Concession Ordering with Smoovie
Overview
Smoovie is a software as a service (SaaS) product that partners with movie theaters to provide fast and efficient concession ordering.
Customers are able to browse through a wide selection of movie theatre concession snacks and beverages and place their orders directly from their phone.
The goal is to enhance the movie-going experience by making it convenient for patrons to enjoy their favorite treats without the hassle of waiting in long lines.
About the Project
This was my first project in the Google UX Design Professional Certificate. Students must select their project from an online project idea generator, mine was ‘Create a snack ordering app for a movie theater'.
I led the entire project and was the sole individual responsible for the user experience and interface. I received guidance from a senior software engineer and a senior product designer.
Problem
Worker shortages are one of the many challenges movie theaters are facing, and the pandemic has also highlighted the need for faster and more efficient technology.
While ordering food and beverages from a mobile device is not new, it is an important way to improve the customer experience and address the challenges of the post-pandemic world.
How might we expedite concession ordering to provide fast and efficient service?
Process
Through user interviews, I built user personas, user flows, and usability studies to inform the design process and ensure I'm meeting user needs.
User Interviews
I conducted virtual user interviews with 5 participants to identify user needs and pain points. The target user group felt they were spending too much time waiting in line and some had missed the start of the movie.
Efficiency was important, but other problems included ordering in big groups, forgetting your wallet, and spending more money than anticipated.
Digital Wireframes
Given the information obtained from the user interviews I prioritized efficiency, incentives, and an easy to use interface and experience.
• Chose a familiar mobile ordering process ensured an efficient and easy user experience.
• Decided to use a horizontal site menu for faster navigation
• Included a toast notification when users add an item to their cart to notify them that the action they performed has been successful
• I utilized imagery for all items on the menu to accommodate different styles of displaying information and to help improve comprehension
• I implemented a rewards program into the user flow to improve customer retention and help users save money
Usability Study Findings:
Round 1
1. Users need confirmation after completing actions
2. Users need clear pick-up instructions
3. Users want to be able to enroll in rewards after check out
Implemented these findings by:
Adding an ‘Order Submitted’ screen, which displays pick-up instructions, order summary, and a way to enroll in the rewards program. This provides the user with all the necessary information without having to navigate further.
Usability Study Findings:
Round 2
1. Users want to visibility see the total cost on the confirmation page
2. Users want consistent component placement between the order summary and order submitted screen
3. Users are overlooking the pick-up instructions
Implemented these findings by:
• Re-arranged the order confirmation screen by placing the order details before the showtime information as it is the primary user flow and function of the app.
• Utilized visual hierarchy (size, color, negative space, and proximity) to highlight the important information first and guide the user through the content.
• Started with QR codes for safe, contactless service (pandemic standard). Upgraded to "I'm Here" button, skipping the scan and saving customers time.
How will Smoovie improve movie theatre concession ordering?
Reorder & reward capabilities:
Users can create an account using their email address and obtain rewards based on their spending. Returning users have the option to re-order and favorite items.
Skip the line:
Users only have to click one button for their order to be delivered to their seat
Fast & efficient ordering:
The app utilizes familiar online ordering journeys, making it more comfortable and easy to use.
Accessibility implementations
• Utilized dark mode to accommodate light sensitivity and movie theatre courtesy
• Adhered to WCAG 2 contrast requirements throughout the application to improve visibility for all users.
Final Design
The app interface went through many iterations in order to improve the user experience and enhance the user interface.
