Prime Cinemas
UX/UI Design, Mobile App
My Role
UX Designer
Timeline
2 Months
Tools
Overview
Prime Cinemas, a well-established chain of movie theatres, approached our product design team with the goal of enhancing the user experience of their mobile app. The existing app was functional but lacked a user-friendly interface and features that could engage and retain customers effectively. This case study outlines our journey to redesign the Prime Cinemas Mobile App with a focus on improving usability, functionality, and aesthetics.
Objective
The primary objective of the Prime Cinemas Mobile App project was to create a user-friendly, feature-rich application that would not only allow customers to conveniently browse and book tickets for movies but also provide a seamless and personalized experience throughout their cinema journey. The app aimed to increase customer engagement, drive revenue, and position Prime Cinemas as a modern and customer-centric brand.
Features
Smart Search: Allows users to search for flights, hotels, and transportation based on various filters like budget, duration, amenities, and ratings.
AI Recommendations: Offers tailored suggestions for hotels and flights based on past bookings and user preferences.
Integrated Itinerary: Generates a comprehensive travel plan, merging flight schedules, hotel check-ins, and transportation bookings.
Real-time Alerts: Provides instant updates on flight status, gate changes, hotel check-in reminders, and transportation pickup times.
Loyalty Program: Rewards frequent users with points that can be redeemed for discounts, upgrades, or free bookings.
Virtual Concierge: A chatbot service to assist users with common queries and direct them to customer service if needed.
Community Reviews: Users can read and write reviews for flights, hotels, and transport services.
Price Tracker: Notifies users of price drops or rises for saved or frequent routes and stays.
Design Challenges
User Interface (UI): Designing an interface that can handle multiple services (flights, hotels, transport) without overwhelming the user.
Data Integration: Ensuring accurate, real-time data from various service providers, keeping synchronization seamless.
Personalization vs. Privacy: Balancing personalized recommendations while maintaining user data privacy.
Solutions
Tabbed Interface: Separate sections for flights, hotels, and transportation to keep the booking process organized and intuitive.
API Partnerships: Establishing robust API connections with flight providers, hotel chains, and transportation services for real-time data access.
Opt-in Preferences: Allowing users to opt-in for personalized recommendations, ensuring they are aware of what data is used and for what purpose.
Design Process
User Persona
Needs and Goals:
Sarah is a true movie enthusiast. She enjoys watching a wide range of movie genres and tries to catch the latest releases.
Convenience and speed are essential for Sarah when booking tickets. She prefers a user-friendly app that allows her to find showtimes quickly.
Personalization is significant to her. She appreciates movie recommendations based on her past viewing habits and genres she frequently watches.
App Interactions:
Sarah logs into the app regularly to check for the latest movie releases.
She uses the filter and search options to find showtimes for her favorite genres.
Sarah values the ability to save her favorite theaters and access a list of her previous bookings for reference.
Quote:
"I'm always on the lookout for the next great movie. The app should make it easy for me to find showtimes, book tickets, and discover movies I'll love."
Needs and Goals:
John typically visits theaters for special occasions or casual outings with friends.
Simplicity and efficiency in the booking process are essential for him. He values a hassle-free experience.
He's motivated by promotions and loyalty programs that provide discounts or rewards for his occasional movie nights.
App Interactions:
John uses the app less frequently but is more likely to make group bookings for social outings.
He appreciates offers like group discounts and special promotions.
The app's loyalty program is a motivating factor for him to continue using it.
Quote:
"I don't go to the movies as often as some, but when I do, I want the process to be straightforward and cost-effective. It's even better if the app rewards me for my loyalty."
Information Architecture
User Flow
Low Fidelity Wireframe
High Fidelity Design
Onboarding
Sarah is a true movie enthusiast. She enjoys watching a wide range of movie genres and tries to catch the latest releases.
Convenience and speed are essential for Sarah when booking tickets. She prefers a user-friendly app that allows her to find showtimes quickly.
Personalization is significant to her. She appreciates movie recommendations based on her past viewing habits and genres she frequently watches.
Home - Now Showing/Coming Soon
Sarah is a true movie enthusiast. She enjoys watching a wide range of movie genres and tries to catch the latest releases.
Convenience and speed are essential for Sarah when booking tickets. She prefers a user-friendly app that allows her to find showtimes quickly.
Personalization is significant to her. She appreciates movie recommendations based on her past viewing habits and genres she frequently watches.
Book a movie
Sarah is a true movie enthusiast. She enjoys watching a wide range of movie genres and tries to catch the latest releases.
Convenience and speed are essential for Sarah when booking tickets. She prefers a user-friendly app that allows her to find showtimes quickly.
Personalization is significant to her. She appreciates movie recommendations based on her past viewing habits and genres she frequently watches.
Choose Seats
Sarah is a true movie enthusiast. She enjoys watching a wide range of movie genres and tries to catch the latest releases.
Convenience and speed are essential for Sarah when booking tickets. She prefers a user-friendly app that allows her to find showtimes quickly.
Personalization is significant to her. She appreciates movie recommendations based on her past viewing habits and genres she frequently watches.
Confirm Booking/Make Payment/Get Ticket
Sarah is a true movie enthusiast. She enjoys watching a wide range of movie genres and tries to catch the latest releases.
Convenience and speed are essential for Sarah when booking tickets. She prefers a user-friendly app that allows her to find showtimes quickly.
Personalization is significant to her. She appreciates movie recommendations based on her past viewing habits and genres she frequently watches.
Key Learnings
Working on this problem helped me widen my understanding of sedentary lifestyle and its ill-effects. Finding the right features that solved the users problem was challenging, but this project helped me get out of my comfort zone & challenge myself to deliver user centric solutions.
However, there are still a lot of inputs & features that could be added with proper testing and identifying the problem with the help of real-time user data.
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