14 days
1 person
designing from the skratch
booking app
figma
ux research
ux design
wireframes
user testing
surveys
product strategy
mobile app
user flow
primary research
secondary research
prototype
user personas
benchmarking
user interviews
user journey
user flow
the challenge
The task was to creating MPV1 for a seat reservation app for a cinema. First of all, I asked myself a few questions:
Why only book if you can as well pay for it?
Why a cinema, not cinemas?
Who goes only to one cinema every time?
Is the localization the most important thing for a user when choosing a film he/she/they want(s) to see?
Why to not create an app with a current repertoire you can sort by the city with a possibility to book and/or pay?
I realized that except from the obvious fact that we all go to cinema, there is no app in Poland that could provide the same service as event ticket apps, eg. Going or Go Out, where you can buy tickets for every kind of cultural event (except of cinema).
The direction that was obvious for me was a mobile first direction because of a bigger device availability in various situations that will help to meet users needs much faster than eg. web app.
research x metodologies
To fully understand potential users, I conducted both qualitative (one-on-one interviews) and quantitative (surveys) research. I interviewed individuals who had visited a cinema at least once in the past year and had experience booking/buying tickets online, asking them the same set of questions to gain deep insights into their experiences, motivations, goals, and frustrations. Surveys provided metrics to confirm the target group, create user personas, and organize the data. Additionally, I reviewed external data on mobile phone usage for everyday tasks to strengthen my understanding of the area.
Key activities encompassed:
Goal Statement
Problem Statement
In-depth interviews
Secondary Research
User Personas
User Journey
User Flow
target group
millennials & gen z
aprox. 18-40 years old
mobile users
Poland
all gender
live in cities over 20k people (or where is at least one cinema)
possibility to add to iCal or google calendar
goal statement
Our application will help people book and/or buy cinema tickets, which will affect people who don’t have time or don't want to do so in person by giving them possibility to do it online without unnecessary human interaction.
in-depth interviews x first impression
23-31 years old
big cities (over 500k of people)
all genders
good access to culture
buy/book a ticket online experience
All respondents saw online seat booking as a great idea, recognizing its usefulness and convenience in avoiding queues and ensuring seat availability. While some can't imagine doing it differently, they noted that current processes are often too long and complex, with poor UI in some apps. Usage varies: some use it regularly, others spontaneously to ensure a seat, or when time-constrained. Generally, they avoid it only if they're nearby, have cash, or happen to pass by a cinema.rocess is too long and difficult at the moment. Some apps do not have good UI too. Nevertheless, they see the potential.
It is useful and I cannot imagine do this differently. I mean, I have huge imagination, but it is the most natural way to do this these days.
When we go to the cinema, we always buy tickets earlier. Never in the box office.
You don’t have to go earlier to the cinema, or buy ticket last minute. You can do this earlier and do not worry about it.
Sometimes it is more complicated than it should be.
in-depth interviews x good points
Respondents highlighted speed, comfort, contactless service, fast and cashless payments, and freedom as key benefits of online booking. They value the ability to cancel contactlessly and appreciate a stress-free experience. Some feel social pressure or time constraints, while others see people as obstacles. Different users—those who live fast, have social issues, or simply don't want to waste time—appreciate having their tickets securely stored.
Speed, comfort, cashless and contactless. The payment is taken straight from your account, with let’s say two clicks and you don’t have to worry.
It reduces contact with people for sure. I am not talking about pandemic but when a person is more introvert like I am, she/he/they would appreciate this mental comfort. They don’t want to exposed themselves or just they have a bad day.
I am stressed when I have to cancel. I prefer to do this online. I like paying before too and be sure there will be a place for me. I don’t want it to turned out that I can’t make my plans a reality.
I don't see any weak points.
in-depth interviews x pain points
Weak points vary by system, with users often unhappy with unintuitive interfaces and flows. They are unsure if they need to print tickets or if a QR code on their screen is sufficient, causing confusion. Users frequently find that booking options are unavailable and immediate payment is required, preferring to have a choice. They are annoyed when apps redirect them to other websites instead of being a one-stop shop. Additionally, users complained about the lack of fast payments and disruptive pop-up screens.
