Seismic Cinemas Case Study

User Research Summary

I conducted moderated usability studies and created empathy maps to understand user needs. I found that users see going to the movies as a fun, relaxing activity meant to be enjoyed with friends and family. Therefore, a seamless user experience from the moment they enter the site is essential.
‍
Users highly value informative content and a friendly UI.

Pain points

Movie theater companies often use deceptive patterns to encourage users to spend more.

Movie theater companies often rush users into decisions, resulting in an unfriendly user experience.

Transparency with users is not always maintained.

Meet the Persona

Ali, a high school student, needs transparency when buying tickets to ensure the best experience while watching movies with family and friends.

User Journey Map

Mapping Ali’s user journey highlighted the importance of a friendly user interface in making customers feel confident about their purchase.

Sitemap

My main goal in creating the sitemap was simplicity. The ticket-buying process should be straightforward and free of unnecessary detours, ensuring efficiency and user-friendliness.

Paper Wireframes

Considering user pain points related to transparency and interface friendliness, I sketched out the paper wireframes.
‍
The home screen, shown on the right, features a straightforward and uncluttered user interface.

Digital Wireframes

Transitioning to a digital wireframe revealed many missing components that paper wireframes couldn’t accommodate. I used this opportunity to address potential pain points before user testing.

Low-fidelity prototype

I created a low-fidelity prototype to represent the user flow for searching and purchasing movie tickets.
‍
At this stage, I’ve made several improvements from the original paper wireframe.
‍
View Seismic Cinemas Low-Fidelity Prototype.

Usability study: findings

Here are the main findings uncovered after the usability study:

Findings

Users want to see the location they selected when choosing the date and theater.

Users were confused about the purpose of the best seat ratings on the seat selection screen.

Users were concerned by the absence of a confirmation page thanking them for their purchase.

Before and After Usability Study: Theatre Selection

To show users their selected location and provide an easy way to change it, I added a button that takes them back to the location selection screen and displays their chosen location.

Before and After Usability Study: Seat Reservation

Based on insights from the usability study, I improved transparency by clarifying the key. This helps users make more informed decisions about the best seats in the theater.

Mockups: Original screen size

Incorporating feedback from usability studies and critique sessions, I finalized the mockups for the Seismic Cinemas website.

High-fidelity prototype

My high-fidelity prototype followed the same user flow as the low-fidelity prototype, incorporating feedback from usability studies and critique sessions.

View
Seismic Cienemas High-Fidelity Prototype.

Seismic Cinemas

Responsibilities

Project Vision

The Problem:

The goal: