Cinemax
Designed a Snack-Ordering app for Cinemax to Transform User Experience
Overview
This snack-ordering app designed for movie theatres, transforms the traditional cinema snacking experience. This user-centric platform caters to the diverse needs of movie enthusiasts, offering a seamless and stress-free way to indulge in their favorite treats without leaving their seats.
Problem
Traditional cinema snack ordering is marred by long queues, social anxiety, and limited accessibility, prompting the need for — an innovative app that redefines and simplifies the way movie-goers order and enjoy their favorite snacks.
Solution
The solution is to enhance the movie-watching experience by providing a user-friendly platform for convenient, and inclusive snack ordering, eliminating queues and ensuring a delightful cinema experience for all.
My Role
As a sole creator in this project, my role encompasses project manager, UX Researcher and UX/UI designer.
Time Spent: 8 weeks
Empathise: Understanding the user
Summary
After interviewing film enthusiasts who prefer watching movies on the big screen, most of them faced common challenges while ordering snacks from the theatre.
Limited Menu Options
High Prices
Queue & Wait times
Limited Time
Noisy Environment
Pain Points
- High Prices
Most of the snacks in movie theatres are less quantity and high prices. This makes it difficult for the majority of middle class people.
2. Long Queue
Most people have to stand in a long queue during intervals to order food.
3. Limited Time
Due to intervals being short there is limited time for people to order their food.
4. Noisy Environment
During intervals most if the people would go in the lobby to order food. This makes it a very chaotic and noisy environment.
Defining the Problem
User Journey Map
The goal of the journey map is to depict and understand the entire process and user experience involved in ordering snacks at a movie theatre. This includes identifying touchpoints, emotions, challenges, and interactions from the moment a user decides to order snacks until they receive and enjoy their snacks during the movie. The journey map aims to provide insights into opportunities for improvement, enhance user satisfaction, and streamline the overall process of ordering snacks in a movie theatre.
Competitive Audit Summary
The competitive audit reveals distinct strengths and weaknesses among INOX, PVR, and BookMyShow in the movie theatre and snack ordering landscape. INOX stands out for its extensive presence and affordability but lacks modern UX integration. PVR boasts a strong brand identity and premium image but faces drawbacks in higher ticket prices. BookMyShow positions itself as a premium destination with diverse entertainment options but shares similar weaknesses. Common gaps identified across all platforms involve the absence of accessibility tools, scheduling options for delivery, and a lack of special requests for snacks. Opportunities for improvement encompass features like :
Quick reorder options
Rewards for returning users
Enhanced accessibility tools
Cash-on-delivery for snack orders
Scheduled deliveries
Customization options for special requests
Value Proposition
Schedule Delivery
Home delivery option as well
Self Sufficiency and stress free environment
Cost effective
Accessibility for all
Ideate Solutions: Starting the Design Process
User Flow
Information Architecture
Wireframing & Prototyping
Usability Testing: Part 1
Affinity Diagram
Designing Hi-Fi Mockups
User Testing: Part 2
Affinity Diagram
Iterating on Hi-Fi Mockups
Takeaways
Impact:
Through thoughtful design choices, the app not only enhances user experience and accessibility but also ensures inclusivity by accommodating diverse preferences, ultimately resulting in a more engaging and user-friendly platform.
What I learned:
Throughout the project, valuable insights were gained by understanding the diverse needs of users, leading to iterative design improvements. The importance of clear communication and user-centric features emerged, highlighting the significance of continuous testing and adaptation to enhance overall usability.
Next Steps
The next step would be to launch a promotional campaign to increase awareness and advertise the app effectively. The goal is to reach a wider audience, making more people aware of its features and benefits. The campaign aims to create a buzz, attracting users and generating interest in the app through strategic marketing efforts.
