The Problem: Moviegoers sometimes risk missing part of the movie waiting in line to purchase concessions. 

The Goal: Design a flow for the ticket purchasing experience that will enable moviegoers to pre-order concessions. 

RESEARCH

User persona

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.

A graphic of the user persona, Neveah. The graphic includes a cartoon image of a girl, Nevaeh's demographic information, a quote from Nevaeh about ordering snacks, lists of her goals and frustrations when performing this task, and a description of an incident that Nevaeh experienced when ordering concessions at a movie theater.

User journey map

I recorded Nevaeh’s user journey to document potential pain points in purchasing concessions at the movie theater.

CONCLUSIONS

Users want their favorites.

Familiarity makes the moviegoing experience more enjoyable.

Users don't like surprises.

Unexpected delays at the concession stand cause moviegoers anxiety about missing some of their movies.

EARLY CONCEPTS

Crazy Eights

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.

PROTOTYPE 1

Paper Wireframes

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.

Digital Wireframes

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

USABILITY STUDY FINDINGS

Hierarchy

Users were confused by some headings and button labels.

Instructions

When making arrangements to have concessions delivered or ready for pickup, instructions were not stated clearly enough.

Menu Options

On the menu screen, users were not clear whether additional options were available.

SOLUTIONS

Sitemap 

Navigating a large amount of menu options was a strong pain point for potential users. To address this problem, I developed a sitemap to reduce the amount of information that users would see on any particular screen.

Protoype 2

Click here to test the final TicketBooth Concessions prototype.

WHAT I LEARNED

Even the most helpful solutions to problems need good design in order to benefit users.


I hope you enjoyed these designs. Maybe one day they'll help you skip the lines at the movies.