The document describes three personas - a group of 19 year old students, a 20 year old international student, and a 24 year old artist - and their experiences at Cineworld cinema. It details their needs and perspectives on interactions at different touchpoints, including online, purchasing tickets, finding seats, and the viewing experience. Key points of focus are availability of student discounts, comfort, signage, food options, and cleanliness.

1. Seeing Services
Christina Fraser Rachel K Rachel P Theo

2. Persona One:
• group of 19 year old students
• fairly frequent film-goers
• group of friends going for a night at the cinema
user needs:
• a social experience
• the availability of student discount
• food and drink
• a set of five seats which are together and provide
comfort whilst watching a film
• access to toilets
Service Experience Highlighted Through:
Touchpoint Interacrtions People Interactions Environment Interactions

3. CineWorld
Public
US
Interactions Experience: Virtual interaction
website easy and simple to navigate with lots of info available
virtual interaction
you can do it in your own time/place

4. CineWorld
Public
US
Security Guard
People In Queue
Interactions Experience:
People In Foyer
no need for barriers when quiet
young atmosphere
interior cheap, tacky, ‘american fast food’
interior

5. Persona Two:
• 20 year old international student
• very frequent film goer
user needs:
• an escape from reality
• to be able to walk in and find out film listings
• clear signage
• comfort and personal space whilst watching the
film
“What does Jon think about the process of buying a
ticket at Cineworld?”

7. CineWorld
Public
US
Cashier
Interactions Experience: People In Queue
picked up magazine, poster and future film times
felt stupid in front of the cashier as I couldn’t find discount card
steady flowing queue

8. Persona Three:
• 24 year old artist
• occasional film goer
user needs:
• to be entertained in a relaxing environment
• to have a choice of food
• the option to choose her seat
“What does Suzie do when she has got her ticket?”

10. CineWorld
Public
US
Usher
Interactions Experience:
People In Food Area Server at Food Counter
positioning of info stand-faces you as you leave cashier/food very
expensive
ushers was very helpful-directed me to the screen
good placement of food area because you have to pass through it,
you know where it is and it generates more business

11. CineWorld
Public
US
Usher
Interactions Experience: People In Seats
large armrests/holders only suitable for drinks and not popcorn,
holders circular
on the spot awkwardness as everyone stares at you when you
first go in the cinema
you can put your feet on the seats in front

12. “How does Susie feel when she’s finding a seat?”

14. CineWorld
Public
US
People Sitting Around You
Interactions Experience:
trailers seem to be picked out for you/talk to you
distracted by people talking/going to the toilet and eat-
ing loudly
seats good for short term not long term

15. “What’s the space like when watching a film?”

17. CineWorld
Public
US
Usher
Cleaner
Interactions Experience:
People Leaving
on exit too long a journey to get out
people leave rubbish behind
flow of movement is awkward when leaving screen

18. Thank You!
Fraser Christina Rachel P Theo Rachel K