Project overview:
Cinematic is a showtime check-in and booking app for movie theaters. It mainly functions for small towns or non-metropolitan cities. Our target audience is non-technology-friendly users or average tech-savvy users between the age of 16-70 years.
My role and responsibilities:
I was responsible for designing a Cinematic app from conception to delivery with the tasks like Ux research, Empathize, Ideation, Usability studies, Wireframing, design of high fidelity, Prototyping, and accountability for accessibility.
The Problem:
Users are struggling with the long time-consuming process of physical ticket bookings and keep them safe till the time. Those who are friendly with technology and having busy schedules are troubling in remembering details about the bookings.
The Goal:
After successfully booking movie tickets, this app helps people set a reminder for their upcoming movie plan with their digital planner, to-do, etc. It also allows users to share that details with their movie partners.
The Process
Design Thinking Framework
During the project, I had followed the design thinking framework. It is a way to create a user-centered approach to problem-solving. It helps to address a real user problem, which is functional and affordable. There are five phases in the process.
- Empathize
- Define
- Ideate
- Prototype
- Test
Each phase of the framework answers a specific question. The framework continues after initial Low fidelity designs for further iterations and high fidelity design to make them more user-centered.
Empathize and Define
Problem statement:
Sudhir Patel is a busy businessman who needs a reminder about his movie plan on his digital calendar because he is a very busy person with a hectic schedule.
Hypothesis statement:
If he books movie tickets by an app and schedules it directly in his planner, then he can plan his day effectively in advance.
User Story:
As a busy businessman who spends a whole day in the office with his hectic schedule, I want to get a reminder of my bookings in advance with easy integration in my planner so that I can better plan my day.
Pain points:
Ideation
The ideation process is a journey towards the brainstorming of possible solutions. It consists of competitive analysis, competitive reports, Crazy 8 exercise, storyboarding, user flow, and Information Architecture of an app.
Competitive Analysis:
The goal of the analysis was to compare user experience and features of competitor’s websites. Four competitors have been analyzing, as a part of the competitive analysis. Among them, 3 were direct competitors (INOX, PVR, Bookmyshow) and were indirect competitors(Paytminsider, Bookmyshow).
The complete competitive analysis can be view here.
Click here to view the Competitive Audit
Click here to view the Competitive Audit Report
Ideation Exercises on paper:
User flow:
Information Architecture:
Wireframe Ideation:
I had ideated some designs for the home screen on paper. From them, I had chosen the best-suited sections and finalized sections for the home screen. It is fun when your mind is flourishing with ideas, and you crave to explore them more.
Key points from wireframes:
Usability Study
An initial wireframe is tested with potential users by a usability study. It was conducted remotely in India. The usability study revealed some valuable insights, and it made me understand how minute details can change the user’s perspective! The process and details related to the usability study are present below.
Derivatives from Usability Study:
Insights:
Before-After Screens from a usability study:
Mockup Screens
After few iterations for low fidelity wireframes and usability research, come up with polished high fidelity designs. Some of the design screens are present here. Can check out all design screens from an embedded window.
Prototype:
A prototype of high fidelity mockup with interactions can be view by the link below.
Takeaways
During the course of the project, I had learned so many new things and processes in detail. It is my first project, and I had enjoyed it thoroughly.
Empathizing with users differently without any biases and guidance is very important to get good outcomes from the research. I had also learned the importance of the users’ thought processes. It can change from user to user. How minor things and details can change conception from the user’s point of view! It is also necessary that you come up with equitable and inclusive solutions.
For this project, iteration is a continuous process. Also, usability study should be at every stage of the design, which helps to understand users and pain points. It also helps you in up to date with trends in the market.
Next Steps
1. Conduct usability studies to make sure that solutions address the pain points of users.
2. Design and iterate on group bookings for corporates and personals.
3. Do more research to find new needs of users and find the scope of improvements.
