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Users want a clearer registration.
Case Study
TrailerPark App Design
TrailerPark app helps users to buy tickets easier and get access to movie trailers. It offers an in-app reward system that can be redeemed for coupons to buy tickets after a user completes in-app missions.
CLIENT
TrailerPark, LLC.
DURATION
May — August 2021
SOFTWARE
Figma, Photoshop
The Problem
Movie goers want to find out about theatrical releases and to buy tickets.
The Goal
Design an app that allows users buy tickets, watch trailers to stimulate anticipation and receive redeemable rewards.
My Role
UX designer designing an app from conception to delivery.
Responsibilities
Conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, and iterating on designs.
Understanding the user
I conducted interviews and created empathy maps to understand the users I’m designing for and their needs. A primary user group identified through research was movie goers who don’t have time to go through a complex and confusing checkout process. It includes full and part-time workers, students, and parents.
Problem statment
Kim is a student who needs to place an order for tickets, food and drinks in advance because she doesn’t like waiting.
User journey map
Mapping Kim’s user journey revealed how helpful it would be for users to have access to a dedicated TrailerPark app.
This user group confirmed initial assumptions about our customers, but research also revealed that complexity was not the only factor limiting users. Other user problems included lack of support, inability to use existing reward programs, and ordering in advance. Below you can find four major pain points for users that were uncovered during the research.
Financial
Apps have no way of using existing loyalty programs and rewards.
Productivity
Some apps have a complex checkout routine.
Support
There is no way to ask for assistance during the ordering process.
Accessibility
Trailer apps are not equipped with assistive technologies.
Starting the design
Taking the time to draft iterations of each screen of the app on paper ensured that the elements that made it to digital wireframes would be well-suited to address user pain points. For the home screen, I prioritized a hierarchical structure of content to help users access content easier.
Using the completed set of digital wireframes, I created a low-fidelity prototype. The primary user flow I connected was watching a trailer and sharing it with friends, so the prototype could be used in a usability study.
I conducted two rounds of usability studies. Findings from the first study helped guide the designs from wireframes to mockups. The second study used a high-fidelity prototype and revealed what aspects of the mockups needed refining.
Round 1 findings
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Users want less similar choices.
3
Users want to order tickets.
Round 2 findings
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Users want to be able to order concessions in advance.
2
Users want to be able to talk to a support.
3
Users want to make their own lists.
Refining the design
After the usability studies, it became obvious that people may experience problems despite how good your flow is. Therefore I added a chat button to every step of ordering process. I also created a chat interface with a support.
The second usability study revealed frustration with the checkout process. To help users, I replaced the ticket information with menu for food and beverages combining it with an existing payment information page to keep checkout process to four screens.
The final high-fidelity prototype presented cleaner user flows for watching a trailer, getting rewards, and buying tickets. It also met user needs for more customization.
Accessibility considerations
Provided access to users who are vision impaired through adding alt text to images for screen readers.
Used detailed layout for movie theaters to help all users better understand the seating situation.
Used icons to help make navigation easier.
Results &
Conclusion
The app offers users an engaging way to buy tickets and receive rewards. One quote from peer feedback: «The app made it so easy and fun to watch trailers and buy tickets! I would definitely use this app as a go-to for buying tickets.»
What I learned
While designing the TrailerPark app, I learned that usability studies are a powerful tool to create a product that fits user needs the best. Moreover, focusing on a single flow is usually the best way of satisfying user needs.
Next steps
1
Conduct another round of usability studies to validate whether the pain points users experienced have been effectively addressed.
2
Conduct more user research to determine any new areas of need.
3
Implement new functions based on a research and conduct next round of usability studies.
