Cineroom

Client

Content

Services

Content




Industry

Content


Year

2022

Credits & Tool

Content

TL;DR. Watch the video

Problem Space

People are going less to the theater
than before.

What is inhibiting users
from enjoying movies?

Initial Problem Statement

Cinema visitation has dropped, yet movie nights remain loved.

Market Research

Theater Attendance

has not fully rebounded to pre-pandemic levels

Streaming Services

have emerged as the dominant way to consume movies

Increased price

of tickets are also being a huge barrier to used-to-movie-goers

Sentimental Analysis

Users had very negative responses about the movie ticket policy based on seat location, resulting around -5.

(Source: reddit r/boxoffice, comment number:10000+)

Key Findings

Market research tells us that people are slowly returning to theater, but not fully.

To better serve our users, we needed to gain a comprehensive understanding of

their true needs, desires, and expectations.

their true needs, desires, and expectations.

There goes our real user research…

Primary User Research

14 User Interviews

14 User Interviews

14 User Interviews

Asking qualitative and experiential questions

99 survey responses

99 survey responses

99 survey responses

Framing quantitative questions

Heuristic Evaluation

To find issues in the User Interface of AMC’s website

Usability Test

Usability Test

Usability Test

To verify the issues found through the Heuristic Evaluation

Interviews unveiled candid close-ups

Affinity Diagram Highlights

Before: Ticket Purchasing Experience

"Ticket prices are expensive."

"Information and filtering capabilities are limited."

"Theater location and seats available are important."

During: In-Theater Experience

"Quality and availability of amenities count."

"Disturbances and unpredictability of other audience members…"

"Movie theaters are a lived experience."

After: Activities After the Film

"I read reviews and recap with friends"

"I go out for Dinner and Drinks"

We Realized Pain Points and FrustrationsGo Beyond the Apps

The scope was broadened to better explore the root cause of people's pain points.

Keywords Driven from User Voices

Comfortability

Comfortability

Comfortability

“I am afraid of getting a seat that is dirty and/or uncomfortable”

Pricing

Pricing

Pricing

“If the price is outrageous ($25+)
I will not go. They should include a snack and a drink”

Cleanliness

“Post Covid, I am uncomfortable being in a theater that is not kept clean”

Overcrowding

Overcrowding

Overcrowding

“My fears are having too many people in the theater”

Seating

Seating

Seating

“I will never sit in the front row or pay extra for a seat”

Streaming

“Now that streaming services have such a variety of movies, I only really go to the theater to have a lived experience with my friends”

User Personas to find User Journey and concrete pain points.

Empathy Maps Highlights

Based on research, We reshaped the Problem Statement and sharpened User Needs.

Initial Problem Statement

As ticket prices increase and experience becomes
less convenient, comfortable, and hygienic,
More people are choosing to watch movies at home.

User Needs Statement

Adults are eager for safe and social public activities,
including movie-watching experiences with friends
that are convenient to arrange.

Solution

Enhanced group movie experience 
with upgraded surroundings
and private packages

So How might We…

Design Priorities

We prioritized building a private movie watching experience
combining the home streaming experience with social interactions,
while making movie details easily accessible and offering packaged experiences.

Sketches

First Prototype

Useability Study Findings

Positive Feedbacks

"I would definitely use this app when I need to organize a movie theater outing with my friends for special occasions like birthdays or holidays."

"The splitting fee function is a game-changer. It saves me so much time and hassle when managing group expenses."

"This app is so easy to use. I would definitely recommend it to my friends who love movies, since it curates all the information they need in one place."

"I like that I can find all kinds of movie-related events on this app, and it's especially helpful when I want to find a more private or professional venue for watching movies."

Possible Improvements

"I found the taps confusing because of the white font and blue background."

"Some of the font is too small and hard to read, which made it difficult for me to navigate the app."

"I had trouble understanding the information and tasks on different pages in different sections of the app."

"I couldn't tell the difference between the Home and Plan sections, which made it hard for me to find what I was looking for."

"I didn't understand certain words and abbreviations used in the app, such as D+27.
It was confusing and made it hard for me to use the app effectively."

Final Design

Real User Reviews!

“Thank you for building such an empowering tool, especially for designers! The site went from Figma to Framer in less than a week.”

Kayla Ray

@kayray

“Thank you for building such an empowering tool, especially for designers! The site went from Figma to Framer in less than a week.”

Kayla Ray

@kayray