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High-fidelity mobile screens for Moovy Bites, a theater ordering app that allows moviegoers to browse concessions, customize items, manage group orders, and complete checkout for convenient in-seat delivery.
High-fidelity mobile screens for Moovy Bites, a theater ordering app that allows moviegoers to browse concessions, customize items, manage group orders, and complete checkout for convenient in-seat delivery.
High-fidelity mobile screens for Moovy Bites, a theater ordering app that allows moviegoers to browse concessions, customize items, manage group orders, and complete checkout for convenient in-seat delivery.

Role

Product Designer

Team

Solo Project

Timeline

2 Months

Tools

Figma, ProCreate

Product Type

Mobile App/Concept

Great snacks, great theater… what’s stopping sales?

Moovy is a movie theater located in Toronto, Canada, known for its great selection of snacks that keep audiences coming back. However, despite the quality of their concessions, Moovy has been struggling to generate consistent sales. For this project, I set out to explore what might be preventing Moovy from reaching its sales potential and to design solutions that could increase snack revenue.

Challenge

Moovy, a movie theater located in Toronto, Canada was experiencing a decline in snack sales. How might we help them increase sales while making the ordering process more enjoyable for moviegoers?

Solution

A mobile app was designed that allows moviegoers to group-order snacks by scanning a QR code on their movie seat so that guests can quickly place orders and have snacks delivered directly to them.

User Research

User research insights for Moovy Bites highlighting common frustrations with theater concessions, including managing group orders, leaving seats during movies, and uncertainty about order status, alongside corresponding design solutions.
User research insights for Moovy Bites highlighting common frustrations with theater concessions, including managing group orders, leaving seats during movies, and uncertainty about order status, alongside corresponding design solutions.

I conducted 10 user interviews with moviegoers to uncover
recurring pain points throughout the snack-purchasing experience.

Ideation

Based on interview insights around long lines and chaotic group ordering, I created a set of low-fidelity wireframes to explore how a mobile app could streamline the entire concession-ordering experience. One key feature allows users to scan a QR code located at their seat, automatically creating a shared group order. This removes the need for multiple people ordering together at the cashier, ensuring everyone’s choices are captured accurately.

  • Step 1 of the Moovy Bites ordering experience, allowing users to scan a seat-specific QR code to create or join a group order before browsing concessions.
  • Step 2 of the Moovy Bites experience, allowing users to enter their name before joining a group order, making it easier to track individual purchases and prevent ordering from the wrong seat.
  • Step 3 of the Moovy Bites experience, allowing users to browse available snacks and drinks while viewing theater announcements through rotating promotional banners.
  • Step 4 of the Moovy Bites experience, allowing users to customize snack orders with flavor selections and special requests before adding items to their cart.
  • Step 5 of the Moovy Bites experience, providing a centralized cart where users can verify order details, make adjustments, and confirm their selections before payment.
  • Step 6 of the Moovy Bites experience, providing a centralized cart where users can verify order details, make adjustments, and confirm their selections before payment.

Usability Testing

I conducted usability testing with 5 moviegoers to identify points of confusion as they moved through the ordering flow.

Usability testing results showing participant feedback on the cart and menu screens, identifying issues with preference editing, item ownership visibility in group orders, and unclear navigation cues.
Usability testing results showing participant feedback on the cart and menu screens, identifying issues with preference editing, item ownership visibility in group orders, and unclear navigation cues.

After analyzing user insights and identifying points of confusion, I refined the layout and developed a higher-fidelity design to improve clarity and usability.

Refined cart and menu screens for Moovy Bites showing design improvements made after usability testing, such as user labels in group orders, in-cart preference editing, larger quantity selectors, and more discoverable menu interactions.
Refined cart and menu screens for Moovy Bites showing design improvements made after usability testing, such as user labels in group orders, in-cart preference editing, larger quantity selectors, and more discoverable menu interactions.

Accessibility consideration

Accessibility considerations for Moovy Bites, including high color contrast to support users with low vision, screen reader-friendly labels for navigation and menu items, and error prevention features that allow users to edit group orders without restarting the ordering process.
Accessibility considerations for Moovy Bites, including high color contrast to support users with low vision, screen reader-friendly labels for navigation and menu items, and error prevention features that allow users to edit group orders without restarting the ordering process.

Final prototype

Joining a group order

Interviews revealed that ordering as a group was one of the most chaotic parts of the moviegoing experience, with one person often collecting and relaying everyone’s requests at the cashier. Scanning the QR code located at the seat allows users to join an existing group order directly, removing the need for multiple people to coordinate their choices at the counter.

Customizing individual items

Users are able to select flavors and add special instructions to each item rather than to the order as a whole, ensuring that preferences stay attached to the item they belong to. Quantity can also be adjusted within the cart, a refinement made after usability testing showed that returning to the menu for small edits was frustrating.

Identifying who ordered what

Usability testing revealed that participants were confused when items appeared in the cart without a clear indicator of who had added them. Grouping the cart by person, with each name labeling their own items, allows users to understand a shared order at a glance regardless of how many people are contributing to it.

Checking out

Rather than requiring each person to pay separately, whoever chooses to check out first pays for the entire group order. The review screen lists every item grouped by the person who added it, so the user checking out can see exactly what the total covers before confirming.

Tracking the order

After payment, users are able to track their order without leaving their seat. Past orders remain in the same list with the group breakdown intact, so users can look back at who ordered what on previous visits.

What I learned

Designing and using a product are two very different experiences. As the designer, I could navigate the ordering flow easily because I already knew how every feature worked. Testing showed me that people seeing the app for the first time did not share that context.

I learned that user testing is very important for uncovering blind spots in the design and helps create a more user-friendly, intuitive experience. This feedback allowed me to make significant improvement to make the ordering process easier for users. 

With more time, I would run another round of testing on the refined prototype. The changes made after the first round have not been validated with new users, and testing again would show whether the name labels, in-cart editing, and larger controls actually resolved the confusion they were designed to address.