CinePlex Ticket Booking Flow
My role: ux dESIGNER
tIMELINE: December 2023 - January 2024
Tools Used: ADOBE XD, PHOTOSHOP
Overview
CinePlex Theaters is a ticket booking website that offers a streamlined user experience for customers visiting their theaters. In addition to purchasing tickets, users are offered the option to order food in advance, avoiding the busy concession lines when they arrive at the theater.
The Problem
Despite the advancements in online ticket booking, users are still faced with pain points that lead to issues and frustrations. Through research, I was able to identify the following key gaps:
Outdated UI: User interfaces that visually fail to meet modern expectations. Interfaces feel clunky, outdated, and less engaging.
Confusing Navigation: Users struggle to find important features which can lead to frustration and increased cognitive load.
Inefficient Ordering Processes: Overcomplicated workflows and unnecessary steps contribute to delays in checkout and can cause users to cancel purchases.
How do we fix it?
My goal was to create a seamless user experience, ensuring ease from the moment they open the site to the moment they are seated at the theater. This can be made possible through research and data driven design that emphasizes these following changes:
Modernizing the UI: Updating outdated visual elements to create a sense of modernity and enhance user engagement.
Simplifying the Navigation: Streamline user flows with the key goal of reducing friction, cognitive load, and providing a smooth checkout experience.
Optimizing the Ordering Process: Simplify the process of booking a ticket, reducing the time it takes to buy a ticket and enhance convenience.
Research
Competitive Analysis
To better understand what creates a good ticket ordering service, I analyzed key competitors in the industry. These companies were Cinemark, AMC, and Showplace ICON. My analysis of these companies led to key insights that shaped my design strategy going forward.
Research Questions
Through comprehensive research, I was able to uncover the preferences, behaviors, and many pain points users were facing while booking tickets online. These were the questions I asked my participants.
User Behaviors and Habits:
How frequently do users visit theaters?
Do they typically order tickets online or in person?
Are concessions purchased online, or do users prefer buying them at the theater?
User Pain Points:
What aspects of the ticket or concession ordering process cause frustration or confusion?
Can you tell me about a time you had a negative experience at a movie theater?
Potential for Innovation:
What features or improvements would enhance the user experience when ordering tickets or concessions online?
Are users interested in bundled experiences ( ticket + food ) ?
Participants Overview:
I conducted in-person interviews with 10 participants. I kept the goal of capturing a wide range of experiences across different demographics in mind when looking for potential people to interview.
Total Participants: 10
Age Ranges: 19-54
Different frequencies of Movie Attendance: Film Enthusiast (frequent) , Social Gatherer (semi-frequent) , Casual Viewer (occasional)
Occupations: Students, Working Professionals, Parents
Locations: Fremont, CA, San Jose, CA, Newark, CA
Insights
Diverse Attendance Patterns:
Theater attendance varied drastically, ranging from weekly theater visits to monthly theater visits. Some participants even went to movies only a few times a year
Preference for Digital Ticket Purchasing:
80% of participants preferred ordering tickets online, which showcases a preference towards digital convenience.
Users reported technical issues, such as issues with pages loading, payment glitches, which all have impacts on user satisfaction.
Kiosks where people collect their digitally purchases tickets were found to be more convenient by users than waiting in line and purchasing a ticket at the theater.
In-Theater Pain Points:
Concessions are almost always purchased in person, even amongst people who order tickets online
Users report frustration at long wait times at movie theaters, especially on busy days. Long wait times at concession stands has a negative impact on their pre-show experience.
A universal pain point that was reported was the overpricing of concessions. 4 out of the 10 participants do not order concessions for this very reason, showcasing that many participants skip the purchasing of food items all together
Data shows that pre-order options carried out online similar to digital ticketing, can limit wait times for theater-goers. This can encourage more purchases and reduce pain points for users before their movies.
Design Process
Through my user research insights, I was able to construct a design strategy that focused on creating a seamless user experience.
User Flow
Initial Prototyping
High Fidelity Prototype
User Testing
After creating my high fidelity prototypes, I began to conduct user tests aimed at improving the overall user experience. The changes were focused on two main areas
Area A: An addition of a trailer feature on the film page
Area B: Simplifying the ticket confirmation screen.
These adjustments were based on insights from user testing and feedback from my mentor, Mark Clayton, a UX Designer at Google.
The goals for this round of testing are:
Determining if the new feature of adding a trailer to the film page would enhance the user experience, especially in the context of clarity and understanding for the user.
If the redesigned ticket confirmation screen would streamline the booking process and reduce excessive cognitive load.
Change A: Trailer Feature on Film Page
Contextual Enhancement: This feature gave users a preview of the film, enhancing their understanding of the film’s context such as filmography, story, characters, etc.
User Centric Design: Testing showed the vast majority had a preference for this feature. Over 90% of users watch a trailer before selecting a movie. Users notes the feature allows for more clarity in selecting a movie, as they are better informed through watching a trailer.
User Flow Impacts: Having the trailer directly on the page, reduces the need for users to look elsewhere for a trailer, such as another website. This allows for a streamlined path for decision making.
Change B: Simplified Ticket Confirmation Screen
Efficient without Sacrificing Clarity: The previous design utilized two screens, which are condensed into one screen in the reiterated design. This reduces redundancy and made the user flow more efficient.
Improved Information Hierarchy: The screen was designed so users can find key details and information quickly. The redesigned layout reflects a more intuitive approach as it upholds the idea of simplicity.
Reflections
Upholding and Valuing User Feedback:
Understanding how users feel towards the product is important for creating a user friendly experience. Feedback is what helps a designer make meaningful improvements.
Taking Criticism:
It is important to view criticism as a way to do something better rather than an disagreement on my choices. Constructive feedback is required for fostering positive change, which pushes me to refine my designs in a better way.
Prioritizing the User:
The central focus of the design process is creating a product that is seamless and improves the experience for the user. User needs are an utmost priority when it comes to design, and must guide every design decision to ensure accessibility.
Simplifying Processes:
Condensing two pages into one was a way to not only make things go by quicker, but reduce steps that may cause friction for a user.
Next Steps
Rewards Program:
Rewards Programs are a great way to foster customer loyalty and user engagement. Through earning points, users can gain access to perks such as exclusive discounts.
Movie Deals:
Introducing deals on movies will encourage users to explore content and stay engaged with the platform.