ACADEMIC PROJECT
ACADEMIC PROJECT
ACADEMIC PROJECT
USER RESEARCH
USER RESEARCH
USER RESEARCH
UX/UI DESIGN
UX/UI DESIGN
UX/UI DESIGN
Book. Sit. Relax.
Book. Sit. Relax.
Book. Sit. Relax.
Your snacks are on the way.
Your snacks are on the way.
Your snacks are on the way.
01.
01.
01.
OVERVIEW
OVERVIEW
OVERVIEW
Role
Role
UX Researcher
UX Designer
UX Researcher
UX Designer
UX Researcher
UX Designer
Duration
Duration
8 weeks
Oct-Dec 2023
8 weeks
Oct-Dec 2023
8 weeks
Oct-Dec 2023
Skills
Skills
User Research
Visual Design
Motion Design
User Research
Visual Design
Motion Design
UX Research
Motion Design
Interaction Design
Context
Context
While movie theaters are timeless, their changes for accessibility are only getting started. I designed SeatSnax hoping to inspire more services that aid those who need that extra help, but can be enjoyed by anyone.
This project was created as part of my Google UX Certificate.
While movie theaters are timeless, their changes for accessibility are only getting started. I designed SeatSnax hoping to inspire more services that aid those who need that extra help, but can be enjoyed by anyone.
This project was created as part of my Google UX Certificate.
While movie theaters are timeless, their changes for accessibility are only getting started. I designed SeatSnax hoping to inspire more services that aid those who need that extra help, but can be enjoyed by anyone.
This project was created as part of my Google UX Certificate.
Problem
Problem
Physically impaired customers and children still struggle to buy tickets, make orders, and carry snacks to their seats.
Physically impaired customers and children still struggle to buy tickets, make orders, and carry snacks to their seats.
Physically impaired customers and children still struggle to buy tickets, make orders, and carry snacks to their seats.
Goal
Goal
SeatSnax provides a service for users to book tickets and send snack orders from the comfort of their seats. With this service, SeatSnax looks to not only fix the cinema experience for certain audiences, but elevate the experience for everyone.
SeatSnax provides a service for users to book tickets and send snack orders from the comfort of their seats. With this service, SeatSnax looks to not only fix the cinema experience for certain audiences, but elevate the experience for everyone.
SeatSnax provides a service for users to book tickets and send snack orders from the comfort of their seats. With this service, SeatSnax looks to not only fix the cinema experience for certain audiences, but elevate the experience for everyone.
02.
02.
02.
RESEARCH
RESEARCH
RESEARCH
I conducted interviews and created empathy maps to discover user pain points. The main user group identified through research were young adults or teens.
Although this user group confirmed my initial assumptions, I noticed that there was a secondary group consisting of guardians accompanying underage children. This group inherently introduces working class adults and more members of the primary user group to accompany the children. This secondary group shares all the needs of the primary group on top of some additional ones.
I conducted interviews and created empathy maps to discover user pain points. The main user group identified through research were young adults or teens.
Although this user group confirmed my initial assumptions, I noticed that there was a secondary group that consisted of guardians accompanying underage children. This group inherently introduces working class adults and more members of the primary user group to accompany the children. This secondary group shares all the needs of the primary group on top of some additional ones.
I conducted interviews and created empathy maps to discover user pain points. The main user group identified through research were young adults or teens.
Although this user group confirmed my initial assumptions, I noticed that there was a secondary group consisting of guardians accompanying underage children. This group inherently introduces working class adults and more members of the primary user group to accompany the children. This secondary group shares all the needs of the primary group on top of some additional ones.
Paint points
Paint points
Paint points
Missing movie
Missing movie
Leaving seats during the movie forces customers to miss some of the movie.
Leaving seats during the movie forces customers to miss some of the movie.
Leaving seats during the movie forces customers to miss some of the movie.
Accessibility
Accessibility
Handicapped customers find it difficult to carry snacks and drinks to their seats.
