A case study on a better movie ticketing app. Keylight helps you: easily and quickly purchase tickets, pre-order food, snacks, drinks, learn more about the movie of interest, and quickly locate nearby Keylight Cinemas.
Case Study: for UX Bootcamp
4 months
User Research
I conducted comprehensive user research to understand where the current competitive market was, where the gaps were, and what features were most needed.
Research Steps Taken: Preliminary Interviews, Competitive Analysis, Creating Personas, Creating an Affinity Map
With the data gathered in the research phase, I moved the case study forward by creating a flow chart.
My goals when creating the sketched & digital wireframes were to: create a simple layout, use high contrast to help accentuate important features, account to large touch points, and achieve successful readability/legibility.
Usability Test
Before moving forward with the high-fidelity design, I first sought to test the user flow with the wireframes by creating a low-fidelity prototype.
Findings:
Movies vs. Theaters: Some testers preferred to start the ticketing process from selecting a theater location first.
Locating Items: A couple testers struggled to locate ‘Popcorn’ in the food & drinks menu in the pre-order user flow.
Pick-up time: A couple testers felt uneasy when there wasn’t a “pick-up time” visible when completing orders.
Mockups
With all of the research assets, sketches, digital wireframes, I moved to the finish line by creating the branding, mockups and high-fidelity prototype on Figma.
Final Thoughts
This case study impacted me and jump-started my love for user-centered design. I learned how to conduct user research following ‘design thinking’ methods.
Looking back I’m excited to see areas that could use improvement. The first to be addressed would be the current lack of vertical white space between all elements. Next, I’d re-think the use of the bright orange color and dull it down a bit, use a dark text color to account for readability following WCAG color contrast standards.
Overall, I thoroughly enjoyed working on this case study.
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