RESEARCH
UX/UI DESIGN
Branding
PROTOTYPING
Usability testingMetrograph
Film Trailer App
A conceptual app that aims to streamline the movie choosing experience for the Metrograph theater.
The Challenge
With the internet at their fingertips, movie goers are overwhelmed with choices to make. There is an opportunity to make the decision making process easier; to find, compare and select a movie to watch that’s playing at their preferred theater.
The Goal
Make going to the movies easier. Streamline the movie choosing experience with the use of a theater-dedicated trailer browsing app. The app will let users compare and select a movie giving them an aggregated place to watch movie trailers. Movie goers can make a more informed and satisfied decision on a movie to watch at their theater.
Welcome to the
Metrograph
The Metrograph is a one-of-a-kind independent theater that is the ultimate destination for movie lovers. Movie lovers will find unique series and retrospectives focusing on rare archival screenings, special premieres and Q&As.
Empathizing with the User
I conducted interviews and empathy maps to understand the needs of users. A primary user group identified through research was working professional adults who needed help deciding on a movie to watch through use of movie trailers.
Users were overwhelmed with choice with a limited time to make a decision. Other problems included making a decision with more than one person.
Sort & Filter
Need help streamlining the decision making. Whether it’s finding something family friendly or what’s popular.
USER RESEARCH
PAIN POINTS
Time
Too busy to watch every trailer to see the all the options.
Joint Decision
Have a hard time deciding with peers on one decision.
Information Architecture
Text heavy movie sites make it difficult to comb through movie descriptions.
More people will go to the theater if the decision making
process was easier and all-in-one place.
“I never know what my daughter wants to watch. I want to find a movie we can agree on so we can spend quality time together.”
“I go to Letterboxd to browse what my friends are watching. It’s also cool to see what people in the film industry are watching to add to my list.”
“Why isn’t there a one stop shop for what’s playing, trailers and theaters? I hate having to open multiple tabs for one task.”
“There are too many movies to scroll through and then when I do want to learn more about the movie, there’s no trailer available.”
Brainstorming the Solution
Mapping out the flow of Donna’s journey to find a movie to watch revealed how a trailer browsing app
would ease the extensive selection process of finding a movie to watch. Donna needs an aggregated website or app
to compare and select movie trailers in order to make an informed, efficient decision.
Paper Wireframes
After learning more from the users, I put pen to paper on some potential features.
Users wanted a way to see recommendations and see what the movie theater was playing.
Digital Wireframes
The user experience revolves around the primary task flow
of choosing a movie and buying a ticket.
Initial Testing
“I’ve been waiting for an app like this, it alleviates the workload of researching.”
“I love how this doesn’t feel like a generic movie theater. The movies really pop against the colors.”
“I wish you could read more about the movie before going straight to purchasing”
“The footer nav is great, you never know if you want to search by theater or movie first, it changes each time.”
100% of users were able to accomplish the task of finding a movie and buying a ticket.
4 out of 5 participants wanted more information about the movie and showtimes before heading to checkout.
4 out of 5 participants identified the social aspect of the app as useful, preferring to navigate through the social recommendations.
Introducing…
a decision maker for movie lovers everywhere.
UNIQUE OFFERINGS
Mapping out the flow of Donna’s journey to find a movie to watch revealed how a trailer browsing app would ease the extensive selection process of finding a movie to watch. See what friends are watching or look through curated lists from Metograph.
MULTIPLE ENTRY POINTS
Toggle between the tabbed navigation from your social feed > movies > theaters. Flexibility of choice.
SOCIAL PROOF
Seeing what friends recommend affects our perception and decision making. In interviews, users wanted to be able to see what friends are watching and share movie trailers with each other. Rather than seeing automated suggestions, word of mouth recommendations would help influence decision making.
MY WATCHLIST
Keep track of every movie you’ve seen and compile a watchlist of films to see. Friends and followers can view your profile to add to their personal watchlist.
GO TO THE MOVIES!
We will measure effectiveness by tracking the correlation of movie trailer views with the number of daily and weekly movie ticket reservations.
Key Takeaway
The project provided me with a deeper understanding of the design process. As a movie lover myself, I enjoyed the research phase, seeing how other movies lovers were guided and influenced in their decision making. Understanding the user’s pain points led to a clear action plan.
To be Continued
If I were to advance the project to the next step, I would explore the following features.
Sharing functionality with friends, how to scale purchasing tickets with a group
Reviews & Rating system
Enhancing the watchlist, curating multiple lists, group lists.