At the multiplex: UX study for an entertainment app
"Going out" is a complex choice
Getting out for the weekend, is often an oversimplified exploration. In truth, people make choices based on how engaged they want to be, what kind of mood they're in, who they plan to go with, how convenient it is, and more. Understanding how users discover and evaluate various offers across ticket-booking apps, and identifying the factors that influence their booking decisions, was therefore a complext task that could not be fulfilled through an ordinary survey.
In depth ethnography
Conducted in-depth ethnography and live app walkthroughs to understand the end-to-end ticket-booking journey, from making early shortlists, exploring events, deciding with friends, right upto selecting seats and discovering offers. The research captured real-time user interactions, expectations, payment preferences and challenges across the booking experience. The dashboard offered insights around how offer visibility, relevance and ease of use shape choices, alongside other considerations that influence the overall ticket-booking experience.
The impact
The findings provided a deeper understanding of the factors shaping users’ ticket-booking decisions. These insights highlighted opportunities at key stages of the booking journey. They also helped identify ways to make the overall experience more seamless by reducing friction during specific events to encourage a smoother, more engaging user experience.