MinCin Cinema
February 2022
MinCin Cinema Application is a cinema located in Pakistan. MinCin Cinema strives to provide seat reservation option through mobile. They offer a wide spectrum of screen types. MinCin Cinema targets customers like working people and students who lack the time or have busy schedule.
Role
UX designer designing an app for MinCin Cinema from conception to delivery.
Target Audience
Employees & Students
Challenge
Busy employees and student lack time to go and purchase a ticket from cinema.
Goal
Design an application for MinCin Cinema so people can book & purchase seats with just one click from their mobile.
User Research
I conducted interviews and created empathy maps to understand the users I’m
designing forand their needs. A primary user group identified through research
was working people and college\university students who don’t have time to go and purchase tickets from cinema.
This user group confirmed initial assumptions about MinCin Cinema customers, but research
also revealed that time was not the only factor limiting users from purchasing tickets.
Other user problems included obligations, interests, or challenges that make it
difficult to purchase ticket every time rather than just booking it.
Pain Points
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Unable to watch trailer
In general, user want tailer option so they can select movie easily.
Late booking option
In general, user want booking option just before movie startup to 5 mins early.
Multiple Schedule Options
In general, user want only one button of schedule to reduce confusion.
Personas
Problem Statement
Waqas is a Ying is a busy working adult who needs easy access to reserve cinema seats because they have no time to go cinema.
User Journey Map
Mapping Waqas user journey revealed how helpful it would be for users to have access to a dedicated MinCin Cinema application.
Digital Wireframes
As the initial design phase continued, I made sure to base screen designs on feedback and findings from the user research.
Easy navigation was a key user need to address in the designs in addition to equipping the app to work with assistive technologies.
Low-Fidelity Prototype
Using the completed set of digital wireframes, I created a low-fidelity prototype. The primary user flow I connected was selecting and reserving the seats, so the prototype could be used in a usability study.
High-Fidelity
Prototype
The final high-fidelity prototype presented cleaner user flows for selecting a movies to reserving or purchasing it. It also met user needs for movie trailer option as well.
Results
Early designs allowed for some customization,
but after the usability studies, I added additional options to watch movie trailer video option and payment confirmation. I also revised the design so users can approve for confirmation before purchasing ticket.
The second usability study revealed confusion with the confirmation interface due to similar colors so I added a fainted background with minimalistic approval option.
Usability Study
I conducted two rounds of usability studies. Findings from the first study helped guide the designs from wireframes to mockups. The second study used a high-fidelity prototype and revealed what aspects of the mockups needed refining.
Round 1
User want trailer feature before selecting movie
User want confirmation before purchasing ticket
User wants seat number to be mentioned on seats.
Round 2
Dropdown fields for easy selection
Changed the format for selecting date from calendar
Accessibility Considerations
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Used icons to
help make
navigation easier.
Used detailed
imagery for movies to
help all users
better understand
the designs.
Provided access
to users who are vision impaired through adding online booking through mobile and big buttons to be easily seen.
Impact
The app makes users feel like MinCin Cinema really thinks about how to meet their needs.
One quote from peer feedback:
“Wow I can book tickets without purchasing.”
Conclusion
While designing the MinCin app, I learned that the first ideas for the app are only the beginning of the process. Usability studies and peer feedback which influence each iteration of the app’s designs.
Next Steps
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Conduct another round of usability studies to validate whether the pain points users experienced have been effectively addressed or still need to be addressed.
Conduct more user research to determine any change needed to upgrade design.
Conduct more user research to determine any new areas of need.