More Related Content
Similar to IMC_Cinemas_Group_Project (20)
IMC_Cinemas_Group_Project
- 1. 1"
"
!
"
National!College!of!Ireland!
Project!Submission!Sheet!–!2016!
"
Student!Names:! Maura"Hickey,"Hajra"Ahmed,"Caroline"Brennan"
! "
Programme:! Certificate"In"Digital"Marketing" Year:! 2016"
! "
Module:! Technology"and"User"Experience"&"Social"Media"Marketing"and"PR"
! "
Submission!Due!Date:! 13.12.16"
! "
Project!Title:! IMC"Cinema"UX"&"SM"Analysis"
! "
Word!Count:! 3,300"
"
"
I!hereby!certify!that!the!information!contained!in!this!(my!submission)!is!information!pertaining!to!research!I!
conducted!for!this!project.!!All!information!other!than!my!own!contribution!will!be!fully!referenced!and!listed!in!
the!relevant!bibliography!section!at!the!rear!of!the!project.!
!
ALL!internet!material!must!be!referenced!in!the!bibliography!section.!!Students!are!encouraged!to!use!the!Harvard!
Referencing!Standard!supplied!by!the!Library.!!To!use!other!author's!written!or!electronic!work!is!illegal!
(plagiarism)!and!may!result!in!disciplinary!action.!!Students!may!be!required!to!undergo!a!viva!(oral!examination)!
if!there!is!suspicion!about!the!validity!of!their!submitted!work.!
"
"
!
Signature:!"
"
Maura"Hickey,"Caroline"Brennan,"Hajra"Ahmed"
! "
Date:! 13.12.16"
"
PLEASE!READ!THE!FOLLOWING!INSTRUCTIONS:!
1." Please"attach"a"completed"copy"of"this"sheet"to"each"project"(including"multiple"copies)."
2." Projects"should"be"submitted"to"your"Programme"Coordinator."
3." You!must!ensure!that!you!retain!a!HARD!COPY!of!ALL!projects,"both"for"your"own"reference"and"in"case"a"
project"is"lost"or"mislaid.""It"is"not"sufficient"to"keep"a"copy"on"computer.""Please"do"not"bind"projects"or"place"
in"covers"unless"specifically"requested."
4." You"must"ensure"that"all"projects"are"submitted"to"your"Programme"Coordinator"on"or"before"the"required"
submission"date.""Late!submissions!will!incur!penalties.!
5." All" projects" must" be" submitted" and" passed" in" order" to" successfully" complete" the" year." " Any!
project/assignment!not!submitted!will!be!marked!as!a!fail."
"
"
Office!Use!Only!
Signature:" "
Date:" "
Penalty"Applied"(if"applicable):" "
"
!
!
!
"
! !
- 6. 6"
"
"
"
Facilities)include:)
•! Galactic"experience"
•! 3D"Screens"
•! Dolby"Sound"
•! Digital"Projection"
•! Sensory"friendly""
•! Subtitled""
•! Wheelchair"Accessible"
"
In"addition"to"the"facilities,"IMC"Cinemas"also"offers"the"following:"
•! Kids"club"
•! Teen"club"
•! Opera"
•! Venue"hire"
•! Gift"cards"
"
IMC"Cinemas"is"present"on"the"following"social"media"platforms:"Twitter,"Facebook,"Instagram,"
Google"+"and"YouTube."It"also"hosts"a"blog"on"the"Showbiz"section"of"its"website."
"
SOCIAL!MEDIA!SUMMARY!
"
SOCIAL!MEDIA!
PLATFORM!
FOLLOWERS!
COMMENTS/!
LIKES!
TWEETS/POSTS! COMMENTS!
!
Twitter! 39,068" 663" 12,429"
Mostly"retweets"and"job"
hire"
"
Facebook! 91,076" 92,474" 10"over"2"weeks"
Intermittent"posts"and"job"
hire"
"
Instagram! 1,803" −" 33"
1"post"3"weeks"ago"&""
previous"in"June""
"
YouTube! 265" 24,739" 5" active"1"year"ago"
"
BLOG!]!IMC!
SHOWBIZ! 69"raters" 135" 18"
Most"recent"blog"in"
September"
"
Google!+! "" "" "" Not"active""
Kilkenny" 4" "" −" ""
Athlone" 8" "" 1" ""
Carlow" 8" "" −" ""
Clonmel" 4" "" −" ""
Enniskillen" 0" "" −" ""
Tullamore" 11" "" 1" ""
"
" !
- 7. 7"
"
!
UX!EXPERIENCE!
"
Why!the!user!experience!(UX)!is!of!fundamental!importance!
User"Experience"encompasses"human"computer"interaction,"not"merely"with"software,"an"app"or"
a"website,"but"also"with"household"appliances,"like"a"microwave"or"a"fridge."UX"focuses"on"how"
the" experience" makes" you" feel." Users" that" encounter" a" positive" user" experience" with" a" given"
product"or"service"will"be"more"likely"to"maintain"a"long"lasting"relationship"with"the"provider."On"
the" other" hand," should" users" encounter" a" poor" user" experience," they" will" quickly" take" their"
business"elsewhere."There"are"too"many"competitors"willing"to"offer"superior"experience"to"win"
customers."Nowadays,"users’"demands"for"exceptional"service"is"higher."They"expect"information"
to"be"readily"available"at"their"finger"tips."Companies"like"Apple,"Google"&"Amazon"are"pioneers"of"
UX"in"their"fields."They"spend"a"great"deal"of"resources"on"inventing"the"best"user"experiences"for"
their"customers"that"sets"them"apart"from"vying"competitors.""
Good"design"is"crucial"for"websites,"apps,"software,"and"all"kinds"of"products"and"services."Think"of"
the"last"time"you"used"a"computer"that"was"new"to"you"and"how"you"had"to"adjust"to"performing"
certain"functions,"or"the"last"time"you"did"a"banking"transaction"online,"or"at"the"branch"and"how"
you"were"treated."Did"you"have"to"wait"a"long"time"in"the"queue?"Were"you"able"to"perform"all"the"
tasks"you"needed"to"do?"Did"the"online"banking"system"reject"your"password"or"code?"Or"perhaps"
the"experience"ran"smoothly."Developing"a"rich"interactive"experience"for"users"will"stimulate"them"
to"keep"coming"back."UX"designers"need"to"think"outside"of"the"box"and"always"put"the"user"first"
when"creating"designs"or"solving"user"problems."All"kinds"of"platforms,"from"desktop"to"mobile,"
need"to"be"considered"throughout"the"UX"process."As"mobile"usage"is"increasing"among"customers,"
mobile"responsiveness"design"is"becoming"an"ever"increasing"integral"part"of"the"user"experience."
