BRAND
PROJECT ROLES & TIMELINE
UX/UI Designer
Product Designer

2 Weeks (in Dec 2022)
PROJECT
AMC App redesign. Focusing on the guests and providing the best-possible movie-going app experience. We make smiles happen!
RESPONSIBILITIES
- User Research, Interviews, and Analysis
- Persona, User Journey Map, User Flow, Information Architecture
- Rapid prototyping - Lo-fi
- Hi-fi prototyping
- Visual Design
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About

AMC MOVIE APP REDESIGN

The design sprint process provided me with a comprehensive understanding of how to effectively gain insights about AMC app users, their needs, and pain points, which are crucial elements in developing rational and justified solutions.

The primary objective of  this project is to get experience brainstorming, wire-framing, prototyping, and improvement, all with the ultimate aim of designing a user interface that is both simple and consistent, and provides the best possible user experience.

Understand

User Interviews

To conduct my research, I carefully selected three distinct user groups of the AMC app. Through open-ended interviews, I gathered valuable insights from these participants. The interviews encompassed various questions, including inquiries about their moviegoing frequency and motivations, their overall experience with the AMC app, and their suggestions for potential app improvements. By exploring these aspects, I aimed to obtain comprehensive feedback and understand the diverse perspectives of our user base.

1
2
3
1
“The current movie filter is disorganized, and I would appreciate if it were more orderly and structured”
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“Sometimes it’s hard to read the movie title in the home page, especially when the movie poster is white. Improving the legibility of movie titles in such instances would enhance the clarity and ease of navigation for me”

"I'm interested in receiving personalized movie recommendations while searching for movies"
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User Group 1
AMC A-List members and passionate movie enthusiasts who have a strong affinity for the cinematic experience. This group frequently visits theaters with their loved ones, cherishing the shared joy of watching movies together.

2
“Being a student myself, I am aware that AMC offers a student discount at the box office. However, I would appreciate it if the app allowed me to purchase tickets with the student discount and show my student ID before checking in, rather than having to go to the box office in person.”

“English is not my first language, it would be convenient if I could add the captioning device to my ticket purchase during checkout, and have the staff prepare the device for me when I check in for the movie.”

“I find myself perplexed by the different screen types, as I don't possess much knowledge about the distinctions between Laser at AMC and IMAX 3D.”

User Group 2
College students who are casual moviegoers seeking occasional trips to the cinema as a means to unwind and escape the demands of academic life.

3
“The current app text size is too small for me to read comfortably, often requiring me to seek assistance from my granddaughter to purchase tickets, or to wait in line at the box office to make the purchase.”

“Occasionally, I encounter difficulty in locating my assigned seat as the ticket only displays the seat number. It would be beneficial if the ticket could also include a map to assist in finding the seat.”

User Group 3
Senior citizens who find joy in the simple pleasures of life and choose to attend movies as a means of socializing and connecting with others in the same age group.

define

User PERSONA & jOURNEY MAP

Following the insightful interviews with users of the AMC app, I have formulated three personas (Jason, Lily, and Tom) to gain a deeper understanding of their unique needs, behaviors, and preferences. This invaluable information serves as the foundation for creating user-centric designs that cater to the specific requirements of different user groups. Additionally, I have developed a comprehensive journey map to visualize the user experience, enabling us to identify pain points and opportunities for improvement throughout the app's usage lifecycle.

Jason
Lily
Tom
User Journey map
IDEATE

BRAINSTORM & WIREFRAME

Throughout this journey, I paid close attention to user task flows and information architecture, ensuring a seamless and intuitive user experience. Drawing from the valuable insights and identified pain points from the previous research, I embarked on an iterative process, exploring multiple application versions with various features. This approach broadened my perspective, shifting beyond practicality and delving into innovative solutions. After carefully considering the top four most captivating ideas, I sketched to visualize the project concept. The process began with initial wireframes, progressed to refined mockups, and evolved into a comprehensive design system and high-fidelity prototype.

User Flow
Information Architecture
prototype

design system & prototype (lo-fi, hi-fi)

Informed by the valuable insights from the previous research, I developed a comprehensive design system for the AMC app. This design system was the foundation for creating high-fidelity prototypes. The low-fidelity prototype allowed for early-stage exploration and validation of fundamental design concepts, while the high-fidelity prototype further refined the user interface, incorporating visual aesthetics, interactive elements, and a polished user experience. By leveraging these prototypes, I aimed to align the app design with user needs and preferences, ensuring a seamless and engaging experience for AMC app users.

Design System
Lo-fi  and Hi-fi  Prototype
THE DESIGN

design comparison & improvements

In this section, I will compare the new app design to the old app design, highlighting the significant improvements that have been made. The final redesign of the AMC app has focused on enhancing the movie exploration experience, streamlining the ticket checkout process, improving accessibility, and simplifying navigation.

