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
There goes our real user research…
Primary User Research
Asking qualitative and experiential questions
Framing quantitative questions
Heuristic Evaluation
To find issues in the User Interface of AMC’s website
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
“I am afraid of getting a seat that is dirty and/or uncomfortable”
“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”
“My fears are having too many people in the theater”
“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