Syaifulloh WD

Redesigned Movie Booking Journey to increase user acquisition

M.tix Mobile App Redesign.

Role

UX Researcher,

UI/UX Designer

Target User

people who often watch movies in theater

Timeline

2 weeks

Tools

Figjam

Figma

Whimsical

Background

Indonesia's cinema revival, with movie ticket sales driving revenue for chains like Cinema XXI, presents a golden opportunity for booking apps. However, cumbersome booking processes, limited payment options, and unintuitive interfaces threaten user acquisition. To thrive, apps need to streamline booking flows, offer diverse payment methods, and prioritize user-friendly design. Addressing these issues will be crucial for movie booking apps to capture their share of the booming Indonesian cinema market.

Overview

As one of major player in movie chain in Indonesia, Cinema XXI has embraced the digital age by introducing its own online booking platform called mobile ticketing (m.tix) , allowing moviegoers to purchase tickets and select seats through their official website or dedicated mobile apps. However user are frustrated while using this app due to complicated and unclear information provided. This problem make some user prefer buying Cinema XXI ticket trough other platform such as TIX ID

Desk Research & Comparative Analysis

To understand user frustration over m.tix apps im doing a research online through user review on google playstore and app store. on top of that i also doing some research for similar product, such as CGV and TIX ID, and comparing their feature to find what differentiate between m.tix and those apps.

TIX ID

Several days ahead schedule

Use Dana as Payment methode

CGV

Several days ahead schedule

Use Gopay, dana, bank transfer, credit & debit card

M-TIX

only show today schedule

Use M.tix point as Payment Method

Interview and Preliminary Usability Testing

To gain understanding over user behavior and motivation when they book movie ticket, i conducted some interview with several user. I also conducted preliminary usability testing to know their impression and how they feel when they use M.tix app.

Task

Melakukan registrasi dan login akun

memilih movies

cari jadwal penayangan movie

memilih tempat duduk

konfirmasi pembayaran

Task

User 1

User 2

User 3

User 4

User 5

Succes Rate

73.3%

93.3%

53.3%

80%

Average Success Rate

75.98%

Findings

After doing interview and preliminary user testing i’ve come up with some insight of the user pain point and their expectation for M.Tix app.

User having difficulties understanding the information provided in the apps

User need to be able to pay with their preference payment method

User need to be able to choose show date

User need more accessibility to be able to navigate the apps easily

Wire Flow

Style Guide

Typo-

graphy

Montserrat

Regular

Semi Bold

Bold

XL 24 px

M 16 px

S 14 px

XS 12 px

Color

Primary

#CEAB79

800

#E5C9A1

600

Secondary

#015351

800

#20807D

600

Grey

#F8F9FA

100

#CED4DA

400

#6C757D

600

#171A1C

900

Warning

#FFBF00

800

#FFCC33

600

Error

#FE5A42

800

#FE7966

600

Success

#90D56A

600

#7FD550

800

Result

Home Page

find perfect movies and theater type based on your preference by using filters

never get lost with improved navigation

Movie Details

View detailed information about your chosen movie, including the synopsis, cast & crew, and showtimes. Find showtimes for your preferred Cinema XXI theater and book your tickets instantly.

Theater Details

Find your favorite theater with ease! Search nearby cinemas based on distance and type to ensure a convenient location. Discover what's showing at each theater so you can catch the latest movies easily

Payment

Review your order details carefully in the summary before proceeding. Save money by applying any available vouchers. Choose your preferred payment method for a secure checkout: e-wallets, credit/debit cards, or virtual accounts.

Before