Design for a cinema
The client is a global cinema chain, that has a heritage which stretches almost 100 years. Initially founded as a single cinema in the UK, they now own a chain of almost 1000 cinemas globally that trade under 3 different brands across Europe, Asia and the Americas. They are well known as a go-to brand for movie entertainment and have a good digital footprint. Region to region their market positioning is different, in the UK & North America, they are a mid-range option, while in India and Latin America, they are an aspirational and high-end option. The digital real- estate is managed centrally for all regions and deployed to local markets for personalisation.
Problem
The current app is 5 years old now and does little more for the customer than allow them to book tickets that they collect later at the cinema. The new app should not only allow ticket booking but should encourage customer loyalty, generate the ‘magic of the cinema’ earlier in the customer journey, and go some way to convincing people to pause their on-demand services for a few hours and enjoy a night out. The app will eventually be rolled out in multiple languages across all regions.
Challenges
How might we keep client loyalty?
How might we generate the magic of cinema?
How might we let a client pause their work and enjoy a night out?
1. How might we keep client loyalty?
Solution
1. Points system. I believe that clients like can accumulate their points and redeem the benefits so that they won’t gave up the account easily.
2. Review community. Clients can write good review and get points from them. I believe clients can share their feelings and read reviews of other films, they also won’t gave up the account easily.
3. Easy to book and get digital ticket. I believe the convenience can reduce trouble for clients who don’t want to collect the ticket.
2. How might we generate the magic of cinema?
1. Create magic atmosphere, use the neon color palette. I believe this can help the brand build a fashionable image.
2. Highlight synopsis and visuals. believe this can help audience find their interests quickly.
3. How might we let a client plan and enjoy a night out easily?
1. Users can filter out cinemas near by easily
2. They can also check the recent session
