UX/UI CASE
Enigma Ticket App
An easier way to buy tickets without having to answer millions of personal questions. Enigma Allow the user to share tickets with friends and family and browse the latest and upcoming movies
Project Overview
The Problem
Often time, apps that are built to reserve movie tickets usually aren’t very user friendly. They user usually has to create accounts and enter a lot of personal information that they might not feel comfortable to share in order to order a ticket. I plan on giving the member the choice to skip that part if they fill like it
My Role
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UX Researcher
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Lead UX Designer
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UI Designer
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USer testing
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Wireframing
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Prototyping
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UI Design
The Goal
The Goals is to Design an app that will allow users to easily reserve a movie ticket while being visually appealing to the user
Project Duration
September 2021 to November 2021
Understanding the User
I conducted interviews and created empathy maps to understand the users and their needs. while doing research I understood that adult and college students would be the primary user groups due to the fact that they are very busy people and need things to get done quickly, due to the fact they don't have that much time on their hands.
Member were clear on why having an efficient app that allows them to buy tickets without struggle is a lifesaver. they don't like having to go to multiple step just to get one ticket.
User Pain Points
To capture all the aspect of our research i created hypotheses to determine the right goals and ensure that we meet all of user need
1
THE PROBLEM
Apps that are designed to reserve
movie tickets are usually crowded
and contains a lot of unnecessary
informations
Something that would help is
knowing when to add text and
when to add icons. using icons
will allow user to understanding
the task without having to read a
lot of stuff.
2
THE PROBLEM
Member doesn’t always feel
comfortable adding their cards
information on a third party app
due to the fact that their
informaions might get stolen
The best way to fix this issue would
be to allow member to have the
option to pay at the front desk
3
THE PROBLEM
The map on most movie tickets
reserving app are usually hard
to naviagte and frustrating due
to the fact it’s texts and no image
In order to make it easier for member to find the correct theatres is by adding a 3D or bird eyes view of the map with all the nearest movie theatres that is playing the movie selected
Persona
One of the early steps that i took was creating a user persona, this allow me to further understand what I need to do and who I am building the app for. it made I created two persona one is a 21 year old college studend and a 36 year old female with kids. Those two personas are both busy people with different priorities
Paper Wireframes
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 quick and easy ordering process to help users save time.
The home screen paper wireframe variations below focus on optimizing the browsing experience for users.
Digital Wireframes
On the next step i moved to designing the app at the structural level. Low-Fidelity wireframes were used to layout content and functionality on a page which takes into account user needs and users Journeys
Click here to view Enigma’s wireframes
Usability study findings
Usability study
After building the wireframes and the low-fidelity prototype of the tickets app. I decided that it would be neccessary to allow user to test the app before proceeding on buildingthe final product. I took during the usability study and implemented them on my high-fidelity prototype
1
Some users had a hard time using the map that allow thm to select a nearby movie theatre
2
Some of the comments that were made by the users were mostly about how dificult it is to add a card on file
3
The user like the pop up that let them know their purchase was successful
4
User want less question and for the app to be more straightforward
Refining the design
Mockups
After doing a usability study for the Enigma ticket app, I recieved feedbacks from my colleagues and users. I found out that the map wasnt very user friendly and not the easiet thing to use. I decided to completely scratch the map and redesign a new one that would allow user to complete their task with ease.
High-fidelity Prototype
My hi-fi prototype followed the same user flow as the lo-fi prototype, and included the design changes made after the usability study, as well as several changes suggested by members of my team.
Click here to view Enigma’s High-Fidelity design
Going Foward
Takeaways
Impact
Our target Users found it refreshing how easy it was to navigate and accomplish task on the website. The love how simple it was to track their order and how organised everything on the website was
What i learned
I learned that even a small design change can have a huge impact on the user experience. The most important takeaway for me is to always focus on the real needs of the user when coming up with design ideas and solutions.
Next Step
1.Testing
Conduct follow-up usability testing on the new website
2.Ideation
Identify any additional areas of need and ideate on new features
3.Readability
Conduct a readability test on the website