Online cinema ticket sales
Online cinema ticket sales
Online cinema ticket sales
This project is an improvement to the ticket purchase flow on Peixe Urbano
This project is an improvement to the ticket purchase flow on Peixe Urbano
This project is an improvement to the ticket purchase flow on Peixe Urbano
My role
UX/UI Designer
Design process
Research, prototype, IOS interface, usability tests
Tools used
Sketch, Zeplin, Jira
Figma Hotjar Google Analytics Maze
Timeline
Jan, 2020 - Mar, 2020
01. Overview
01. Overview
01. Overview
The sale of movie tickets is a cornerstone of Peixe Urbano's revenue. In the current system, users purchase a coupon on the website or app, retrieve the ticket, and select the movie at the cinema box office. This system is somewhat outdated, and other companies have already implemented solutions that streamline the process and enhance the consumer experience. To improve the user experience when buying from Peixe Urbano and boost sales conversion, we conducted a study to design a new flow.
The sale of movie tickets is a cornerstone of Peixe Urbano's revenue. In the current system, users purchase a coupon on the website or app, retrieve the ticket, and select the movie at the cinema box office. This system is somewhat outdated, and other companies have already implemented solutions that streamline the process and enhance the consumer experience. To improve the user experience when buying from Peixe Urbano and boost sales conversion, we conducted a study to design a new flow.
The sale of movie tickets is a cornerstone of Peixe Urbano's revenue. In the current system, users purchase a coupon on the website or app, retrieve the ticket, and select the movie at the cinema box office. This system is somewhat outdated, and other companies have already implemented solutions that streamline the process and enhance the consumer experience. To improve the user experience when buying from Peixe Urbano and boost sales conversion, we conducted a study to design a new flow.
02. Discovery
02. Discovery
02. Discovery
Qualitative research
Qualitative research
Qualitative research
First, qualitative research was conducted to identify consumption habits related to cinema, especially in O2O (Online to Offline) e-commerce among potential users. The research focused on:
Insights into user behavior
Discovery and validation of users' pains, motivations, and needs
Validation of the cinema market as a simple product (ticket) or as a service (entertainment/experience)
The research was conducted with 6 potential users. Due to the emergence of Covid-19, we opted to conduct the interviews online via voice calls to ensure the safety of all participants.
First, qualitative research was conducted to identify consumption habits related to cinema, especially in O2O (Online to Offline) e-commerce among potential users. The research focused on:
Insights into user behavior
Discovery and validation of users' pains, motivations, and needs
Validation of the cinema market as a simple product (ticket) or as a service (entertainment/experience)
The research was conducted with 6 potential users. Due to the emergence of Covid-19, we opted to conduct the interviews online via voice calls to ensure the safety of all participants.
First, qualitative research was conducted to identify consumption habits related to cinema, especially in O2O (Online to Offline) e-commerce among potential users. The research focused on:
Insights into user behavior
Discovery and validation of users' pains, motivations, and needs
Validation of the cinema market as a simple product (ticket) or as a service (entertainment/experience)
The research was conducted with 6 potential users. Due to the emergence of Covid-19, we opted to conduct the interviews online via voice calls to ensure the safety of all participants.
First findings
First findings
First findings
User behavior when buying online:
Queues: To avoid queues, especially on big premieres.
Good seats: To ensure good seats, especially in large groups
Ticket: Currently the most used platform is ingresso.com
User behavior when buying online:
Queues: To avoid queues, especially on big premieres.
Good seats: To ensure good seats, especially in large groups
Ticket: Currently the most used platform is ingresso.com
User behavior when buying online:
Queues: To avoid queues, especially on big premieres.
Good seats: To ensure good seats, especially in large groups
Ticket: Currently the most used platform is ingresso.com
When asked if they buy online or at the cinema box office:
When asked if they buy online or at the cinema box office:
When asked if they buy online or at the cinema box office:
"Online, to avoid lines. It marks the place, it's faster and avoids running out of tickets." - Danilo, 27 years old.
"Online, to avoid lines. It marks the place, it's faster and avoids running out of tickets." - Danilo, 27 years old.
"Online, to avoid lines. It marks the place, it's faster and avoids running out of tickets." - Danilo, 27 years old.
There are also cases where the user usually buys online, but in certain situations they prefer to buy at the box office.
There are also cases where the user usually buys online, but in certain situations they prefer to buy at the box office.
There are also cases where the user usually buys online, but in certain situations they prefer to buy at the box office.
