Goldfinch Theater

The Goldfinch Theaters are a group of movie theaters with multiple locations in metropolitan areas and their surrounding suburbs. They offer various choices in screening types and showtimes at each location. Goldfinch Theater targets users who are looking for group activities to fill their free time when it is available.

Project Overview

UX designer designing an app for Goldfinch Theater from conception to delivery.
Conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, and iterating on designs.
Goldfinch Theater customers tend to book movie tickets while on the go and attend movies in pairs or in groups.
Design an app for Goldfinch Theaters that allows users to book, purchase, and share movie tickets

Understanding the User

I conducted interviews to determine my users’ needs, likes, dislikes and wants for a movie ticketing app. I then grouped their responses to create two personas that would be a part of my target audience. A primary user group was working young adults who like to make time for friends and activities outside the home.

This user group confirmed my initial thoughts about what people would want from a mobile ticketing experience. Through my research, I gained that users would like a mobile-friendly app for each part of the ticketing process and the ability to share ticket information with others after their purchases.

Pain Points

Mobile Friendly

Certain screens that are part of the ticketing processes are hard to view and navigate on a mobile device

Accessibility

Users want to access their tickets via QR codes, Apple Wallet, or Google Wallet

Sharing

Tickets cannot be shared with other guests

Persona

April Adams

April is a film PA and avid movie watcher who needs a mobile-friendly way to purchase movie tickets and share them with others because she usually books tickets while on the go and attends movies with a group of friends.

Frustrations

“Choosing seats on a mobile platform is not always user-friendly”

“Some theaters do not allow me to share mobile tickets or access them via a mobile wallet

Usability Study Findings:

Round 1

Users may need multiple ways to access particular pages
Users need buttons and CTAs that are more accessible for clicking
Location options need to be more visible to users
Users need better labels to differentiate pages

Round 2

Users want ways to access, share and/or hold tickets outside of the movie app
Users would like to view showtime and movie information for theaters outside of their set area or ZIP code
In-app language should be clearer for users to better understand when showtimes are taking place

What I Learned

While designing the Goldfinch Theater app, I learned how all the collected ideas from ideation to conception can add to the final iteration of the app. I learned how each idea is valuable while understanding which ideas would best fit the solution for the user's needs and problems.