Context
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.
My role
As the only designer on this project, I was responsible for driving the end-to-end design process. My work included conducting user research to uncover pain points, leading usability testing to validate design decisions, and creating wireframes, high-fidelity UI designs, and interactive prototypes.
User research
I interviewed 10 moviegoers to uncover frustrations in their snack-buying experience…
From interviews with 10 moviegoers, I identified recurring pain points in the snack-buying experience. These insights revealed clear opportunity areas that can be addressed in the app to create a smoother and more enjoyable experience for users.
Ideation
Initial snack ordering explorations
Based on interview insights around long lines and chaotic group ordering, I drew 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.
Next, I transferred my initial sketches into Figma and translated them into a low-fidelity prototype. This allowed me to create interactive flows and begin testing the core functionality. The goal at this stage was to gather feedback and iterate on the design before moving into higher-fidelity visuals.
Usability Testing
I conducted usability testing with 10 users…
The goal was to observe how real users interacted with the first draft of the UI and gather feedback on clarity, ease of navigation, and overall experience.
After analyzing user insights and identifying points of confusion, I refined the layout and developed a higher-fidelity design to improve clarity and usability.
Accessibility consideration
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.
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 invaluable in 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.