"I prefer a thousand times to buy online, but when I go with my friends sometimes it's a pain. That's why I buy at the box office even." - Tais, 23 years old.
"I prefer a thousand times to buy online, but when I go with my friends sometimes it's a pain. That's why I buy at the box office even." - Tais, 23 years old.
"I prefer a thousand times to buy online, but when I go with my friends sometimes it's a pain. That's why I buy at the box office even." - Tais, 23 years old.
Main points
Main points
Main points
Most people buy tickets online most of the time;
They buy online for convenience;
They download the app to participate in promotions;
Some have difficulty buying online;
They buy tickets at the box office when they haven't planned to see a movie;
Some buy a combo of popcorn;
Generally go to the cinema with a companion.
Most people buy tickets online most of the time;
They buy online for convenience;
They download the app to participate in promotions;
Some have difficulty buying online;
They buy tickets at the box office when they haven't planned to see a movie;
Some buy a combo of popcorn;
Generally go to the cinema with a companion.
Most people buy tickets online most of the time;
They buy online for convenience;
They download the app to participate in promotions;
Some have difficulty buying online;
They buy tickets at the box office when they haven't planned to see a movie;
Some buy a combo of popcorn;
Generally go to the cinema with a companion.
Quantitative research
Quantitative research
Quantitative research
After obtaining the results of the first research, a questionnaire was developed to show the behavior of users on a larger scale. It was very useful to do the qualitative first because we were able to get some "insights" that could also be confirmed on a larger scale. The survey was launched through an email blast to our subscriber base. About 331 responses were obtained for each question.
After obtaining the results of the first research, a questionnaire was developed to show the behavior of users on a larger scale. It was very useful to do the qualitative first because we were able to get some "insights" that could also be confirmed on a larger scale. The survey was launched through an email blast to our subscriber base. About 331 responses were obtained for each question.
After obtaining the results of the first research, a questionnaire was developed to show the behavior of users on a larger scale. It was very useful to do the qualitative first because we were able to get some "insights" that could also be confirmed on a larger scale. The survey was launched through an email blast to our subscriber base. About 331 responses were obtained for each question.
The sales team also helped by promoting the self-service link and we received feedback that there was a lack of information before the user registered. With this information, we were able to make small improvements with low effort and high conversion potential.
The sales team also helped by promoting the self-service link and we received feedback that there was a lack of information before the user registered. With this information, we were able to make small improvements with low effort and high conversion potential.
The sales team also helped by promoting the self-service link and we received feedback that there was a lack of information before the user registered. With this information, we were able to make small improvements with low effort and high conversion potential.
Key findings about user behavior
Key findings about user behavior
Key findings about user behavior
78,9%
78,9%
78,9%
Go to the cinema more than once a month
Go to the cinema more than once a month
Go to the cinema more than once a month
Even with online movie and series streaming, the frequency of people going to the cinema is still relevant.
Even with online movie and series streaming, the frequency of people going to the cinema is still relevant.
Even with online movie and series streaming, the frequency of people going to the cinema is still relevant.
44,4%
44,4%
44,4%
Are motivated by the movie on display
Are motivated by the movie on display
Are motivated by the movie on display
The movie is the main reason people go to the cinema. Low prices and the experience are also motivating factors.
The movie is the main reason people go to the cinema. Low prices and the experience are also motivating factors.
The movie is the main reason people go to the cinema. Low prices and the experience are also motivating factors.
94,9%
94,9%
94,9%
Have already bought a ticket online
Have already bought a ticket online
Have already bought a ticket online
Most people have experience buying online, having already bought at least once.
Most people have experience buying online, having already bought at least once.
Most people have experience buying online, having already bought at least once.
77,9%
77,9%
77,9%
Prefer to buy movie tickets online
Prefer to buy movie tickets online
Prefer to buy movie tickets online
Most people prefer to buy tickets online instead of at the box office.
Most people prefer to buy tickets online instead of at the box office.
Most people prefer to buy tickets online instead of at the box office.
35,1%
35,1%
35,1%
Usually buy something at the cinema store
Usually buy something at the cinema store
Usually buy something at the cinema store
Adding the cinema store online can prevent the user from having to queue to pay in person.
Adding the cinema store online can prevent the user from having to queue to pay in person.
Adding the cinema store online can prevent the user from having to queue to pay in person.
60,1%
60,1%
60,1%
Buy tickets in advance
Buy tickets in advance
Buy tickets in advance
To avoid missing the session due to overcrowding or to guarantee good seats.
To avoid missing the session due to overcrowding or to guarantee good seats.
