Design a ticket ordering flow for a retro movie theatre

Retro House is a niche movie theatre, with a few cinemas in Poland. The typical user is between 19-38, and most users are students or early career professionals. Retro House’s goal is to make booking tickets quick and easy.

Retro house

Project overview

Problem

Busy students and early career professionals have no time to go to the cinema cashier and wait in line before the show.

Goal

Design useful features and options for the movie theatre’s website that allow users to book the tickets quickly and easily.

Role

UX designer – designing a website for Retro House from conception to delivery.

Responsibilities

Conducting interviews, user research, wireframing, low and high fidelity prototyping, conducting usability studies

User research: summary

I conducted interviews and created empathy maps to understand users’ needs. A primary group identified through my research was busy young people who love movie theatres and want to be able to book movie tickets quickly and easily. Users wanted the ability to select a movie category so they could find movies they are interested in more easily.

User research: pain points

  • Busy students and early career professionals don’t have time to go to the cinema cashier and wait in line before the show.
  • Because of their busy lifestyle they prefer to reserve tickets instead of buying them so they can easily change their plans.
  • They need easy to use search options and filters, and concise movie descriptions, to help them quickly decide which movie to watch.

Persona: Anita

Problem statement:

Anita loves movies but she is busy studying and working, so she needs a quick and easy way to book her movie tickets. She values her free time so she want to be able to do it quickly as possible.

Persona Anita

Paper wireframes

From the research done by persona and competitive audit, I have made a few designs for the home page. I sketched out paper wireframes for additional screen sizes to make sure the site would be fully responsive.

Low-fidelity prototype

I created a low-fidelity prototype, I connected all of the screens involved in the user flow of quick booking the movie tickets.

lo fidelity
Low fidelity

Usability study: findings

  • To many movies in a one row in a film category.
  • Folding menu with available movies should be more visible and handier.
  • Movie descriptions are not visible. A useful feature would be an icon that pops up a basic description of the movie when pressed.

Mockups

Retro house

High-fidelity prototype

I created a high-fidelity prototype where I connected all of the screens involved in the primary user flow of a quick tickets booking.

high fidelity