Empathy map

This is an aggregated map, created from data collected after interviewing two users, one of whom was a temporary wheelchair user. Due to time constraints, I conducted fewer interviews. I hope to do more user interviews soon.

User persona

A fictional Mai was selected as the ideal candidate for prototyping, guiding the project through design and testing phases.

Customer journey

The CJM helps visualize the steps Mai takes when interacting with the app before and during her movie-going experience, as well as the pain points she encounters along the way.

Problem statement

This helps guide me through the entire design process, avoiding rambling thoughts and creating benchmarks for success.

How might we...?

Keep asking 'how' helped me brainstorm solutions to assist Mai. Actually, I've tried 'Crazy Eights' first, but it seemed like it didn't work for me.

Ideas

In a nutshell, I would:
• Replace the seat icon with wheelchair icon for more identifiable and visually present seating information.
• Integrate “AR Direction” feature for customers to easily navigate to cinema’s facilities.
• Integrate “Live-Support” feature for customers to request assistance before or during their cinema visit.

Competitive audit

In a nutshell:
• I audited 4 competitors: CGV and Cinestar as direct competitors, and Momo and AMC as indirect competitors.
• None of the apps (except AMC) offer wheelchair accessibility or in-app live assistance. This is a major opportunity for improvement.

Audit report

I summarized the competitive audit to identify gaps in the market and opportunities when building Cinemate.

User flow

A main user flow has been developed to provide users with a clear path through the Cinemate app. However, it reflects an ideal scenario. I still need to create more flows to better optimize the app.

Information architecture

The overall structure of the Cinemate app.

Storyboard

The big picture storyboard primarily focuses on the user’s needs and emotions, while the close-up storyboard concentrates on the product.

Lo-fi prototype

This prototype has been created in preparation for the upcoming usability test. Its primary focus is on the app's functionality rather than its visuals.

Research plan

Oops, another long text, but it’s super helpful for me to conduct smooth usability testing.

Usability note

I observed a friend, who is also the target user for this project, interact within the app to study her behaviors. I then took notes for further investigation.

Insight

• Users need a more intuitive way to find the information of the wheelchair area within the seat selection page.
• Users need an easier way to access the direction feature within the home page.