UX Case Study | Online Movie Ticket Booking Experience in India | By Kabir Salunkhe | 2021

About the project

This project aims to provide clients with the ability to reserve movie tickets online, allowing them to do so at any time, from any location, and in a less time-consuming manner. The purpose of an e-ticket system is to provide customers with a service that allows them to book a seat in a movie theatre at any time and from any location. The consumer may readily learn about the movies that have been released and then make a decision. The major goal of our online ticketing system is to give customers another option for purchasing movie tickets. It’s a fully automated system. This system’s main goal is to provide customers with complete information about the movie so that they may reserve tickets, and the refund feature gives the system greater flexibility. The ultimate focus of problem analysis is to gain a comprehensive understanding of the customers and users goals, as well as what exactly is desired from the system and what the solution’s limits are.

Problem Statement

Movie ticket booking in theater counter is not possible for many of the users, so they need to prefer smart way of ticket booking application with easy interface. The user may currently only search for the movie they want to view, not what movies are available at a specific time and location. The presumption is that there are two categories: those who know what they want to see and find the time to watch it, and those who have the time but don’t know what to watch at that time.

What problems do I want to solve here?

• Waiting in line takes time, and no one enjoys it.
• There are occasions when the ticket machines need to be serviced.
• There isn’t enough staff to assist consumers in a timely manner.
• The user is unable to view what movies are available at any given time.
• The user is unable to see what movies are available in a certain location.
• The user is unable to see which cinemas are open at a given moment.
• The user is unable to search movies by selecting the genre.

Design Solution

The design’s overall goal is to make the moviegoing experience easier by assisting with movie selection and ticket purchasing. A new flows for users so they can also choose movies based on available time, location, genre, etc. It defeats the goal if it appears to be slow, clumsy, or convoluted.

User Research

To understand the users better, I have to think from their point of view and keep the content overwhelming but avoid distractions which often is the reason people back out. The experiences and challenges faced by an user are: their behaviour/their focus during interacting, payment process, booking experience, usability and ease to understand.

Demographic:

Universal and 16+

Understanding the user:

• With a movie in mind, the user selects a few locations and then searches for a time period that is “suitable.” (After-work plan or spontaneous plan)
• Users will most likely opt for another location or timing combination if the seats are not strategically placed (extreme front or side seats).
• In order to complete their movie purchase, the majority of customers have their own set of priorities (time, place, and movie).

From Questions to Data:

I posted a survey on Instagram and had over 250 responses. The disadvantage of this strategy is that the audience is not diversified enough, as the majority of my Instagram followers are presumably designers. But, since this is merely a test, we can live with it.

Personas

People who prioritised specific available free time, a convenient location, or a preference in their movie choices can be grouped based on the interviews and surveys I sent out.

Persona Mapping:

User Journey Mapping:

Empathy Mapping:

Competitors

I always begin by looking up competitors to see what they’re up to. It was Bookmyshow, Paytm Insider and TicketNew as direct competitors in this situation. Where as other ticket booking platforms like Makemytrip, Tripadvisor etc. are indirect competitors. What I’m looking for here is what I like and dislike about their website/app, as well as how I can combine and perhaps improve what they do.

Competitor Audit:

SWOT Analysis (Bookmyshow):

Stakeholder Mapping:

User Flow

Current Applications:

The current flow is derived from India’s current mobile apps for booking movie tickets. You can only choose depending on the movie you want to see or the theatre you want to visit, not on your desired time or location.

New Application:

The redesigned user flow reveals a new branch that caters to those two categories of users: those who don’t know what to watch at a given time and location and those who do. The old flows, on the other hand, only cater to users who already know what movie they want to see.

Sitemap

The site map indicates how each page should interact and then be structured in relation to one another. The app consists five primary pages: Home, User Profile, Cinema, Movie Page, and Payment Page.

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