After"all,"good"design"equals"happy"customers.""
How!we!outlined!and!planned!our!evaluations!!
Based"on"the"statistical"data"gathered"from"SimilarWeb"and"Social"Bakers,"we"found"that"78%"of"
visitors"to"the"IMC"Cinemas"website"were"mobile"users."Hence,"the"reason"for"selecting"mobile"as"
the"main"platform"for"performing"the"evaluation"user"scenarios"on."However,"two"of"our"users"
were"evaluated"on"desktop,"as"they"were"not"mobile"users"and"were"more"familiar"with"using"
desktop"and"therefore,"were"more"comfortable"carrying"out"the"tasks"on"desktop."Also,"we"wanted"
to"compare"findings"found"from"desktop"and"mobile"and"compare"any"differences"between"them."
- 9. 9"
"
!
!
General!Heuristics!!
1.! Visibility)of)System)Status"
It"wasn’t"always"clear"on"the"website"as"to"to"which"next"steps"the"user"had"to"take,"e.g."
during"the"Captcha"process."
2.! Consistency)and)standards"
The"conventions"of"BUY"TICKETS"or"BOOK"NOW"buttons"on"most"websites"isn’t"used"on"IMC"
Cinema’s"website."Also,"there"is"no"SEARCH"button"and"no"DOWNLOAD"THE"APP"button"or"
link."There"is"a"Register"and"Login"on"the"top"right"of"the"homepage."
3.! Recognition)rather)than)recall"
The"password"should"display"rules"above"fields"as"opposed"to"after."When"the"user"selected"
the"blue"GO"button"after"selecting"cinema"location,"movie"and"date,"the"date"disappeared"
causing"the"user"confusion"and"making"them"think"they"had"to"refill"the"date"again.""
4.! Match)between)systems)and)the)real)world"
When"purchasing"cinema"tickets,"the"Sign"In"as"a"member"option"should"displayed"at"the"
beginning"of"the"process,"not"at"the"ticket"type"selection"step.""
5.! Help)and)documentation"
An"Auto"fill"should"be"on"the"payment"and"check"out"pages."Required"information"fields"
have"no"asterisks."There"should"be"additional"onscreen"help"and"support"instructions"given"
to"the"user"at"the"Captcha"part"and"with"contact"forms"when"users"encounter"difficulties."
6.! Aesthetics)and)minimalist)design"
Certain"details"on"the"website"are"presented"well,"such"as,"movie"times"and"dates."Users"
need"to"scroll"down"to"view"trailers."If"the"movie"showing"doesn’t"allow"seat"selection,"then"
there’s"no"need"to"have"this"step"included."Quantity"of"tickets"chosen"during"the"booking"
process"should"be"displayed."The"number"of"address"fields"required"on"the"registration"
form"could"be"reduced."The"loyalty"starter"pack"should"be"available"in"a"downloadable"
format"online."Likewise,"users"should"be"able"to"purchase"gift"cards"online"as"opposed"to"
only"at"a"cinema"venue."On"mobile,"the"screen"is"too"big"to"see"all"the"information"in"some"
instances."
" "
- 10. 10"
"
"
"
7.! Flexibility)and)efficiency)of)use)
The"website"seems"to"be"easier"to"navigate"on"desktop"than"on"mobile."Booking"cinema"
tickets"on"mobile"was"tricky,"especially"with"Captcha"and"selecting"ticket"types."Also,"mobile"
users"had"to"scroll"up"and"down"a"lot."On"the"app,"there"is"a"login"option"for"users"already"
registered"which"helps"fast"track"the"online"process.""
8.! User)control)and)freedom)
If"the"user"clicked"on"a"trailer"and"wanted"to"escape,"the"individual"could"do"so"by"clicking"
anywhere"on"the"screen."
9.! Help)users)recognize,)diagnose)and)recover)from)errors)
At"the"Captcha"stage"of"the"registration"process,"users"were"requested"several"times"to"
complete"the"Captcha,"but"didn’t"understand"why"they"were"asked"to"do"so."There"should"
be" an" onescreen" message" displaying" an" explanation" as" to" why" redoing" the" Captcha" is"
required.""
"
Recommendations!for!the!website!
1.! The"cinema"location,"movie"and"date"dropdown"menu"buttons"should"be"interchangeable."
The"user"should"have"the"flexibility"to"choose"between"the"three"menus"rather"than"by"a"
strict"order"of"location,"movie"and"date.""
2.! The"movie"showing"times"need"to"be"placed"in"the"upper"portion"of"the"page"as"opposed"
to"the"lower"so"users"can"clearly"see"the"showing"times"right"away"and"not"have"to"scroll"
down"on"the"webpage"to"find"them."
3.! A"BUY"TICKETS"button"should"be"included"beside"the"movie"showing"times."It"isn’t"clear"
what"button"you"need"to"click"to"purchase"cinema"tickets."
4.! The"website"should"have"a"direct"link"to"the"app"and"say"DOWNLOAD"APP"HERE."
5.! The"loyalty"scheme"membership"registration"should"be"kept"separate"from"the"app""
6.! The"loyalty"scheme"starter"pack"could"be"send"in"a"soft"format,"whereby"the"address"
fields"are"required"for"a"hard"version,"making"the"duration"of"the"registration"process"
unnecessarily"longer.""
7.! The"screen"should"prompt"the"user"in"advance"as"to"the"characters"the"password"required"
during"the"registration"form"process."
8.! The"Captcha"form"process"needs"reviewing."The"user"shouldn’t"have"to"complete"it"
several"times."
" "
- 14. 14"
"
!
ORM!STRATEGY!
"
Monitor!
The"first"and"foremost"thing"for"any"company"to"build"online"reputation."The"company/"business"
need"to"research"about"online."Searching"in"quotation"marks"to"be"accurate."Secondly"exploring"
around"in"the"industry"how"other"people"are"managing"their"online"PR"could"help"in"building"and"
understand"the"industry"norms"as"well."Search"all"search"engines"Google,"Bing,"Yahoo."Also"looking"
through"images,"video"&"other"linked"to"their"name."The"area"for"concentration"should"be"the"first"
page"of"search"engine,"as"most"searchers"tend"to"click"on"the"top"most"links."Checking"Social"media"
accounts"Facebook,"Twitter,"Instagram,"Pinterest,"LinkedIn"&"Snapchat."Having"few"results"about"
their"page"or"none"at"all"could"be"equally"bad."As"it"is"the"age"of"digital"media,"the"consumer"might"
be"annoyed"that"you"are"not"available"online.""
