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.
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
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.