ROXY CINEMA’S SEAT RESERVATION APP CASE STUDY
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Project overview
The Product
Roxy Cinema is a movie theatre company with several branches across the united states. Roxy likes to create the best experience for their customers before and during movie watching. A lot of customers find it hard to get a preferred seat at any of their theatres though.
Project duration
February 2021 to March 2021
The Problem
Cinema goers find it hard to get seats in a row or themselves and friends. Some with eye problems are sometimes forced to seat at a place where they cant see the screen clearly
The Goal
Design an app that would allow users book movie tickets and reserve seats for themselves in advance.
My Role
UX designer designing an app for roxy’s cinema from start to finish.
Responsibilities
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Conducting research and interviews
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Competitive audits
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Paper and digital wireframing
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Low and high-fidelity prototyping
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Conducting usability studies
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Accounting for accessibility,
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Iterating on designs.
Understanding
The User
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User research
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Personas
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Problem statements
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User Journey Maps
User Research Summary
I conducted interviews and created empathy maps to understand the users I’m designing for and their needs.From the research,a primary user group identified through research was those who need to seat at a specific part of the theatre to see clearly. Also noticed that a large chunk of persons would love to be able to have a lot of seats in a row for them and friends.
User Pain Points
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Seat rows
Scattered seating arrangements in the theatre hall makes it hard for families and to seat together.
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Disabilities
Persons with eye problems or reactions to cold will need to seat at limited spots.
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Lateness
Latecomers to movies usually have to sit where they dont like.
User Personas
User Journey Maps
Sarah’s user journey map shows how having an app would solve all her problems relating to her challenges concerning enjoying her movie at the theatre
Starting The Design
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Paper Wireframes
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Digital wireframes
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Usability studies
Paper Wireframes
I began drawing out the framework designs prioritizing the main function of the app - to be able to book seats in advance
Digital Wireframes
Usability Study : Findings
I conducted two rounds of usability studies. Findings from the first study helped guide the designs from wireframes to mockups. The second study used a high-fidelity prototype and revealed what aspects of the mockups needed refining
Round 1 Findings
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Users want buttons to be obvious
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Users cant select multiple tickets
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Users cant go back to previous stage
Round 2 Findings
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Colour didnt meet up with WCAG
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More than one payment method is needed
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No success message upon ticket booking
Refining The Design
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Mockups
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Accessibility
Mockups
Previous design didnt create in users the happy feeling of purchasing a movie ticket. In the new design we separated the success message from the reserve seat frame
Before Usability Study
After Usability Study
​In the previous version, users were irritated at having only one payment option. We updated that to include more payment options
Before Usability Study
After Usability Study
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Mockups
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Accessibility Considerations
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Each Icon has its name written below it for ease of understanding. This will help the next billion users who aren't so familiar with today's tech to know the function of each icon.
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Colour check against web accessibility guidelines to make sure text is readable by all users
Going Forward
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Takeaways
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Challenges
Takeaways
Impact
The thought of designing a seat reservation app is one that never crossed my mind until I did this project. Indeed all movie theatres should have a seat reservation app because like one of my research participants stated, ‘this really brings back the vibes in going to the movies rather than watching on phone’
What I Learned
First things first, it’s my first ever design project & Case study, So, I learned how to design. I have also seen the need for designers to conduct research to understand user needs and pain points and use that feedback in the design process. I also learned to be open to feedback and be ever ready to improve on existing designs.
Challenges
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Early on, I realized that this design cannot just include a seat booking section alone. No one would download an app just for seat booking purposes alone. They would need to be able see and book movies from the app first before selecting their preferred seats​.
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Another challenge was I needed to design the seat selection process in a way that is easy to understand & use and allows users to choose their preferred seats quickly
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