To help me get into the minds of my users, I created the user persona of Nevaeh, a busy professional who loves going to the movies but hates waiting in line to buy her snacks.
I recorded Nevaeh’s user journey to document potential pain points in purchasing concessions at the movie theater.
Familiarity makes the moviegoing experience more enjoyable.
Unexpected delays at the concession stand cause moviegoers anxiety about missing some of their movies.
A little unbound brainstorming got the creative juices flowing. While I had some unique ideas like a mystery wheel and themed offers, I decided to focus on streamlining the navigation of menu items and making sure the confirmation screens gave clear instructions.
My next step was to sketch paper wireframes for the website’s concession ordering feature, keeping the user pain points of options and familiarity at the forefront of my designs.
Refining the designs into digital wireframes made it easier to visualize the simplicity of the menu navigation and how users would arrange to receive their concessions.
After turning my wireframes into a prototype, I gathered feedback from a moderated usability study.
"The movie lines are always an issue, so you're solving a problem."
-Participant A
"I'm assuming there would be instructions ... or in the theater, there would be somewhere that's the pickup line."
-Participant B
Users were confused by some headings and button labels.
When making arrangements to have concessions delivered or ready for pickup, instructions were not stated clearly enough.
On the menu screen, users were not clear whether additional options were available.
I hope you enjoyed these designs. Maybe one day they'll help you skip the lines at the movies.
