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Case Study:ShowtimeMovie Website Design

ShowtimeMovie is a fictional regional movie theater located in a metropolitan area. ShowtimeMovie strives to give luxurious movie experience with competitive pricing. 

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Project Overview

  • Role: UX Designer designing a website for ShowtimeMovie from conception to delivery.

  • Challenge: Available online movie ticketing websites have cluttered designs and inefficient systems for browsing through products.

  • Goal: Design a website for ShowtimeMovie to be user-friendly by providing clear navigation and an easy-to-follow checkout process.

Understanding the User

User research: summary

I conducted interviews, which I then turned into empathy maps to understand the target user and their needs better. I discovered that the primary user group was working adults with demanding jobs and needing to do things efficiently. However, many online movie ticketing websites are overwhelming and confusing to navigate.

User research: pain points

1

Navigation

Movie ticketing website design sometimes looks busy, which results in confusing navigation

2

Time

The ordering ticket process is slower than intended because of the confusing navigation

Design Process

Sitemap
Paper wireframes

I begin drafting paper wireframes while keeping aligned with the user's pain points. To make the best experience for the users, I also work on designs for additional screen sizes to make sure the website would be fully responsive.

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Digital wireframes
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Usability study: findings

These were the main findings uncovered by the usability study.

1

My Ticket

My Ticket placement under the account section wasn't clear for users

2

Select Theater

Making a selection for theater first before time schedule wasn't clear for users

Refining the Design

Mockups
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Based on the insight of the usability study, I made changes to improve the user flow. One of the changes I made was changing My Ticket placement from the account section to directly on the homepage.

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To make selecting theater easier to notice for users, the schedule will appear after users select theater.

Mockups: screen variation
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Going Forward

Impact:

Our target users shared that the design was intuitive to navigate through and demonstrated a clear visual hierarchy.

What I learned:

I learned that designing screen variations needs to take more into consideration.

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