Ticketing Experience Design for Cinema Theaters

Crafted multichannel experiences informed by ethnographic research and cognitive testing

Cineplanet leaders believed that digital tools could help differentiate themselves in a commoditized market. They run an international cinema theater chain that operates in Latin America, where the movie distribution business is basically a low-ticket high-volume business. We researched and designed a new generation of digital experiences for exploring, booking, coordinating, purchasing and connecting with the customer.

This project won Intercorp's 2015 Innovation Award.

 

My role
User Experience Manager—Teaching UX methodologies, coaching team members, hands-on design, advising on design strategy.

 

Process

Qualitative User Research

Concept Ideation

Concept Validation

Journey and UI Design

Interactive Prototypes

Visual Design

User Testing

Final Presentation

Research

Going to the movies is a social event. We found two distinct collaboration and decision patterns:

 

Analytic mode—Customers coordinate and plan their visit

Spontaneous mode—Customers walk in the cinema, and decide in the moment

 

Designing interfaces usable by customers in both modes required presenting information in different ways. Research showed that customers in analytic mode decided first whith whom they would go and what movie they would see, and after that when and where. On the other hand, spontaneous visitors chose a movie from what was available in the next hour or two.

These insights were the main input for the information architecture and interface design process. We used context information to deduce when a customer was in spontaneous or analytic mode. For example, location services triggered the spontaneous view within the mobile app when a user walked in the theater.

Product

We presented a roadmap of digital products and produced designs for iOS and Android mobile apps, responsive web, a kiosk and a tablet app for agent assisted sales.

 

 

The web app is based in the analytic mode while the kiosk is in the spontaneous. The mobile app supports both: In proximity to a cinema, it would switch to spontaneous mode, displaying shows beginning in the next 90 minutes. The user can also manually switch between modes.

 

Responsive web, iOS App and Kiosk app.

Impact

Expectations were surpassed. These experiences enabled a significant increase in sales volume. Also, this project won Intercorp's 2015 Innovation Award. Intercorp is listed in Fortune’s Top 50 Change The World ranking.