Ladybird Cinema
Organisation
Timeline
My role
Sector
Personal project
May - June 2022
User research; UX/UI design; Interaction design; Usability testing
Entertainment services
Overview
Ladybird Cinema is a mobile app concept designed to revolutionize the movie-watching experience. In response to the declining movie theatre attendance in the UK since the pandemic, my goal was to enhance the discovery of new films and streamline the ticket-purchasing process for movie enthusiasts.
User research
Cinematic audiences in the UK come from diverse backgrounds, each with unique factors influencing their movie-watching and cinema-attending behaviors. To understand these behaviors and explore potential reasons for the decline in theatre attendance, I interviewed five individuals from various demographics. This qualitative research provided insights that allowed me to empathize with each participant's perspective, represented through empathy maps. From this research, I identified primary user groups and four common pain points that affect the movie-watching decisions of these users.
Some common pain points
01
Time constraint
Busy working adults find it challenging to dedicate time to search for new movies or wait in queues.
02
Accessibility
Users miss out on quality movies due to the lack of detailed movie descriptions, making it challenging to make informed decisions quickly.
03
Categorisation
Users face challenges in finding specific genres or categories, resulting in increased time and effort to locate desired content.
04
Cost concerns
Offering ticket subsidies and incentives can motivate users to visit the movie theatre more frequently.
User personas
As I developed user personas, Daniella and Antônia, for the identified user groups, I gained valuable insight into the needs, behaviors and motivations of the movie-goers. This allowed me to empathize with potential target users and understand their journey from discovering movies to booking tickets and ultimately enjoying the cinematic experience.
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Competitor research
I conducted a competitive analysis of Ladybird's top competitors—Odeon Cinema, Vue Cinema, and Netflix. I compared each brand's web and mobile experiences, focusing on the steps taken to find movies and book tickets where applicable. This analysis aimed to understand industry trends, best practices, and opportunities to give Ladybird a competitive advantage.
Some identified gaps
How Might we optimise the time spent discovering new movies and purchasing tickets?
I used hypothesis statements and value propositions to define key product values, clarifying the purpose and rationale behind Ladybird. This approach identified the core principles and objectives guiding the branding and design direction. Ladybird represented freedom and consistency, qualities to be reflected in the brand and product experience.
User flow, Storyboards, & Wireframes
My research findings informed the user goal statements I created to brainstorm ideal solutions for the product. These statements helped me explore potential user interactions, including their actions, decisions, and overall product navigation. Based on this, I developed a user flow map predicting the user's journey through the product.
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To identify potential issues in the user and product experience early on, I created storyboards visualizing the user's journey and interactions with the app. This approach helped pinpoint problems and pain points before beginning the design process.
Design iterations
I conducted two usability studies each with five participants to assess the product's usability. The first study examined overall product flow and features, while the second focused on the product's functionality using refined high-fidelity mockups. Usability was measured using key performance indicators and the System Usability Scale. An affinity diagram was used to analyze the data and identify patterns and themes for design improvements.
A personalised experience
The 'For You' page personalizes content by showing a history of interactions, including watchlists, rewards, and booked tickets. The homepage also features trending movie suggestions based on the user's preferred genre.
Outcomes & Learnings
User feedback for the Ladybird product was positive, with users commending the design for prioritizing their interests and convenience.
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User engagement and communication were central to this design project. By involving users throughout the process and gathering feedback from both users and peers, I gained valuable insights that shaped the project and improved the designs. The research phase was especially rewarding, as it deepened my understanding of the problem and enhanced the solution's effectiveness.