"
In"our"case"the"IMC"Cinema"is"available"in"the"first"few"searches"along"with"location"maps"by"google,"
films"appearing"at"the"top."Images"below.""
•! Image"1"e"Google"First"Page"Result"(See"Appendix"14)"
•! Image"2e"Google"Images"(See"Appendix"15)"
•! Image"3e"Google"Maps"(See"Appendix"15)"
•! Image"4e"News"On"Google"(See"Appendix"16)"
•! Image"5e"Videos"On"Google"(See"Appendix"17)"
"
By"seeing"the"above,"people"are"actively"searching"for"the"page"and,"IMC"cinema"have"the"relevant"
content"for"everyone.""The"following"can"actually"help"when"searching"for"their"business:"
•! Google"Alerts:"will"send"an"email"when"the"keyword"is"used"in"either"a"credible"news"item"
or"a"blog"post."
•! Google"News:"Searches"all"news"items"for"mentions"of"a"keyword."
•! Google"Blog"Search:"Searches"all"blog"posts"for"mentions"of"a"keyword."
•! Google"Patent"Search:"allows"you"to"keep"track"of"all"filings"related"to"an"industry.""
It"would"also"help"if"we"would"let"an"outsider"view"their"online"reputation"because"our"view"maybe"
skewed."We"might"not"consider"certain"stuff"troublesome"like"photos,"comments,"while"others"do."
Ask"them"to"determine"whether"they"have"found."" "
- 19. 19"
"
"
"
Be! active! online:" Show" signs" of" life" online" on" all" social" media" platforms." Website," Facebook,"
Instagram"&"Twitter."keeping"it"professional."Cinema"need"to"develop"their"audience"on"them,"too."
With"ongoing"development,"and"engagement"such"as"quizzes,"free"passes,"hosting"events,"premier"
nights"you"can"build"their"social"media"accounts"in"order"to"interact"with"customers"and"to"increase"
their"influence"and"engagement"scores."
Creating!content:"Cinema"is"an"entertainment"for"the"customers."Writing"content"that"is"funny,"
sassy"and"mischievous."Moreover,"it"creates"reposts"ad"comments."Eventually,"the"content"will"
drive"the"eyeballs"to"the"website"and"may"outrank."With"more"great"content"comes"more"search"
engine"rankings.""More"rankings"will"ensure"that"you"take"up"more"“shelf"space”"in"the"search"
engine"results"pages"therefore"leaving"less"room"for"negative"content"that"you"can’t"control."" "
Maximize:!
Know!what!you’re!up!against:"Research"their"online"competition"to"find"out"what"others"are"
seeing.
Develop!a!portfolio:"Give"customers"something"to"find"other"services"offered"on"the"website"
easily."For"instance,"Teen"Club,"Gift"card,"Kids"club"and"better"yet,"show"them"review"of"events"
held"at"the"cinema.
To!Counteract!Negative!Content,!Contact!Its!Creator.
Handling)Negative)Comments)–)Apologize""
For"instance,"the"customers"have"bad"experience"messes"up,"fails"or"otherwise"does"something"
wrong,"own"up"to"it"—"and"make"a"genuine"apology"to"those"who"have"been"affected."Being"real"
and"transparent"in"apologizing"can"go"far"toward"diffusing"a"situation."Making"up"by"offering"free"
tickets"&"treats"at"the"cinema,"concert"tickets,"vouchers"and"gift"cards."
Blog!
The"blog"will"rise"their"page"by"posting"review,"trailer"and"rating"for"the"movies."For"reputation"
purposes,"it"only"gives"better"SEO"ranking." "
- 20. 20"
"
Invest!in!professional!photos:"Support"their"positive"online"brand"with"photos"that"show"their"
venue," food," places" near" it," locations." Using" these" professional" photos" for" online" profiles" (FB,"
twitter"and"Instagram),"their"website,"blog."
Write!a!press!release:"Use"press"releases"to"highlight"positive"news"every"day"—"and"so"can"you."
Develop"their"own"press"release"and"post"it"on"blog"and"other"websites"to"get"the"word"out."Their"
release"can"be"about"anything:"premier"to"a"movie,"release"nights,"cut"out"photo"contest."This"type"
of"positive"content"can"show"up"higher"than"other"search"engine"results.
Treat"their"Google"page"1"as"their"business"card
First"impressions"count,"and"we"do"judge"many"books"by"their"cover."
" "
- 21. 21"
"
"
COMMUNITY!GUIDELINES!
We" are" committed" to" protecting" your" privacy" and" security" and" ensuring" our" content" sharing"
platforms"are"a"safe"and"secure"place"for"all."
"
General:!
1.! You"must"be"a"minimum"age"of"12"to"register"for"IMC"Cinemas"and"participate"in"any"online"
activity;"posting,"sharing,"commenting,"tweeting,"that"is"pertaining"to"IMC"Cinemas."
2.! You"can"only"have"one"account"and"no"transferring"of"that"account"is"permitted."
3.! You"are"responsible"for"all"activity"and"content"on"your"account"until"the"account"is"closed"
or"reported"for"misuse."
4.! Please"provide"the"correct"name"when"registering"an"account."A"fictitious"username"is"
allowed."
5.! All"posts"and"content"must"be"in"English."
6.! Keep"posts"relevant"to"the"discussion,"topic"or"group."
7.! Post"appropriate"content"for"an"audience"of"all"ages."
8.! Please"abide"by"our"terms"and"conditions"for"online"competitions."
!
House!rules!
1.! No"posting"is"allowed"of"unsolicited"or"bogus"advertising,"junk"mail,"scams,"chain"letters"
and"spam."
2.! Advertising"or"promoting"one’s"own"services"or"another’s"is"not"allowed.""
3.! Hiring"staff"for"one’s"own"benefit"is"not"permitted."
4.! Computer" viruses," worms," Trojans," algorithms" or" any" malicious" software" will" not" be"
tolerated."
5.! No"bots,"spiders,"scripts"robots"or"automated"software"is"allowed"to"access"the"services,"
add"or"download"contacts,"send"or"redirect"messages."
6.! You"may"not"override"any"security"feature"of"the"services."
7.! No"posting"of"misleading"information"about"our"promotion"deals,"offers"and"pricing.""
!
! !
- 22. 22"
"
!
!
Respect!others!
1.! Respect" copyrighted" work," trademarks," intellectual" property" rights" and" any" other" legal"
rights."
2.! No"posting"of"personal"details"is"allowed,"such"as,"personal"names,"addresses"and"phone"
numbers.""