Handicapped customers find it difficult to carry snacks and drinks to their seats.
Handicapped customers find it difficult to carry snacks and drinks to their seats.
Child-friendly menu
Child-friendly menu
Child-friendly menus can cut down on order time for younger customers.
Child-friendly menus can cut down on order time for younger customers.
Child-friendly menus can cut down on order time for younger customers.
User Persona: Annie
User Persona: Annie
User Persona: Annie
Using these newly discovered paint points, I created a user persona that is hindered by all of them to find goals and frustrations that provide solutions SeatSnax can focus on.
Using these newly discovered paint points, I created a user persona that is hindered by all of them to find goals and frustrations that provide solutions SeatSnax can focus on.
Using these newly discovered paint points, I created a user persona that is hindered by all of them to find goals and frustrations that provide solutions SeatSnax can focus on.
Annie's problem statement
Annie's problem statement
Annie struggles to enjoy movies with her children due to the constant need for monitoring them, and wants a way for her movie theater experience to cater towards her family. Traditional movie theaters fail to provide the convenience and peace of mind she seeks as a busy mother.
Annie struggles to enjoy movies with her children due to the constant need for monitoring them, and wants a way for her movie theater experience to cater towards her family. Traditional movie theaters fail to provide the convenience and peace of mind she seeks as a busy mother.
Annie struggles to enjoy movies with her children due to the constant need for monitoring them, and wants a way for her movie theater experience to cater towards her family. Traditional movie theaters fail to provide the convenience and peace of mind she seeks as a busy mother.
Annie
Annie
Age:
Pronouns:
Occupation:
Hometown:
Family:
Age:
Pronouns:
Occupation:
Hometown:
Family:
35
she/her
Marketing manager
Seoul, Korea
3 sons
35
she/her
Marketing manager
Seoul, Korea
3 sons
"As much as I love taking my kids to the movies, it's exhausting trying to keep them in check. I hate missing out on important scenes when I'm running back and forth for snacks."
"As much as I love taking my kids to the movies, it's exhausting trying to keep them in check. I hate missing out on important scenes when I'm running back and forth for snacks."
Goals
Efficiency
Annie struggles to manage her childrens' behavior during movie outings, often missing important parts of the film.
Annie struggles to manage her childrens' behavior during movie outings, often missing important parts of the film.
Entertainment
She desires an enjoyable movie experience for herself and her children without the stress of constantly monitoring their behavior.
She desires an enjoyable movie experience for herself and her children without the stress of constantly monitoring their behavior.
Family friendly
Annie wants to spend quality time with her children, where all parties can enjoy a complete movie experience without compromising.
Annie wants to spend quality time with her children, where all parties can enjoy a complete movie experience without compromising.
Frustrations
Parental monitoring
Annie finds it stressful and challenging to enjoy movies when having to monitor her kids if they leave their seats to buy snacks.
Annie finds it stressful and challenging to enjoy movies when having to monitor her kids if they leave their seats to buy snacks.
Missed moments
Due to distractions, Annie sometimes misses key scenes and dialog in movies, negatively impacting her overall enjoyment.
Due to distractions, Annie sometimes misses key scenes and dialog in movies, negatively impacting her overall enjoyment.
Limited options
Traditional movie theaters often fail to cater well to families with young children, leading to frustration and dissatisfaction.
Traditional movie theaters often fail to cater well to families with young children, leading to frustration and dissatisfaction.
User journey map
This journey map visualizes the average experience with SeatSnax while highlighting moments affected by pain points. By analysing the user journey, I can make informed solutions to optimize the user experience and enhance overall satisfaction down into the design phase.
This journey map visualizes the average experience with SeatSnax while highlighting moments affected by pain points. By analysing the user journey, I can make informed solutions to optimize the user experience and enhance overall satisfaction down into the design phase.
Annie
Age:
Pronouns:
Occupation:
Hometown:
Family:
35
she/her
Marketing manager
Seoul, Korea
3 sons
"As much as I love taking my kids to the movies, it's exhausting trying to keep them in check. I hate missing out on important scenes when I'm running back and forth for snacks."
