Project Overview

The problem

The problem we aimed to address was the suboptimal user experience in the movie theater seat reservation process, characterized by user frustration, confusion, and inefficiency. We identified a social need to improve the online booking journey for moviegoers, ensuring that reserving seats for entertainment is a smooth and enjoyable experience that aligns with the fast-paced expectations of modern audiences

The Goal

The goal of this project is to revamp the movie theater seat reservation flow to provide moviegoers with an intuitive, efficient, and enjoyable booking experience. By simplifying the process, enhancing user satisfaction, and aligning with industry best practices, we aim to contribute positively to society by making entertainment more accessible and enjoyable for all..

User Research Summary

User research identified seat selection confusion, genre-based movie search difficulty, snack customization challenges, unclear payment process, and the need for simplified reservation sharing. These insights will guide improvements to enhance the movie theater seat reservation experience.

Persona 1: Alex - The Tech-Savvy Movie Buff

problem statement

Alex struggles with occasional lag and performance issues when using the online reservation system, which hampers his seamless movie booking experience.

The Goal

Streamline the reservation process for a quick and hassle-free booking. Seek advanced features like augmented reality (AR) seat selection for a more immersive experience. Access a personalized movie recommendation system that suggests films based on his preferences.

Frustrations

Alex struggles with occasional lag and performance issues when using the online reservation system, which hampers his seamless movie booking experience.

Persona 2: Lisa - The Family Movie Planner

problem statement

Alex struggles with occasional lag and performance issues when using the online reservation system, which hampers his seamless movie booking experience.

The Goal

Streamline the reservation process for a quick and hassle-free booking. Seek advanced features like augmented reality (AR) seat selection for a more immersive experience. Access a personalized movie recommendation system that suggests films based on his preferences.

Frustrations

Alex struggles with occasional lag and performance issues when using the online reservation system, which hampers his seamless movie booking experience.

Competitive Audit

The competitive audit for our movie theater seat reservation project had two primary goals: to benchmark industry standards and to identify opportunities for innovation. We scrutinized competitors' systems for user experience, efficiency, and unique features. Our thought process was to gain insights from industry leaders, learn from their successes and shortcomings, and apply these findings to elevate our project. This approach was driven by the desire to offer a best-in-class reservation system that surpasses user expectations and stands out in the market..

Ideation

During ideation for our movie theater seat reservation project, our primary goals were to enhance the user experience, solve specific problems, streamline the process, and gain a competitive edge. We fostered creativity through divergent thinking, centered on the user, collaborated across teams, combined and refined ideas, and iteratively explored solutions. We prioritized ideas based on their potential impact and feasibility. Some high-potential concepts were even prototyped for validation. This user-centric, collaborative, and iterative approach guides our design enhancements to create a seamless and enjoyable reservation experience for moviegoers.

Digital Wireframe

Low-Fidelity Prototype

Usability Study

Finding 1

Users encountered difficulty when attempting to select seats for group bookings. This issue led to confusion and frustration, especially among families and large groups planning their movie outings.

Finding 2

Users expressed frustration with the movie search feature. They found it challenging to locate films based on specific genres, leading to extended search times and potential dissatisfaction with movie choices.

Fiding 3

Users reported challenges in customizing snack choices during the order process. This resulted in time-consuming and cumbersome interactions, particularly for individuals or families with specific snack preferences.

Mockups

High-fidelity prototype