3.! No"videos"or"photos"of"nudity,"sexual"content,"graphic"violence,"vulgar"or"offensive"material"
is"allowed."
4.! Refrain" from" posting" content" containing" hate" speech," racial" discrimination," religious"
affiliation,"gender"discrimination,"disabilities"or"diseases."
!
Follow!the!law!
1.! Physical"or"verbal"threats"of"violence,"theft,"vandalism"or"any"other"forms"that"might"cause"
distress"will"not"be"tolerated."
2.! No"degradation"or"harassment"towards"others"is"allowed."
3.! No"posting"of"selfeinjury"or"encouraging"others"of"inflicting"selfeharm"is"allowed."
4.! Criminal"activity"of"any"kind"is"prohibited."
!
Our!rights!
We" reserve" the" right" to" delete" comments," remove" content," suspend" your" account" if" these"
guidelines"are"not"adhered"to."If"continued"breach"occurs,"it"could"result"in"permanent"exclusion."
!
Your!rights!and!privacy!protection!
Please"report"abuse"or"anything"which"is"deemed"rude"or"offensive.""
"
We"will"not"sell"or"share"your"information"to"any"third"party"providers."We"are"committed"to"
keeping"your"account"and"information"private"and"secure.""
"
- 23. 23#
#
CONTENT&CALENDAR&
!
ALL!ABOUT!CHRISTMAS!–!DECEMBER!!CAMPAIGN&
YouTube&
Twitter&
Facebook&
Instagram&
Blog&
WEEK!1&
TIME! MONDAY! TUESDAY! WEDNESDAY! THURSDAY! FRIDAY! SATURDAY! SUNDAY!
! 5!DEC! 6!DEC! 7!DEC! 8!DEC! 9!DEC! 10!DEC! 11!DEC!
9.00& & & & & & & &
10.00& & & & & & & &
11.00& Holiday&Inn&Trailer&
Handel's&Messiah&
Trailer&
Muppet&Xmas&Carol&
Trailer&
Scrooged#Trailer#
Home&Alone&
Trailer&
Charlie&Brown&Special&
Trailer&
Rockettes&Xmas&
Show&Trailer&
12.00& & & &
Blog&Xmas&Classic&
Movies&
& Let’s#Party# &
13.00&
Beverage#
promotion#
Food#promotion# Christmas#Film#Guide# Online#Quiz# Weekend#is#here# Film#review# Fun#post#
14.00& & & & Online#Quiz# Weekend#is#here# & &
15.00&
Promotion#of#
Movie#
Poster#Release# Movie#Teaser# Online#Quiz#
Xmas#Movie#
Schedule#
Fun#Post# Photo#Contest#
16.00& & Tuesday#Motivation# & & & & &
17.00& & & Senior#Wednesday# & & & Family#Sunday#
18.00& Monday#Blues# & & & & & &
# #
- 24. 24#
#
ALL!ABOUT!CHRISTMAS!!DECEMBER!!CAMPAIGN&
YouTube&
Twitter&
Facebook&
Instagram&
Blog&
WEEK!2#!
TIME! MONDAY! TUESDAY! WEDNESDAY! THURSDAY! FRIDAY! SATURDAY! SUNDAY!
! 12!DEC! 13!DEC! 14!DEC! 15!DEC! 16!DEC! 17!DEC! 18!DEC!
9.00& & & & & & & &
10.00& & & & & & & &
11.00&
The&Snowman&
Trailer&
White&Christmas&
Trailer&
NY&Pops&Orchestra&
Trailer&
Cirque#Dreams#Hols#
Trailer#
National&
Lampoon's&Xmas&
Vacation&Trailer&
Home&Alone&2&Trailer& A&Xmas&Carol&Trailer&
12.00& & & &
Blog&Xmas&Gift&
Giving&Guide&
& Lets#Party# &
13.00&
Beverage#
promotion#
Food#promotion# Christmas#Film#Guide#
Online#Quiz#
Competition#
Weekend#is#here# Film#review# Fun#post#
14.00& & & &
Online#Quiz#
Competition#
Weekend#is#here# & &
15.00&
Promotion#of#
Movie#
Poster#Release# Movie#Teaser#
Online#Quiz#
Competition#
Xmas#Movie#
Schedule#
Fun#Post# Photo#Contest#
16.00& & Tuesday#Motivation# & & & & &
17.00& & & Senior#Wednesday# & & & Family#Sunday#
18.00& Monday#Blues# & & & & & &
#
- 25. 25#
#
ROLES&AND&RESPONSIBILITIES&OF&THE&STAKEHOLDERS&
The#Stakeholders#that#will#implement#the#ORM#strategy#are:#
#
1.! Social#media#manager#
2.! Email#campaign#manager#
3.! Content#writer#
4.! Social#media#coordinator#
5.! UX#designer#
6.! App#Developer#
7.! Customers#
#
#
Roles& Responsibilities&
Social#Media#
Manager#
•! Oversee#the#creation#and#execution#of#digital#marketing#strategies#in#
line#with#the#companies#KPIs#and#objectives#
•! Provide#input#into#design#and#content#of#digital#strategies#
•! Create#marketing#plans#for#digital#media#and#identify#key#customer#
segments#
•! Lead#reporting#and#analysis#and#make#future#recommendations#for#
digital#strategies#
•! Responsible#for#content#development#and#ideation#
•! Deeply#understand#SEO#and#deploy#CMS#across#digital#platforms#
•! Prepare# content# calendar# and# coordinate# social# media# activity,#
online#press#releases#and#email#campaigns#
•! Ideate#online#competitions#and#ensure#execution#
•! Increase#online#engagement#and#online#sales#revenues#
•! Review#new#technologies#and#developments#in#digital#marketing#and#
keep#up#with#digital#trends#
•! Research#competition#and#conduct#competitive#analysis#
•! Enforce#the#community#guidelines#and#manage#escalated#problems#
and#crises#as#they#arise#
#
# #
- 26. 26#
#
#
#
Roles& Responsibilities&
Email#
Campaign#
Manager#
•! Implement#innovative#email#campaigns#for#customer#acquisition#and#
retention#plans#
•! Design,#manage#and#build#marketing#automated#campaigns#
•! Generate#customer#reviewing#campaigns#for#movies,#theatres#and#
events#
•! Analyse#customer#data#and#produce#reports#
•! Proficient#with#online#marketing#tools#
Content#
Writer#
•! Create#high#performing#and#compelling#content#for#website,#blog#
and#social#media#channels#
•! Write#online#press#releases#
•! Write#promotional#content#for#online#marketing#materials#and#email#
campaigns#
•! Generate# content# for# online# competitions,# movie# reviews,# movie#
listings#and#events#
•! Source#relevant#images,#videos#and#photos#for#customer#segments#
