XSEAT

UX / UI DESIGN

Project Overview

It streamlines the moviegoing experience by allowing users to browse available showtimes, select their preferred seats, and secure reservations all within the app. With real-time seat availability updates and convenient payment options, users can easily plan their cinema outings and ensure a hassle-free seating arrangement for an enjoyable movie experience.

Project Duration

April 2023 - May 2023

Project Overview

The problem: 

Without a seat reservation app for the movie theater, moviegoers would face the inconvenience of arriving early to secure seats and risk not finding desirable seating options, leading to potential discomfort and disappointment due to limited availability. Additionally, groups may struggle to find adjacent seats, resulting in a fragmented movie-watching experience.

The goal: 

Simplifying seat selection, providing advanced planning capabilities, ensuring group seating arrangements, and enhancing the overall convenience and satisfaction of moviegoers.

User Research Summary

I conducted interviews and created empathy maps to understand the users I am designing for and their needs to reserve seats at the movies. A primary user group identified through research was working adults who dont have the
time to reserve seating. 

The user group confirmed initial assumptions about the customers but research also revealed that time was not the only factor limiting users from reserving the seats online. Other user problems included seats being reserved too quickly and challenges that make it difficult to have seating altogether. 

Pain Points

Challenging to find adjacent seats, forcing individuals or groups to split up and compromising the movie-watching experience.

Misleading because online representations of seats do not adequately showcase the unique features of each theater, such as reclining chairs or other amenities.

Uncomfortable and physical discomfort due to the inability to select a seat that is not too close to the screen

PERSONAS

Using the qualitative data from interviews, there are 2 group profiles. We have Daniel Anderson (Actor 30) and Emily Jones (Student 22) to better understand their points of views and goals.

Competitive Audit

Analyzing key competitors, evaluating their user experience, job listings, and support resources. The findings provided valuable insights, enabling targeted enhancements to empower veterans.

User Journey Map

Mapping Emily’s user journey revealed movie theaters can offer great perks to dedicated members. 

Low-fidelity prototype

Starting with the login screen, the user has the ability to pick their movie. I have been trying to include different features so everyone feel included.

By switching seats with a stranger, the user gets awarded points towards their next visit.

Reserving any seat in the theater,
request the ones already taken.

Paper Wireframes

Once I found a solution I wanted to create for, I wanted to create examples until I had a wireframe that meet user needs and delivers a positive user experience.

Digital Wireframes

Understanding the needs and expectations of the user. I tried to understand their goals and pain points, and create a wireframe that meets their needs and delivers a positive user experience.

Usability Study: Parameters

Study type Unmoderated usability study

Location Remote

Participants 3 participants - 2 rounds 

Length 20 minutes

Usability Study #2 Findings

  • it was observed that users frequently made errors when selecting seats. This led to frustration and increased task completion time.

  • users took a significant amount of time to complete the entire ticket purchase process. This indicated that the app was not streamlined and efficient enough, causing unnecessary delays and potential user frustration.

  • Users were dissatisfied with the payment process in the app

Usability Study #1 Findings

  • Users want easy to navigate pages

  • Users want to find movies they want

  • Users wanted accessibility options

Mockups

My first usability study revealed frustration with the home page flow. My goals are based around the expectations of the users and objectives of the project. I added big imagery so users see all of their options but can also filter the ones they dont want.

The second usability study cleaned up the menu and added descriptions to the rewards. I wanted to keep continually refining and improving my designs based on user feedback and changing requirements. 

Before Usability Study

After Usability Study

Before Usability Study

After Usability Study

The final high-fidelity prototype presented cleaner user flows for finding a seat at the theaters and it also met user needs of switching seats and more rewards.

Accessibility Considerations

ONE

App is compatible with popular screen reader software, such as VoiceOver for iOS or TalkBack for Android.

TWO

Sufficient color contrast between text and background elements to improve readability

THREE

Users can navigate through all interactive elements using keyboard shortcuts or tabbing

Takeaways

Impact: 

The app will help families and people achieve a better experience when going to the movies!

Identify any usability issues, pain points, or areas for improvement that were not discovered during the design phase.

What I learned:

While I designed this app I learned how important accessibility is to UX design and the way users interact with the designs can differ from user to user. 

Next steps

Iterate and refine the app's UX design. Analyze the findings from user testing sessions and identify the most critical issues or areas of improvement

Collaborate closely with developers and begin implementing the UX design into the actual app

Thank you, get in touch.

If you have any further questions or need assistance, feel free to contact me. I'm here to help! Additionally, if you're interested in exploring more of my work, I'd be happy to provide you with additional samples or discuss specific topics in greater detail.