IMDb - Ticket Booking System UX Proposal
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Prototype available at: https://marvelapp.com/4fd4jj UX research, process and prototype for intuitive movie-ticket booking system. Built on General Assembly UXDi Course, London 2014.
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IMDb - Ticket Booking System UX Proposal
- 1. The worlds No. 1 online database for films, television and video games.
- 2. The Brief
- 3. To allow customers to easily purchase movie tickets in the UK via IMDb To use a digital pass as your cinema ticket
- 4. The easiest and most enjoyable way of booking cinema tickets in the UK
- 6. Competitors
- 7. Direct UK Competitors ● Odeon ● Vue ● Cineworld Comparators ● Fandango (US) ● Palace Theatre (AU)
- 8. Fiddly interfaces with poor mobile optimisation
- 9. Cineworld Launch app Purchase tickets Vue 9 Odeon 13 13
- 10. Opportunity Shorten and simplify the process of buying tickets on mobile
- 11. Why an App?
- 13. IMDb app has been downloaded more than 100 million times.
- 14. Key Findings Very few users currently buy on mobile All users expressed an interest in buying tickets through the IMDb app
- 15. Who Are Our Users?
- 16. 27 yrs HR Administrator, North London. Moderate IMDb User “Booking a ticket is such an unnecessarily long process.” Lucy
- 17. Heavy IMDb User “Great to add purchasing but I don’t want the rest of IMDb interfered with” Lin 32 yrs, Brand Consultant, Manchester.
- 18. Ademola 16 yrs, Student, Bristol. Occasional IMDb User “I like to pay with cash ‘cos it’s up to me now what film I go and see.”
- 19. Priorities ● Shorten the checkout process ● Make the path to tickets easy to find ● Simple seat selection ● Transparent about booking fees
- 20. Design Process
- 22. Original IMDb interface Discoverable proposed changes
- 23. Cineworld
- 24. tap & hold to zoom
- 25. Fast checkout Clear progress No card required
- 26. Lucy’s Journey
- 28. (prototype demo - http://marvl.in/4fd4jj)
- 30. Achievements
- 31. The easiest and most enjoyable way of booking cinema tickets in the UK
- 33. Intuitive Understands the needs of the user Saves users preferences and makes intelligent choices
- 34. Fully utilises the digital wallet and passbook No need to worry about paper tickets
- 35. Next Steps
- 36. Explore booking fee options Users expressed an interest in tracking specialist venues e.g. IMAX
Editor's Notes
- It’s been under the ownership of Amazon since 1998
- Currently there is no existing service provider in the UK where customers can purchase movie tickets in one place. In the US, this service is provided by the partnership with Fandango. What we found based on our research is that there are three dominating UK cinema chains: Odeon, The Vue and Cineworld. All three chains have an app and offers various different experiences with a lengthy purchasing process from when you start the app to when you make a payment.
- Fiddly interfaces with poor mobile optimisation
- The ticket purchasing process.
- From the survey and the interview data we discovered that there is a great market for improving the mobile experience of purchasing a movie ticket. As we highlighted in the previous slide, the steps are long from start to completion both on the app and on the website itself, the mobile app is not optimised for a mobile. The interface is fiddling as can be outlined here and the buttons and options too complicated for users to want to interact with the app. From our survey data we saw an opportunity to improve the mobile experience and considering that nearly 10 million people have downloaded the app both on android and IOS – the results are compelling to focus the experience on the IMDb app.
- None of the users we interviewed noticed the showtimes banner on the current app interface
- We took the research and improved the experience of selecting seats using best practise from a comparator mobile site and further improving that to include accessibility.
- Informed by our users we designed four payment methods - keeping Brandon in mind and allowing him to book tickets but pick up tickets and pay for them at the kiosk. To speed up the amazon process.
- To develop the functionality we researched across all platforms Users expressed confusion over booking fees, potential to simplify this process. Finally our most frequent IMDb users desired more engagement in notification from IMDb