Case Study
Design an app for ordering snacks at movie theaters
Snack Hack is a mobile application designed to streamline the process of ordering snacks at movie theaters. The app aims to enhance the moviegoer experience by offering a convenient and efficient way to browse snack options, place orders, and pick up snacks without missing any part of the movie.
Target Audience
This app appeals to moviegoers of all ages, and tech-savvy consumers, regardless of age, gender, or background.
Responsibilities & Role
I conducted market and user research, created wireframes, prototyped, overhauled the page layout, and finalized the design through testing. I generated the content and refined the screen designs through iterations.
Project Duration
This case study took 2 months to complete. I started on January 25th, 2024, and finished March 28th.
Competitors
Atom Tickets
Fandango
AMC Theatres
Cinemark
Regal Cinemas
Strengths:
Weaknesses:
• Users can purchase tickets, browse showtimes, and pre-order snacks for pickup or delivery at select locations.
• Provides an app for preorder snacks to skip the lines at the concession stand.
• Has its own mobile app where users can purchase movie tickets.
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• The selection of snacks available for pre-order may be limited compared to what is offered at the theater's concession stand.
• Some users may experience technical issues with the Cinemark app.
• Some users have reported slow response times or difficulty reaching customer support representatives.
• May offer a limited selection of snacks for pre-order, which may not fully satisfy users' preferences or dietary restrictions.
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Understanding
the Project
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Problem
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Goal
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Process
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Solution
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Research considerations
Problem
Moviegoers often face long lines and wait times at concession stands, leading to frustration and missed parts of the movie. Additionally, limited snack options and dietary restrictions can limit the overall enjoyment of the movie experience.
Goals
1. Simplify the process of ordering snacks at movie theaters to reduce wait times and enhance convenience.
2. Offer a diverse selection of snack options to cater to various tastes and dietary restrictions.
3. Provide users with a seamless and intuitive ordering experience that integrates seamlessly with the moviegoing process.
4. Ensure that users can easily locate their snacks and pick them up without disrupting their movie-viewing experience.
The Process
Taking into account the strengths and weaknesses of current competitors, I embarked on crafting an Information Architecture to create the content. Concurrently, I forged a user persona embodying a prospective user, thereafter proceeding to design and develop screens within an agile framework.
Solution
Developing a platform that allows users to utilize the snacks options before and during the movie event experience.
Research Considerations
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Identify the existing user profile
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Evaluation of the current layout's shortcomings
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Overview of the redesigned user interface
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Remedies offered by the new design for patients
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Importance and benefits of our design relative to competitors
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Future growth path of the design
Understanding
the user
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User research
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Pain Points
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Personas
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Problem statements
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User journey maps
User Research
• Conducted user surveys and interviews to understand pain points and preferences related to ordering snacks at movie theaters.
• Analyzed existing movie theater apps and identified usability issues and opportunities for improvement.
• Studied popular food delivery apps to gather insights into efficient ordering and delivery processes.
Pain Point 1
Long Wait Times:
Users may face long wait times for snack orders to be prepared or delivered, especially during peak movie times or if the theater is understaffed, leading to impatience and dissatisfaction with the overall snack ordering experience.
Pain Point 3
Limited Snack Options:
Users may experience frustration when the app offers a limited selection of snacks or fails to include their preferred snack choices, leading to dissatisfaction and the need to compromise on their snack preferences.
Pain Point 2
Difficulty Finding Snacks:
Users may encounter difficulties locating their desired snacks within the app, especially if the navigation or search functionality is not intuitive or if the snack listings are disorganized, leading to frustration and potentially abandoning the snack purchase.
Pain Point 4
Technical Issues:
Users may encounter technical issues or glitches while using the app, such as slow loading times, errors processing payments, or crashes, leading to frustration and inconvenience in completing their snack orders.
Persona:
* This persona is based on real users through user interviews, surveys, behavioral analytics, and more.
Problem Statement
Problem statement: Alex, a moviegoer and snack enthusiast, needs a snack app that enables pre-ordering food before and during the movie because it enhances his movie-watching experience and reduces stress by avoiding long queues and disruptions.
User Journey Map
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Starting
the Design
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Feature Requirements
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Informational architecture
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Paper wireframes
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Low-fidelity prototype: Digital wireframes
Feature Requirements:
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User Registration and Profile Management:
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Theater Selection and Location Services:
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Snack Menu and Ordering:
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Real-Time Order Tracking:
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Payment Integration:
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Pickup and Delivery Options:
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Promotions and Discounts:
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Order History and Favorites:
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Notifications and Alerts:
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Customer Support:
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Accessibility and Localization:
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Security and Privacy:
Information Architecture
Paper Wireframes
Low-Fidelity Prototype: Digital Wireframes
Refining
the Design
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Usability Studies: Findings
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High-fidelity Prototype: Mockups
Usability Studies
In our endeavor to make movie-watching experiences even more enjoyable, we embarked on thorough research to understand user behaviors, preferences, and pain points when using our app to order snacks before or during a movie. Our usability studies employed a combination of qualitative and quantitative methods, including user interviews, usability testing, heat mapping, and analytics analysis. By engaging with moviegoers of various demographics and movie-watching habits, we gained invaluable insights into their interactions with the app and identified opportunities for improvement.
Round 1 Findings
Effortless Ordering Process:
Users appreciated the app's streamlined ordering process, which allowed them to browse the menu, select snacks, and place orders with ease. However, there were suggestions to enhance the efficiency of the ordering flow, particularly with the option of adding the option of order snacks with a movie on the same app.
Seamless Integration with Movie Times:
Seamless integration with movie showtimes and schedules was essential for optimizing the user experience. Users appreciated features that allowed them to view snack availability and place orders based on their selected movie and showtime, minimizing wait times and ensuring timely delivery of snacks.
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In-App Payment Options:
In-app payment options emerged as a convenience-enhancing feature for users. Users appreciated the ability to securely pre-pay for their snack orders within the app, minimizing the need for cash transactions or additional payment steps at the theater. Integrating multiple payment methods and ensuring seamless payment processing were key factors in optimizing user convenience.
Round 2 Findings
Order Tracking and Notifications:
Users expressed a desire for real-time order tracking and status notifications to stay informed about the progress of their snack orders. Implementing features such as order confirmation messages, preparation status updates, and arrival notifications enhanced user confidence and satisfaction, reducing uncertainty and wait times.
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Customization Options:
Customization options for snacks emerged as a key feature for enhancing user satisfaction. Users valued the ability to customize their orders based on preferences such as portion sizes, toppings, and dietary restrictions. Implementing additional customization features and offering a wider variety of snack options proved effective in catering to diverse tastes and preferences.
Accessibility and Inclusivity:
Ensuring accessibility and inclusivity were paramount in the UX design of the app. Implementing features such as text-to-speech functionality, high contrast interfaces, and user-friendly navigation catered to users with diverse needs and preferences, ensuring that the app is accessible to all moviegoers.
High-Fidelity Prototype: Mockups
Through our usability studies, we gained valuable insights into the needs, preferences, and expectations of users when ordering snacks at the movie theater through our app. By prioritizing effortless ordering processes, customization options, seamless integration with movie times, order tracking and notifications, in-app payment options, and accessibility, we are committed to delivering an exceptional movie-watching experience that delights users and enhances their overall enjoyment at the theater.
1st Prototype
2nd Prototype (Funtional)
Prototype (Funtional)
Going forward
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Takeaways
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Next step