Goals
Efficiency
Annie struggles to manage her childrens' behavior during movie outings, often missing important parts of the film.
Entertainment
She desires an enjoyable movie experience for herself and her children without the stress of constantly monitoring their behavior.
Family friendly
Annie wants to spend quality time with her children, where all parties can enjoy a complete movie experience without compromising.
Frustrations
Parental monitoring
Annie finds it stressful and challenging to enjoy movies when having to monitor her kids if they leave their seats to buy snacks.
Missed moments
Due to distractions, Annie sometimes misses key scenes and dialog in movies, negatively impacting her overall enjoyment.
Limited options
Traditional movie theaters often fail to cater well to families with young children, leading to frustration and dissatisfaction.
User journey map
This journey map visualizes the average experience with SeatSnax while highlighting moments affected by pain points. By analysing the user journey, I can make informed solutions to optimize the user experience and enhance overall satisfaction down into the design phase.
03.
03.
03.
DESIGN
DESIGN
DESIGN
After researching user pain points, I quickly sketched out different iterations of paper wireframes for every screen. I used them to ideate what I later turned into digital wireframes.
After researching user pain points, I quickly sketched out different iterations of paper wireframes for every screen. I used them to ideate what I later turned into digital wireframes.
After researching user pain points, I quickly sketched out different iterations of paper wireframes for every screen. I used them to ideate what I later turned into digital wireframes.
Paper wireframes
Paper wireframes
Paper wireframes
With the newly discovered pain points, I began ideating solutions by creating paper wireframes.
With the newly discovered pain points, I began ideating solutions by creating paper wireframes.
With the newly discovered pain points, I began ideating solutions by creating paper wireframes.
One of the main ideas from these paper wireframes was the main screen, which focuses on accessibility through an easily reachable search bar and tickets as they both provide important functions. Creating paper wireframes such as these had a large impact on the latter design stages as they allowed me to plan out the layout, userflow and features.
One of the main ideas from these paper wireframes was the main screen, which focuses on accessibility through an easily reachable search bar and tickets as they both provide important functions. Creating paper wireframes such as these had a large impact on the latter design stages as they allowed me to plan out the layout, userflow and features.
One of the main ideas from these paper wireframes was the main screen, which focuses on accessibility through an easily reachable search bar and tickets as they both provide important functions. Creating paper wireframes such as these had a large impact on the latter design stages as they allowed me to plan out the layout, userflow and features.
Digital wireframes
Digital wireframes
Digital wireframes
As I digitally recreate my wireframes on Figma, I collect some early ideas to improve user experience.
As I digitally recreate my wireframes on Figma, I collect some early ideas to improve user experience.
As I digitally recreate my wireframes on Figma, I collect some early ideas to improve user experience.
Accessible navigation
The navigation bar is placed at the bottom for better reachability of call-to-action buttons.
The navigation bar is placed at the bottom for better reachability of call-to-action buttons.
Accessible navigation
The navigation bar is placed at the bottom for better reachability of call-to-action buttons.
Saving movie theaters
Users can save movie theaters to mark locations with their favorite amenities.
Users can save movie theaters to mark locations with their favorite amenities.
Saving movie theaters
Users can save movie theaters to mark locations with their favorite amenities.
Kids' section
A dedicated kids' section in the snacks list promotes a less distracting experience for children.
A dedicated kids' section in the snacks list promotes a less distracting experience for children.
Kids' section
A dedicated kids' section in the snacks list promotes a less distracting experience for children.
Low-fidelity prototype
Low-fidelity prototype
Low-fidelity prototype
User flow
I establish a user flow for my low-fidelity prototype. The user flow contains three parts: booking tickets, buying snacks and checkout.
I establish a user flow for my low-fidelity prototype. The user flow contains three parts: booking tickets, buying snacks and checkout.
I establish a user flow for my low-fidelity prototype. The user flow contains three parts: booking tickets, buying snacks and checkout.
