Mov: The easiest way to choose a movie
UX Case Study of my Final Project at Ironhack
I had two weeks — from July 21 to August 4 — to complete an MVP for my Final Project, so I’ve used some techniques of the GV Design Sprint following the IDEO’s Design Thinking process and applying the Lean UX philosophy to stay focus on what really creates value for the user.
My final project is a Mobile App called “Mov” that makes the process of choosing a movie easier and faster.
I love cinema and I enjoy discovering films that have the power to inspire me, no matter if they are classics or blockbusters, in black and white or 3D. I don’t care to spend hours choosing a film, because it’s a moment of pleasure for me. But more than once, I’ve seen my friends in trouble trying to choose a film to watch. This gave me the idea to create a digital product to help them in this process.
The first thing I did was to take a look of the existing products in the market to browse movies.
Survey & Interviews
Once I had an idea of how is the market competition, I decided to start my user research creating an online survey –I used the Lean UX canvas to create the questions and Typeform to share the survey– to discover and understand the end user and to inform the direction of a design. This way I had an idea of how many of them face the same situation as my friends and, more important, I started to discover patterns: how the user gets inspired to watch a film, what are the things he gives more importance for taking the decision, how much time he passes deciding, how he feels during this time, etc.
These were some of the results based on 100 responses:
How often do you watch movies?
What do you do when you want to watch a film but you don’t know which one?
How much time do you spend choosing a film?
Which one of the following options do you give more importance while choosing a film?
Which Apps, blogs, platforms or websites do you use related with cinema?
Describe with one adjective the process of choosing a movie:
The most said words were: Time-consuming, stressful and tiring.
I detected that there is an important percentage of cinema-consumer people who feel frustrated during the choosing process. They take from 10 to 30 minutes to decide. Most of them are young (from 20 to 30 years old) and don’t have an specific platform to get inspired. They filter movies by genre and the synopsis determines if they will watch the film or won’t.
After analyzing the quantitative data, I designed an interview in order to dig into user’s behaviour to find thoughts and feelings. I decided to make two types of discovery interviews: Subject matter expert interviews –movie buffs– and user interviews –non-movie buffs–. Some topics I asked about were: Searching process, places and moments to watch a film, expectations of their decision and the kind of devices they use.
I also made a usability testing with two users asking them to complete the main task I am trying to improve: choose a film to watch. I let them choose the movie platforms, because I just wanted to observe them without conditioning their behaviors. Observe their behaviors in the context of their lives and experience what they were experiencing. I didn’t want to interrupt this process with questions, but the only thing I asked them for was to externalize their thoughts with words during the process. This way I get enough data to filter my findings better.
I made an affinity diagram to process and synthesize the findings in order to form a user point of view that I decided to address.
The 2 main pain points I found were:
- Searching process time-consuming.
- The preferences of the users can change.
I created a “How Might We” question to start thinking in possible solutions:
- HMW create a faster way for the user to find a movie?
As a design opportunity for each of these pain points I wrote down:
- Searching process time-consuming. → Give them less options based on their preferences. [Less options = Quicker decision]
- The preferences of the users can change. → Let them choose the components of the movie they would like to watch. [Personalized options = More satisfying decision]
I created a persona of a potencial Mov user based on my user research who englobes all the important findings. This persona, with his frustrations and goals, helped me to guide my design decisions and priorities.
“I don’t know what I want but I want it now”.
Millennial Cultural Consumer from Barcelona and Tech and Gadget Lover.
- Find a film that inspires him.
- Learn more about culture.
- Take advantage of his free time.
- Too many options and short time.
- Difficult to filter out all the sources.
- He’s usually tired when he wants to watch a movie.
