Fandango is an online movie ticket-selling application that partners with various third-party movie theatres and chains.
UX Researcher | Designer
"Redesign Fandango to prioritize group planning and enable users to book movie tickets seamlessly and efficiently, creating a personalized and enjoyable experience for groups of movie-goers"
Intrigued and curious about why my friends were consistently unhappy with Fandango despite it being a popular app for booking movie tickets, I decided to take on a case study. Despite its extensive features, I was surprised that it failed to meet user expectations.
As part of the redesign process for Fandango's UX portfolio website, a competitive analysis was conducted with ATOM Tickets and AMC identified as key competitors. A comparison matrix was created to evaluate the strengths and weaknesses of each company in various areas such as movie database, ticket purchasing process, and cinema experience. Additionally, a SWOT analysis was conducted to identify the internal and external factors that affect the competitiveness of each company.
User Interviews and Survey
For the interviews, I recruited diverse participants, including frequent movie watchers, occasional watchers, and Non-native English users. All these users are a mix of both Fandango users and non-users. After 8 interviews, I observed a pattern in the responses.
Perks exist in the form of VIP points but the process to redeem is not straightforward
Partner rewards can be redeemed (AMC stubs for example) but more than 90% of the users are not aware of the feature
62% of non-users presumed the prices are higher (which is not)
This suggests that the low experience rating is not attributed to a lack of features, but rather to the inaccessibility of the existing features.
After listening to the users, I wanted to observe them in their habitat while they book tickets as actions and expressions convey what might have been missed in words.
This exercise validated my previous research inferences.
Users tried to search with the language of the movie but unhappy with the results.
Users feel disappointed to not find their favourite movie on the home screen.
Users toggle between apps through out the process (like maps and messenger apps) for more details and planning.
Users are stressed to take screenshots of the tickets before they exit the website and share
the plan with friends.
Users feel apprehensive to inform their friends about the ticket price.
Emotional graph through out the process
Marital Status: Married
Job: Lead Business Analyst
Lives In: Philadelphia
Aravind is a Lead Business Analyst who loves his job and life to be slow and satisfying. He loves to watch movies almost once a week. Sometimes he watches a movie on a weekday after work hours. He has a choice neither in the genre nor in the language.
"Movies are my second home"
My research led me to arrive at high-level problem statements focusing on
"How might we make the ticket booking experience personalised, favourable for group plans so that it feels approachable to the users.”
After effective Brainstorming,I came up with an idea to integrate a chat option within Fandango to make planning handy and hassle-free.
Story Board Sketching Wire-framing