From the outset it was agreed that the UI (user interface) and UX (user experience) needed to be re-evaluated so as to create a streamlined environment that would enable the user to browse effectively and book a movie with ease. Concession sales and additional offers (Up-Sells), being of vital importance to a cinemas business model, were also a primary factor to be taken into consideration along the users journey. The look and feel of the new website would also need to be a visually clean modern solution, responsive in nature allowing for display on multiple devices, focusing more so, but not exclusively on the mobile visitor. Branding across the website would change to match our designs with the in-house team supplying new cinema specific logos.
Starting with a forensic analysis of the current site, its failings, the challenging areas – in terms of the users journey, and what worked but needed to be re-thought and presented within a new interface was planned out.
Paramount at all times was to have a frictionless environment for the user to navigate through from entry to exit. The redesign of navigation and the use of filtered search choices, strong movie poster images, and a quick book menu for those that new what they wanted to book was included.