I wonder if I have to print a ticket or not.
It depend’s on a system. There are apps where an interface is poor.
Maybe it is sometimes to easy. You book a seat because it is easy and them you don’t care to call and say >>I am sorry, I want to cancel the booking.<<.
in-depth interviews x others
Research revealed several innovation opportunities. Many users struggle with spatial orientation in cinemas, causing cognitive overload and stress, especially for introverts or those on the spectrum. Clear guidance on locations like entrances, cinema halls, and toilets would be beneficial. Additionally, knowing the duration of adverts would help, especially for parents with strict schedules.
Users overwhelmingly prefer online booking over in-person or phone reservations, citing more advantages than disadvantages. However, they want an app offering full access to all cinemas in the city, not just one, with a clear and easy path to compare options. A cancel option is crucial, as it would prevent users from wasting money on unused tickets due to the hassle or stress of calling to cancel.
secondary research
External research shows that mobile phone users are predominantly aged 16 to 34 (81-90%), with usage dropping to around 70% for those aged 35 to 44. This group includes Gen Z and millennials, who value quality, independence, speed, and innovation.
Our primary target group, therefore, is adults aged 18 to 40, who use mobile phones daily for tasks like grocery shopping, bill payments, and clothes shopping. They reside in Polish cities with at least one cinema.
user personas, problem statements and user journey
Martyna is a busy professional, who needs a contactless and fast booking experience online because she is an introvert who hates talking to strangers and waisting her time on simply tasks.
Ignacy is a busy dad, who needs to save as much time as possible on daily basis because being a dad is like playing RPG games 24hours, 7 days a week.
benchmarking
I compared around 10 platforms but decided to highlight the most relevant ones:
Multikino: As a leading chain of cinemas in Poland, Multikino offers ticket sales through box office, web app, and mobile app. While it meets basic expectations, there's room for improvement in payment methods, user journey, speed, and accessibility. The app lacks a feature to store purchased tickets.
GoOut and Going.: GoOut, an international product from the Czech Republic, and Going., Poland's largest cultural events app, are direct competitors. Both allow ticket purchases without account creation and provide cultural news and recommendations. They offer good payment options and a place to store tickets digitally. GoOut includes a community feature and covers events in multiple countries, while Going. emphasizes a cultural calendar and social sharing. Neither excels in accessibility.
Filmweb.pl: This Polish equivalent of IMDb targets users aged 18-50 and provides national repertoire information. Despite its outdated design, it remains highly useful and usable. However, like the others, it lacks strong accessibility features.
These platforms offer valuable insights but also highlight areas for improvement, particularly in user experience and accessibility.
opportunities
all-in-one-app
possibility to add to calendar
sort home page content by movies, recommended and cinemas
possibility to download on a device
2 types of search functionality → search in bottom menu and home page
cancel option
map with direction to the cinema
ads time info
loyalty program
market gapsibility to add to calendar
discounts
pre-sale
strong brand identity
modern design
informative language
minimalistic
intuitive
useful
usable
enjoyable
trailers
reviews & recommendations
national repertoire
informal, engaging language
smooth ordering & paying process
community
engaging content
wallet for tickets
accessibility features
users profile
personalisation based on user’s choices
user flow
prototype & user testing
The idea of a one-stop-shop app for booking and buying cinema tickets was warmly received. Users prefer one app over multiple cinema-specific apps. Nearly 70% were very satisfied with the overall experience, and the rest were satisfied. Users appreciated the intuitive interface, easy flow, fast payments, and having tickets in one place. They were enthusiastic about features like ad time information, cinema maps, ticket downloads, easy cancellations, and avoiding communication with strangers.
Users found all tasks easy and suggested a few improvements: clearer TICKET button labeling, better visibility for the top menu in the TICKETS section, adding icons for downloading, placing the DIRECTIONS button on a previous screen, and improving marked seat visibility. One user suggested changing the RESIGN button to OK and renaming LIKED to I WANT TO SEE. Overall, the prototype needs minor adjustments, but the information architecture works well for users.
next steps
