I am a
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Capstone Project: Movie Theater Snack Ordering App
Objective: revamp the theater snack ordering with a streamlined interface and smart recommendations for a seamless and personalized user experience, aiming to boost completion rates and encourage snack exploration.
User Research
Pain Points
Long Lines
Waiting in long lines at the concession stand is a common pain point, especially during peak movie times, and it can lead to missed parts of the movie.
Confusing Menu
Movie theater snack menus can often be overwhelming and confusing for patrons. This confusion can arise from several factors: complexity, lack of descriptions, and unclear prices
Communication
Communication issues between patrons and theater staff can result in order mistakes or missed orders, leading to a less enjoyable experience.
Starting the Design
Paper Wireframes
Snack Browsing
The objective for the paper wireframe of the snack browsing feature was to discover an optimal design that effectively showcases multiple snack categories without complicating the process of finding and selecting a specific item.
1
Search Bar
2
Snack Category
3
Quick Add
Digital Wireframe
Snack Browsing
The combination of the search bar and quick add feature successfully facilitates seamless individual snack selection, while the snack category feature provides a convenient overview of various snack types on a single page, achieving the goal of efficient and diverse snack browsing.
Paper Wireframes
Individual Snack
The aim of the individual snack wireframe was to identify the optimal design for users to swiftly add snacks to their cart, providing a clear item description with options for snack personalization, and suggesting complementary snack pairings for an enhanced user experience.
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1
Customize
2
Suggested
3
Add to Cart
Digital Wireframes
Individual Snacks
The customize button elevates the personalized user experience, while the inclusion of suggested items with a quick add option and a prominent "add to cart" button ensures a seamless and efficient process, ultimately enhancing order completion.
Low Fidelity Prototype
Refining the Design
Usability Research Insights
Snack Browsing
Incorporating user research insights, I enhanced efficiency and completion rates by making snack category names clickable, increasing the size of the quick add button, and allowing users to click on the cart icon for a smoother navigation experience.
High Fidelity Prototype
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Accessibility Considerations
Impact
The redesigned snack ordering feature in the movie theater app significantly improved user satisfaction and engagement, with positive feedback from users emphasizing the ease of use and heightened efficiency. One participant enthusiastically expressed, "The new design made snack ordering a breeze, and I love how quickly I can customize and add items to my cart." This testimonial underscores the positive influence of the redesigned feature on the overall user experience.
What I learned
I learned the importance of empathizing with users and conducting thorough research to identify pain points and opportunities for improvement. Developing wireframes and prototypes helped me visualize and iterate on design solutions, and user testing proved invaluable in refining the user experience based on real feedback. This experience reinforced the iterative nature of UX design and the need for a user-centric approach to create effective and enjoyable digital products.
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