App redesign concept

Film at Lincoln Center

Jan - March 2024

Entertainment, Ticketing

Timeline

Design Role

Sector

Product, UX/UI, Research, Branding

Introduction

Film at Lincoln Center, located at the iconic Lincoln Center for the Performing Arts in New York City, is a cultural institution dedicated to showcasing diverse cinema from around the world. With a rich history and ongoing commitment to film excellence, Film at Lincoln Center presents a curated selection of films through festivals, retrospectives, screenings, and special events. It serves as a vibrant hub for film enthusiasts, filmmakers, and industry professionals, fostering dialogue and celebrating the artistry of storytelling through film.

The Problem

Film at Lincoln Center's mobile app serves as a vital tool for movie enthusiasts, providing access to film schedules, ticket purchases, and event information. However, the existing app's navigation system lacks intuitive organization, making it difficult for users to find relevant information quickly. Additionally, the ticket purchasing journey is convoluted, resulting in abandoned transactions and a loss of potential revenue.

To understand the existing app's pain points, I conducted a thorough review of online user reviews. These reviews revealed common complaints and frustrations expressed by users:

  • Difficulty navigating the app effectively.

  • Challenges in finding a straightforward way to log in.

  • Confusion and frustration around the ticket purchasing process.

Customer Testimonials

  • “Dysfunctional. Better off just going to the webpage since it can't even do that as designed.”

    Customer review from Google Play Store

  • “The app functions well for the most part except for the fact that there’s no way to link one’s account in the app. For example, why can’t I sign into my member account and have that reflected in the app so I can purchase tickets etc.? You are taken to the FilmLinc website which I could have done on my own in the first place.”

    Customer review from App Store

  • “I guess liking film doesn’t bring the required skills to write an organized and integrated app. I am leaving it alone.”

    Customer review from App Store

In addition to user feedback, I personally used the app to experience the user journey of finding and purchasing tickets. This hands-on exploration allowed me to identify and empathize with the challenges faced by users firsthand.


Box Office Engagement

Seeking further validation, I reached out to the Box Office of Film at Lincoln Center. They confirmed that the app had been discontinued years ago and that tickets are general admission, without seat selection options. This communication reinforced the need for our app redesign efforts.

Competitive Audit

I aimed to gain a deeper understanding of the industry by conducting a competitive audit of seven mobile apps within the film ticketing and streaming platforms sector.

Clear and Concise Navigation

Competitor analysis highlighted the significance of a clear and concise navigation system in mobile apps. Ensuring easy access to key features such as film listings and event information enhances usability and user satisfaction.

Ease of Ticketing Purchase

The audit emphasized the importance of streamlining the ticket purchasing process. Competitors' focus on simplicity and efficiency in ticket purchasing, including guest checkout options and saved payment methods, was identified as crucial for increasing conversion rates and user satisfaction.

Accessibility

The audit underscored the importance of accessibility features in mobile apps, particularly for users with disabilities. Competitors' efforts in providing features such as screen reader compatibility and text resizing options highlighted the need for inclusivity and ensuring a user experience that accommodates diverse user needs.

There are missed opportunities for a better experience by fixing minor inconsistencies in style and being more transparent with information. I conducted a competitive analysis to study the trends with the industry. The following competitors assessed were the following:

  • AMC Theatres

  • Regal Cinemas

  • Alamo Drafthouse

  • Fandango

  • Max

  • Netflix

Insights Gained: Shaping Our Objectives

User Archetypes - Understanding our Users

The Movie Enthusiast

A busy cinephile seeks a user-friendly app for easy film discovery and ticket booking.

The Casual Viewer

Juggling work and leisure, this user wants a simple app for occasional movie outings.

The Senior Citizen

Passionate about classic films, this user requires a clear and accessible app for browsing schedules and purchasing tickets.

Redesigning the App

  • Informative process → user develops a good understanding of product and can make an informed decision later on.

