Kickoff

Increase efficiency for customers to order remotely and avoid line-ups.

Our goal was to design a website which provides users an error-free, easy ordering flow with quick and accurate conversion times.

Unmoderated research was conducted where participants were given tasks to perform remotely and detail their feelings, thoughts, and processes. We assumed some aspects would be difficult and some would be easy. We were pleased with our results amongst participants.

Meet the Users

Competitive Audit

We looked at several direct and indirect competitors and this provided direction on gaps and opportunities to address with the Cinema website.

The majority of competitors had similar options when checking out tickets online. However navigation through all competitors’ websites proved to be difficult. These are the opportunities we’ve noticed.

• Simpler navigation
• Offer seating choices

Preparing the Journey

Overwhelming list of options was a pain point for users, using that knowledge a site map was created.

The goal was to limit the amount of options per page and make them more digestible with the use of layout and flow.

Digital Wireframe

After ideating and drafting some paper wireframes, I created the initial designs for the Cinema website. These designs focused on delivering personalized guidance to make easier choices amoungst all the movies available.
To prepare for usability testing, I created a lo-fi prototype that connected user flow to purchasing tickets.

Iterations

These were the main findings uncovered by the usability study:

Mockups 1

Based on the insights from the usability study, I made a change to improve the visibility of the cart when items populate the basket. This allowed users to better see and goto their cart easily.

Mockups 2

To make the user experience less overwhelming, the number of options were reduced on the home page and later added as options in the checkout portion.

High-fidelity prototype

The high-fidelity prototype followed the same user flow as the lo-fi prototype, including design changes made after the usability study.

Responsive Design

The designs for screen variation include mobile and desktop. I optimized designs to fit specific user needs of each device and screen size.

Style Guide

Dark colours to create a mood movie patrons are familiar with and a complimentary palette came from wanting to express to users the tone of the theatre going experience. AODA compliance with high contrast, labels for interactive elements and an initial focus on the home screen with recommendations to help defind primary tasks for user actions.

Takeaways

Our target users shared that the design was intuitive to navigate through, more engaging with the images, and demonstrated a clear visual hierarchy.

I learned that even a small design change can have a huge impact on the user experience. The most important takeaway for me is to always focus on the real needs of the user when coming up with design ideas and solutions.

Husky, being a premium brand in the plastic industry, prides itself and focuses a lot of its efforts on emphasizing their technologies, engineering and innovation in their marketing communication.

When trying to reach craft brewers and large players in the beer space, we set out to switch the marketing focus to simply emphasize the the features and benefits of puting beer in PET bottles.

In doing this, the goal was to educate the public that the war on plastic was misunderstood as well as to offer insight and intrigue to brewers and to initiate conversation in switching from glass and cans to PET.

Introducing the idea in various bottle shapes as well as in different environments to give a better understanding of our message while remaining visually appealing and capturing interest.

I was applauded for the idea of creating mock-ups, producing a landing page, PPT slides, print collateral and emails that ventured away from the usual Husky brand while still keeping within the guidelines.

The copy and tone for this project was Natasha Saladino and she managed to champion these ideas and my vision to the Husky stakeholders and sales staff to further communicate this campaign in the field.