Project Info
Role :
UXUI Designer
Team :
Account Executive, Developer, UXUI Designer
In this project, I was assigned to design the user experience for both a mobile app and a kiosk system used for purchasing movie tickets.
The core function of this project was to enable users to buy food and beverages along with movie tickets or to introduce an additional channel for food and beverage purchases.
The key challenge was to ensure that the new experience did not disrupt or negatively impact the existing user journey.
Project Summary & Impact
Business : In the cinema business, food and beverage sales generate significant revenue. However, since each movie screening attracts a large audience, delays often occur when purchasing snacks and drinks.
Therefore, adding more food and beverage purchase points is beneficial from a business perspective, as it helps streamline the buying process and maximize revenue potential.
User : For users, the ability to purchase food and beverages through kiosks and a mobile app offers several benefits:
No need to wait in long lines
No pressure from people waiting in line
Freedom to explore promotions at their own pace
Flexibility to order from anywhere
This enhances convenience and creates a better overall experience for customers.
Customer Journey
For the Customer Journey, we can see that the process divides customer flow into multiple paths or provides more options for customers using the service.
This approach helps reduce congestion, enhance convenience, and optimize the overall experience by allowing users to choose the most suitable purchasing method for them.
For the kiosk, we added a direct entry point for purchasing food and beverages for users who do not wish to buy movie tickets.
This entry is highlighted with a subtle gold animation to attract attention without being too intrusive.
For users purchasing both movie tickets and food, an integrated flow allows them to add food and drinks along the way for a seamless experience.
This approach ensures flexibility while maintaining an intuitive and engaging interaction.
Screen
Guerrilla Usability Testing
For the testing, we conducted on-site evaluations at the cinema, targeting users from students to young professionals.
We first gathered feedback on their experience with the current app.
Then, they tested the new app prototype to compare usability and improvements.
Kiosk users followed the same process, testing the new interface and providing insights.
As an incentive, participants received a movie ticket for their time.
This approach allowed us to better understand user behavior and refine the experience based on real-world interactions.
Key Learning
In this project, I conducted Guerrilla Testing for the first time. It was fun and allowed me to connect with users' emotions more easily. However, Thai users tend to be more polite and sometimes hesitant to provide direct feedback. Therefore, I had to gradually ask more detailed questions to get deeper insights.
This experience showed me how valuable it is to adapt my approach based on cultural nuances and user behavior to get more meaningful feedback.
I believe that regardless of the device being used, it's important to maintain a consistent flow across platforms. This consistency allows users to automatically remember the steps in the process.
When transitioning from mobile to kiosk, this approach helps reduce user confusion and makes the experience more intuitive. Ensuring the user journey remains familiar across different devices ultimately leads to a smoother and more seamless experience.