•! Generate#SEO#content#for#web#optimization#
Social#Media#
Coordinator#
•! Work# closely# with# the# Social# Media# Manager# in# successfully#
implementing#the#digital#strategies#
•! Publish#daily#content#on#all#social#media#channels#
•! Upload#images,#videos#and#photos#on#all#digital#platforms#
•! Update#the#company#website#&#blog#
•! Publish#online#press#releases#
•! Create#and#reply#to#posts#and#positively#engage#with#online#users#
•! Respond#timely#to#online#customers#
•! Promote#content#across#social#media#channels##
•! Assist#in#creating#online#marketing#materials#
# #
- 27. 27#
#
#
#
Roles& Responsibilities&
UX#Designer# •! Work#closely#with#the#digital#marketing#team#when#designing##
•! Develop#a#UX#that#enlivens#the#website##
•! Update#the#current#website#using#latest#technologies#
•! Produce#visually#appealing#graphics##
•! Use#frontXend#skills;#HTML,#CSS#and#Javascript#
•! Proficient#in#Photoshop#&#Adobe#Illustrator#
•! Proficient#with#cross#browser#and#crossXfunctional#platforms#
•! Enable#a#content#management#system#to#allow#changes/updates#to#
be#made#to#website#
App#Developer# •! Responsible# for# the# analysis,# design,# programming,# testing,#
debugging#and#documenting#of#software#
•! Understand#SQL#database#design#and#UI/UX#standards#
•! Design# and# build# applications# for# the# iOS,# Symbian# and# Android#
platforms#
•! Test#code#for#usability#and#reliability##
•! Proficient#in#C++,#Python#or#Java#skills#
•! Handle#realXtime#customer#issues#and#develop#fix#codes#
•! Interact#with#marketing#team#to#better#understand#requirements#
•! Complete#project#on#time#and#within#budget#
•! Articulately#communicate#with#the#social#media#manager#during#the#
software#development#cycle#
Customers# •! Abide# by# the# Community# Guidelines# when# participating# in# social#
media# activities# and# any# other# online# activity# pertaining# to# IMC#
Cinemas#
•! Post,#share,#tweet,#comment#on#social#media#channels#
•! Upload#photos/videos#on#social#channels#
•! Write#movie#reviews#and#reviews#of#theatres#
•! Partake#in#online#competitions#
•! Contribute#ideas#to#enhance#the#customer#experience##
#
#
- 29. 29#
#
!
REFERENCES!
!
#
General#Introduction#
#
Website#title:# # IMC#Cinemas##
URL:# # # http://www.imccinemas.ie#
#
Website#title:# Cineworld#website##
URL:# https://www.cineworld.ie#
#
Website#title:# # Odeon#Cinemas##
URL:# # # http://www.odeoncinemas.ie#
#
Content#calendar#
#
Website#title:# # Travel#Channel##
URL:# http://www.travelchannel.com/interests/holidays/articles/christmasD
shows#
#
Website#title:# # Wikipedia#
URL:# # # https://en.wikipedia.org/wiki/A_Charlie_Brown_Christmas#
#
Website#title:# # New#York#City#Theatre#website:##
URL:###### # http://www.newyorkcitytheatre.com/index_holiday.php#
# #
Community#Guidelines##
#
Website#title:# # Instagram##
URL:# # # https://help.instagram.com/477434105621119/#
#
Website#title:# # LinkedIn#
URL:# https://www.linkedin.com/help/linkedin/answer/34593?trk=uasD
consumerDloginDinternal&lang=en#
#
Website#title:# # Boots##
Webpage:## # Boots#Terms#and#Conditions#
URL:# # # http://www.boots.ie/en/Help/TermsDandDConditions/#
#
Website#title:# # Facebook##
Webpage:# # Facebook#Community#Standards#
URL:# # # https://www.facebook.com/communitystandards#
#
Website#title:# # Facebook#
Webpage:# # IMC#Cinema’s#Facebook#page#–#About#Section#
URL:## # # https://www.facebook.com/pg/imccineagroup/about/?ref=page_internal#
# # # # #
- 30. 30#
#
#
#
Risk#Escalation#Protocol##
#
Website#title:# # Social#Media#Today#
URL:# http://www.socialmediatoday.com/content/doesDyourDorgDhaveD
facebookDpageDcommentDescalationDflowDchart#
#
Website#title:# # Webster#University#
URL:# https://cksyme.com/howDtoDputDtogetherDaDsocialDmediaDtriageDresponseD
plan/##
#
Website#title:# # Google.ie#
Webpage:# # Google#Images#Concept#Draw#
URL:# # # http://www.conceptdraw.com/examples/mediaDflowchartDexample#
#
#
Roles#and#Responsibilities#of#Stakeholders#
#
Website#title# # LinkedIn##
URL:# # # https://www.linkedin.com#
#
Website#title:# # Irishjobs.ie#
URL:# # # http://www.irishjobs.ie#
#
Website#title:# # Jobbio#
URL:# # # https://www.jobbio.com#
#
Data#Analytics#Research##
#
Website#title:# # Social#Bakers#
URL:# # # http://www.socialbakers.com#
#
Website#title:# # Similarweb#
URL:# # # http://www.similarweb.com#
#
Article#title:# Heuristic#Evaluation:#HowDTo:#Article#by#Jakob#Nielsen#
Website#title:# Nngroup.com#
URL:# https://www.nngroup.com/articles/howDtoDconductDaDheuristicDevaluation/#
#
Author# Luke#Summerfield#
Article#title:# 6#Undeniable#Reasons#Why#The#Future#of#Web#Design#is#Responsive#
Website#title:# Blog.hubspot.com#
URL:# https://blog.hubspot.com/insiders/whyDresponsiveDwebDdesign#
#
# #
- 31. 31#
#
#
#
Author# Giles#Thomas#
Article#title:# What#is#User#Experience#and#Why#is#it#Important?#D#Whole#Design#Studios#
Website#title:# Whole#Design#Studios#
URL:#
http://wholedesignstudios.com/whatDisDuserDexperienceDandDwhyDisDitD
important/#
#
Article#title:# The#business#value#of#UX#Design#
Website#title:# UX#Passion#
URL:# http://www.uxpassion.com/blog/businessDvalueDofDuxDdesign/#
#
Article#title:# 5#Reasons#User#Experience#Is#More#Important#in#2015#Than#Ever#Before#
Website#title:# Hootsuite#Social#Media#Management#
URL:# https://blog.hootsuite.com/onlineDuserDexperience/#
#
#
#
#
Author# Amy#Harvey#
Article#title:# User#Experience:#What#Is#It#And#Why#Should#I#Care?#D#Usability#Geek#
Website#title:# Usability#Geek#
URL:# http://usabilitygeek.com/userDexperience/#
#
# #
Article#title:# What#Is#UX#Design#And#Why#It’s#Important#
Website#title:# Designyourway.net#
URL:#
http://www.designyourway.net/blog/webDandDmobileDdesign/whatDisDuxD
designDandDwhyDitsDimportant/#
Article#title:# 5#Reasons#Why#User#Experience#Is#Important#
Website#title:# Social#Media#Today#
URL:#
http://www.socialmediatoday.com/marketing/2015D03D26/5DreasonsDwhyD
userDexperienceDimportant#
Author# Bill#Faeth#
Article#title:# How#important#is#user#experience?#9#things#you#need#to#know#about#UX.#
Website#title:# Inboundmarketingagents.com#
URL:#
http://www.inboundmarketingagents.com/inboundDmarketingDagentsD
blog/bid/363188/HowDimportantDisDuserDexperienceD9DthingsDyouDneedDtoD
knowDaboutDUX#
- 32. 32#
#
#
#
Author# Jesmond#Chudley#
Article#title:# Effectively#Planning#UX#Design#Projects#–#Smashing#Magazine#
Website#title:# Smashing#Magazine#
URL:#
https://www.smashingmagazine.com/2013/01/effectivelyDplanningDuxD
designDprojects/#
#
Article#title:# Rocket#Surgery#Made#Easy#by#Steve#Krug:#Usability#Demo#
Website#title:# YouTube#
URL:# https://www.youtube.com/watch?v=QckIzHC99Xc#
#
Article#title:# 10#Heuristic#Principles#–#Jakob#Nielsen’s#
Website#title:# Uxness.in#
URL:#
http://www.uxness.in/2015/02/10DheuristicDprinciplesDjakobD
nielsens.html#
#
Article#title:# The#Definitive#Guide#to#Online#Reputation#Management#
URL:# https://blog.kissmetrics.com/guideDtoDreputationDmanagement/#
#
Author# Chris#Smith#
Article#title:# 10#Pro#Online#Reputation#Management#Tips#For#Local#Businesses#
Website#title:# Search#Engine#Land#
URL:#
http://searchengineland.com/10DproDonlineDreputationDmanagementDtipsD
forDlocalDbusinessesD182230#
#
Author# James#Martin#
Article#title:# 10#Online#Reputation#Management#Tips#for#Businesses#
Website#title:# CIO#
URL:#
http://www.cio.com/article/2392815/relationshipDbuildingD
networking/10DonlineDreputationDmanagementDtipsDforDbusinesses.html#
#
#
# #
Article#title:# Online#Reputation#Management#|#ReputationManagement.com#
Website#title:# Online#Reputation#Management#
URL:# https://www.reputationmanagement.com/#
- 34. 34#
#
#
#
APPENDIX!1!!
#
UX!EVALUATIONS!
User!1!Scenario!1!
Platform:## Desktop#
Task:## # Booking#cinema#tickets#on#IMC#Cinema’s#website##
Persona:## Christopher,#79#years#old#Retired#engineer#
Steps:# # See#Appendix#2#
User!1!Scenario!2!
Platform:## Desktop#
Task:## # Registering#for#the#app#
Persona:## Christopher,#79#years#old#Retired#engineer#
Steps:# # See#Appendix#3#
User!2!Scenario!1!
Platform:## Mobile#
Task:## # Booking#cinema#tickets#on#IMC#Cinema’s#website##
Persona:## Celine,#45#years#old#Solicitor#
Steps:# # See#Appendix#4#
User!2!Scenario!2!
Platform:## Mobile#
Task:## # Registering#for#the#IMC#App#
Persona:## Celine,#45#years#old#Solicitor#
Steps:# # See#Appendix#5#
User!3!Scenario!1!
Platform:## Mobile##
Task:## # To#book#a#movie#ticket#on#the#IMC#Cinema’s#website#on#any#day#at#any#time#
Persona:## Male,#29#years#old#Taxi#Driver#
Steps:# # See#Appendix#6#
User!3!Scenario!2!
Platform:## Mobile##
Task:## # To#register#for#the#IMC#cinema#app#
Persona:## Male,#29#years#old,#Taxi#Driver#
Steps:# # See#Appendix#7#
! !
- 35. 35#
#
!
!
User!4!Scenario!1!
#
Platform:## Desktop#
Task:## # To#book#a#movie#ticket#for#any#day#and#time#in#Dublin#via#IMC#cinema’s##
###########################website.#
Persona:## Female,#27#years#old,#Housewife#
Steps:# # See#Appendix#8#
User!4!Scenario!2!
Platform:## Desktop#
Task:## # To#Register#on#IMC#website#
Persona:## Female,#27#years#old,#Housewife#
Steps:# # See#Appendix#9#
User!5!Scenario!1!
!
Platform:# Mobile#
Task:# # To#book#a#movie#in#a#local#cinema#
Persona:# Grandad#B,#65#years#old,#Grandfather#
Steps:# # See#Appendix#10#
#
User!5!Scenario!2!
!
Platform:# Mobile#
Task:# # Registering#for#the#app#
Persona:# Grandad#B,#65#years#old,#Grandfather#
Steps:# # See#Appendix#11#
#
User!6!Scenario!1!
!
Platform:# Mobile#
Task:# # Buying#a#gift#card#
Persona:# Nanna#B,#57#years#old,#Grandmother#
Steps:# # See#Appendix#12#
#
User!6!Scenario!2!
#
Platform:# Mobile#
Task:# # Hiring#a#cinema#venue#for#a#Christmas#party#for#family#and#friends#
Persona:# Nanna#B,#57#years#old,#Grandmother#
Steps:# # See#Appendix#13#
#
#
# #
- 36. 36#
#
!
APPENDIX!2!
#
User!1!Scenario!1!
Platform:## Desktop#
Task:## # Booking#cinema#tickets#on#IMC#Cinema’s#website##
Persona:## Christopher,#79#years#old#Retired#engineer#
Steps:! ! #
Step!1!–!On!the!homepage!of!IMC!Cinema’s!website!
Christopher#was#asked#to#book#2#cinema#tickets#on#IMC#Cinema’s#website#to#a#movie#of#his#choice#
and#on#a#date#of#his#choice.#
#
Step!2!–!Choosing!a!movie!of!the!user’s!choice!
