Cineroom

Role

Design

Research

Design

Research

Design

Research




Industry

Entertaintment

Entertaintment


Year

2023

2023

Credits & Tool

Aneesah Saeed

Jillian Murphy

Ruoyan Chen

Jackie Chao

Aneesah Saeed

Jillian Murphy

Ruoyan Chen

Jackie Chao

TL;DR.

A mobile platform for Enhanced group movie experience with upgraded surroundings and private event packages for a lived experience

Background

People are going less to the theater than before.
What is inhibiting users from enjoying movies?

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

their true needs, desires, and expectations

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

their true needs, desires
and expectations

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

their true needs, desires, and expectations

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
Testing

Usability Testing

Usability Testing

To verify the issues found through the Heuristic Evaluation

Survey Responses

44%

44%

44%

Go to the theaters less than once a month

45%

45%

45%

Go to the theaters with friends, family, dates or for a special occasion

62%

Purchase movie tickets on an app

67%

67%

67%

Are discouraged by the price and that streaming services are more convenient

60%

60%

60%

Are somewhat satisfied
or neither like nor dislike
the movie theater online booking experience

Interviews unveiled candid close-ups

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

Take Two: Adapting Interviews to Feedback

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

We realized Pain points and Frustrations Go Beyond the Apps

We realized Pain points and Frustrations Go Beyond the Apps

Solution

Enhanced group movie experience 
with upgraded surroundings
and private packages

Design Goal

Based on our user research, we prioritized building a private movie watching experience
combining the home streaming experience with social interactions.

We focused on making movie details easily accessible and offering packaged experiences.

Final Design