To avoid missing the session due to overcrowding or to guarantee good seats.
67,5%
67,5%
67,5%
Would like to receive suggestions for films according to their taste
Would like to receive suggestions for films according to their taste
Would like to receive suggestions for films according to their taste
It could be a differential that allows user retention. We can gather data based on the user's actions.
It could be a differential that allows user retention. We can gather data based on the user's actions.
It could be a differential that allows user retention. We can gather data based on the user's actions.
83,4%
83,4%
83,4%
Would feel more motivated if they had more discounts on tickets
Would feel more motivated if they had more discounts on tickets
Would feel more motivated if they had more discounts on tickets
The sales department can propose partnerships with cinema networks to provide more discounts to users.
The sales department can propose partnerships with cinema networks to provide more discounts to users.
The sales department can propose partnerships with cinema networks to provide more discounts to users.
03. Ideation
03. Ideation
03. Ideation
Planning the Flow
Planning the Flow
Planning the Flow
On the registration screen we removed the banner and added information about the service, added a login button and applied the design system components. On the feedback page we made the text more informative and added a button for the user to continue the flow. We had a satisfactory performance and proved that the registration flow was functional.
On the registration screen we removed the banner and added information about the service, added a login button and applied the design system components. On the feedback page we made the text more informative and added a button for the user to continue the flow. We had a satisfactory performance and proved that the registration flow was functional.
On the registration screen we removed the banner and added information about the service, added a login button and applied the design system components. On the feedback page we made the text more informative and added a button for the user to continue the flow. We had a satisfactory performance and proved that the registration flow was functional.
Designing the Flow
Designing the Flow
Designing the Flow
The research results showed points that can please the user and convert into more ticket sales. To turn these ideas into a flow within the app, we benchmarked other players that are already in the market. We also researched inspiration sites such as Dribbble, Behance, Mobbin, etc. Vanessa Fernandes created the base of the flow and the wireframes, while I took care of the "finalization" of the UI of the first version of the flow. For this first version, the following features were decided:
The research results showed points that can please the user and convert into more ticket sales. To turn these ideas into a flow within the app, we benchmarked other players that are already in the market. We also researched inspiration sites such as Dribbble, Behance, Mobbin, etc. Vanessa Fernandes created the base of the flow and the wireframes, while I took care of the "finalization" of the UI of the first version of the flow. For this first version, the following features were decided:
The research results showed points that can please the user and convert into more ticket sales. To turn these ideas into a flow within the app, we benchmarked other players that are already in the market. We also researched inspiration sites such as Dribbble, Behance, Mobbin, etc. Vanessa Fernandes created the base of the flow and the wireframes, while I took care of the "finalization" of the UI of the first version of the flow. For this first version, the following features were decided:
Simplified purchase flow
Simplified purchase flow
Simplified purchase flow
Carousel of films with suggestions for a nearby cinema session
Easy navigation at all levels: dates, rooms, and times
Seat marking
Quick payment
Carousel of films with suggestions for a nearby cinema session
Easy navigation at all levels: dates, rooms, and times
Seat marking
Quick payment
Carousel of films with suggestions for a nearby cinema session
Easy navigation at all levels: dates, rooms, and times
Seat marking
Quick payment
Payment options
Payment options
Payment options
Quick payment with easy access to payment options
Increased visibility of payment via Peixe Pay. By keeping it "on", the user first uses Peixe Pay balance and pays the rest with the chosen card.
Quick payment with easy access to payment options
Increased visibility of payment via Peixe Pay. By keeping it "on", the user first uses Peixe Pay balance and pays the rest with the chosen card.
Quick payment with easy access to payment options
Increased visibility of payment via Peixe Pay. By keeping it "on", the user first uses Peixe Pay balance and pays the rest with the chosen card.
Offering Confectionery Products
Offering Confectionery Products
Offering Confectionery Products
Extra sales opportunity
Increased average ticket
Easy seat booking
Quick order pickup
Extra sales opportunity
Increased average ticket
Easy seat booking
Quick order pickup
Extra sales opportunity
Increased average ticket
Easy seat booking
Quick order pickup
Split Fare
Split Fare
Split Fare
Research showed that usually one person is responsible for buying tickets for couples or groups
Interviewed users replied that they would like the option to split payment through the app
Research showed that usually one person is responsible for buying tickets for couples or groups
Interviewed users replied that they would like the option to split payment through the app
Research showed that usually one person is responsible for buying tickets for couples or groups
Interviewed users replied that they would like the option to split payment through the app
04. Testing
04. Testing
04. Testing
User Testing
User Testing
User Testing
With the first version of the flow ready and with the navigable prototype we were able to start user testing. The goal of this test is to identify potential problems in the flow, mainly to evaluate the clarity of the carousel on the home page, evaluate the session selectors and cinema units.