Intuitively,#he#wanted#to#choose#the#movie#first#before#the#cinema#location,#although,#the#website#
prompted#the#user#to#select#cinema#location#first#before#the#movie.#
#
- 48. 48#
#
APPENDIX!4!
!
User!2!Scenario!1!
Platform:## Mobile#
Task:## # Booking#cinema#tickets#on#IMC#Cinema’s#website##
Persona:## Celine,#45#years#old#Solicitor##
Steps:! #
Step!1!–!On!the!homepage!of!IMC!Cinema’s!mobile!
site!
#
Celine#was#asked#to#book#2#cinema#tickets#on#IMC#
Cinema’s#mobile#site.#She#could#could#choose#a#movie#
of#her#choice#and#on#a#date#of#her#choice.##
#
#
Step!3!–!Selecting!the!movie!showing!time!
#
Celine#was#able#to#comfortably#scroll#down#
the#page#and#select#the#21.30#hours#showing#time.#
#
Step!2!T!Selecting!the!cinema!location,!movie!and!date#
Celine#showed#no#signs#of#difficulty#in#selecting#the#cinema#
location,#the#movie#of#her#choice,#Bad#Santa#2#and#the#date#
of#Thursday,#the#8
th
#of#December#2016.#
#
#Step!4!–!Select!the!ticket!type!
Celine#saw#there#was#an#Online#Thursday#special#for#5#
euros#per#ticket#and#selected#2#tickets,#which#came#to#a#
total#of#11#euros,#including#a#1#euro#booking#fee.#
#
- 49. 49#
#
#
!
#
!
!
#
Overall# the# user# didn’t# encounter# any#
delays#or#major#setbacks#throughout#the#process.#
She#was#able#to#get#through#the#steps#quickly#and#
without#any#pain#points.!
Step!5!–!Selecting!a!seat!
!
A#Select#Your#Seats#window#appeared#
#
Step!6!Selecting!a!seat!continued!#
#
and#when#scrolling#down#further#on#the#page#she#
saw#that#seats#couldn’t#be#reserved#for#this#
showing.#
Step!7!–!Paying!for!the!tickets!
#
After#clicking#on#the#blue#CONTINUE#button#on#the#
seat#selection#page#in#Step#5,#Celine#was#taken#to#
the#payment#section.#
#
Step!8!–!!Paying!for!the!tickets!Continued!
In#the#payment#section#when#scrolling#down#further#on#
the#page,#she#was#asked#to#fill#in#her#contact#details#and#
credit#card#information.#
!
#
- 50. 50#
#
!
!
Top!3!User!Problems!
!
In#this#scenario,#the#user#didn’t#encounter#any#major#pain#points.#They#understood#the#process#
clearly#and#were#able#to#book#their#ticket#without#any#major#setbacks#or#time#delays.#
!
Heuristics!
!
1.! Aesthetics*and*minimalist*design*
If#the#movie#showing#doesn’t#allow#seat#selection,#then#there’s#no#need#to#have#this#step#
included.#It#only#creates#extra#delay#for#the#user#in#completing#the#process#of#buying#
cinema#tickets.#
#
2.! Match*between*system*and*the*real*world*
In#Step#4,#when#selecting#the#ticket#type,#there#is#a#message#stating#NOT*LOGGED*IN.*My*
IMC*Member?*Sign*In*to*our*domain*to*avail*of*a*10%*on*online*bookings.#On#most#
websites,#the#option#to#sign#in#as#a#member#would#be#on#the#homepage,#or#the#first#page#
of#the#process.##
#
!
Feedback!to!the!user/Recommendations!
!
1.! The#seat#selection#part#should#be#excluded#if#it’s#not#required#for#a#particular#movie#
booking.#
#
2.! There#should#be#an#option#on#the#homepage#to#sign#in#as#a#member#for#those#who#are#
members.#Placing#the#Sign#In#as#a#member#at#the#ticket#type#stage#of#the#booking#journey#
is#too#late.#There#should#be#an#option#at#the#very#beginning#on#the#homepage.#
#
3.! The#order#of#cinema#location,#movie#and#date#should#be#interchangeable#and#more#
flexibility#provided#to#the#user#to#navigate#between#the#three#menus.##
#
4.! Although,#the#user#didn’t#click#on#the#Film#Times#tab#on#the#home#page#while#performing#
the#task,#should#the#user#do#so,#the#film#times#are#listed#for#all#the#movies#not#for#the#
specific#movie#the#user#searched#for.#This#might#be#confusing,#so#the#film#times#should#be#
kept#pertinent#to#the#movie#the#user#is#searching#for.#
#
!
- 51. 51#
#
!
APPENDIX!5!
!
User!2!Scenario!2!
Platform:## Mobile#
Task:## # Registering#for#the#IMC#App#
Persona:## Celine,#45#years#old#Solicitor#
Steps:!
!
Step!1!–!Registering!for!the!IMC!App!
Celine#was#unsure#as#to#where#on#the#homepage#you#
clicked#to#register#for#the#app.#She#assumed#the#blue#
Register#button#would#take#her#there,#so#she#clicked#
on#it.#
#
Step!2!–!Starting!the!registration!process!
She#was#confused#when#the#next#screen#
displayed#ALREADY#REGISTERED#–#LOGIN#as#she#
knew#she#had#never#previously#registered#on#the#
IMC#site.#
#
#
Step!3!–!The!registration!Form!
When#she#scrolled#down#the#page#registration#form#
fields#appeared#prompting#her#to#fill#out#her#
contact#information#
#
- 57. 57#
#
!
APPENDIX!6!
User!3!Scenario!1!
Platform:!! Mobile#!
Task:## # To#book#a#movie#ticket#on#the#IMC#Cinema’s#website#on#any#day#at#any#time!
Persona:## Male,#29#years#old#Taxi#Driver#!
Steps:!
Step#1#–#Choose#Viewing#Location# Step#2#–#Details#of#Location,#Movie#&#Date#
#
# # # # # #
Step#3#D#Selecting#the#above,## # # # # Step#4#D#Viewing#Trailer#
provides#details#about#time,##
trailer#and#Location#
#
#
#
- 69. 69#
#
!
!
Top!3!User!Problems!
1.! The#website#selected#Galway#by#itself,#user#had#to#select#the#venue#twice#for#booking.##
#
2.! The#Trailer#says#get#ticket,#when#the#user#clicks#on#get#it#opens#an#American#ticket#
booking#website.#
#
3.! The#user#wanted#to#select#a#ticket#after#3#weeks.#However,#the#website#doesn’t#give#the#
option.##
Heuristics!!
