Usher
A tool that helps movie-goers skip the snack line and get their favourite treats quickly.
FEB 2023
Project: Google UX Design Professional Certification Project
Project Role: UX Designer and Researcher
Tools
Figma
Google Sheets
Skills
Product Design
UI Design
Design System
Usher
A tool that helps movie-goers skip the snack line and get their favourite treats quickly.
FEB 2023
Project: Google UX Design Professional Certification Project
Project Role: UX Designer and Researcher
Tools
Figma
Google Sheets
Skills
Product Design
UI Design
Design System
Overview
Overview
Primary Problem
Primary Problem
The current movie theatre snack purchasing experience creates significant friction, detracting from moviegoers' enjoyment and leading to frustration.
The current movie theatre snack purchasing experience creates significant friction, detracting from moviegoers' enjoyment and leading to frustration.
Long Queues
High Prices
Missed Movie Scenes
Goal
Goal
Create a pre-order snack delivery solution that enhances the movie-watching experience by allowing users to order snacks in advance and have them delivered directly to their seats.
Create a pre-order snack delivery solution that enhances the movie-watching experience by allowing users to order snacks in advance and have them delivered directly to their seats.
Approach
Approach
Empathise
Empathise
Empathise
Conducted literature reviews and semi-structured interviews to create personas
Conducted literature reviews and semi-structured interviews to create personas
Conducted literature reviews and semi-structured interviews to create personas
Define
Define
Define
Crafted problem statements and performed a competitor analysis to identify gaps
Crafted problem statements and performed a competitor analysis to identify gaps
Crafted problem statements and performed a competitor analysis to identify gaps
Ideate
Ideate
Ideate
Designed user flows and sketched paper wireframes to visualize potential solutions
Designed user flows and sketched paper wireframes to visualize potential solutions
Designed user flows and sketched paper wireframes to visualize potential solutions
Prototype
Prototype
Prototype
Developed digital wireframes and a low-fi prototype, translating ideas into designs
Created iterations of digital wireframes
and a low-fi prototype
Test
Test
Test
Ran a usability study, made several design iterations, and delivered final mock-ups
Ran a usability study, made several design iterations, and delivered final mock-ups
Ran a usability study, made several design iterations, and delivered final mock-ups
Design Outcome
Design Outcome
Real-Time Order Updates
Real-Time Order Updates
Users receive instant notifications, so they know exactly when their favourite treats are ready.
Users receive instant notifications, so they know exactly when their favourite treats are ready.
Snacks Delivered to Seat
Snacks Delivered to Seat
Snacks can be delivered to their theater seat without them missing a moment of the movie.
Snacks can be delivered to their theater seat without them missing a moment of the movie.
Research
Research Goals
GOAL #1
🎥 Understand the user's overall movie-going and snack purchasing journey.
GOAL #2
😕 Identify common sources of frustration within the current snack-purchasing processes.
GOAL #3
🤖 Explore user expectations for an improved snack experience.
Methods
45
survey respondents
5
semi-structured user interviews
4
existing competitors analysed
Survey Findings
Survey Findings
To kick off the research, I surveyed 45 participants to understand their overall experience with in-theatre snack purchases and possible frustrations.
To kick off the research, I surveyed 45 participants to understand their overall experience with in-theatre snack purchases and possible frustrations.
73%
of the movie-goers regularly buy snacks or drinks from the concession stand
73%
of the movie-goers regularly buy snacks or drinks from the concession stand
77%
rate their overall snack purchasing experience as frustrating or neutral
77%
rate their overall snack purchasing experience as frustrating or neutral
62%
believe the ability to pre-order online, faster lines, and being able to order from their seat would improve their experience
62%
believe the ability to pre-order online, faster lines, and being able to order from their seat would improve their experience
55%
would prefer to place their snack order in the theatre (before the movie starts or during the intermission)
55%
would prefer to place their snack order in the theatre (before the movie starts or during the intermission)
The most frustrating parts of the concession stand experience (top 3 out of 7)
Long Lines
High Prices
Hard to read the menu
The most frustrating parts of the concession stand experience (top 3 out of 7)
Long Lines
High Prices
Hard to read the menu
Survey results motivated me to pivot from focusing solely on the long queues to also concentrate on the high snack prices and hard-to-read menus.
Survey results motivated me to pivot from focusing solely on the long queues to also concentrate on the high snack prices and hard-to-read menus.
Interviews and Affinity Mapping
Interviews and Affinity Mapping
To kick off the research, I surveyed 45 participants to understand their overall experience with in-theatre snack purchases and possible frustrations.
To kick off the research, I surveyed 45 participants to understand their overall experience with in-theatre snack purchases and possible frustrations.
8
8
out of 10 respondents cited frustration waiting in long lines to pick up pre-ordered snacks, defeating purpose of ordering ahead.
2
2
out of 10 of respondents complained about a lack of real-time updates, which made them unsure when to approach the counter.
out of 10 of respondents complained about a lack of real-time updates, which made them unsure when to approach the counter.
6
6
out of 10 of respondents mentioned they would prefer an option to have snacks delivered directly to their seat.
out of 10 of respondents mentioned they would prefer an option to have snacks delivered directly to their seat.
