Fandango
Fandango is an online movie ticket-selling application that partners with various third-party movie theatres and chains.
Fandango redesigned to favour group plans and personalised experiences.
Role
UX Researcher
Tools
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Qualtrics
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Miro
Duration
10 weeks
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ATLAS.ti
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Canva
Research methods
Problem
Although Fandango is a go-to app for many of my friends, they tend to grumble every time they book tickets through it. In spite of being one of the most extensive apps, I was surprised to know that it disappoints its users. That's when I decided to take this case study up.
Research
Competitor Analysis
I chose to begin with competitor research. I wanted to understand where Fandango stands, and what are its strengths and opportunities. Learn about similar service providers and how are they different.
An in-depth competitive analysis has been done to understand the unique features of my product, to figure out what better ways are in the market to solve the same problem, and any new competitors. Through the research, it was clear that -
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AMC theatres are the major competitor that sells tickets only for the AMC theatre chain
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Atom tickets are the only potential competitor that sells cross theatres
I have created a various comparison matrices to
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to evaluate the competitive landscape and understand which services are the most feature-rich or offer the most value to customers.
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to identify the unique features of each product or service and how they differ from each other.
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to identify potential areas for improvement
and came up with a SWOT analysis for Fandango
User Interviews and Survey
From the competitor analysis, I observed that Fandango is competent and curious to know why its users are unhappy. To get deep insights from the users on what their expectations are from Fandango or any movie ticket provider for that matter,I decided to conduct user interviews.
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.
Major observations
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Perks exist in the form of VIP points but the process to redeem is not straightforward
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Partner rewards can be redeemed (AMC stubs for example) but more than 90% of the users are not aware of the feature
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62% of non-users presumed the prices are higher (which is not)
This implies that the low experience rating is not due to the lack of features but how the features are not accessible
User Journey
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.
New observations
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Users tried to search with the language of the movie but unhappy with the results.
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Users feel disappointed to not find their favourite movie on the home screen.
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Users are stressed to take screenshots of the tickets before they exit the website and share
the plan with friends.
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Users feel apprehensive to remind their friends about repaying the ticket price.
Emotional graph through out the process
Persona
Putting together all the key observations, I designed a user persona that acts like a compass throughout my design process.
Brain Storming
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, findable information and make the users feel benefited.”
I brainstormed design ideas that can potentially solve the problems that I uncovered during the research.