With the first version of the flow ready and with the navigable prototype we were able to start user testing. The goal of this test is to identify potential problems in the flow, mainly to evaluate the clarity of the carousel on the home page, evaluate the session selectors and cinema units.
With the first version of the flow ready and with the navigable prototype we were able to start user testing. The goal of this test is to identify potential problems in the flow, mainly to evaluate the clarity of the carousel on the home page, evaluate the session selectors and cinema units.
About the test
About the test
About the test
The test was conducted online via video call with screen sharing, allowing us to analyze the user's interaction with the navigable prototype. We had 5 volunteers: 3 men and 2 women. This number was based on Jakob Nielsen's study, which indicates that with 5 participants, it is possible to detect usability problems effectively and efficiently. The test can be repeated with another group of 5 participants after implementing modifications from the initial test. We defined a scenario where users placed themselves in a typical situation of using the app and asked them to comment on their actions on each screen.
The test was conducted online via video call with screen sharing, allowing us to analyze the user's interaction with the navigable prototype. We had 5 volunteers: 3 men and 2 women. This number was based on Jakob Nielsen's study, which indicates that with 5 participants, it is possible to detect usability problems effectively and efficiently. The test can be repeated with another group of 5 participants after implementing modifications from the initial test. We defined a scenario where users placed themselves in a typical situation of using the app and asked them to comment on their actions on each screen.
The test was conducted online via video call with screen sharing, allowing us to analyze the user's interaction with the navigable prototype. We had 5 volunteers: 3 men and 2 women. This number was based on Jakob Nielsen's study, which indicates that with 5 participants, it is possible to detect usability problems effectively and efficiently. The test can be repeated with another group of 5 participants after implementing modifications from the initial test. We defined a scenario where users placed themselves in a typical situation of using the app and asked them to comment on their actions on each screen.
Conclusion and learnings
Conclusion and learnings
Conclusion and learnings
Due to Covid-19, the project was paused, but the MVP was developed in preparation for the reopening of cinemas. Once available to the public, the next steps will involve analyzing the heat map with the largest audience to understand user behavior with the new function, and subsequently propose improvements.
From the outset, I anticipated this project would be a significant challenge. The preliminary research effectively guided the project, resulting in an outcome that resonated well with the public. I enhanced my skills in conducting interviews and applying usability tests. This extensive project required me to review each screen of the flow, revealing how navigation would work only after the prototype was complete. Additionally, my ability to build interfaces improved significantly through numerous revisions and refinements.
Team: Raphael Gonçalves, Vanessa Fernandes, Fernando Meireles, Daniel Blumenthal and Douglas Ramos.
Due to Covid-19, the project was paused, but the MVP was developed in preparation for the reopening of cinemas. Once available to the public, the next steps will involve analyzing the heat map with the largest audience to understand user behavior with the new function, and subsequently propose improvements.
From the outset, I anticipated this project would be a significant challenge. The preliminary research effectively guided the project, resulting in an outcome that resonated well with the public. I enhanced my skills in conducting interviews and applying usability tests. This extensive project required me to review each screen of the flow, revealing how navigation would work only after the prototype was complete. Additionally, my ability to build interfaces improved significantly through numerous revisions and refinements.
Team: Raphael Gonçalves, Vanessa Fernandes, Fernando Meireles, Daniel Blumenthal and Douglas Ramos.
Due to Covid-19, the project was paused, but the MVP was developed in preparation for the reopening of cinemas. Once available to the public, the next steps will involve analyzing the heat map with the largest audience to understand user behavior with the new function, and subsequently propose improvements.
From the outset, I anticipated this project would be a significant challenge. The preliminary research effectively guided the project, resulting in an outcome that resonated well with the public. I enhanced my skills in conducting interviews and applying usability tests. This extensive project required me to review each screen of the flow, revealing how navigation would work only after the prototype was complete. Additionally, my ability to build interfaces improved significantly through numerous revisions and refinements.
Team: Raphael Gonçalves, Vanessa Fernandes, Fernando Meireles, Daniel Blumenthal and Douglas Ramos.
More Projects
Improving the onboarding and credentialing flow on a recurring payment management platform.
New delivery function for the Peixe Latam (formerly Groupon) app's grocery section.