XXI Cinema App
Redesign a cinema booking App to create a seamless experience for user
Year
2021
Role
UI/UX Designer
What is XXI?
Cinema XXI is a well-known cinema chain in Indonesia. It is one of the largest and most popular cinema chains in the country, offering a wide range of movies across different genres. Cinema XXI is known for its modern facilities, comfortable seating, and advanced audiovisual technology, providing audiences with an immersive movie-watching experience. The chain operates in various cities and malls throughout Indonesia, making it easily accessible to movie enthusiasts nationwide. Cinema XXI showcases both local Indonesian films and international releases, catering to diverse audience preferences. With its extensive movie selection and high-quality amenities, Cinema XXI has become a prominent destination for film lovers in Indonesia.
Why Redesign?
I believe this app needs a redesign due to numerous areas for improvement I’ve noticed as a user. With many competing brands offering similar services, the app must be upgraded to stand out and become the preferred choice. This perspective is supported by feedback from several users I interviewed for this project.
Goals and Motivation
My goals and motivations are to create a better experience for the user by focusing on their pain points and upgrading the look of the app (UI). Identify usability issues through user research. Improve users’ trust in Cinema XXI.
Design Process
Empathize User
INTERVIEW
I conducted an interview with 5 participants, to understand what motivates and demotivates them from buying movie tickets through the app. 2 of them never used Cinema XXI app before but use other booking apps, 2 of them no longer use the app and currently using another brand’s app, and 1 still use it. Based on the interview and research I did,
SOME KEY INSIGHTS FROM THE INTERVIEW ARE
Most participants use an app to buy a movie ticket because it’s more convenient for them rather than buying on-sit
All participants often went to the cinema before the pandemic happened with an average of 3 times/month for each participant.
Since the pandemic hit, most users prefer buying tickets through websites or apps to prevent crowding in public places and keep social distancing
4/5 rather see the movie availability beforehand through the app
3/5 wish they could book the ticket in advance (like days before) because they had a busy schedule so they don’t have time to buy tickets offline
4/5 often check the movie schedule from time to time through the app and wishes she had a notification about the upcoming movie
Most participants see a review of the movie they’re about to watch
App Review
Competitive Analysis
Based on the analysis, as we can see, the XXI Cinema Apps is not that far off from its direct competitor. However, there are several notable aspects in which it surpasses its competition, particularly in terms of the convenience offered by alternative applications’ payment methods.
Defining Problems
Payment💳
The user requires a payment method that offers greater flexibility and a wider range of commonly used options.
Ticket🎫
The user requires a convenient and alternative method to effortlessly access their previously purchased tickets, ensuring a seamless experience without any inconvenience in locating them
Notification🔔
The user requires a harmoniously balanced system of push notifications, promos, reminders, and alerts within the app. It would be preferable to access all of these notifications conveniently from a single location.
Ticket Booking📅
The user need to be able to buy tickets in advance to reserve a spot.
Ideation
The affinity map facilitated brainstorming sessions and enabled me to generate potential ideas aimed at addressing and alleviating each of the user’s pain points.
Affinity Map
Sketches
Wireframe
Designing
Addressing pain point #1: The Payment
Proposed solution: To enhance user flexibility, additional payment methods such as E-wallets or alternative banks are being incorporated, expanding beyond the sole reliance on a single option (M-Tix).
Before
Only available using M-Tix as payment
After
Letting user choose their preferable payment method
Payment options
Addressing pain point #2: The Ticket
Proposed solution: To ensure easy access and clear navigation, the purchase history has been relocated from the M-Tix navbar to its dedicated navbar.
Before
User currently accessing their active ticket from purchase history
After
Rearranging it into a dedicated location allows users to conveniently access their active tickets
Incorporating icons into the ticket details enhances user clarity when viewing their tickets
Addressing pain point #3: The Notification
Proposed solution: A new notification feature is being introduced to consolidate push notifications, reminders, and alerts, providing users with centralized access instead of having to retrieve them from multiple locations.
Before
The sole reliance on the "Inbox" for promotional updates and nothing else
After
Consolidating all notifications pertaining to promotions, reminders, and push notifications into a single source.
Addressing pain point #4: The Notification
Proposed solution: Adding dates in the booking section so the user would be able to book tickets in advance
Before
No availability for choosing dates to book a ticket
After
Providing prominently displayed dates enables users to select and book their tickets in advance
My Learning
Redesigning and undertaking this case study has provided me with valuable insights into designing and understanding users. While this project still has areas for improvement, it has highlighted the profound impact design can have on the user experience, demonstrating how even minor changes can make a significant difference. Unfortunately, I didn’t conduct user testing due to my limited understanding at the time, but I recognize its importance.
It’s important to note that I embarked on this redesign just one month into my UI/UX design learning journey, using it as a platform to enhance my understanding as I progress. To conclude, XXI has a remarkable product that has undoubtedly benefited its users. Through this project, I present my redesign, which incorporates my thought process and user input. I thoroughly enjoyed working on this project!🎉
Let's Create a Digital Masterpiece Together🔮
Contact me through nabilladoro@gmail.com or find me on
