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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

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.

Usability Testing

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

What I learned

Through the user testing process,  I was able to understand the difference between being the designer vs. the user from a fresh perspective. As the designer, it was easy for me to navigate the ordering flow and understand the features. However, user testing revealed that for people who had never used the app, certain aspects were confusing. While it was clear to me as the designer that items appeared due to others in the group adding them, users often  felt confused without a clear indicator or label. 

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.