1.! Systems*and*real*world#
Choosing#where#you#sit#in#the#cinema.##
#
2.! Consistency#and#standards#
Register#on#top#right#on#the#page.#
#
3.! Help*and*documentation##
Auto#fill#incorporated#on#the#payment/Check#out#page.#
#
4.! Aesthetics*and*Design#
The#details#are#clear#for#timing#and#date.#It#provides#information#about#director,#starring,#
poster,#trailer#and#timings#for#the#selected#day.#The#trailer#pops#up#ad#plays#without#fault.#
But#the#pop#up#of#the#trailers#should#adjust#according#to#the#screen#width.#The#user#has#to#
scroll#down.#Also,#change#the#time#for#the#cinema.#
#
5.! User#control#and#freedom#
If#the#user#click#on#the#trailer#want#to#escape#the#individual#can#by#clicking#anywhere#on#
the#screen.#
#
Feedback!to!the!user/Recommendations!
1.! The#get#info#button#on#trailer#should#direct#them#to#the#page#o#select#tickets,#timing#and#
venue.##
#
2.! The#filter#should#be#on#according#to#the#movie,#time#and#venue#(automatically#filter#on#
venue).#For#Instance,#a#person#who#want#to#watch#ballet#can’t#find#it#because#it’s#only#
shown#in#Athlone.#
!
!
!
!
- 74. 74#
#
Step#5#D#Select#ticket#type# # # # # Step#6#–#Result#
#
# # # #
#
Step#7#D#Not#sure#about#3Plus# # # # Step#8#D##Captcha#Frustration#
# # # #
#
Granddad#B#gave#up#as#he#was#frustrated#with#the#activity#of#booking#a#film.#
#
!
!
!
!
- 75. 75#
#
APPENDIX!11!
User!5!Scenario!2!
#
Platform:# Mobile#
Task:# # Registering#for#the#app!
Persona:# Grandad#B,#65#years#old,#Grandfather#
Steps:#
!
He#tried#to#find#the#app#on#the#website,#but#couldn’t.#
Step#1#D#Search#for#the#App#on#Google#Play#Store# # # Step#2#D#Result#
# # # # #
#
Step#3#D#Click#on#Install# # # # # # Step#4#D#Register#
!! ! ! #
Granddad#B#gave#up#as#he#was#not#prepared#to#go#through#email#and#password#etc.#
!
- 76. 76#
#
!
!
Top!3!User!Problems!
!
1.! User#had#to#scroll#in#on#screen#to#see#information#and#lost#content.#
#
2.! User#could#not#delete#pop#up#messages#at#first#click.#
#
3.! User#could#not#see#CAPTCHA#code#as#the#keyboard#hid#the#code#when#activated.#
!
Heuristics!
1.! Flexibility*and*efficiency*of*use#
The#booking#of#a#film#was#trickier#on#mobile#than#on#desktop#as#the#evaluee#had#
previously#done#and#found#easy#to#use.##It#was#hard#to#select#ticket#type#on#mobile#and#
when#typing#in#Captcha#the#code#was#obscured#when#the#keyboard#was#activated.##The#
app#could#not#be#found#on#the#website#on#mobile.###
#
2.! Aesthetic*and*Minimalist*Design#
The#website#is#not#user#friendly#on#mobile#for#those#who#are#not#tech#savvy.##The#App#is#
easy#to#download#but#requires#emails#and#passwords#to#activate.#
#
3.! Help*and*Documentation#
Captcha#is#not#a#good#user#experience.##Also#choosing#a#ticket#type#is#tricky.#
!
Feedback!to!the!user/Recommendations!
!
The#website#is#not#age#friendly.##It#assumes#the#user#will#go#backwards#and#forwards#looking#for#
films,#dates,#times,#tickets.##The#user#found#the#experience#of#booking#a#film#on#the#mobile#
frustrating.##This#needs#to#be#made#more#user#friendly#and#adaptable#for#all#ages#and#knowledge#
of#technology.#
#
!
!
!
!
!
!
- 77. 77#
#
!
#
APPENDIX!12!
User!6!Scenario!1!
Platform:# Mobile#
Task:# # Buying#a#gift#card#
Persona:# Nanna#B,#57#years#old,#Grandmother#
Steps:# # #
!
Step#1#D#Google#Cinema#Tallaght# # # # Step#2#D#Click#on#IMC#Tallaght
# # # # #
Step#3#D#Scroll#to#the#bottom#of#screen#to#Useful#Stuff.# # #
Click#on#Gift!Cards.# # # # # Step#4#D#Result#
# # # # #
#
Screen#presented#is#for#information#only#as#you#cannot#buy#Gift!Cards!online.##You#can#
purchase#them#in#any#IMC#Cinema#and#they#can#be#used#in#all#IMC#Cinemas.#
- 78. 78#
#
#
#
APPENDIX!13!
User!6!Scenario!2!!
#
Platform:# Mobile#
Task:# # Hiring#a#cinema#venue#for#a#Christmas#party#for#family#and#friends#
Persona:# Nanna#B,#57#years#old,#Grandmother#
Steps:# # #
!
!
# Step#1#D#Google#Cinema#Tallaght# # # # Step#2#D#Click#on#IMC#Cinema#
# # # # # #
Scroll#to#the#bottom#of#screen#to#Useful#Stuff.#
#
Step#3#D#Click#on#Cinema!Hire# # # # Step#3#D#Result#
# # # # #
- 79. 79#
#
# # # #
Step#4#–#Contact#Form## # # # # Step#5#–#Captcha#
#
Scroll#down#to#your#location#and## click#
on#it#which#brings#you#to#a##
contact#form.##Complete#your##
comments#and#complete#a#
# # # # #
!
Top!3!User!Problems!
!
1.! User#could#not#buy#a#gift#card#online#even#though#a#few#steps#are#essential.#
#
2.! User#found#Captcha#code#not#working#even#after#a#few#attempts.#
#
3.! User#could#not#see#cost#of#cinema#hire#before#making#enquiry#about#booking.#
#
Heuristics!
!
1.! Flexibility*and*efficiency*of*use#
The#website#is#not#easy#to#use#on#mobile.#You#have#to#scroll#up#and#down#a#lot.#
#
2.! Aesthetic*and*Minimalist*Design#
The#information#on#how#to#obtain#a#gift#card#is#too#large#for#the#screen#on#mobile#and#
the#user#cannot#see#it#all#in#one#go.#
#
3.! Help*and*Documentation#
The#contact#form#is#difficult#to#use#on#mobile.##Also#the#CAPTCHA#can#be#tricky#
Form#is#difficult#to#fill#in#and#
Captcha#does#not#work#on#
first#attempt.#
#
