Project Overview
The mission of the Plop Reservations project was to apply user centered design principles to create a movie theater seat reservation application that allows users to set up their next movie theater visit from their smartphone with ease.
This was my first user experience design project within the Google UX Design Professional Certification program. I started working on the app and related coursework in May 2021 and continued development on it through January 2022. My roles in the project were "User Experience Designer & User Researcher."
In this project, I was responsible for:
User Research
Competitive Analysis
Wireframing
Low-Fidelity & High-Fidelity Mockups
Prototyping
Usability Studies
The Problem
Initial user surveys revealed that users believe online movie theater seat reservations are too complex. They want more mobile pay options like Apple Pay, and they don't want to be charged a service fee for reserving their tickets/seats online - which was viewed as a convenience for THE MOVIE THEATERS.
The Goal
Let's make a theater reservation app that is simple to use, offers convenient mobile payment options, and ideally has no service fees. Consumers should not be punished for using these services.
User REsearch Summary
To better understand user needs, I conducted interviews and a survey, and I created an empathy map. The primary user group identified was working individuals with families who need to simplify the process of going to the movies.
My research substantiated most of my assumptions, that many of these apps lack modern payment options, easy-to-use interfaces, and user-friendly features that are considered standard practice. It was also brought to my attention that pricing structures do not meet the expectations of users.
User Pain Points
Too complex
App menus and processes are too complicated
No Mobile Pay
Apple/Android Pay options are often missing
Service fees
Cinemas punish consumers with fees for reserving online
limited info
Occupancy data for available showtimes/screens is not easily accessible
meet the Personas
Rachel
"I'm a very anxious person, and I don't like to sit next to strangers."
Age: 29
Education: High School
Location: Portland, OR
Family: Husband, 2 Kids, 2 Dogs
Occupation: Retail Store Manager
Goals
Sit away from other parties
Eliminate last minute reservations
Make reservations from phone
Frustrations
Sitting next to strangers
Being late
Having to find seats in the dark cinema
Paying extra to reserve via web or app
No mobile pay
Rachel is a manager, wife, and mom. She visits the theater to occupy her husband and children, so she can relax. Coordinating her family is difficult though, so often times they arrive right after the trailers have finished and the theater is dark. This makes is difficult to find seats. She needs a way to get her seats ahead of time, so there is no searching for the perfect seat last second.
Bryan
"I'm not a 'techie'...The app did not explain the abbreviations, and I could not find a legend."
Age: 65
Education: Master's Degree
Location: Wenatchee, WA
Family: Wife, 2 Kids, 4 Grandchildren
Occupation: Chaplain
Goals
Simplify going to the movie theater
Reserve seats in advance
See how crowded theaters are
Frustrations
Having to deal with the ticket window
Being in a crowded theater
Complicated apps
Bryan is an almost retired chaplain. He is ready for retirement and a simpler lifestyle. He does not see lots of movies in the theater because he hates the process. When he does go to the theater, it is to take his grandchildren. He needs a simple, streamlined tool to make setting up future trips to the movie theater easier.
User Journey
What does the process of using our app look like for our intended audience?
The reservation app should help at every stage of the movie-going process, including during travel to the destination. Future development of the app should focus on smart features like map integration and advanced filters.
starting the design
Paper Wireframes
Digital Wireframes
Low Fidelity Prototype
Initial designs targeted user complaints about app complexity by incorporating a single page design with drop down boxes. All selections and checkout procedures were present on the home screen, so there were no page transitions to confuse users. Additionally, the drop-down boxes were meant to be smart elements that automatically filtered out options as the user made their selections.
refining the design
Usability studies
Study Type
Moderated Usability Study
System Usability Scale
Location
In Person & Remote
Participants
2 Male & 3 Female
Ages 18-65
Length
10 minutes (avg.)
Findings
Two usability studies were conducted which informed changes in the app's evolution from wireframes and mockups to high fidelity prototypes. It was discovered that while a single page format was easy, traditional app structures that people have become use to give users confidence and a sense of familiarity. Additionally, various titles and navigation designs were unclear and needed to be modified. The following is a summary of the primary targets for design changes:
Study 1
Payment Options
Users could not see the payment type selections in low fidelity prototype. Payment options needed to be made clearer.
Menu & My Tickets
Users had trouble finding the menu and previous reservations information. These items needed to be made more apparent or relocated.
Confirmation Page
Users were confused by the review and purchase step on the reservation selection page.
Study 2
Seat Selection
Users had trouble using the drag and drop seat selection method. Instruction text was also too small and did not have a high enough contrast.
Reservation Steps
Users were unsure if their selections were being saved. Selection steps needed some form of confirmation.
My Reservations
Users gravitated towards the "My Reservations" element to check their reservation details. The alternative menu button needs to be reworked to balance user input and awareness.
Results
Final Mockups
High Fidelity Prototype
Accessibility Considerations
ONE
Offering multiple pathways to core app functions as a means of redundancy makes sure this app is accessible for users with varying capabilities, skill sets, and technical experience.
TWO
Consideration was given to the sizing and placement of elements and buttons to facilitate easier use with a single hand or by users with lesser tactile ability.
THREE
Higher contrast colors were used for text and buttons to add clarity and importance to certain elements, aiding those with color blindness or other visual impairments.
What's Next?
Takeaways
What is the impact...
Our design opens up new opportunities for older age groups who are less inclined to use technology to make purchases or reservations. Most of our older usability study participants were optimistic about using our reservation app because the process was simple and avoided complex and unnecessary steps and page transitions.
What did I learn...
Good research and early design prep work (sticker sheets, mockups, etc.) can significantly improve the quality of the product and the efficiency of the design process.
Next Steps
I would continue to refine elements of the app, like the buttons, to make sure the whole design felt consistent. For example, I never quite felt that the selection buttons (theater, date, time, party, etc.) every fully matched the rest of the app, so I would rework those.
I would work to establish a design framework for elements that have a “see more” function. In the case of the movie or theater selections, there needs to be a design system in place demonstrating how to display more choices where appropriate.
I would conduct more research on theater app service fees. One of the goals of our app is to create a theater seat reservation system that doesn’t punish users with a service fee. It needs to be determined if that is possible.
uPDATE | jUNE 2022
What's new?
Our May 2022 update features more modern and consistent styling of buttons and page layouts. The reservation process has been reworked for a simpler, more fluid experience. The menu bar was decluttered by eliminating unnecessary navigation elements, and lastly, several new screens were added to the mockup user flow to better demonstrate the complete journey from beginning to end.
What did I learn...
It is okay to utilize commonplace design schemes for buttons and layouts. Many users are conditioned to use certain systems due to experience with other applications, so incorporating them into our design can make the experience more natural for the target audience.
Updated Mockups
High Fidelity Prototype
Let's connect
Thank you for viewing this case study for the Plop Reservations app, a project for the Google UX Design Certification program.
Connect with me at linkedin.com/in/srboettcher or
email me at samuelboettcher@hotmail.com