Project goal and target audience
TrailerTix was a local cinema complex that was looking for an app that promoted the latest movie trailers and allowed users to quickly and easily book tickets. Their target customers cover a wide range of demographics and as such the app needed to be simple to use, and customisable to ensure relevance.
The main problem to solve was too many potential customers were unaware of TrailerTix offerings and found the booking process cumbersome to the point of abandoning.
A goal was set to design an app that put the movie trailer front and centre and made purchasing tickets the primary action for a successful user experience.
Key challenges via research study
Interviews were conducted with target users and the findings from these were turned into actionable recommendations. Our initial assumptions were challenged as the user interviews progressed, highlighting the actions and usability that real users were looking for in an app such as TrailerTix.
The primary pain points we uncovered were
• Users wanted a quick user journey for booking tickets
• Relevant trailers were important
• Did not want to be bombarded with additional up-selling
• Needed a way to share ticket bookings with friends
• Relevant trailers were important
• Did not want to be bombarded with additional up-selling
• Needed a way to share ticket bookings with friends
Uncovering these details helped develop a much clearer and streamlined vision for the new TrailerTix app.
Initial design concepts
Big picture storyboard looking at user journey
Close up storyboard looking at specific app journey
Wireframes
These wireframes show some of the key touchpoints within the user journey.
User testing results
Study type: Unmoderated usability study
Location: Westbrook, Australia. The TrailerTix app is only used in a small location so specific location testing is required and participants will be local to this area
Date: Run at 3x specific times based on blockbuster summer movie releases, peak holiday periods, and quieter times. Dates TBA.
Participants: 20 participants will be asked to order tickets to a movie of their choice within the 3x time periods. They will then complete an online feedback form providing insights into the research goals. Participants must be willing to make a movie ticket purchase but don’t necessarily have to be moviegoers themselves.
Results: Users wanted to be able to share bookings with friends and were fans of the simple screen checkout process. There was some frustration with not being able to filter results, and they also wanted a search function to complement the user profile features.
High fidelity prototypes
High-fidelity prototype screenshots showing various touchpoints along the user journey.
My role in the project
As a designer, I strive to meet customer needs through solution-based design. My role in this project as a UX designer was to deliver an app from concept to delivery. My responsibilities included: user research, wireframing, prototyping, usability testing, iteration, and the creation of a final high-fidelity prototype.
Conclusion
Designing the TrailerTix app was my first experience at UX design, from the beginning of the process through to the app prototyping. I learned so much about the user experience and journey and just how important the research component of the overall process is. Seeing how the feedback at each stage influenced the next iterations highlight the importance of ensuring I do step out from the design side of things to gather this evidence. Moving forward it would be beneficial to conduct further testing to ensure user pain points have been addressed and uncover additional feedback to consider for future iterations of the app.
