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Golden Village 

The Golden Village website and mobile app redesign for an improved and updated user experience

Overview

Research and analysis into identifying the main concerns of a business and forming a strategy for addressing those concerns is the goal for this project. This was also an opportunity to work as a team, for project management and coordinating between team members. A team of four members worked on the redesign of the Golden Village website and Mobile app. We worked with an Agile development approach, Discuss-Design-Converge-Discuss. 

Role

Research and analysis, sketching, wireframing, Testing and Iterations, prototyping. My main focus was on the website redesign and development.

Duration

2 week fast track project 

Design Process

Discover

  • User Interviews

  • Business Analysis

  • Heuristic Evaluation

  • User Interviews

  • Brand Audit

Define

  • User Personas

  • Customer Journey

  • Information Architecture

  • User Flow

Design

  • Feature prioritization

  • Sketching

  • User flow

  • Wireframing

  • Usability Testing

Deliver

  • Design System

  • Interactive Prototype

Business Analysis

Understanding the business, goals and expectations of the target users and studying the current user experience with the digital product was the starting point of this intensive redesign exercise.

Profitability

  • Ticket sales 

  • Food and Beverage 

  • Screen advertisements

  • Movie merchandises 

  • Theatre rental services

  • Corporate screening events

User Contribution

  • Find information on movie

  • Find the preferred location

  • Easy seat selection

  • Easy checkout and payment

Definition of success

  • Fully sold out theatres

  • Increased sales for food and beverages

  • Increased advertising opportunities from companies

  • Opening of more cinemas

Heuristic Evaluation

The Jacob Nielsens’ 10 heuristics, helped us investigate the usability problems on the website and mobile app, pertaining to the pain points we identified. Most common violation across website and mobile is #1: Visibility of system status and #8: Aesthetic and minimal design.

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User Persona and Customer Journey Map

User Interviews, business analysis and usability testing on existing website and mobile app indicated that most users preferred to book online for convenience. Since most of them already have a movie in mind, they are just looking for a simple straightforward booking process. They look for trailers, posters, synopsis and descriptions to make their choices. F&B, merchandise and promotions are good to have but not their primary search.

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" I just want a quick and easy way to book tickets"
" I dislike not being able to check on locations and showtimes availability simultaneously"
" I want to be able to check seat availability before booking "
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The product discovery and the booking process are the main pain-points which became the main focus for the redesign
Information Architecture

Referring back to the heuristic evaluation, the categories on the Primary navigation bar were not intuitive. For example, Gold class, Movies, Cinema, Book tickets, all lead to the same product discovery path in addition to the quick buy option. Also, the category Group booking was not clear to the users.  Through the Card sorting technique we tested and validated assumptions regarding content categorization.

Similarity Matrix

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Dendogram

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Movies, Cinema, Shop, promotions and Event bookings emerged as the Main categories most intuitive to users

Feature Prioritization

The user interviews, heuristic evaluation and usability test became the guide for features which we could now prioritize under MoSCow

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Focus on clean straightforward process for movie booking

Userflow and Wireframes

In order to create a lean workflows it was important to deconstruct and then reconstruct. This was to ensure we put the right things in front of users at precisely the moment they need them—and nothing more.

Since the mobile is mostly the first touch point and has lesser screen space to work with, it was logical to go with a Mobile first approach- consider content and interactions to meet essential goals before adding any additional features.

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Usability Testing-1
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 validation of design iterations and progressive enhancement based on user feedback

Brand and Style Guide

Most of the task ratings were affected by the low fidelity of the prototype as visual communication was lacking. Users are more familiar with graphic communication like using color for emphasis and drawing the eye. Also, since this is a popular well known product, users have a pre-conceived notion regarding its appearance.

Incorporating the style guide became important for the next round of testing.

We also addressed the inconsistency between the website and mobile App interface by using the style guide for all UI decisions across both platforms.

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Maintaining the brand identity with familiar colors and logo

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Consistent interaction elements for different touch points

Addition of interactive elements for quick access to information

Usability Testing-2

 validation of design iterations and progressive enhancement based on user feedback

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Test Results

Task ratings and System Usability Scale (SUS) scores across 3 rounds of Usability tests for the website

SEQ

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SUS

With the improved design for website and mobile app, the SUS score went up from average to excellent

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Golden Village Proposed Website

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Golden Village Proposed Website

Challenges and Learnings

Working with multiple touchpoints simultaneously

Working with constraints of an existing product and brand identity.

Prioritizing tasks

Consolidation of ideas among the team

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