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CAVEA
/ Overview
Cavea is a mobile app that brings together different cinema brands under one umbrella. Thereupon, it allows people to purchase online tickets from the comfort of their homes.
The problem
Bishkek city faces a challenge with its scattered cinema brands operating without a central payment system. This frustrates cinema-goers who struggle with inconvenient and poorly designed apps while attempting to purchase e-tickets. A streamlined and user-friendly solution is needed to enhance the overall movie-going experience in the city.
Wireframing
Prototyping
The goal
This project aims to develop an app that facilitates online ticket booking for film enthusiasts, allowing them to redeem promo codes, filter cinema locations by proximity, and request refunds when necessary.
Scope:
Usabilty Testing
Year:
User Research
During the Google UX Certificate course, I successfully completed this project as a part of my portfolio. It allowed me to navigate through the entire product development cycle, offering valuable insights into the workings of design systems.
Skills:
2022-2023
/ Design process
/ User Research
In order to get a complete picture of the problem, I interviewed my colleagues, friends, and family members. As a result, I was able to identify the following problems, which were mentioned by the majority of users. Later, two user personas were created to represent the average user.
Time-consuming
Most users living in suburban areas want to be able to filter movies based on the closest movie theater to them. Movie-goers going to the movies after their shift ends are more likely to get traffic and wait in line to buy a ticket.
Users with visual impairments cannot use the app. None of the existing apps offer a text-to-speech feature. There is also no information provided about closed captioned screenings, or about whether o not the movie theater is adapted for a people with disabilities
Lack of accessibility
The worst-case scenario is disappointment with tickets sold when the user gets to the venue. Most platforms do not have a support chat or reliable contact information where the user can verify the availability of tickets at the box office.
Sold-out tickets
After tiring barista shifts and a long commute, my days off are precious. Dealing with last-minute booking stress only adds to my exhaustion. I need a smoother way to manage transportation.
Celine, a barista at the bustling coffee shop, works long shifts Monday to Saturday. To enjoy her one day off, she pre-books tickets for the city center, an hour away, where she can socialize with friends.
"I'm a busy bee who loves movie outings with my friends."
Frusturation
Celine aims for a balanced work-life, prioritizing socializing with friends during her one day off. To optimize her leisure time, she proactively pre-books tickets for her one-hour commute to the city center.
/ User personas
Goal
Celine, 27
lives: Bishkek
gender: Female
status: Single
works: Sierra
uni: AUCA
Omar has been dedicated to the construction industry for over a decade, starting as an apprentice and now running his own contracting business. While he mainly focuses on commercial and industrial projects, he also lends his expertise to residential jobs when needed.
Juggling between commercial, industrial, and residential projects adds layers of complexity for Dan. Meeting the unique demands of each project type becomes a constant source of frustration, demanding meticulous planning in his contracting business.
Omar is determined to cultivate and enhance his construction enterprise, specializing specifically in the realm of commercial and industrial projects. He envisions his business as a trusted partner for clients.
"Balancing family time with my passion for work is crucial to me."
Omar, 37
lives: Bishkek
gender: Male
status: Married
Frusturation
Goal
works: Enel
uni: UniFi
/ User journey
Action
Task List
Emotions
Improvement
- confused
- puzzled
- finds the app
- installs the app
- signs up
- easier start page
- only basic info request not to waste time
Installs the app
- opens 'playing now' movie sessions
- reads reviews and ratings
- selects cinema location, film, time and seats
- excited
- intrigued
- recommend films based on ranking
- offer next available session, in case all booked up
Selects session & seat
- selects payment options
- reads terms and conditions
- fills out card information
- confused
- anxious
- offer more payment options
- multi-currency and payment methods.
Checks out
- checks "My Tickets" to make sure
- receives confirmation number via text message
- reviews the e-ticket details
- impatient
- relieved
- satisfied
Reviews the purchase
- chooses the best route to the cinema
- goes through barcode screening process
- finds his seat
- frustrated
- happy
- excited
- skip the live que and enter by showing his e-ticket
- option to attend any other session in case the booked session gets cancelled
Goes to the cinema
- email confirmation, can be printed out
- confirmation QR code within the app
movie tickets for Broadway only
movie/event tickets for Cosmopark only
browsing movie trailer
list of ongoing & upcoming movies
Offering
millennials, mostly adults 17-36
children, gen Z, youth 15-28
mostly adults 17-36
older generation, mostly adults 17-36
Audience
student discounts
vip individual screenings available
high quality screen & sound technology
snack and drink purchase available
Unique value
memorable, buttons placed logically but filter auto resets
easy to navigate but lacks key functions
intuitive but not adaptable to mobile
nonfunctioning payment system
User flow
direct
Type
warm and joyful colors but homepage is overwhelming
stuck in 2010, dull and poor font choice
somewhat entertaining but a little conservative
color selection doesn’t match the brand
Visual design
info about schedule change is not up to date
no specific features included
Features
available only in one language; no text to speech functon
no info about accessabilty; no valid contact info provided
accommodated for wheelchairs; no closed captions available
Accessibilty
accessable to everyone with low internet connection; has no speech to text function
refund available
/ Competitive analysis
direct
indirect
indirect
schedule is not up to date
/ Usabilty testing
Menu
3 out of 5 participants emphasized the importance of a fixed hamburger menu for ease of navigation.
Location
4 out of 5 participants searched for films based on specific cinema locations.
Terms & Conditions
3 out of 5 participants identified the terms and conditions section as essential before proceeding with the payment process.
Payment
3 out of 5 participants indicated a preference for alternative payment methods beyond those initially provided
Confirmation
5 out of 5 participants expressed a desire to receive a copy of their e-tickets via email for their records.
Homepage
3 out of 5 participants encountered difficulty navigating back to the homepage with a single click, necessitating additional effort on their part to return to the main page.
/ Refining Wireframes
Added more clickable sections to the hamburger menu for improved UX.
Implemented a dedicated pop-up screen for Terms & Conditions.
- Hamburger menu
- Terms & Conditions
#EEEEEE
#B9B9B9
#FFFFFF
/ Style guide
#B9B9B9
#373363
Lato
ABCDEFGHIGKLMNOPQRSTUVWXYZ
FINAL SCREENS
After refining the low-fidelity prototypes, I developed high-fidelity versions. Drawing inspiration from Pixar's "Up," I integrated symbolic imagery, which can be tailored to match the company's branding.
- Splash screen
- Onboarding
- Sign-up
- Homepage
Displaying upcoming movie premieres and screenings on the homepage keeps users informed about exciting film releases, prompting them to plan their movie outings ahead of time.
- Ongoing sessions
- Accessibilty
Incorporated inclusive design principles by providing information on special glasses for visually impaired attendees, enabling informed choices during cinema ticket booking process.
Improved accessibility by offering detailed venue navigation information for wheelchair users, ensuring seamless cinema experiences for a diverse audience.
Based on user studies, offering diverse payment methods reduces checkout friction, addressing the common issue of user dropouts at the checkout page.
- Checkout
- Seat selection
- Confirmation
- Terms & Conditions
- Payment
Wrapping up my very first UX case study for the
Despite not having real-time feedback, the journey taught me the ropes and equipped me with essential digital design know-how.Facing challenges highlighted the importance of user feedback and constant improvement. This course has been a solid foundation for my design journey, and I am excited to bring these skills to future projects.
/ Insights
has been a blast!