CineTime
( The cinema everything mobile app)
Role
Solo Ux Designer project
Scope
2 Week
Tools
Figma
Introduction & Extension Overview
CineTime is an application already in production for common use in Italy. The basic functionality allows the user to stay up-to-date on the latest cinema releases, get information on any movie in theaters, and know based on their geolocation the nearest cinemas.
What I wanted to implement is the ability to reserve theater seats based on the user's geolocation by presenting the theaters closest to them.
I also thought a redesign of the app was needed to make everything clearer.
Problem Statement
The problem noted in the app concerns the absence of reservation of cinema seats. This feature in other similar apps used abroad is present and from what emerges by reviews in the App Store and Google play, it is highly valued by users.
My goal was to repurpose the movie theater seat reservation feature, which is already present in other apps used abroad including in my own country, by presenting the finished product with a more understandable and agile design for all interested age groups.
Identification User Personas
Luke Dalton- Student
Age: 12 y.o.
Description:
Luke is a student and often finds himself going with his friends to the movies during weekdays. However, they decide at the last moment whether or not to go, based on the distance to the nearest movie theater to them.
Needs:
Luke and his friends would like to have the ability to make reservations quickly and easily wherever they are, avoiding queues at the ticket office.
James Smith- Employee
Age: 45 y.o.
Description:
James is an office worker, lately increasingly busy with work. Family takes up all the rest of his time. Every Friday he and his family go to the movies.
Needs:
He would like to have a convenient and quick way to reserve seats for the desired movie in the morning before entering the office for the evening, in as little time as possible.
Marisa Orlandi - Pensioner
Age: 72 y.o.
Description:
Marisa is an elderly person who is a movie buff. She, too, frequently goes to the movies with her husband.
Needs:
She would like to find the nearest movie theater to her without having to do a more complex Google search each time.
Design Process
For the design of this implementation, I started by analyzing and understanding the basic functionality of the app, strengths and points that could be worked on. I researched how other designers had solved the same problem as me through competitor analysis, then gathered the best ideas, defined the user persona, devised the information architecture, and proceeded with interface development. As a final step, I performed a test.
Understanding of functionalities
(Original App)
Information Architecture
Sketches / Low - Fidelity Wireframes
High Fidelity Screen
Usability Testing
At this stage, I brought together 5 ideal users to conduct an individual test of the app's new functionality. I created a prototype and asked them to perform a task:
Book in the shortest possible time two seats for the movie “Madame Web” on the date of February 25 at 2:00 PM (today). At this test I was able to get good information on how to improve some aspects of the app. The Design on a general level seemed more understandable.
Participants were able to test the designed functionality, a quiet environment was created in which they could share their ideas and opinions . Positive feedback was obtained from this test and other points for improvement regarding the redesign and extension of the app .
Feedbacks
Being a product not yet available in Italy, the feedbacks already in this first version of the product, were very encouraging. About 25% of older people would have liked the possibility of making the beginning of the booking process more intuitive, through a “ book” button placed under the title of the movie available in the theater on the homepage. Another 10% , on the other hand, would have liked the possibility of downloading the ticket to their phone, so that they could automatically find it in their gallery, thus avoiding the screenshot.
Having gotten this feedback, I tried to implement anything that would make the platform more intuitive and better navigable. I thus created a second version to present the list of films.
Final Considerations
I showed this second version to the remaining 3/4 of the people interviewed, they felt that it was a redundant “Book now” item, as it was sufficiently understandable the actions to be performed. Also, I did not want to overly distort the original design of the app. Therefore, the first version was confirmed.
Prototype
Reflecting
Designing this extension led me to relate to a reality in which such a feature had not yet been implemented. In fact, in Italy there is not yet an app for booking seats in the hall. It was essential to understand how similar apps from other countries worked and try to replicate it in my country. I was told that such an idea many users would also appreciate it for other contexts, such as theater, concert halls, and others. For the future, I plan to design all the missing pages of menu items such as ( Cinemas, Tickets, Profile), also I plan to propose other versions of the homepage for a second user testing. Should the results end up with a significant percentage of positive feedback I would like to propose it to CinTime.