Bio: Albert lives with his mother in the center of Barcelona. He studies journalism at University and he plays football on a semi-professional level. On his free time he likes to hang out with his friends or lay down on a sofa and play video-games, read a book, listen to music or watch something on the TV. He uses Netflix, HBO and Vodafone TV to watch films, and usually he ends up at IMDb when he’s looking for recommendations online. But he is not a movie buff and his problem with both platforms is that are too long to browse, there are too many options to filter by himself and they don’t take in account that his preferences can change –they recommend films based on what he watched or what he’s looking for but sometimes he wants a different kind of film–. Sometimes he asks for a recommendation to a friend, but usually it’s late at night and they don’t answer or they recommend films he already watched.
“If I had 3 types of ice-cream, I would know which to choose in 3 min; If I had 100 types, I would spend an eternity”.
Storyboard — Current Scenario
I drew a raw storyboard of the current scenario that Albert (my persona) faces when he wants to watch a movie and he doesn’t know which one. I made this to have a clear idea of where my product could fit in and to take in account things like where my user will use my product or how will he use it.
Non-movie buff users who feel exhausted and frustrated about searching a movie to watch need to browse movie platforms or googlear for recommendations but face this is time-consuming.
To get inspired before the brainstorming, I searched how other companies solved similar problems I am trying to solve.
Filmin → Filmin has got an option in its website that recommends you 3 movies after asking 3 questions. I find interesting this solution but the problem is that the questions and answers are too abstract to have a successful recommendation.
Booking.com → Booking.com has a got a serial of filters to help you choosing the right accommodation for your vacations. I find very useful this solution to browse through options because it’s very customizable and brings you quickly to what fits for you.
Pen and paper mind map is my favourite brainstorming technique. It takes me to a relaxed mental mode where my imagination flows and I can think clearly without limits.
After the brainstorming session, I started to visualize how my digital product could look like and how the solution would work so I made some sketches to materialize the concept.
Solution → A mobile App that helps you to choose a movie in a few easy steps and without the need of being registered. This steps are componed of a series of filters that would take the user to a top 3 movie selection. Once the user create an account, he is able to save films to 4 types of lists: favourites, black list, saved for later and watched. They can make the same with directors and actors. This information helps the App (it works with a learning machine system) to give a daily recommendation to a user every time he opens the App. Mov saves times an frustration.
Storyboard — Future Scenario
I drew another storyboard but including my App in the new scenario. This time, Albert (my persona) wants to watch a movie and he tries Mov for the first time.
I created a very low-fi prototype based on my concept sketches and I tested it with 5 users. The result was successful. Users understood the process and it was easy for them to complete it.
- Explore button → Allows new user to find a recommendation without signing up.
Nice to Have
- Black list option → Allows users to save the films they didn’t like to have an even more accurate recommendation.
- Daily recommendation → Users have a daily recommendation every times they open the App based on their preferences.
Out of Scope
- Social network → Users can recommend films to friends through the App. They will be saved in a list and the users can activate reminders to don’t forget to watch the film.
I created a flow chart with the flow of a non-registered user (red line) and of a registered user (blue line).
I also created a visual user flow using Low-Fi wireframes of a non-registered user (red line) and of a registered user (blue line).
For the look and feel of my App, I wanted it to be playful and funky. Using vibrant colors combined with illustrations to make the experience engaging for the user.
I used a triadic color scheme –a triadic color scheme uses colors that are evenly spaced around the color wheel– carefully balanced. This harmony is vibrant and needs to be applied carefully if you don’t want to blind the user, especially used with typography. I also used two neutral color, very important for the navigation UI elements and the typography.
Rubik has been chosen for its readability and versatility, and its shape matches the mood of the App perfectly.
Guerrilla A/B Testing
I made a guerrilla testing to validate these two options for the “top 3 movies screen”. I tested it with 5 users. And the option of the right was selected for 4 of 5.
Final UI Design
Here you can see the final result, I hope you like it! I made the Hi-Fi wireframes using Sketch and the mock-up using Photoshop.
I made the prototype using Flinto and the mock-up video using Keynote.
These 8 weeks at Ironhack have been the most intense of my life, and now I can proudly say: I’m a product designer!
Thanks so much to all my classmates and teachers to make this experience such amazing and useful! Let’s keep learning and growing! :-)