CINEMas
Dec 20, 2021
CineMás is a regional movie theater that provides quality cinema experiences for the whole family. However, they faced the challenge of offering an efficient process for users to access movie listings and purchase tickets without waiting in long lines. The goal of the project was to design a mobile application that would allow users to view movie showtimes and purchase tickets quickly and easily.
Project Duration: November 2021 - February 2022
Role: Team Lead, UX designer, UI designer, Visuals, Interaction.
Responsibilities: User research, developing paper and digital wireframes, creating low and high-fidelity prototypes, conducting usability studies, and incorporating accessibility considerations.
Problem Statement
CineMás movie theaters did not have an online system for purchasing tickets, resulting in long lines and wait times. This primarily affected parents and adults with busy schedules, who could not take the time to buy tickets in person.
Objectives
To design an app that allows for quick billboard consultation and ticket purchase.
Facilitate the ticket-buying experience for busy and working parents, allowing them to avoid lines.
Implement a ticketing system that will enable CineMás to improve its online advertising and movie accessibility.
Competitive Analysis
I conducted a competitive analysis of existing cinema apps in the Caribbean region, including Caribbean Cinemas and Palacio del Cine, two of the top players in the market.
Interviews were conducted with target users and empathy maps were created to understand their needs. From this research, it was identified that the primary users were working adults and parents looking to save time and simplify the ticket-buying experience. In addition, observations on how family and work obligations limited their entertainment options were included.
User Persona
User Journey Map
Insights
Users are looking to save time on all interactions, from browsing the movie listings to purchasing tickets.
They need an app that offers flexibility and customization options, such as receiving notifications based on their movie preferences.
Integrating intuitive features is key to improving the user experience.
The research revealed that time is one of the most critical factors for users. Many users want to simplify the purchase process and receive personalized updates on movies of interest to them. In addition, parents are looking for an interface that allows them to check the availability of children's movies quickly.
Design Process
Paper Wireframes
Iterations of the wireframes were developed to ensure that the elements addressed key user issues, such as ease of navigation and quick access to the billboard.
Digital Wireframes
The wireframes were moved to a digital version, prioritizing a simple user flow that would allow for hassle-free selection and purchase of tickets.
Final Design
Expected Results
Significant reduction of waiting time in lines.
Increased use of the app to purchase tickets.
Increased user satisfaction, especially among parents and working adults.
Lessons Learned
Iterative design based on testing with real users is critical to ensure that the solution is responsive to the needs of the audience.
Considering accessibility from the beginning allowed for the creation of an inclusive experience.