The old design

Home Page

On the app's home page, you will find sections for currently playing movies, upcoming releases, and on-demand movies. It offers users the ability to search for movies by theater, showtime, or name. However, it could benefit from personalized recommendations or a tailored movie suggestion algorithm to enhance the discovery of new films based on individual preferences. Additionally, the filtering system would benefit from reorganization and refinement to provide a more efficient and user-friendly experience.

Movie Info

The movie info page provides essential details such as showtimes, cast information, and trailers. However, it lacks real movie reviews, which could offer valuable insights to users. Additionally, the presence of different screen types creates confusion among users, hindering their ability to make informed decisions about their movie-watching experience. Streamlining the screen types and incorporating reliable movie reviews will greatly improve user satisfaction and engagement.

Navigation Bar

The navigation bar encompasses four primary functions: movie selection, location selection, food and drinks, and "My AMC" section. However, it currently lacks an "Easy Mode" feature tailored for individuals with disabilities and the elderly, which could enhance accessibility and user experience. Additionally, the app offers limited language options, limiting its accessibility to non-English-speaking users. To address user needs efficiently, a quick path to manage subscriptions should be implemented, ensuring a seamless and convenient experience for subscribers. By incorporating these improvements, we can enhance inclusivity, expand our user base, and improve overall customer satisfaction.

Improvements
pt.1

Enhance the movie exploration experience

One such feature is the ability for users to input their movie preferences, which helps the app provide personalized recommendations that are tailored to their tastes.

Another feature that has been added is the trailers component, which appears at the top of the movie's main page. This allows users to watch trailers for the movie they are interested in, helping them make an informed decision.
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Additionally, the filter options have been refined to make it easier for users to find the exact type of movie they are looking for, users can filter the movies by duration, screen type, rating, and genre.

Moreover, movie recommendations are now available under the search bar, providing users with additional suggestions that may pique their interest.

To further enhance the user's experience, I have also incorporated movie reviews into the movie's detail page. This means that users who are interested in reading reviews or opinions about a particular movie don’t need to navigate away from the app to a third-party website in order to access this information. Now they can directly read what others have to say about the movie in the app, providing them with valuable insights.

Improvements
pt.2

Enhance the ticket checkout process

Firstly, screen type descriptions and filter buttons have been added to the checkout process. This feature provides users with more information about the type of screen they are purchasing tickets for, and also allows them to filter the available time and seat options based on their screen type preferences.

Secondly, due to the significant number of student customers, a student checkout option has been incorporated as the second feature, enabling them to buy tickets online with discounts. By implementing this function, the process of buying tickets at a reduced price for students has been simplified, without having to go through the hassle of purchasing them in person.

As a third enhancement, a note section has been integrated into the payment page, enabling users to add any notes they may have regarding their requirement for assistive devices. With this feature, users can receive the necessary support to fully appreciate the movie, thereby promoting a more inclusive experience for everyone.

Lastly, an electronic ticket seat map has been included as the last feature, offering users an intuitive seat guide. This addition allows users to locate their seats effortlessly in the theater without solely depending on seat numbers. Collectively, these features have improved the ticket checkout experience, making it more accessible, convenient, and user-friendly for all.

Improvements
pt.3

Enhance APP Accessibility

To improve accessibility, several features have been added to the new AMC app. Firstly, the easy mode has been incorporated for people with disabilities and the elderly. This mode includes larger font sizes, sharper colors, and bigger buttons, making it easier for users to navigate the app and access its features. Additionally, a "Listen to Text Contents" option has been added, which is especially useful for those with visual impairments.

Furthermore, the new AMC app offers more than 30 language options, making it accessible to a wider range of users. This feature allows users to select their preferred language, making it easier for non-native speakers to use the app and access its content. By incorporating these features, the new AMC app has become more inclusive and user-friendly, ensuring that everyone can enjoy the AMC experience regardless of their abilities or language preferences.

Improvements
pt.4

Simplify the Navigation

To improve user navigation, I created a user-friendly menu that enables users to locate desired content more quickly. Since movie-goers tend to prefer specific theaters and do not often modify location settings, I simplified the location options to show only theaters within a 5-mile radius. Moreover, I made it easier to manage AMC Subscription plans by placing the "Manage Plan" feature directly below the user's profile picture. This streamlining of features simplifies the user experience and ensures efficient management of subscriptions.

reflect

PROJECT LEARNING & REFLECTION

I honed my ability to conduct user interviews and skillfully dissect them to craft personas, map out intricate user journeys, and fashion innovative solutions to address any pain points. And that's not all – I also delved into the nitty-gritty of design systems and animation, among other things. My exposure to the complete product design process was nothing short of transformative, as it bestowed upon me an intimate understanding of every single stage and a profound grasp of the design thinking process.

If I have more time, I would like to conduct AB testing with my target audience and gather more user feedback. By soliciting user feedback through surveys, interviews, or focus groups, I would gain valuable insights into their experience using the app, including what they like and dislike, and what improvements they would suggest. Through this iterative process of gathering feedback and testing different versions of AMC app, I can gradually make improvements and create a better user experience. By prioritizing the needs and preferences of users, I could increase engagement and satisfaction with the app, ultimately leading to its success.

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