This document outlines an 180-minute workshop at UX Cambridge 2011 where participants were challenged to form teams, analyze user needs and behaviors, ideate mobile app concepts to help cinema companies compete with at-home viewing options, prototype interactions, and present their ideas. The workshop followed a structured agenda including empathizing with target users, evaluating value propositions, researching trends and competitors, sketching user journeys, and developing pitches.

1. Idea to prototype in
180 minutes
UX Cambridge 2011
Eewei Chen @ultraman / #uxcam #uxcampanel

2. Eewei Chen
Director of Design
eWorks, BSkyB
(ex: ThoughtWorks, Microsoft, Conchango, IPC Media, MTV)
@ultraman
www.eewei.com
Eewei Chen @ultraman / #uxcam #uxcampanel

3. Issue a challenge
Behaviours, motivations, barriers
User journeys
Form teams
180 minutes
Presentations
Value map
Elevator pitch
Eewei Chen @ultraman / #uxcam #uxcampanel

4. vs
Going to the cinema used to be a fun social event for people of all
ages. Today consumers prefer to watch movies anytime and
anywhere on their phones, laptops, tablets and home cinema
systems.
Eewei Chen @ultraman / #uxcam #uxcampanel

5. source: blogs, forums & twitter #movies
contr
time & location control
Itʼs a waste of time going to the I canʼt pause a movie, refill a drink
cinema when I can watch what I want, or research something when I
when I want in comfort at home. want to.
advice respect & privacy
Can anyone suggest a good I hate the insensitive muppets
movie? There is so much out wrestling with bags of M&Ms,
there I donʼt really have a who prattle on like they're in
clue... the privacy of their own living
room....
money
social & choice
There's no point paying that
kind of money for such an So weird, I've got the whole
unpleasant experience. cinema to MYSELF, I guess no
one wanted to watch this one
Eewei Chen @ultraman / #uxcam #uxcampanel

6. The challenge
Design a mobile app to help
cinema companies compete &
remain relevant.
Eewei Chen @ultraman / #uxcam #uxcampanel

7. Alex the movie geek Ann the busy wife Alistair the sociable
and mother student
I am obsessed about details. I love I am the one who tends to organise
Finding the time to go to the cinema
get togethers for my friends. They
spotting the mistakes and ranting as a family is difficult.
look to me for inspiration too!
about it online. I am well known on
many movie blog sites. We have to factor in expensive
I spend a lot of time socialising
costs for driving, parking, tickets, pop
online especially on Facebook and
I love playing games and corn, drinks then usually dinner
Twitter.
competing. I usually do a lot of afterwards. We usually end up
research ahead of time but watching movies that the kids
When you go to the cinema you
sometimes I just canʼt find info on a want to watch
need to go at a specific time and
very new or unusual director or film.
watch just one movie which may turn
My husband and I had our first date
out to be a disappointment.
I donʼt watch mainstream movies at the movies. I like romantic
much any more but still attend UK comedies and he likes action
I used to go to the movies a lot but
film festivals as you can see quality adventure. It is hard to watch what
less now as it is more convenient
British films there first. I love foreign we both want at the same time.
to rent a bunch of DVDs (which you
films too.
can pause or change) and invite
Cinemas can be dirty. There have
I donʼt like public spaces where friendʼs round to my place where we
been times when people have been
can relax, eat, talk and drink in our
there are crowds. I donʼt like rude, annoying & scary.
own time.
travelling too far to see a good
movie.
Eewei Chen @ultraman / #uxcam #uxcampanel

8. the problem
user motivations + barriers = ideas
simple prototype
Sell your idea!
Eewei Chen @ultraman / #uxcam #uxcampanel

9. Work fast New and existing customers
No right or wrong monetisation
Think positive, think big Tech & platform
Collaborate & delegate Trends (games, p2p recs, geo-
Breadth not Depth location, social media)
Have fun Competition
Game changers
Eewei Chen @ultraman / #uxcam #uxcampanel

10. 13:40 - 14:00
Form teams
Fill in team card:
Name, @twitter, Job, Skills
Success (What you want from today)
1 interesting fact
Post your card onto the team grid
Eewei Chen @ultraman / #uxcam #uxcampanel

11. 14:00 - 14:35
Who are they, what will they do?
Behaviours, motivation, barriers, ideas, marketing
Eewei Chen @ultraman / #uxcam #uxcampanel

12. 14:35 - 15:10
How valuable is it?
Effort vs customer acquisition/retention
Eewei Chen @ultraman / #uxcam #uxcampanel

13. 15:00 - 15:30
Break
Have a look at what the other teams have come up with
add/amend empathy map and ideas
Fill in the feedback ip chart
Any questions?
Eewei Chen @ultraman / #uxcam #uxcampanel

14. Do they really want it?
Trend research
Crowd source using twitter, facebook, user forums, clubs
Competition / related apps
Eewei Chen @ultraman / #uxcam #uxcampanel

15. 15:30 - 15:50
Present early ideas
Eewei Chen @ultraman / #uxcam #uxcampanel

16. 15:50 - 16:30
How will they use it?
Outline the user journey
Sketch out key screens
paper prototype
Eewei Chen @ultraman / #uxcam #uxcampanel

17. 16:30 - 16:45
Why will they use it?
User, motivations, app name, market, ideas, USP, competitors
A cool app name always helps!
Eewei Chen @ultraman / #uxcam #uxcampanel

18. 16:45 - 16:55
16:55 - 17:10
Final presentations
Tell a story. Role play? TV Ad? Sell your product and brand.
Eewei Chen @ultraman / #uxcam #uxcampanel

19. Next steps
Usability test
prioritisation
Business model
wire frames
Story map
Resource, cost and delivery plan
HTML prototype
Story writing and estimation
Eewei Chen @ultraman / #uxcam #uxcampanel

20. Thank you!
Eewei Chen @ultraman / #uxcam #uxcampanel