UX/UI Designer Research, conceptualization, design, motion, and prototyping

5 months

Paper + Pencil, Figma, Illustrator

My Results

Tools

Time

Discover > Define > Develop > Deliver

Process

The Challenge

I present the case study of the "Cine Corn" app, developed as part of the Google specialization. The project arises from observing deficiencies in current cinema apps, which suffer from complex interfaces and limited functionalities.

Introduction

Payment Confirmed

Our payment confirmation screen clearly displays the purchase confirmation and generates a digital ticket in QR Code format, ready to be used at the cinema entrance.

Tickets

Provides a practical and organized way for users to access their tickets. Each ticket is displayed with a QR Code that can be scanned at the cinema entrance.

Corn Plus

Provides a practical solution for users who want to take advantage of exclusive promotions. Here, users can add funds to their app balance, making it easier to purchase future tickets and access special offers.

Business vs. UX

Discover

The request to add an extra feature and a more intuitive and clean design was based on feedback from competitors' App Store reviews.

I worked to align the business goal and created the UX goal accordingly.

Action

Result

The request to add an extra feature and a more intuitive and clean design was based on feedback from competitors' App Store reviews.

Business Goals

Create a Cine Plus loyalty program to differentiate from competitors.

Reduce the average page load time of the app by 30%, aiming to improve speed and navigation fluidity.

User Experience Goal

What Impacts is the Current Market Facing?

Goal Definition

The North region has less access to cinemas, theaters, and museums.

In 2021, cinemas were present in only 9% of the country's municipalities, with the highest concentration in the Southeast.

The highest proportion of municipalities where residents would need to travel more than an hour to access cinemas was in the North (80.4%).

The country has nearly 40% of the population in municipalities without cinema halls.

In 2018, almost 40% of the Brazilian population lived in municipalities without cinema halls. Among those with low education, such as those without schooling or with incomplete primary education, this percentage was even higher, reaching nearly half. Additionally, a significant proportion of children and adolescents, as well as Black or Brown people, lived in areas without access to cinemas.

In 2017, Brazil had 3,223 cinema halls, with most (89.3%) located in shopping centers. In São Paulo, 87.6% of the 347 cinema halls are in shopping centers. The cinema experience is available in only 10.4% of Brazilian municipalities. About 22.4% of municipalities supported film festivals or showcases in 2018. Since 2016, Penedo, Alagoas, has hosted the Circuito Penedo de Cinema, featuring various cultural activities.

Cinema transformations have consequences both inside and outside the theaters.

Data provided by IBGE news agency.

The Competition Experience.

Synthesizing Feedback

"The app is abandoned by Cinepolis, completely slow and frozen. Don't download it."

Competitors' App Store Comments

Definition

"I couldn't update my email address through the Cinemark app..."

"After the last update, I can't log in to the Ingresso.com app. I enter my username and password, and it goes back to being a guest."

By implementing the suggested recommendations, Cinecorn could improve its standing among other cinema apps, providing a more comprehensive, personalized, and satisfying experience for users.

Constant innovation and adaptation to customer demands will be key to ongoing success.

1,4 / 5

327 ratings

4,7 / 5

110 mil ratings

4,8 / 5

51 mil ratings

Improve Performance and Stability:

Adopt an agile and responsive development methodology.

Simplify the User Interface:

Design a simple and modern app interface to make it more intuitive and easy to navigate.

Updates and Transparent Communication:

Provide clear notifications about updates, policy changes, or any other relevant information to users.

To offer effective solutions to users, it was necessary to address the previously mentioned challenges in a careful and innovative manner.

In the current global and Brazilian cinema landscape, these solutions can be effective in addressing user demands and expectations, as well as market specifics. With the growing popularity of streaming services, solutions that enhance user experience and offer personalized content are highly valued by users, contributing to the app's success in the market.

Implementing these solutions can also help attract and retain a larger number of users, expanding the subscriber base and generating a positive impact on the cinema app's business.

My Solution.

Buying Behavior

Stephanie is a conscious consumer who values convenience and quality in her purchases, especially when it comes to entertainment. She relies on recommendations from friends, online reviews, and previous experiences to make her purchasing decisions.

