Conducting Interviews

The goal of the interview was to understand the challenges people face while choosing movie tickets and the feelings they might feel when buying tickets from an app. The target audience consisted of people whithin the age range of 18-65 with different gender and abilities who have phones with internet connection and go to the cinema.

I conducted interviews containing open-ended questions with questions regarding:

1. 1.  The users' important considerations while going to the cinema

   2. How often they go to the cinema

   3. Their ticket purchasing behaviour

   4. The challenges they face while booking their tickets and their emotions regarding that situation

   5. Their possible ideas for fixing their challenges

Creating personas and User stories

Problem Statements

1. Mathew O'Connel is a hardworking family man who needs to be able to choose movie tickets in advance because he has a limited window of time to watch movies with his family.

2. Nadia Young is an expert movie club member who needs to be able to choose a seat before purchase because she wants all of her movie-club group to have good seats located next to each other.

Hypothesis Statements

1. If Mathew O'Connel downloads the ticket app, then he can view and order tickets weeks in advance.

2. If Nadia Young downloads the ticket app, then she can choose suitable seats for her movie club before paying for tickets.

Value Proposition

My cinema ticket booking app allows people to choose the date, venue, time and seat of their choice in advance to make sure that they have full control over their movie-watching experience. It gives them real-time location and map and accompanies them to their seat. It doesn't require them to save pdfs or print tickets and it works with NFC.

• Mathew would like to book desired movies in advance.

• Nadia wants to be able to choose her seat in advance, get a map to take her to her seat and not worry about losing tickets.

Competetive audit

1. Goals

Compare the ticket purchase experience of each competitor's product as a new user and returning user.

2. Key competitors

• Our key competitor is Cinema Ticket, a direct competitor that sells movie and theatre tickets for a variety of movies in cinemas all over town

• Our other competitor is Netflix which is an indirect competitor that offers different movies and tv series online and on-demand with a subscription plan allowing people to watch the content at home and on the go and in their own time, they can pause, choose subtitles and have more control than the cinema

• Our other competitor is Ticket Gretchen which is an indirect competitor allowing people to book tickets to cultural events all over Europe in advance using the app but doesn’t offer cinema tickets.

3. Competitors' strengths

Cinema Ticket:

3. • Wide variety of movies and genres

   • Access to most cinemas in the country

   • Reliable ticket production

Netflix:

3. • Accessible from anywhere at any time.

   • Offer subtitles in a lot of languages.

   • Offers different payment plans

Ticket Gretchen:

3. • Makes cultural events more accessible

   • Easy and nice Seat picking process

4. Competitor's Weaknesses

Cinema Ticket:

• Doesn’t remember previous purchases

• Doesn’t remember payment info

• Only has one language available

• Boring design

• Can’t use without creating an account

• Payment before choosing a seat

Netflix:

• Doesn’t have some movies available

• Issues with search sometimes

• Needs good internet

• Doesn’t offer the same sound and picture quality as cinemas

• expensive

Ticket Gretchen:

• only supports cultural events

• only works in a few countries

• hard to find specific events in it

5. Gaps

   • Provide audio search for accessibility

   • They don’t Let customers choose a seat before payments

   • They don’t Let guests buy tickets without signing up

   • They don’t Support different languages

   • They don’t save preferences and payment info

6. Opportunities

   • Let people choose seats before payment

   • Save preferences and payment info

   • Offer accessibility options and different languages

   • Allow people to buy tickets without signing up

Goal Statement

Our Ticket App will let users choose their ticket details like time and seat in advance which will affect busy people who need to buy movie tickets by allowing them to reserve their movies and desired seats before payment weeks in advance. We will measure effectiveness by the number of tickets sold every week using the app.

User flow

Sample of a usability study participant's observed answers