GoC Movies
GoC Movies is a third-party movie ticket app designed to enhance the movie-goer experience by providing access to multiple theaters. It serves as a one-stop-shop to book tickets, reserve seats, and pre-purchase snacks, ensuring a fun and enjoyable night out at the movies for everyone.
Role
UX design | Research | Visual design
Challenge
The experience of buying movie tickets, reserving seats, and pre-purchasing snacks is only available on theater-exclusive platforms. Movie-goers need a platform that provides them access to multiple theaters, the availability of all the steps needed for a night out at the movies plus the convenience of it all being easy, quick, and straight to the point.
Research
Affinity Mapping
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We chatted with users to uncover what they wanted from a movie app, using these insights to build affinity maps. These visual guides became our compass, shaping design choices to meet real user expectations. The interviews revealed not only their desires but also the little details about how they use movie apps, influencing features that seamlessly fit into their movie-watching experience.
Secondary Research
While building on our research, we came across a study conducted in 2018 by Webedia Movies Pro. The study surveyed 100,000 movie-goers and presented information such as online ticket sales, where users were buying tickets, age demographics, and habits. Here are the insights relevant to us:
18.7% Surge in online sales in 2018.
53.7% Purchased their tickets on third party websites or apps. Over 64.4% of them between ages 15-49.
over 60% Arrived 5 minutes before the movie starts to grab concessions.
competitive analysis
Now it was time for us to figure out who we were up against. To do so we conducted a competitive audit to better understand what users were faced with now. This revealed insight as to how we can mitigate user pain points. The three apps we looked at were AMC Theaters, Regal Cinemas, and Fandango.
Ideation
User Flow
Once we arrived at the point where we had compiled the information we needed, it was time to begin putting our ideas into action. With one of the major pain points being users needing a more streamlined experience, we began by diving into the user flow to build a simple and direct journey from browsing to purchase completion.
Wireframes & Sitemap
Taking into the user flow into account, we then put pencils to paper and began wireframing our ideas. With a visible structure beginning to take shape, we then brought those wireframes to life by prototyping and iterating on our designs as we progressed.
We also made sure we took the desktop and mobile sites into consideration by creating a sitemap as we worked out our potential solutions.
Lights, camera, ACTION!
After putting in the work to understand our users needs and what the competition offered, we were able to a develop features to directly address our initial findings from our user interviews. By iterating on our work, the flow was structured to be simple, and needing minimal effort from users. Here’s a breakdown of the solution:
Navigation
Allow quick access to movie details, showtimes, and media through tabs, reducing scrolling.
Movie lovers can "like" movies to save for later.
Tickets
Jump into ticket purchasing from different points, including their lists.
This promotes decision making and reduces navigation. ultimately reducing time.
Live Receipts
Tracks purchase amount and minimize process interruptions.
Snacks!
Moviegoers can buy snacks and drinks in the app, so they don't have to wait in lines when they arrive.
Sharing & Reminder
For people organizing group activities, they can share and save tickets in their digital wallets and set up automatic calendar events and reminders for the outing.
