PROJECT SUMMARY
Book The Cinema is a private cinema booking for parties and events with the latest blockbusters and favourite classics. It is the world's first end-to-end private cinema offering that runs on Unique X's market-leading digital cinema applications.
MY ROLE
UX/UI Designer
DURATION
10 Months
GOALS
To give consumers the best personalised cinema party and event booking experience
EXPLORATION AND DISCOVERY
Research on the current offerings and competitors, empathise with the users
THE PROBLEM
The is a gap in the market where demand for cinema events is not consistently or effectively serviced by exhibitors
QUANTITATIVE SURVEY
Sample questions
FINDINGS
IDEATION
Sketches
Wireframes
Sitemap
QUALITATIVE SURVEY
- What are consumers' expectations of renting out movie theatres?
- Which kind of messaging and design best speak to people?
- How well does the website explain the process to users?
- How well do others navigate the site?
- 5 parents
- 5 cinema enthusiasts
- Interviewed to uncover needs
- Tested 3 different proposition designs
- Tested the usability of the booking tool
DESIGN PROPOSITIONS
DESIGN 1
Hint for kids
“Amature looking and not professional. I wouldn’t be interested based on what I’ve seen”.
“It looks like a fancy dress party. Maybe they host events?”.
“If I had seen this as an advert on Insta I would have scrolled straight past it”.
DESIGN 2
Lead with luxury
“It's the luxury VIP experience!”.
“It could be for kids too if you did strawberry juice instead of champagne”.
“Ooo this is somewhere I want to be… it's for hosting extravagant parties”.
DESIGN 3
Tech Lite
“Ugh it’s a mobile phone. Oh its been a nightmare in the past trying to book tickets on my mobile phone”.
“It is hassle-free. You won't need to be ringing round places to get it done”.
“I don’t know if I would download an app just to book different cinemas… I would just go to the website of my local cinema”.
USABILITY RESULTS
Homepage
Critical Issue
Some did not see location search and needed help to get to the next step
Minor Issue
The user wanted to see the cost on the homepage and what exactly private booking experience is
Positive Observation
Users liked how straightforward the design was
USABILITY RESULTS
Finding a venue
Critical Issue
Users had not idea what the icons meant
Minor Issue
User were confused by pictures of non-traditional cinemas
Positive Observation
User felt happy with the amount of information on this page
USABILITY RESULTS
Selecting cinema
Critical Issue
Most users thought they already has confirmed their cinema choice
Critical Issue
User were confused by pictures of non-traditional cinemas
Positive Observation
Some users who thought the images were accurate and were really impressed with the venue
USABILITY RESULTS
Search for a film
Critical Issue
Users had a hard time finding the search funtionality if they wanted to search a movie by name
Critical Issue
Users wanted an easier way to browse through the movies currently showing
Positive Observation
Users really liked how there was a wide range of movies to choose from
USABILITY RESULTS
Party Details
Critical Issue
Users wanted to select more than one event type
Critical Issue
Users wanted to pick a time after they picked a date
Positive Observation
Users like the calendar view to pick a date
USABILITY RESULTS
Confirmation
Critical Issue
Users were often deciding on this page if it was worth the cost
Minor Issue
Users were unsure whether or not food was included, or if they would pick later
Positive Observation
Users like the overview of what they selected
USABILITY RESULTS
Booking Details
Critical Issue
Most users missed the personalised video, and most expected to be able to upload a video that was 5-10 minutes long
Critical Issue
Users were dissapointed that it wasn’t an instant booking
Positive Observation
Users felt the personal video added something different to the event
USABILITY RESULTS
Make Payment
Critical Issue
Users wanted more ways to pay, such as Apple Pay and PayPal
Critical Issue
Some users didn’t like that they would be paying for more people that might be able to attend
Positive Observation
Users felt the overview was straight forward
USABILITY RESULTS
Final Details Page
Critical Issue
Users missed the invite guests and view ticket buttons
Minor Issue
Users felt the next step was to tell their friends via WhatsApp, email or email out an invite
Positive Observation
Users who did see the invitation button really like the functionality
WHAT MATTERS TO CONSUMER
WHAT THE SERVICE NEEDS TO DELIVER
CONTENT STRATEGY
We have worked closely with distribution to ensure that we can offer the best content on Book The Cinema to cinema partners.
TARGET AUDIENCE
Move kids party bookings from trampoline parks, football parties, art parties, bouncy castle and children's entertainers to private cinema booking.
Capture family events, girls/boys night out, live sports viewing and corporate events.
HOW IT WORKS FOR THE CONSUMER
SPECIAL PERSONALISED EXPERIENCE
A core concept of Book The Cinema is to give the consumer the opportunity to personalise the event by sharing their own content on the big screen, helping create a truly unique cinema experience.
OUTCOME
ODEON is the first major exhibitor to offer the service. At the back of existing relationships with other major exhibitors around the globe, Book The Cinema is on a trajection to become the worldwide brand for the private cinema experience.
