cinesnacks

Snack Ordering App for Movie Theaters

UX DESIGN | CONCEPT

Duration: 4 weeks

My Role: UX Research, Information Architecture, Visual Design, User Testing

CineSnacks is a snack ordering app for movie theaters with various options for users to order snacks. It provides users the option to pick up the order or get it delivered inside the theater to their seats. They can also select a convenient time to get the order. CineSnacks will change the way how people order snacks in a movie theater.

The Problem

Ordering a snack while watching a movie in the theater is not like ordering food while we are at home or having a party. It’s a different problem and requires different features from that of a food delivery app.

I did a survey and found out that 30% of movie watchers prefer to get snacks while watching the movie. and, there is no convenient way to order snacks inside a movie theater. People cannot choose when they want to get the order and sometimes they have to stand in a long line to get the snacks. Also, some people don’t buy snacks because they are very costly.

The Goal

The goal of this project is to provide an app for users to order snacks inside the theater at their convenience.

User pain points

Waiting in line to get snacks.

No convenient way to order snacks while watching the movie.

Snacks and drinks in theater are very costly.

Challenges

Challenges to tackle on the way

Easy and efficient app to order snacks

Various time options for snacks delivery inside the theater

Train staff to not disturb other people while delivering the order

Offers and loyalty cards to give discounts and get the customers again

EMPATHIZE

Target Audience

The personas defined are based on our interviews and survey findings:

Users who like to order ahead and want to take meals with them before starting the movies.

Users who like to buy snacks and drinks in between the movie.

Users who don't buy snacks because of the price or not knowing what to buy.

Based on these findings, I created three personas who are our target users.

User personas

Problem statement

Noah is a father of two kids who needs an efficient way to order snacks before starting the movie because kids take too much time exploring snack options.

Problem statement

Ishita is a student who frequently goes to the movie theater and needs to get snacks or drinks inside the theater in between the movie because she doesn’t like to wait in line during the interval.

Problem statement

Henry is a medical student and frequent movie watcher who needs some cheap snack options because he doesn’t want to spend his pocket money on high-priced items.

User journey map

What a user journey looks like without using an app to order snacks or drinks before going inside the cinema?

RESEARCH

Secondary research

To design a great user experience, I need to first understand the user. I did some secondary research online and found that the majority of people are in the age group of 14 to 34 years. 17% of them are frequent cinemagoers. 49% of them buy snacks and drinks in the theaters.

Primary research

Understanding a situation requires doing some primary research. For that, I created a survey and interviewed 4 participants from different age groups. The results were, 70% of the participants like to get snacks before starting the movie. 20% of the users don’t buy snacks because of high prices.

Competitive audit

To get a sense of the strengths and weaknesses of the current market, I looked at several potential competitors companies and the results were,

INOX offers very similar features to CineSnacks like ordering snacks inside the theater.

BookMyShow lets you order snacks while booking movie tickets, but it doesn’t provide delivery and time-convenience options.

TicketNew doesn’t provide a snack ordering option.

  • INOX – Direct competitor
  • BookMyShow – Indirect competitor
  • TicketNew – Indirect competitor

DESIGN STRATEGY

Information Architecture

I identified two major paths users could take to order the snacks, i.e,

Using the app to only order snacks.

Using the app to order snacks while booking movie tickets.

and crafted the journey for each task.

Storyboards

I made two storyboards – Big picture and Close up

Big Picture

This picture shows how the user feels while using the app

Scenario – Use the CineSnacks app to order snacks or drinks in between the movie.

  1. Frustrated as there is no app to get snacks or drinks inside the theater.
  2. Found our app & are happy to order something while watching the movie.
  3. Ordering inside the cinema.
  4. Excited to get snacks or drinks inside within 15 minutes.
  5. Happy after completing the meal and giving feedback.

Close up

This picture shows how the user is using the app a.k.a how the user is completing the task.

Scenario – Use the CineSnacks app to order snacks or drinks inside the movie theater.

  1. Open the app.
  2. App homepage.
  3. Location permission pop-up.
  4. Automatically detects theater and provides available snack options.
  5. Add to cart items.
  6. Order preview, confirmation page, and enter the seat number.

SKETCHES & WIREFRAMES

Paper wireframes

Before moving on to high-fidelity wireframes and mocks, I wanted to get a feel for what the core of the app would look like when put in front of me.

Low-fidelity prototype

First version

USABILITY STUDY

Usability findings

Not able to go to the cinema selection screen directly from the homepage.

Not a direct add to cart option.

No option for customizing the combo.

Payment pages doesn't provide much options.

The timing to get the order delivery is limited.

Users cannot book movie tickets.

Low-fidelity prototype

After Usability Study

Mock-ups

style guide

Colors

#8D0F08

#FFC812

#DEC6C7

#434343

#757575

#D2D2D2

typography

Accessibility consideration

The hierarchy in my design is well defined and meets the accessibility guidelines which can be read by screen readers.

The color contrast meets accessibility guidelines.

The use of typography is easily understandable by the screen readers.

prototype

Check live prototype

CONCLUSION

Takeaway

As a movie enthusiast, CineSnacks is an idea that is near and dear to my heart. This was my first-time goal-directed design process, and I learned many things that will help me in future projects.

I learned that if you empathize with users, and test the designs at various levels, you will iterate more easily and make a useful product for your end-users.

Next steps

The main user flow is complete but I would like to add some offers and Loyalty cards to the app.

I would add a ticket-sharing feature to the app so that users can book tickets for their friends and family.

I would test this and would see if there is any requirement to add more delivery timings for the snacks.

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