Role
UI/UX Designer
Duration
March 2022 - April 2022
Tool
Figma
Overview
This snack app was created for a fictional movie theater Flickzilla . Flickzilla strives to easily and conveniently order snacks on the go or from the comfort of your own seat. Offering a wide variety of snacks to munch on while enjoying your movie.
Problem
Long lines are major pain point for most customers in which take away the comfort of watching movies while snacking.
Goal
Our snack app will let users place orders from the comfort of their own seat which will affect users who do not wish to miss any parts of the film by having their snacks delivered to their seats. We will measure effectiveness by tracking user reviews.
The Research
I conducted interviews and created empathy maps to understand the users I’m designing for and their needs. A primary user group identified through research were young adults who may struggle financially, but enjoy going to movie theaters with a small group of friends.
This user group confirmed the initial assumptions about movie theater customers, but research has also revealed that money wasn’t the only factor limiting users from buying snacks at the movie theaters. Other user problems included personal comfort, selection of snacks, the organization of lines and checkout, and display of snacks. These challenges made it difficult for people to purchase snacks in all just avoiding to buy any in the first place or bringing in their own snacks.
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Three main pain points that I took away from these interviews were...
Time
Spending long periods of time in line and not being able to get to theaters in time for film previews
Price
Some snacks are just too expensive, having people not even purchase snacks at all.
Accessibility
Display of the snacks may not be easily accessible for taller users or users with disabilities.
Competitive Audit
Goal: compare the viewing and purchasing experience of each competitor’s app
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AMC markets themselves as a fun and exciting theater that provides a wide range of films, food and drinks. They take pride in their high quality popcorn where they have become the number 1 seller of movie theater popcorn. Becoming a theater that you must go to at least once giving off a tourist attraction vibe.
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Cinemarks has a great reward program and many discounts for all different types of customers. Very much invested in providing a great experience for their guest by having multiple theaters (such as IMAX, luxury lounges etc.) and food delivered right to their seats.
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Harkins markets themselves as a more family friendly theater offering accessible movie viewings for people with disabilities. Offering sensory friendly screenings, captioning, and devices that can enhance their viewing experience.
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IPIC markets themselves as a luxury experience bringing a more premium viewing of your favorite films. Offering fine wine dining and a comfortable setting, this theater is great for couples or a special event.
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Personas
From the conducted interviews I developed two personas that represented the needs of a larger group of users.
Paper Wireframe
My goal of this wireframe was to create an easy way to access movies and snacks from the home page and to provide very simple steps for users to navigate through the app by adding universal button logos.
Low Fidelity Prototype
Mockup
High Fidelity Prototype
Usability Study
Multiple usability test were conducted to help create iterations though out the design process. The first usability study assisted with guiding the design of the wireframes to the mockup. The second usability study was used with the high fidelity prototype to refine the final product.
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Some of the main insights made during the usability study were that the payment process is slightly confusing to complete, users are unsure if they had food in their cart, and users wanting more additional information about the films.
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These changes were made for the final product of the app by providing a more straightforward navigation system. Additional icons and information were added to satisfied the users needs.
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Take Away
The app has made users feel like there needs were met by a quick and efficient way to order snacks which enhanced their viewing experience at movie theaters.
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While designing this Snack app, I learned the importance of research and usability studies. The feedback provided me detailed information on how to develop and design something that is more user centered.