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PROJECT: Cine

ROLE: UX Research, UI & Visual Design

DURATION: 3 Months

Overview

Cine is primarily a movie ticketing app that allows users view and buy movie tickets from cinemas. Generally, planning to view a movie at the cinema could be frustrating due to poor pricing information a queue congestion, mostly in the cases of premieres and blockbusters. 

Executive Summary

Young-busy professionals usually have a hard time and experience visiting the cinemas to watch a movie. The poor experience stems from;

  1. Poor Pricing Information

  2. Long Ticket Purchase Queues

  3. Choice Overload

  4. Poor Planning

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My Design Process

I used the Design Thinking process to approach this design. The project went through the Empathize, Define, Ideate, Design, & Test stages. This looked like the best approach to deliver an optimum experience for the project's target users.

01 Empathize - Research

There was the need to get a better sense of what the users' challenges are, their goal at the beginning and end of every cinema visit, and what motivates and influences them to go watch a movie. 

I conducted a qualitative primary research by interviewing 5 potential users. Characteristics of these users were grouped to form 2 user personas.

Competitive Audit

To deeply understand why users still have a bad experience seeing a movie at the cinema, despite the presence of cinema service providers, I conducted a competitive audit on 3 potential direct and indirect competitors in Nigeria.
Here's is a summary of the report.

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02 Problem Definition

In order to properly define what the users need, insights from my primary research was represented in user stories and a problem definition statement.

I found out the users needs a solution that can help them quickly and seamlessly find, view, and purchase a movie ticket.

Google UX Design Certificate - User Story [Movie Theater Ticketing Project] (1).png
Google UX Design Certificate - User Story [Movie Theater Ticketing Project].png
Google UX Design Certificate - Problem Statement [Template].png

03 Ideation

Google UX Design Certificate - Goal Statement [Template].png

Considering the problem statement deduced after defining the users problem, I came up with a goal statement supported with a storyboarding session to develop an ideal solution. The goal statements covers who the product will serve, what the product will do, & why the product solves the user’s need.

A close-up and big-picture storyboard was used to sketch the product and user experience.

Storyboards

User Flow

In order to access how a typical user would purchase a movie ticket, I came up with the a user flow of the product's primary feature - Buying a movie ticket.

Google UX Design Certificate - User flow - Cinema Ticketing App.png

Digital Wireframe

Transforming my paper sketches into a wireframe was a huge step towards setting up the hi-fi mockup and prototype for the design solution.

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04 Design

The hi-fi mockup was designed with Figma. My visual designs and components got some inspiration from Google's Material Design.

Key Takeaway

Deducting from the first round of usability testing, most users think the product is great. An exception is a participant who feels a sudden change in a users movie choice might render a purchased ticket useless - Trading movie tickets was suggested.

© 2021 by Abdulquadri. Let's Connect.

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