Webside + App Redesign
CLIENT:
AGENCY:
AMC Theatres
DATE:
Huge Inc.
ROLE:
Feb. 2016 - October 2016
Senior UX Designer
Wireframes, User Testing, Annotations
THE ASK
In February of 2016 we were tasked to redesign the web and app experience to increase purchase conversion rate and improve overall engagement...by the end of 2016 - just as tickets for Star Wars: Rogue One were going on sale. 9 months, no pressure!
To create a strategic vision of how to do this, we first had to understand what the real problem was that was holding them back.
Although I touched many parts of the experience during the project, my main focus was adding the brand new feature of allowing movie-goers to place an order for their favorite movie snacks prior to arriving at the theatre. Below are some of the considerations I needed to take into account while developing this piece of the system and here is a framework around the strategy.
DELIVERY TO SEAT VS. PICKUP.
Some theatres have a designated pickup area for customers who have ordered their food beforehand, and others actually deliver to their seat. The experience had to account for both offerings.
PRICING VARIATIONS.
Mulitple item food purchase prices can vary based on what is ordered. For example a Combo with a Popcorn + Drink is priced differently depending on whether the drink was a soda or ICEE. Pricing variations had to be taken into account.
MULTI VARIABLE FOOD ORDERING.
There are many variations of how food and drinks can be ordered, with differences such as size, type, flavor, quantity, add-on, etc. Each variation needed to be identified and accounted for in the designs.
PLATFORM.
Food ordering would be included in the responsive web, iOS, and Android application experiences. The experiences needed to be similar enough to be interchangeable to the customer, but also harness the advantages of each individual operating system.
CONTEXT.
The food ordering experience would need to be included within the context of purchasing a ticket, as well as a stand alone experience if the customer wanted to order food post ticket purchase.
FOOD VARIATION ANALYSIS + WIRES
RESPONSIVE WEB WIREFRAMES
We used wireframes to communicate and agree on functionality before introducing the visual layer of the experience.
DELIVERY TO SEAT FLOW
Below is a sample of one of the final experience flows that was released. Here a user places an order for food and drink separately from purchasing a ticket, at a theatre that offers Delivery to Seat.
USER TESTING VALIDATION
Following the design phase, we created a prototype and had movie-goers confirm that our designs were intuitive and ready for launch.
RESULTS
Here are some tangible results that resulted from our redesign. These numbers were recorded 6 months after launch.
iTunes App Store Rating beforeRating
iTunes App Store Rating after
3 million
AMC Stubs Reward memberships beforeRating
9 million
AMC Stubs Reward memberships afterting
45%
increase in completed transactions
37%
conversion rate
40%
increase in revenue