Needs

.Access to Movies: Stephanie wants a cinema app that provides easy access to a vast library of films, including recent releases, classics, and independent productions.

Wants

Immersive Experience: Stephanie desires a cinema experience that goes beyond simple film viewing, offering a more engaging and immersive experience.

Stephanie

30 years old, Digital Marketing Consultant

Developing

Personas.

Stephanie is a successful professional working as a digital marketing consultant at a renowned agency. She is passionate about films and loves spending her free time watching a variety of film genres.

As a busy and active person, Stephanie seeks convenient ways to enjoy her passion for cinema while balancing her professional and personal responsibilities.

It was necessary to map the main pathways that lead our users to the most important use cases in the fewest steps. It was possible that new phases could emerge within the established flow. Therefore, it was crucial to communicate these potential changes and their effects to all involved parties.

Sitemap

Desenvolver

Emphasizing progress.

Drawing on my core insights and personal attributes, I understand that the ideal solution should connect me more closely to my own actions and their consequences, such as my progress and demerits.

From this, I came up with the approach of mirroring my own progress through a visual metaphor of cultivation, breaking down my long process of habit building into smaller, more frequent positive reinforcements as a source of motivation.

Project goals

Create a visual interface that transports users directly into the world of cinema, using vibrant color palettes, high-quality film images and graphic elements that evoke the magic of cinema.

Develop a simple and straightforward navigation flow, ensuring that users can quickly find the information they are looking for, such as show times, film synopses or promotions.

Visual

Usability

Home

Rooms

Chairs

Wire frame.

Start

It was necessary to create 3 flows until reaching the one with the fewest steps to reach the main task, 4 touches compared to 6 before.

Confirmed

Sinopse

Descriptionof the films.

Cinemas that show the film.

Seats available.

Purchase completed successfully.

app home screen.

Analysis by screen

Home

Sinopse

Salas

2 out of 8 users complained about the screen.

2 out of 8 users complained about the screen.

Direct success rate

Test results.

85%

Start

15%

Error rate

Usability testing iterations

Moderate testing has informed the need to reorient navigation.

We asked participants to complete several scenarios and observed their movement patterns, mental models, and ability to accomplish their goals. Through multiple rounds of feedback, we were able to decrease the cognitive load on our users and make important information more accessible at a higher level.

After

Before

Change

We asked participants to complete several scenarios and observed their movement patterns, mental models, and ability to accomplish their goals. We were able to decrease the cognitive load on our users and make important information more accessible at a higher level.

Deliver

Final Experience.

See the final prototype from the user's point of view.

Start

By implementing onboarding on the “Cine Corn” app, new users can be quickly guided through the app’s essential features and functionality. This could include demonstrations on how to find movie screenings, purchase tickets, access trailers, or explore exclusive promotions.

Login

By implementing a login screen in the “Cine Corn” app, additional security measures can be taken to protect user accounts. Features such as two-factor authentication, strong passwords, and security checks can be integrated into the login screen, ensuring that only authorized users have access to the app’s features and information.

Purchase flow

Users can enjoy a streamlined and intuitive purchasing process. A well-designed user flow allows users to easily select desired movies, choose available seats, view showtimes, and complete the purchase in just a few clicks, ensuring a quick and hassle-free purchasing experience.

Assessment

Project rationale.

Users should be able to finish what they want quickly and easily.

I found three justifications to evaluate the success of the resource.

Users should feel confident about what they are doing.

Users do not experience any unwanted and shocking effects.

Assessment

Project completion.

What are some other impacts the project has had?

Discussion about the app's mission

The “Cine Corn” represents the fundamental purpose and aspirations of the app. In an academic context for a course assignment, discussing the app’s mission may involve an in-depth analysis of its goals, values, and intended impact on the market and users.

Improvement for Current Flow

I have identified some usability issues in the current survey flows. I will continue to improve the Cine Corn app flows, such as tabbed design, device adding flow, multi-home system, etc.

With the challenge defined, it’s time to create a design to simplify the purchase process.

Hetp

Its elegance and attention to detail.

Taking the Pizza Experience to a New Level.

OKABE

New holiday