best seating decision.
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Pain Point 4
Accessibility
The inability to easily access accessibility information.
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Solution: An augmented reality view from your seat allows you to look around the cinema from the view of the seat you are selecting.
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Pain Point 3
Group bookings
Frustrations around booking tickets for friends and then having to arrange the collection of money.
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Solution: The ability to share your seat allocation details with friends so they can easily book a seat next to you.
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Pain Point 2
Ticket access
Lack of access to tickets in app. Reliant upon email ticket notifications.
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Solution: Purchased tickets accessible via the app via the burger menu on the homepage.
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Takeaway
My key takeaway from this project is a better understanding of how accessibility challenges can drive idea innovation that benefits the wider audience.
The augmented reality seat selection view was originally intended to benefit those with disabilities that wanted to be able to see the cinema layout before arriving at the venue. However, this function has wider benefits for all users. Providing a seat view for anyone that wants to be able to find the best view when at the cinema.
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The next step would to be to do further research with users to understand how they interact with the functionality and how it could be improved.
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