Project Overview
The Product
Hi-Vision is a website that allows users to book cinema tickets. It lists all the Hi-Vision theatres in the cities so that any user can see which movie is available in which theater and book tickets for that movie from anywhere. It listed only those theaters owned by that company alone.
Project Duration
6 weeks(August 2021)
My Role & Responsibilities
UX Research, UX Designer
Project Vision
In early 2021, I had the opportunity to contact my client, a movie theatre company. They were looking to redesign their website to make it more user-friendly and wanted to show more variety on their home page and improve its usability and overall user experience by bringing in a small team of designers to develop the website. In this example, I will not share any specific information about the client to protect their privacy.
Key Challenges
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Improve the website’s home screen responsiveness and more user friendly.
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Broaden the general information available on the website’s homepage, helping the user find what they need more quickly.
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Reorganize and broaden the website’s overall information architecture, and add more varieties on home page.
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Redesign the seat selection page and add more features to guide the users.
Paper wireframe
In order to analyze and develop what my idea would actually look like, I started drawing paper wireframes for the main screen, starting with variations on the screens I needed. The best parts of each variation were then compiled into a single screen.
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Targeted Users
I created this persona to understand my target users, their personalities and experiences. That individual's frustrations, needs, and goals were factored into any subsequent design decisions. This helped to convey user information that I collected during various research and competitive studies.
Competitive Audit
To understand the online ticket booking experiences offered by competitors, I performed a Competitive Audit..
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Direct competitors — I picked two of the most popular multiplex companies in India, INOX Movies and SPI Cinemas (part of PVR Cinemas) who provide an online movie booking service via website and app.
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Indirect competitor — An indirect competitor who offers movie ticketing among other event bookings like music, sports and other social events, is BookMyShow. BookMyShow is the largest cinema and event booking platform in India.
Key Insights
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The process of booking tickets online is easy and standard on all of the three apps. The option to advance order snacks is also available on all three. However, only INOX offers seat-delivery option.
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All three platforms have similar ticket format, with timing, screen and seat number, alongside the QR Code. There is an opportunity here to provide more information to users.
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Reminder system works for all three platforms, either through the native app or via Google Calendar (which picks up the ticket timings automatically). In-theater reminders like for intermission break time, or when the movie is about to start, can still be introduced.
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No platforms are providing the movie trailer option on the same page.
What's new ?
Old Website
New Website
As you can see, the current content of the old website is very limited, consisting of only a few movies, and by default it only shows one category (action movies), which may not be suitable for all types of people. Some users want to know what options are available right now so they can choose according to their type and mood. The new design shows a huge number of different movies in separate categories, and users can also see the trailer of that movie on the same page. This allows users to navigate the website smoothly and efficiently.
Dedicated Trailer Popup
In the previous version, there was no option to watch movie trailers or they had to go somewhere else to watch it.
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In the new design, I added a special pop-up window so users can see the trailer right away. It helps users to decide which movie they need to watch, especially for new movies. It also helped to target those users who are just casually browsing web pages or only want to see trailers.
New Seat Selection Page
Another most popular and attractive feature that has been added is that now users can choose seats as per their wish and it keeps changing depending on the theatres and availability of seats. So users will always see updated locations.
Results
We have seen various positive effects of the design, such as an increase numbers in website traffic compared to the old website, and in 2020 the total number of tickets sold was 118,253, but in the first quarter of 2022, the total number of tickets sold is about 206,000 tickets, which indicates on the success of the new features that have recently been added and the new efficient user-oriented interface.