  • Intuitive and consistent UI → professional image builds brand and service trust

  • Reduced information clutter → users can focus on what really matters

  • A positive ending → users have a friendlier impression of the brand image

Low-Fidelity Wireframes

Optimizing Start Page

With the objectives in mind, I started to design the new user experience by imagining the user flow, followed with a wire frame and complete prototype, each accompanied with user testing. In terms of simplifying the ticketing purchase user journey, I wanted to minimize the steps needed to complete the journey, simplify the messaging and allow for users to check out as a guest rather than having them sign up for an account. We can increase the conversion rate of purchasing tickets by the following:

As part of the redesign process, I focused on enhancing the start page to facilitate a seamless ticket purchasing experience by prominently featuring clear options to sign up or continue as a guest. This design empowers users to proceed with their ticket purchase without encountering a mandatory registration roadblock, reducing friction and improving user satisfaction.

Information Architecture: Redesigned Footer Navigation



Sign Up Option: Users who wish to create an account for personalized features and order history can easily access the sign-up option.

Continue as Guest: For those looking for a quick and hassle-free ticket purchase, the "Continue as Guest" button provides a direct path to checkout without requiring account registration.

As part of the app redesign, I prioritized optimizing the information architecture to improve user navigation and accessibility. A key component of this redesign was the implementation of a footer section with clear commands for essential app features. The footer navigation was strategically designed to offer intuitive and accessible commands at the bottom of every screen. This approach ensures that key app features are readily accessible and reduces the need for users to backtrack or search extensively for essential functionalities.



Home: The Home tab serves as a centralized hub, featuring announcements, small previews of showtimes, and media content such as interviews or podcasts. This section offers users quick access to important updates and engaging content.

Showtimes: The dedicated Showtimes page provides a streamlined view of all available movie screenings, allowing users to easily browse and select showtimes without unnecessary navigation.

Settings: The Settings tab offers comprehensive options for users to update account settings, manage preferences, and log in/out of their accounts. This centralized location simplifies user interactions with account-related functions, enhancing overall usability.

As part of our commitment to accessibility, dark mode was implemented within the app to provide users with a more comfortable viewing experience in low-light environments. This feature offers several benefits to users:

Enhancing Accessibility : Integrating Dark Mode

Reduced Eye Strain: Dark mode reduces the overall brightness of the screen, minimizing eye strain and fatigue, especially during nighttime or in dimly lit settings.

Battery Conservation: For devices with OLED or AMOLED screens, dark mode can help conserve battery life by reducing the power consumption of pixels displaying dark colors.

Personalization and Preference: Dark mode caters to user preferences and allows for a more customizable app experience. Users can choose between light and dark themes based on their visual comfort and personal taste.

Improved Accessibility: By offering dark mode as an accessibility feature, it can enhance usability for all users, including those with sensitivity to bright lights or visual impairments.

Enhanced Ticket Checkout Process

Usability Testing

The ticket checkout process underwent significant enhancements to prioritize user clarity and efficiency. Key features were implemented to guide users seamlessly through the purchase journey:

Clear Information on Seating: During the ticket selection phase, clear information was provided to users indicating that seating is general admission. This transparency helps manage user expectations and reduces potential confusion during the checkout process.

Dynamic Progress Bar: To enhance user guidance and transparency, a dynamic progress bar was integrated into the checkout interface. This visual element informs users of their progress and how much is left to complete the purchase, reducing uncertainty and improving overall user confidence.

User Interaction Recognition: The checkout process intelligently recognizes user interactions from the start page, whether the user continued as a guest or logged in/signed up to their account. This tailored approach ensures a personalized experience and streamlines the checkout flow based on user preferences.

I conducted usability tests with five users to compare the efficiency of my redesigned prototype with the current version of the Film at Lincoln Center mobile app. The results showed that users were able to complete the ticket checkout process more efficiently using the prototype, demonstrating significant improvements in usability and user experience.

Conclusion

The redesign of the Film at Lincoln Center mobile app was driven by a user-centric approach aimed at enhancing usability, accessibility, and overall user satisfaction. Moving forward, here are four key areas where I aim to further improve this project:

  • User Empathy: Continue to gather and incorporate user feedback to address user pain points effectively throughout the design process.

  • Enhanced Account Profiles: Continue to improve the user profile section with features like viewing purchase history and managing preferences.

  • Accessibility Features: I intend to integrate more accessibility options, such as dark mode, to meet diverse user needs.

  • Iterative Design: Conduct regular usability testing and iterate on design to enhance the app's usability and experience.

Next

ArtHaus Cinema