UGC Cinemas

User experience design of website and mobile application, introducing mobile ticketing and user account management to this large network of cinemas in France (2012)

      Finished visuals for redesigned homepage by the art director


Context

The problem: UGC's users weren't making ticket reservations via the existing website. UGC was aware it was laging behind their direct competition, especially Pathe Cinemas, so in order to remain competitive it had to revamp the existing user experience across the web, mobile and on-site.

Design Process

1. Understanding the problem space through the business point of view and, crucially, through the user's point of view
2. Mapping the existing customer experience, identifying problems and finding opportunities for improvement
3. Exploring possible solutions to the problem space, sorting them and filtering out the ones which didn't map so well to business and user needs
4. Prototyping solutions for digital channels (web, mobile) via wireframes of increasing fidelity
5. Testing prototypes with users, improving solution based on identified issues

Existing solution: user research, user testing, audit, personas

Mapping the existing customer experience, identifying problems and finding opportunities for improvement

User goals inform design vision

Exploring possible solutions to the problem space, sorting and filtering them

Prototyping solutions for digital channels via wireframes of increasing fidelity

... and going through a similar process for mobile

Mobile - final visual design by the Art Director

Conclusion

We had no scope for testing prototypes with users, but I managed to do some quick guerilla testing sessions of the mobile purchase and ticket system. Other issues were corrected on future updates.

Extra research was done on a system to navigate films via emotional factors, with a view to being implemented on a future version. This is part of a wider research effort I am undertaking about introducing higher serendipity to navigation systems.