Improve the booking experience of the app from discovering movie timings, cinemas and the actual payment mechanics.
Increase app adoption rate by movie-goers. The aim is to also increase the number of viewership in the cinemas by creating a demand of movie-going through the app.
– Conducted and presented early exploratory research
– Revamped the framework of the app with the user flow in mind
– Revamped the interface of app
– Added new functionality in the app that increase desirability and engagement of use
– PROCESSES –
1. IDENTIFY CURRENT ISSUES WITH THE APP
2. HOW OUR USERS FELT ABOUT GOING TO CINEMAS AND THEIR CURRENT BOOKING PROCESSES
3. USING FINDINGS TO CREATE A TYPICAL CINEMA-GOER PERSONA
4. BENJAMIN’S JOURNEY MAPPING
We also placed our persona by how he would go through the whole movie experience from awareness phase, purchasing and experiencing the movie itself.
The low points of the mood are the areas that are more critical in addressing the user’s issues. They are:
- Want to book earlier online because I might not be able to get a good seating but currently it’s a hassle.
- Need to message and inform friends of movie details manually.
- After movie, I might not be able to get home.
5. PRIORITISE FEATURES BASED ON IDENTIFIED OPPORTUNITIES
The user flow is mapped to find ways to summarise the booking process so that it makes it easier for the user to book.
6. PAPER PROTOTYPING AND 1ST USABILITY TEST
Here are the usability testing scenarios gave our users to flow through
- You heard about a great movie showing now and want to watch the trailer before making a decision to book tickets.
- You plan to watch the movie this weekend but want to secure your seats because of the weekend crowd.
- The weekend has arrived. You’re at the cinema and need to show your booking confirmation for QR scanning at the entrance.
7. HIGH FIDELITY MOCK UPS
8. USABILITY TESTS AND ITERATION TO REFINE THE PRODUCT EVEN BETTER.
9. SPOTTING BUSINESS OPPORTUNITIES FOR CINEMAS
With the rise of video-on-demand online channels such as Netflix and Amazon Prime video, Singaporeans now have a lot more reason to stay in the comfort of their own homes, stream and watch dramas and movies. With some initial interviews with cinema goers, there were mixed feedback on whether cinemas are here to stay or not, and whether it could be replaced by upcoming online channels.
10. NEXT STEPS
From the feedback we gathered from the presentation, the next steps would focus on:
01. Considering the implementation of “suggestive movies” based on the user’s viewing history.
02. The search bar feature that will also be considered for users who already knew what they want, that will help them narrow down from the whole long list of movies.
03. Check the feasibility of integrating the current booking systems of cinema operators with Popcorn app, or providing more value to cinemas operator to compensate adoption of Popcorn booking system
04. Conduct more usability testing with another target group with revised iterations.