Discovery

User Research: Summary

Through conducting in-person interviews, I discovered that seemingly straightforward tasks like buying tickets online—which I had assumed were universally simple—can actually present hidden challenges in people's daily lives. Current movie ticket purchasing apps need to be simplified.

User Research: Pain Points

• Comprehension Issues:
  Users have trouble understanding the steps to purchase movie tickets on websites.
• Language Barriers:
  Non-native speakers face difficulties with spoken English, making verbal communication with box office staff challenging.
• Hearing Impairments:
  Users with hearing impairments struggle to hear or understand what the ticket seller is saying at the box office window.
• Expense Tracking:
  Users find it difficult to keep track of total expenses while purchasing tickets and food at the cinema.
• Reading Difficulties:
  Users with dyslexia or other reading challenges find it hard to read website text.

Use Cases

Identifying High-Impact Scenarios Where Simplification Is Needed

Analyzing my findings from user interviews, I identified common scenarios where users faced challenges with existing movie ticket booking systems. These scenarios highlighted the need for a solution that addresses:

• Complex Navigation:
  Users struggle with complicated navigation structures on existing platforms.
• Hidden Costs:
  Users are often surprised by additional fees during the checkout process.
• Accessibility:
  Users with disabilities require a more accessible interface.
• Language Support:
  Non-native speakers need language support to navigate the app effectively.

Design Requirements

Based on user research, I established the following design requirements:​

Ideation

Brainstorming and Concept Development

Designing a new movie ticket booking app required me to brainstorm not only the design but also how I would introduce this new flow to users. I explored different solutions and sketched out user flows, then decided on the most feasible solution for this new app.

• A Step-by-Step Booking Flow
  Breaking down the ticket purchase process into clear, guided steps
• Real-Time Cost Breakdown
  Displaying the total cost at every stage of the checkout process.
• Visual Seating Selection
  A seat selection feature with a graphical interface rather than just a text-based list.
• Language & Accessibility Features
  Offering multilingual support and assistive technology for users with disabilities.

Ideation

Ideation

Solution

Booka Flick Solution

I identified key features to address the pain points discovered during user research:

• Transparent Pricing:
  Displaying all costs upfront to eliminate surprises during checkout.
• Intuitive Navigation:
  Simplifying the booking process with clear, step-by-step guidance.
• Accessibility Enhancements:
  Implementing features like text-to-speech and high-contrast modes to assist users with disabilities.
• Language Support:
  Offering multiple language options to accommodate a diverse user base.

Solution

Usability Tests

Evaluating the Prototypes

I conducted usability tests to evaluate the effectiveness of my design solutions. Participants were asked to complete tasks using the Booka Flick app, and their interactions were observed and analyzed.

Key Findings:

• Order Transparency:
  Users appreciated the clear display of total costs throughout the booking process.
• Ease of Navigation:
  Participants found the simplified navigation intuitive and user-friendly.
• Accessibility Features:
  Users with disabilities reported improved usability due to the accessibility enhancements.
• Language Support:
  Non-native speakers found the language options helpful in navigating the app.

Usability Tests

Usability Tests

Iterations

Based on the findings from our usability tests, I made several iterations to the design:

• Enhanced Pricing Information:
  Ensured that all fees, including taxes and service charges, are displayed upfront.
• Streamlined Navigation:
  Further simplified the booking steps to reduce the time required to complete a purchase.
• Improved Accessibility:
  Addressed the needs of users with disabilities by implementing features like high-contrast fonts and buttons color.

Iterations

Final Design

High-Fidelity Prototype

After multiple iterations, I refined the Booka Flick app and website to ensure a seamless, transparent, and accessible movie ticket booking experience. The final design maintains clear navigation, upfront cost visibility, and improved accessibility for all users.

• Clear pricing at every step:
  Ensuring users are aware of all costs before completing a purchase.
• Simplified navigation:
  A step-by-step approach to guide users effortlessly through ticket selection and checkout.
• Accessibility-first approach:
  High-contrast visuals, large interactive elements, and screen reader compatibility.
• Seamless responsiveness:
  Designed for mobile, tablet, and desktop screens.