Case Study
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Design a mobile ticketing chatbot app for a movie theater in a big city
PLANNER / UX DESIGNER / UI DESIGNER
[ Project Overview ]
MovieTicketBot is an app to provide people with quickly booking and rescheduling movie tickets. People can flexibly reschedule their movie tickets without returning movie tickets and charging a further fee. In addition, according to people frequency watching movie types to recommend people personal some favorite and coming-up movies.
[ The Problem ]
People couldn’t flexibly reschedule their movie tickets without returning tickets and charging the further service fee.
[ The Goal ]
Design an app to allow users to book and reschedule movie tickets quickly. Also, this app will recommend people some coming-up movies according to what they watch frequently and their favorite movie styles.
[ Understanding the User ]
[ Pain Points ]
1
Further charging fee
Purchasing movie tickets online in advance will be charged a two percent or above service fee.
2
Spend Time
Purchasing at the ticket counter will take time to line up.
3
No rescheduling service
If people cannot make it to the show and they would like to reschedule online, they need to return the movie tickets first and re-purchase them. Unfortunately, there is no rescheduling service online.
4
No prefer seat
If people purchase at the ticket counter, they cannot choose the seats they prefer.
[ Affinity Diagram ]
Problem statement
Nancy is a busy working adult who needs quick access to purchase and reschedule the movie ticket because they have no time to line up buying tickets on-site.
My project is about design a mobile ticketing chatbot app for a movie theater in a big city. In this project research, I interviewed five people, whose ages are 28 to 45, about their experiences using apps to book their movie tickets. They have different pain points about buying movie tickets. For example, most people often use apps to book their movie tickets because it is convenient, and they can choose their seats. But it will charge a booking fee of around 20 to 30 NTD. If they want to reschedule the reserving time, they need to return the tickets first and re-purchase new tickets.
Some people like to purchase on-side tickets because the apps cannot help reschedule if not available on reserving time. But they need to spend time lining up to buy tickets and cannot choose the seats they prefer.
[ Competitive Audit ]
[ Persona & User Journey Map ]
[ Stiemap ]
[ Paper Wireframe ]
[ Digital Wireframes ]
Home page
As the initial design phase continued, I made sure to base screen designs on feedback and findings from the user research.
Reschedule
Let users quickly reschedule the movie time and tickets. The app will recommend some options for selection.
[ Low-fidelity Prototype ]
Using the completed set of digital wireframes, I created a low-fidelity prototype. There are two main flows of booking movie tickets and rescheduling the movie time.
[ Usability Study: Findings ]
Round 1 findings
Users need to directly browse movies and theaters first on the home page.
Users want to view the movie timetable before they decide to get tickets.
Users want a reschedule in the “My Tickets” section.
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2
3
Round 2 findings
Users need a flexible selection and more options for them to choose from rescheduling.
Users need a function to send tickets information to their friends.
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[ Mockup & High-fidelity Prototype ]
Before usability studies
After usability studies
The second usability study revealed frustration with the reschedule flow. I consolidated the “Reschedule” and “My Tickets” to one “My Tickets” screen.
I also revised “Recommend Options” to provide more selections for users.
I separated “Reschedule” and “My Tickets” to different entries in early designs, allowing users to find them on the home screen. After the usability studies, I combined these two functions into “My Tickets.” Also, I arranged “Theater List” on the home screen from the feedback of the first round usability study.
Before usability studies
After usability studies
[ Accessibility Considerations ]
Provided a quickly way for users to select movies or theaters from the lists on the home screen.
1
Used visual icons to help make navigation easier and get a clear indication of the flow.
2
Used chatbot to help people quickly book and reschedule movie tickets without complex process.
3
[ Takeaways ]
Impact:
The app makes users can easy to reschedule their tickets to meet their needs. However, people expect more functions like recommending their favorite movies.
What I learned
While designing the MovieTicketBot app, I learned how to emphasize users' needs and conduct usability studies to get users' feedback for refining the high-fidelity prototype to meet users' needs.
[ Next Steps ]
Complete more another functions with detailed flow and conduct another round of usability studies to meet users needs.
1
Continue to revise the high-fidelity prototype by comments from another prioritized insights.