Summary:
The challenge I set out for myself was coming up with a mobile-friendly e-commerce website so that users would not have to download an app to participate. During my initial research, I found that most people wanted to buy tickets in advance in order to get the best seats possible but they did not want to download more apps onto their phones. They also wanted an easy-to-complete checkout process with clear steps.
Project Goal:
Create a website for desktop and mobile that is easy to use for web based users.
Role:
UX Designer
Date:
May-June 2021
Timeline:
4 Weeks
Process:
User Research
Wireframes
Prototype
User Testing
High Fidelity Prototype
User Testing
Ready for Hand-off
Initial Research:
Research goal: Identify pain points for moviegoers purchasing online tickets.
Five participants were interviewed for 15 minutes each.
Findings:
- Participants don’t want to download a unique app to buy tickets
- Participants would prefer e-tickets and not printed tickets
- Participants would prefer not to create an account the first time they use the app/website
Information Architecture:
Simple structure designating layers between logged in and not logged in users.
Wireframes:
Desktop and Mobile Wireframes help me decide where to put the most important information. Having both sizes ensured that the mobile view was just as easy to use as the desktop view.
Prototype:
Branding:
Logo
Typography
Brand Colors
Stickersheet
Usability Study:
Research goal: I’d like to figure out how usable the app would be for purchasing tickets and saving movies.
5 Participants will use the app to complete tasks and then each participant will take a survey
Findings:
- Small buttons prevented users on mobile to complete the transaction
- Missing select a time step
High Fidelity Prototype:
For a better view, Select the Full-Screen option or click and press “F”.
Takeaways:
The website helped solve our user’s problems, they wanted to be able to buy tickets online while avoiding extra steps.
I learned E-commerce best practices, such as “guest checkout” and checkout field order. In general it is important to make the process smooth as possible to increase user completion.
