Town Square Theaters
Embedded Files
Project
Project
Town Square Theaters' ticket app allows users to purchase tickets efficiently by cutting down on the time spent during the purchasing process. This app is designed for the sale of tickets for Town Square Theaters' movie theaters. Effectiveness can be measured by analyzing sales made through the app against sales made in person or from competitors.
Goals
Goals
1) Ad free, intuitive, and efficient.
1) Ad free, intuitive, and efficient.
2) Explore upcoming films and purchase tickets in advance.
2) Explore upcoming films and purchase tickets in advance.
3) Hassle free full refund reservation cancellation.
3) Hassle free full refund reservation cancellation.
4) Scan tickets directly from the app at the movie theater.
4) Scan tickets directly from the app at the movie theater.
Kickoff
Kickoff
In Town Square Theaters' design process I opted for a goal directed approach that allowed me to check reference points, stay on track, and meet deadlines efficiently. Qualitative research methods proved to be most effective, most notably user interviews and usability testing.
User Profiles
User Profiles
Name: Jack
Age: 28
Location: Chicago
Occupation: Cook
Name: Brenda
Age: 32
Location: Philadelphia
Occupation: Education
Goals
To be a great chef.
Enjoy work and not just "live for the weekend."
Make time for leisure without too much planning.
Frustrations
Feels as though he doesn't always have time to make plans for leisure.
Often resorts to staying home rather than going out.
Goals
Be the best teacher for her students.
Mediate work life balance.
Find time for leisure without sacrificing family time.
Frustrations
Struggles to find time to do more activities.
Often spends too much time at home finishing up work related activities
Jack is a chef at a local restaurant. He works evenings during the week and weekends. In his free time he likes to try to get out to the movies about twice a month but often feels that it is more convenient to just rent a movie from home or watch something on TV.
"When I cook a meal for someone it makes me smile when I can see the excitement on their faces when the food is served."
Brenda is a teacher at a middle school in the suburbs just outside the Philadelphia area. She works long hours but only works full time during the school year. She recently decided to spend more time focusing on her family and is looking for activities for them to do together.
"I would love to find more time for personal activities but I can't sacrifice my commitment to the students or my family."
Competitive Analysis
Competitive Analysis
In order to construct a concise and solid foundation for Town Square Theaters, I had to venture out and see what the prominent movie ticket purchasing apps were already doing and what user goals they were not reaching. I evaluated several features deemed vital from user surveys and identified which ones TsT could capitalize on to have a leg up over other applications.
During this competitive audit I looked at both direct and indirect competitors including Google, AMC, and Fandango. It was important to note what these companies did right and where they fell short and left an opportunity to improve on current solutions. For example, none of these products are ad free and none offer a hassle free refund policy for movie reservations. This directly led to the creation of 2 of the 4 main goals for this product.
Creating A Framework
Creating A Framework
One of the early stages included developing the foundations on which the experience will be built upon. A sitemap was created to give direction in the following stages of development.
Wireframe
Wireframe
After creating a framework and working out each app function on paper with quick hand drawn wireframes, they were brought into Figma to be digitally fleshed out. From here styles, brand standards, typefaces , and colors were distributed to finalize the appearance of the product.
Mockup
Mockup
Building a brand around the product and sticking to brand standards and a style guide created specifically for Town Square Theaters created a more cohesive experience that can be translated from one platform to another.
Usability Study Pain Points
Usability Study Pain Points
Getting Started
Getting Started
During lo-fidelity prototype usability testing some users had trouble getting started. The home page was refined to allow multiple different access points to the main user flow and easy navigation between screens.
Returning Home
Returning Home
Some users had issues returning to the homepage during the main user flow. Many routes to redirect the user to the home screen were added including an option in the navigation menu, clicking on any of the logos at the top or bottom of the screen, and a back arrow at the bottom of each screen.
Changing Theaters
Changing Theaters
One user in particular thought this task was "too difficult" and could not complete it at all during the usability test. The "change theaters" screen can now be accessed either from the profile menu or by clicking on any theater name found on any page.
Prototype
Prototype
Below is a functional prototype of the Town Square Theaters ticket purchasing app for research, testing, and review purposes. Try it out!
Style Guide
Style Guide
Town Square Theaters uses a "Movie Theater Red" color scheme consistently across platforms. The style guide includes 3 shades of red and 3 shades of neutral tones. Reds are used as a call to action acting as primary, secondary, and tertiary calls to action respectively. The neutral tones are primarily used as background and text colors. The app utilizes the Roboto typeface in bold and regular and buttons change to #F55641 upon activation. The goal is to build a consistent brand identity within the app that can be carried elsewhere.
Takeaways
Takeaways
For the Town Square Theaters project I wanted to Include all of the best aspects of a ticket purchasing app but tailor them to the experience of purchasing tickets at a specific theater company. Theater companies could benefit from bringing features available from their competitors and creating their own ticket purchasing experiences in house.
Page updated
Google Sites
Report abuse