FilmForum
FilmForum
UX Certificate Project | Fall 2022
{The Challenge}
Design a trailer browsing app for a movie theater from 0 to 1.
{Design Process}
{User Research and Personas}
To better understand our potential users’s behaviors and thoughts, I conducted a qualitative research among 5 participants, asking open-end questions like where they search for trailers, what functions they wish trailer browsing apps have had, or what their journey’s like when picking a movie to watch in theater.
Based on our findings, I created two personas, each representing a type of moviegoer:
Fred - an extrovert who needs a platform to help him discover contents he might be interested in because sometimes he just want to hang out with friends and family in theater without a particular movie in mind.
Max - a busy film buff who needs a one-stop app to manage all the screenings and events she’d like to attend because she sometimes lose track of her long want-to-watch list.
{Main User Flow}
{Low-fi Wireframe and Prototype}
To start with, I created a low-fidelity wireframe (first on paper, then digital) and prototype to demonstrate my ideas before going into too much details. In addition to the basic functions a theater app usually has, I designed two unique features based on the needs of our personas:
A Discover page for Fred - Inspired by the prevalence of short videos, I created this “Discover” page to autoplay short teasers. Users like Fred looking for moviegoing ideas can quickly get exposed to what’s on or upcoming. While on this page, users can swipe to play the next/previous teasers, and if something catches their attention, they can click the “learn more”button to proceed for more info, add to their favorites, or share it with friends and family.
A Special Events page for Max - Movie lovers like Max likes to go beyond regular screenings, a dedicated special events tab holds activities like advanced screenings with directer Q&A or themed exhibitions.
{Usability Study and Insights}
A usability study was conducted with five participants, each was asked to complete five tasks on my low-fi prototype. The results are grouped into three major themes by affinity diagram:
Research-based design changes (click images to view larger) were made to the wireframes based on the findings:
Users want simple and clear layout with better navigation cues.
Users want to get more info by just a quick glance to save time.
Users think reminder is helpful to have if placed properly.
{Hi-fi Mockup and Prototype}
Incorporating the findings from user research (personas) and the insights from usability study, I refined my initial design and created a hi-fi version.
{Going Forward}
Now I have designed a full-featured mobile app from 0 to 1 for a movie theater, focusing on creating an elevated functionality in trailer browsing. To further improve the overall user experience, I’ll conduct additional user testing on the hi-fi prototype and keep iterating as needed. I’ll also ask for feedback from other UX designers to get professional critiques and fresh perspectives.