Booking tickets
Booking tickets
Buying snacks
Buying snacks
Buying snacks
Check out process
Check out process
Check out process
Usability study
Usability study
Usability study
Using my low-fidelity prototype, I conducted interviews with multiple participants for my usability study. The usability study consisted of two rounds to gather findings about the app.
Using my low-fidelity prototype, I conducted interviews with multiple participants for my usability study. The usability study consisted of two rounds to gather findings about the app.
Using my low-fidelity prototype, I conducted interviews with multiple participants for my usability study. The usability study consisted of two rounds to gather findings about the app.
Study details
Study details
Study details
Research Qs
Research Qs
How long does it take users to order seats and snacks?
How long does it take users to order seats and snacks?
What can we learn from the steps that users take to make an order?
What can we learn from the steps that users take to make an order?
Are there any parts in the user flow that users get stuck on?
Are there any parts in the user flow that users get stuck on?
What are some features users want to see?
What are some features users want to see?
Do users find the app to simplify or complicate their experience?
Do users find the app to simplify or complicate their experience?
Participants
Participants
5 participants
5 participants
2 male, 2 female, 1 nonbinary - aged between 16 to 37
2 male, 2 female, 1 nonbinary - aged between 16 to 37
Participants regularly go to the movies (min. 1 per month)
Participants regularly go to the movies (min. 1 per month)
One participant is to be someone with physical impairment
One participant is to be someone with physical impairment
Methodology
Methodology
15 - 20 minutes per participant
15 - 20 minutes per participant
Online, remote
Online, remote
Unmoderated usability study
Unmoderated usability study
Users were asked to perform tasks on a low-fidelity prototype
Users were asked to perform tasks on a low-fidelity prototype
2 rounds of usabilty studies will take place.
2 rounds of usabilty studies will take place.
Round 1
User flow
Customers who already booked their seats want to jump straight ordering snacks.
Customers who already booked their seats want to jump straight ordering snacks.
User flow
Customers who already booked their seats want to jump straight ordering snacks.
Button size
Buttons for screen times are too small, making them hardly visible and difficult to press on.
Buttons for screen times are too small, making them hardly visible and difficult to press on.
Button size
Buttons for screen times are too small, making them hardly visible and difficult to press on.
Booking date
Users want an option to book tickets in advance, requiring an option to select the booking date.
Users want an option to book tickets in advance, requiring an option to select the booking date.
Booking date
Users want an option to book tickets in advance, requiring an option to select the booking date.
Round 2
Kids' menu redesign
Children require simpler layouts but colorful visuals to maintain focus and interest.
Children require simpler layouts but colorful visuals to maintain focus and interest.
Kids' menu redesign
Children require simpler layouts but colorful visuals to maintain focus and interest.
Improving features
The features included on the snack browsing screen fail to effectively contribute to the user experience.
The features included on the snack browsing screen fail to effectively contribute to the user experience.
Improving features
The features included on the snack browsing screen fail to effectively contribute to the user experience.
Order information
Users require information and assurance about their orders such as its status and expected delivery.
Users require information and assurance about their orders such as its status and expected delivery.
Order information
Users require information and assurance about their orders such as its status and expected delivery.
04.
04.
04.
PROTOTYPE
PROTOTYPE
PROTOTYPE
Mockups
Mockups
Mockups
After the second round of usability tests, I gained much more insight about possible improvements. With these new ideas, I got to finalizing my high-fidelity prototype.
After the second round of usability tests, I gained much more insight about possible improvements. With these new ideas, I got to finalizing my high-fidelity prototype.
After the second round of usability tests, I gained much more insight about possible improvements. With these new ideas, I got to finalizing my high-fidelity prototype.
User flow changes
To accomodate to users that already booked tickets and want to order more to their seat, they will have an option to link their tickets from the log-in screen.
To accomodate to users that already booked tickets and want to order more to their seat, they will have an option to link their tickets from the log-in screen.