7
out of 10 of participants said they wanted more flexibility in customizing their snacks (e.g., choosing toppings, drink sizes).
9
respondents indicated that they were unaware of any apps specifically designed to address this need.
70%
of participants said they wanted more flexibility in customizing their snacks (e.g., choosing toppings, drink sizes).
40%
of respondents reported difficulties with limited payment methods, especially apps that didn’t support Apple Pay or Google Pay.
Personas
Personas
Based on research, I was able to create 2 user personas:
Based on research, I was able to create 2 user personas:
Ideate
Information Architecture and User Flows
Information Architecture and User Flows
I created low fidelity, medium fidelity, and high fidelity iterations of a game that might persuade students to take breaks from their work. With each iteration, we conducted 5 usability tests with our target users to gather feedback. We then incorporated that feedback into the next round of prototyping.
I created low fidelity, medium fidelity, and high fidelity iterations of a game that might persuade students to take breaks from their work. With each iteration, we conducted 5 usability tests with our target users to gather feedback. We then incorporated that feedback into the next round of prototyping.
Flow 1: User Journey for Selecting Theatre, Movie, and Showtime
Flow 2: User Journey for Snacks, Seats, and Checkout Process
PROTOTYPING
PROTOTYPING
I created low-fidelity, medium-fidelity, and high-fidelity iterations of a game that might persuade students to take breaks from their work. With each iteration, we conducted 5 usability tests with our target users to gather feedback. We then incorporated that feedback into the next round of prototyping.
I created low-fidelity, medium-fidelity, and high-fidelity iterations of a game that might persuade students to take breaks from their work. With each iteration, we conducted 5 usability tests with our target users to gather feedback. We then incorporated that feedback into the next round of prototyping.
TEST
USABILITY TEST
USABILITY TEST
Uncovering insights through a non-moderated usability study with five participants
Uncovering insights through a non-moderated usability study with five participants
I conducted a non-moderated usability study with five participants. The study focused on three main aspects of the system – profile creation, movie selection, snack selection and ordering, and seat delivery. Participants were asked to complete benchmark tasks while interacting with the prototype, providing feedback through the think-aloud method.
I conducted a non-moderated usability study with five participants. The study focused on three main aspects of the system – profile creation, movie selection, snack selection and ordering, and seat delivery. Participants were asked to complete benchmark tasks while interacting with the prototype, providing feedback through the think-aloud method.
INSIGHTS
Insight 1
Insight 1
Users need another way to make a profile.
Insight 2
Insight 2
Users prefer alternatives to manually adding seat numbers.
Insight 3
Insight 3
Users want alternative to the upcoming movies option.
Insight 4
Insight 4
Users find the adding snacks option easy.
Insight 5
Insight 5
Users need more payment options.
DESIGN ITERATIONS
4
Users find the adding snacks option easy.
5
Users need more payment options.
Visual Seat Selection
Visual Seat Selection
I replaced the manual seat number entry with a visual, interactive 2D theater seating map.
Why? To let users easily select their seat by clicking on a representation of the theater layout, making the process faster and more intuitive.
I replaced the manual seat number entry with a visual, interactive 2D theater seating map.
Why? To let users easily select their seat by clicking on a representation of the theater layout, making the process faster and more intuitive.
Removing the Upcoming Movies Section
Removing the Upcoming Movies Section
I replaced the upcoming movies carousel with a section highlighting trending snack deals.
Why? Users felt the previous carousel was misleading for a snack ordering app, as it made them unsure if they needed to select their current movie. The new feature aligns better with user expectations and also encourages snack purchases.
I replaced the upcoming movies carousel with a section highlighting trending snack deals.
Why? Users felt the previous carousel was misleading for a snack ordering app, as it made them unsure if they needed to select their current movie. The new feature aligns better with user expectations and also encourages snack purchases.
FINAL MOCKUPS
FINAL MOCKUPS
REFLECTION
This project was an incredible journey in designing and refining a user-centric app that addresses real-world pain points for movie-goers. It emphasized the importance of usability testing, revealing rich insights that directly shaped the design, such as the need for a 2D seating map and a shift to trending snack deals. These insights underscored the value of listening to users and iterating based on their feedback.
Through competitive analysis, I learned to evaluate existing solutions critically and identify opportunities for differentiation, such as focusing on speed, personalization, and clarity in Snacket’s design. This process reinforced the importance of always thinking about the user and tailoring features to their specific needs.
I also gained practical experience in applying design principles, conducting research, and synthesizing findings into actionable improvements.
The project strengthened my ability to balance user needs
with business goals.
This project was an incredible journey in designing and refining a user-centric app that addresses real-world pain points for movie-goers. It emphasized the importance of usability testing, revealing rich insights that directly shaped the design, such as the need for a 2D seating map and a shift to trending snack deals. These insights underscored the value of listening to users and iterating based on their feedback.
Through competitive analysis, I learned to evaluate existing solutions critically and identify opportunities for differentiation, such as focusing on speed, personalization, and clarity in Snacket’s design. This process reinforced the importance of always thinking about the user and tailoring features to their specific needs.
I also gained practical experience in applying design principles, conducting research, and synthesizing findings into actionable improvements.
