NORA
4 WEEKS
NOVEMBER 2024
UX/UI LEAD
MY ROLE
This is a self-initiated project so I worked on it alone but on the bright side, it was a fantastic opportunity for me to hone my skills and expand my design toolkit. Working independently allowed me to explore different design approaches, experiment with new tools and techniques, and gain valuable experience in managing a project from start to finish. It was a true learning experience that pushed me to grow as a designer.
SHARED SCREENS, SHARED PROBLEMS
Naturally, Filipinos are huge media consumers. Whether it’s music or film, they make sure that they are up to date with whatever is currently on the trend. For the longest time, locals only knew about the traditional way of buying cinema tickets. This comes with only finding out what is currently showing on the big screens and seat availability right there and then.
Even if they are presented with online platforms that offer a more convenient way of buying tickets, these platforms are often inaccessible due to outdated systems that cause more harm than good. As a Filipino and a moviegoer myself, I am here to change that.
PROBLEM STATEMENT
Inconvenient Traditional Methods: Buying tickets often requires inconvenient trips to the cinema and waiting in line.
Lack of Real-Time Seat Availability and Booking Information: Knowing which seats are available is difficult until arriving at the cinema.
Unenjoyable and Tedious Ticket Booking Experience: Existing platforms lack user connection.
TARGET MOVIEGOERS
18-65+ (Young adults and older adults who enjoy movies)
Urban areas in the Philippines (Not excluding users in rural regions)
All income levels (Acknowledging that movie entertainment is enjoyed by people across the economic spectrum.)
Tech Savvy (While the app is designed for smartphone users, consider potential alternatives or support for those with less technological familiarity.)
ONLY ONE APP IN THE MARKET?!
Through my competitive analysis, I found out that there is currently only ONE cinema ticket booking app in the country, with the rest just offering outdated websites. Even with the only app that is currently in the market, it seems that this still does not meet users’ needs and satisfaction.
RESEARCH
As this was a self-initiated project, I conducted all user interviews independently. While limited resources meant I couldn't employ professional recruitment services, I leveraged my personal network and online connections to recruit participants who fit the target demographic, including myself.
I chose user interviews as even though this required careful planning and outreach, it ultimately allowed me to gain valuable firsthand insights directly from potential users.
Questions I used for the user interviews:
What are your biggest frustrations when booking movie tickets?
What features would you like to see in a movie ticket booking app?
How is your experience with using current available platforms?
Key Findings
While I was conducting the user interview, though they appreciate the intention of convenience among the platforms, frustration among moviegoers is more evident. These are the key findings:
"Hassle pumila!" (Long queues are a hassle): A recurring theme was the frustration with long queues at physical ticket booths, especially during weekends and holidays. Users mentioned wasting time and sometimes missing out on preferred showtimes.
"Ang hirap i-navigate ng mga websites!" (Their websites are difficult to navigate): Many found existing cinema websites confusing, with cluttered layouts, small text, and slow loading times, apps are no help as well.
"Limited payment options!" the limited availability of online payment methods was a significant pain point.
ROAD TO MVP
Goals
Following the data analysis with the help of affinity mapping, I came up with what success would look like in the app. Here’s what I came up with:
A home screen that users can intuitively navigate
Give the app a clean and concise look to avoid confusion
Create a product market fit
Feature Prioritization
To achieve the goals, I highly considered the research key findings and set out to prioritize these main features
Integrate the app with popular Filipino payment methods like GCash and PayMaya
Easy booking for multiple tickets and selecting seats together
Give the app an interactive map where users can easily locate nearby cinemas
Information Architecture
Wireframes & Prototypes
I did a few versions for wireframes and put stars on whatever feature would likely work based on the research’s key findings.
“CityWatch” was supposed to be the initial name of the app but since the inspiration came from Game of Thrones and the app has a possibility to be put on the market, I came up with Nora instead.
DESIGN PHASE
UI Iterations
Several design iterations went into the app, especially coming up with what I want the brand and aesthetic of the app to look like. Here are a few examples:
The major reason why I initially chose the color red is because of how it can symbolize success, thus being the color of choice among successful brands. From there, I explored ideas like using GIFs/Videos for the front page and using retro components to make the app more fun.
Did you know?
For each design decisions that I made, I applied the design for the whole user journey. Though this took a bit more time, it ultimately lead me to a decision that none of it was to my liking. Which lead me to a better design!
Final Design
What greatly lead me to this design is that I wanted a color scheme that would resemble what moviegoers feel like in a cinema. I want the users of the app to feel immersed with the app, having a sort of calmness and serenity with a twist of modernity.
🖼️
You can place your design here.
Even though the app is self-initiated, I still made sure that it will strike an impact and will standout among its competitors in the market. I named the app after a Filipino actress named Nora Aunor to pay homage for the actress and the country.
PROJECT TAKEAWAYS
During this project, I realized that though too much self-criticism can lead to countless iterations, it can also bear fruit.
“There’s strength in repetition.” - Puck, Secret Level, S1 E6
Real-time seat selection is crucial: The strong user demand for this feature validated its inclusion as a core component of the app.
Mobile-first design is essential for the target audience: Designing with a mobile-first approach ensured that the app was accessible and user-friendly on the devices most commonly used by the target audience.
Integration with local payment methods is key: Supporting popular Filipino payment options like GCash and PayMaya is crucial for user adoption and convenience.
With its current significance and market competition, I believe Nora has a great potential to improve and even change the game in the movie-going experience in the country.
By addressing key pain points and offering a superior ticketing solution, Nora can enhance customer satisfaction and drive growth in the cinema industry.