User flow changes
To accomodate to users that already booked tickets and want to order more to their seat, they will have an option to link their tickets from the log-in screen.
Larger buttons
The buttons were too difficult to press in a list view. Instead, all movies are presented in a carousel so that there is more space for the buttons to populate.
The buttons were too difficult to press in a list view. Instead, all movies are presented in a carousel so that there is more space for the buttons to populate.
Larger buttons
The buttons were too difficult to press in a list view. Instead, all movies are presented in a carousel so that there is more space for the buttons to populate.
Booking calendar
A booking calendar allows users to select the date of their desired screen time and book their tickets days in advance. Additionally, users can freely browse the calendar to check screening times and choose the date that works best.
A booking calendar allows users to select the date of their desired screen time and book their tickets days in advance. Additionally, users can freely browse the calendar to check screening times and choose the date that works best.
Booking calendar
A booking calendar allows users to select the date of their desired screen time and book their tickets days in advance. Additionally, users can freely browse the calendar to check screening times and choose the date that works best.
Dedicated kids' menu
A dedicated kids' menu page lets the young audiences focus on their choices front and center. A playful color theme and graphics maintain a child's attention while they browse kid-specific choices, ensuring a successful family—friendly movie experience.
A dedicated kids' menu page lets the young audiences focus on their choices front and center. A playful color theme and graphics maintain a child's attention while they browse kid-specific choices, ensuring a successful family—friendly movie experience.
Dedicated kids' menu
A dedicated kids' menu page lets the young audiences focus on their choices front and center. A playful color theme and graphics maintain a child's attention while they browse kid-specific choices.
Feature improvements
The first feature redesign changes the banner for snack deals into a row of social media "stories". This sense of familiarity will aid users in enjoying and navigating the app.
The second feature redesign changes the loyalty points tab into a sticky banner. The banner stays visible through the entire page and provides additional information like screening time and time remaining.
The first feature redesign changes the banner for snack deals into a row of social media "stories". This sense of familiarity will aid users in enjoying and navigating the app.
The second feature redesign changes the loyalty points tab into a sticky banner. The banner stays visible through the entire page and provides additional information like screening time and time remaining.
Feature improvements
The banner for snack deals into a row of social media "stories". This sense of familiarity will aid users in enjoying and navigating the app.
Another redesign changes the loyalty points tab into a sticky banner. The banner stays visible through the entire page and provides additional information like screening time and time remaining.
Order information
The lack of order information after a purchase can cause the user to feel confused and restless. To reassure customers, SeatSnax provides their order status and estimated time to keep the user informed about their orders until it reaches their seats.
The lack of order information after a purchase can cause the user to feel confused and restless. To reassure customers, SeatSnax provides their order status and estimated time to keep the user informed about their orders until it reaches their seats.
Order information
The lack of order information after a purchase can cause the user to feel confused and restless. To reassure customers, SeatSnax provides their order status and estimated time to keep the user informed about their orders until it reaches their seats.
Accessibility
Accessibility
Accessibility
Since accessibilty is one of the main user pain points, it was essential to dedicate many solutions for it.
Since accessibilty is one of the main user pain points, it was essential to dedicate many solutions for it.
Since accessibilty is one of the main user pain points, it was essential to dedicate many solutions for it.
Accessibility labels
Labels color coded in blue will indicate wheelchair accessibilty for movie theaters and seats.
Labels color coded in blue will indicate wheelchair accessibilty for movie theaters and seats.
Accessibility labels
Labels color coded in blue will indicate wheelchair accessibilty for movie theaters and seats.
Adaptable navigation bar
The navigation bar will have a dynamic CTA button, depending on the screen.
The navigation bar provides a dynamic CTA button at the most reachable place in every screen.
Adaptable navigation bar
The navigation bar will have a dynamic CTA button, depending on the screen.
High-fidelity prototype
High-fidelity prototype
High-fidelity prototype
With all these changes in mind, I finalized me high-fidelity prototype:
With all these changes in mind, I finalized me high-fidelity prototype:
With all these changes in mind, I finalized me high-fidelity prototype:
05.
