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ROLE: UX DESIGN, VISUAL DESIGN
DURATION: DECEMBER - JANUARY 2023

Design a movie subtitle page for hearing impaired users

VISUAL DESIGN | UX | INTERACTION
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Goals

Create an inclusive design with a user-friendly app for every user to browse movie theatres and trailers and make app payment convenient to use.

Problem statement

Busy individuals with diverse backgrounds and disabilities are finding it hard to browse movies with subtitles and without subtitles to book tickets.

Overview

TicketNow is a movie theatre app that offer subtitles and non-subtitles, especially for users of diverse backgrounds, demographics and abilities to view and enjoy browsing movie trailers with movie descriptions and upcoming movies before booking a ticket. This platform offers a wide range of movie genres which appeals to the movie-lovers while also making in-app booking of movie tickets seamless.

User research

I started the research process by sending out the viewers to gather interview participants based on the goals and objectives of the project. I then conducted interviews and created empathy maps to understand the users I was designing for and their needs. A primary user group identified through research was the hearing impaired, office-goers, and teenagers who love going to the movies but find it hard to choose which movie to watch.

 

The main aim of the interview was to understand the pain points of the users of movie trailer apps. To achieve it so I need to solve the issues potentially in order to understand the users while using the app. The target audience for the interview was people from diverse backgrounds and abilities who can use movie apps. From the participants who had similar issues, all relating to accessibility and user experience. I got loads of feedback, which went a long way towards helping me build the product.

Pain points

Decision making

Working adults and students find it challenging to browse movies to watch in theatres.

Accessibility

Browsing movies without subtitles becomes hard for people with diverse backgrounds who needs English subtitles.

User Experience

Too much unnecessary information makes digital platforms difficult to use.

Competitive analysis

I had to go out and observe what the well-known online ticket applications were currently doing and what user objectives they were not achieving to build a clear and sturdy foundation for TicketNow. I assessed several features deemed essential by user surveys and determined which ones TicketNow might make use of to stand out from competing software.

Only two of the three primary rivals, in my research, provided offers and cashback, trailers, and theatres. Even though BookMyShow has many features, especially trailers, they are only accessible at specific times of the year. The last thing I noticed was that BookMyShow and PVR offer English subtitles at some theatres; however, I found it difficult because, in contrast to the other online ticket applications, subtitles never appear on the main screen of the app.

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User personas

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Storyboard

Scenario: Ajit is a movie lover who needs to watch a movie with subtitles in his leisure time in the theatre as he is hearing impaired.

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User Journey

To better understand the user’s actions, problems, and motivations in each stage of the app, I have created a User Journey Map to further assist in identifying the possible pain points and improvement opportunities. A user journey map assists us in creating a customer path. Additionally, I included the biased things to reduce their impact.

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Information Architecture

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Paper wireframes

To start a design process, sketching ideas on the paper was the first thing before switching to digital. Time by time to build the iterations of each screen of the app on the paper, to ensure that the design elements met the user pain points. For the home screen, I prioritized easy navigation on page by page for a quick and clear booking process.

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Digital wireframes

As the initial design phase continues, I made sure to gather feedback and findings from the user research based on design screens.
I refined the initial paper wireframes in order to proceed on creating digital wireframes. The transition flow becomes easier to see how the design may solve user pain points and improve the user experience.

This page is for nearby locations for those who can book tickets faster than expected.

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This page is easier to browse movie with subtitles and non-subtitles

Low fidelity prototype

Using the completed set of digital wireframes, I created a low-fidelity prototype. The primary user flow I connected was to browse a movie and booking a movie ticket, so the prototype could be used in a usability study.

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Usability studies

I conducted the first round of unmoderated usability studies with 5 participants of diverse backgrounds, gender, age and abilities. Findings from this first study helped guide the designs while still in lo-fi protype before transitioning to mockups.

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Challenge 1

Before usability studies, I added the options of different icons, however, after usability studies I removed icons and highlight the main movie to Book Now. I also revised the design so users can opt for “Buy” or “Rent” for those who want to watch at home leisurely.

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Before

After

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Challenge 2

The second usability study revealed frustration with the “Save Payment Method”. To make the payment in smoother process, I have added “Save changes for further use” options on Payment Method in After Usability Studies so that the users can save it. It becomes easier to book a ticket when next time.

Before

After

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Style guides

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High fidelity prototype

Followed the same user flow of low-fidelity prototype and modified the latest elements after implementing the usability studies from the users. The final high-fidelity prototype presented a cleaner and simpler interface for users to browse a movie with subtitles and non-subtitles as well as trailers and share the link with friends.

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Key mockups

Going forward

Impact

TicketNow app was designed to be inclusive for all ages, especially people with diverse backgrounds and differently-abled to achieve goals.

One quote from peer feedback”

“The app made it so friendly and easy to browse movies! I would recommend this app to my dear friends and family."

What I learnt

While designing the TicketNow app, I have learned that the first ideas for the app are only the beginning of the process. Usability studies and peer feedback influenced each iteration of the app’s design.

Next steps

Conduct another rounds of usability studies to validate if the user pain points have been effectively addressed.
 

Conduct more user research to determine any new areas of needs.

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