A self-initiated UX/UI project done whilst working through the Google UX course, exploring how the cinema ticket booking experience could be made clearer, more accessible and easier to navigate. From initial research and user journeys through to wireframes, prototyping and final UI, the project focused on creating a more straightforward booking experience.

MY ROLE: UX DESIGNER
FIGMA
YEAR : 2024
The challlenge

The challenge was to create a cinema booking app that simplifies the user journey, enhances personalisation, and offers clear incentives for digital bookings. Currently their isn't enough incentive to use cinema booking app as oppose to in person.

The outcome

To address this challenge, I followed the Empathize, Define, Ideate, Prototype, Test strategy. I wanted to tackle this by developing user flows which enabled users to book tickets as well as have an incentive to use the app. conducting extensive primary & secondary research and competitive analysis. creating a clear style guide and component libraries. seeking continuous user feedback which helped enhance usability.

Understanding the target audience

I defined the target audience as people aged 18-55 , who lived in suburban areas but only go to the cinema a few times a year. All of them like going to the movies with someone else maybe friends or family.

User surveys

I began with a short screener survey to identify users to interview. I received a variety of responses. of those responses, I could see that there were a number of features users would like to see. For example, easy seat selection, fast checkout, loyalty rewards/discounts and also group booking.

User interviews paint a new picture

After analysing survey responses, I conducted five user interviews to gain deeper insights into their thoughts, feelings, and behaviors around cinema visits and ticketing apps. My goal was to uncover common frustrations and identify potential design opportunities.

‍Key Findings Personalisation is a must – Users dislike irrelevant movie recommendations.“I would love a personalised feature for a cinema ticket app! I hate it when it shows me horrors, and I hate horrors!”

‍Accessibility considerations – One user with epilepsy shared that the unpredictability of cinema environments (e.g., flashing lights in trailers) can make the experience nerve-racking.

‍Frustration with complex interfaces – Users felt current apps were cluttered and difficult to navigate, making booking a tedious process.

‍Lack of incentives to use apps – Many users preferred buying tickets in person unless they had a reason (like rewards) to use an app.

User Personas: Maicey & Hardeep

I began with a short screener survey to identify users to interview. I received a variety of responses. Maicey is a 24-year-old insurance broker who leads a busy lifestyle, seeking a cinema ticket app that’s both quick and rewarding, with a focus on features like preference filters for a personalised experience. Hardeep, an IT technician with a family, also values a fast ticket-booking process but is especially drawn to the idea of earning rewards, which would motivate him to use the app for family movie outings. Together, they both prioritise efficiency and the ability to gain benefits from their ticket purchases, making convenience and rewards the key drivers in their app usage.f those responses, I could see that there were a number of features users would like to see. For example, easy seat selection, fast checkout, loyalty rewards/discounts and also group booking.

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