05.
05.
REFLECT
REFLECT
REFLECT
Takeaways
Takeaways
Takeaways
Impact
Impact
Our previous testers were presented with the latest prototype and were excited to share that the changes applied from the usability test, along with the new look of the SeatSnax, greatly improve their experience. Most notably, the accessibility improvements were praised by all users.
The adaptable navigation bar resonated with the users for letting them navigate through the app efficiently, while also giving them context to each screen. Additionally, the accessibilty labels were well received by our user who is temporarily wheelchair bound, claiming that this feature is often overlooked yet extremely informative for users like him.
Our previous testers were presented with the latest prototype and were excited to share that the changes applied from the usability test, along with the new look of the SeatSnax, greatly improve their experience. Most notably, the accessibility improvements were praised by all users.
The adaptable navigation bar resonated with the users for letting them navigate through the app efficiently, while also giving them context to each screen. Additionally, the accessibilty labels were well received by our user who is temporarily wheelchair bound, claiming that this feature is often overlooked yet extremely informative for users like him.
Our previous testers were presented with the latest prototype and were excited to share that the changes applied from the usability test, along with the new look of the SeatSnax, greatly improve their experience. Most notably, the accessibility improvements were praised by all users.
The adaptable navigation bar resonated with the users for letting them navigate through the app efficiently, while also giving them context to each screen. Additionally, the accessibilty labels were well received by our user who is temporarily wheelchair bound, claiming that this feature is often overlooked yet extremely informative for users like him.
What I learned
What I learned
Many are quick to correlate accessibility with making large changes for a specific group of people, yet even the average person can find themselves using these features. A crucial participant of my usability studies was Erik, a young-adult temporarily bound by a cast and using a wheelchair. While he wouldn't normally consider himself to be someone requiring accessibility, it isn't always the case.
Therefore, designing for accessiblity shouldn't be correlated to a limited group of users as many can fall in and out of it. The successful reception of SeatSnax's accessibility features taught me that accessibility is can reach all users and should be designed as such.
Many are quick to correlate accessibility with making large changes for a specific group of people, yet even the average person can find themselves using these features. A crucial participant of my usability studies was Erik, a young-adult temporarily bound by a cast and using a wheelchair. While he wouldn't normally consider himself to be someone requiring accessibility, it isn't always the case.
Therefore, designing for accessiblity shouldn't be correlated to a limited group of users as many can fall in and out of it. The successful reception of SeatSnax's accessibility features taught me that accessibility is can reach all users and should be designed as such.
Many are quick to correlate accessibility with making large changes for a specific group of people, yet even the average person can find themselves using these features. A crucial participant of my usability studies was Erik, a young-adult temporarily bound by a cast and using a wheelchair. While he wouldn't normally consider himself to be someone requiring accessibility, it isn't always the case.
Therefore, designing for accessiblity shouldn't be correlated to a limited group of users as many can fall in and out of it. The successful reception of SeatSnax's accessibility features taught me that accessibility is can reach all users and should be designed as such.
Next steps
Next steps
Next steps
After reflecting on my work, here are the next steps I'd like to take:
After reflecting on my work, here are the next steps I'd like to take:
After reflecting on my work, here are the next steps I'd like to take:
Customer loyalty
Add a screen for users to spend loyalty points and incentivize them to keep using the app.
Add a screen for users to spend loyalty points and incentivize them to keep using the app.
Customer loyalty
Add a screen for users to spend loyalty points and incentivize them to keep using the app.
Supplier side
Design the supplier side of the app, for movie theater businesses to receive app orders.
Design the supplier side of the app, for movie theater businesses to receive app orders.
Supplier side
Design the supplier side of the app, for movie theater businesses to receive app orders.
Landmarks
Allow users to navigate through the app using assistive technologies.
Allow users to navigate through the app using assistive technologies.
Landmarks
Allow users to navigate through the app using assistive technologies.
