Case Study: Crown Cinemas

Practice Project

PROJECT OVERVIEW
Crown Cinemas is a mobile app and website, designed to elevate the movie-goer's experience from start to finish.
In addition to facilitating the convenient reservation of movie tickets, the platform makes it simple for users to pre-order concessions, enabling them to skip lines seamlessly upon arrival. Crown aims at providing an enjoyable, stress-free digital and movie theater experience.

MY CONTRIBUTIONS
As the sole designer on the project, I crafted every element you see, excluding the photographs and movie posters. My role encompassed a wide range of tasks, from defining the brand and logo, designing flows and wireframes, to producing final UI designs and mockups. I also actively engaged in tasks such as creating personas, conducting user research, performing competitive auditing, executing usability studies, and developing prototypes.

CHALLENGES

GOALS

SEAMLESS TICKET BOOKING
Users easily browse showtimes, select seats, and purchase tickets.

INTEGRATED LOYALTY PROGRAM
Earn points on every purchase with a free subscription

EFFORTLESS CONCESSION ORDERING
Skip lines and enjoy a hassle-free movie night by ordering concessions on the app or website.

IN-APP MOVIE REVIEWS
Users can share thoughts on the latest films & interact with other users fostering a community of passionate moviegoers.

USER RESEARCH

User Personas & Empathizing with Users
While I did not have the resources to conduct extensive user research, I developed some initial understanding of user frustrations by conducting desk research. To empathize with users, I created close-up and big picture storyboards and user journey maps.

Conducting a Competitive Analysis helped me determine important gaps in the market:

All competitors failed to offer snack pre-ordering for all movie screenings. Some competitors offered this feature for select showings.
Interface is too complicated and busy, making the user experience feel more complicated than it should be.
Some competitors do not list common rating systems such as Rotten Tomatoes.

Competitive Analysis

CREATING THE DESIGNS

I first decided on the information architecture, and then referenced that to sketch basic wireframes using a mobile-first approach to address the user challenges.