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IMDB Project Wendy, Olek & Alex
“To point people who like films in the right direction. I wanted to share my love of films and help people find things they might want to watch themselves”
Col Needham - IMDB Founder
IMDb has decided to expand their market from being an information provider to selling cinema tickets directly. IMDb wants a service which informs you of what movies are showing at cinemas in your area, allows you to easily purchase tickets for movies you’d like to see, and then use a digital pass to use at the cinema.
For the digital age
The IMDB expansion
What we will talk about
Market & User Research
Opportunities &Who are we designing for?
From Ideas to Prototype
Next Steps
IMDB Project Wendy, Olek & Alex
Market & User ResearchResearch
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£ ££ £££ ££££
Cin
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Price of Ticket
Eight in ten visit cinema but majority go infrequently!Based on Cinema visiting frequency, August 2013
Customers are predominantly young and affluent and technology savvy!
Odeon - .marketingweek.co.uk/news/odeon-to-overhaul-customer-experience/4005012.article
“With improved websites and smart phone apps that help consumers select films, there is even more scope for cinemas to assume the role of curator”!
– Michael Oliver, Senior Leisure and Media Analyst
Where do all the ratings come from?
Testing
From tech phobes to tech lovers
6 Age range 25-65
Multi device! users
There is no consistent IMDB app experience
What users say
“It’s great library of old movies.” Margo, 27
“I don’t directly go on to IMDb, it’s just one of
the first results when searching on Google.”
Manolo, 31
“I used it to look up an actor, I couldn’t remember what he
was in.” Steve, 30
Opportunities &Who are we designing for?
REGISTERED USERS
Frequency?
REVENUE£ IMDB Sells Cinema Tickets!
- Multiple cinemas - Consistent across multiple devices
VIEWS OF!NEW & UPCOMING FILMS
Discovery?
OPPORTUNITY 1: ONE PURCHASE TO RULE THEM ALL!!A checkout that integrates multiple payment options and the ability to book at all cinemas will create a new revenue stream for IMDB
OPPORTUNITY 2: SPEAK FRIEND AND ENTER!!Being able to easily share going to the cinema with your own network of friends and family will increase number of IMDB registered user
OPPORTUNITY 3: NOT ALL THOSE WHO WONDER ARE LOST!!Giving people a way to note down what films they are thinking of seeing, when they think of it, will lead to more users viewing upcoming and new films on IMDB
Welcome personas
Rachel, 41, mother, 9 y.o son
Needs!• Get a reminder about booking • Quick and easy payment method • Avoid login to multiple cinemas
Matt, 35 y.o, freelancer!“It’s all about a great night out seeing the big releases with a bunch of good friends”!!Needs!• Quickly choices filtering • Information about quality and any offers at the
cinema • Be able to organise and inspire friends to go.
“I hate having to sign up to every single cinema out there and and go through all those fiddly check-out processes.”
Julie, young professional, 28“I’d like to go to the cinema more, but I hate getting caught out and wasting my time on a bad film.”
Needs!• Trustworthy variety of film reviews • Information about new releases and upcoming films
From the ideas toPrototype
Sketching Ideas
Customer Journey
Prototyping
Testing
Sketching Ideas
Using Design Studio Method, the team rapidly sketched, critiqued and built upon our ideas in a group workshop. We created a dozen different ideas in the course of a 2 hour session, from a film critics filter to automatic trailer plays on scanning a poster
Sketching IdeasProminent Trailers
Friends CommentsTagging on Phone & Desktop
Julie, young professional, 28
For each persona we sorted and shortlisted features that might meet their needs
From Poster to Purchase
Julie discovers a filmUser Flow 1: Discover a Film
See Advertisement for
FilmLike the look of it?
Yes
Look for Film Information
Want to know more about it?
Yes
Make a note of the film
No
Want to see film trailer?
Yes
Watch Trailer
Want to watch the film?
Want to know what friends think of it?
No
Ends
Yes
Ask Friends
NoNoWant to hear what critics think of it?
Yes
Read Reviews
NoWant to find out who stars or made
it?
Read Film Details
Yes
No
Yes
No
PROTOTYPE & TESTING
Testing: Round 1
Observation: Completely missed
the Facebook Account Link
“How do I get to showtimes?”
Testing: Round 1
“Where are the reviews?”
“What happens if I don’t want to use
Facebook?”
Testing: Round 2
People still missing the cinema
showtimes link, so we moved this up
in the screen
Testing: Round 2
Next mock-up with re-tested screen layout and a non-Facebook option
On her lunch break, Julie see’s a review about new Scarlett Johansson film and decides to make a
note of it. !
She “IMDb’s it”
Later on, she checks the film now saved on her IMDB watchlist, but she’s
still not sure. !
It’s had some mixed reviews, but what
do her friends think?
A notification arrives later that evening. Liz thinks its worth checking out, so
she checks out the film times for Friday.
Demo
Matt !Freelancer
Rachel!The Mum
Recap on the Needs Recap on the Needs • Get a reminder about booking • Quick and easy payment method • Avoid login to multiple cinemas
• Be able organise and inspire friends to go.
VIEWS OF!NEW & UPCOMING FILMS
Discovery
Next steps
REGISTERED USERS
Frequency
“It’s great for inviting a friend to see a blockbuster. You always want to go together and this makes it easier.”
REVENUE£
PurchaseFurther Amazon-IMDB integration
Our latest round of testing found a really positive response to the friend seat saving feature, but we’d like to now test out how this would be notified to the user.
IMDB knows you went to see the film, could it use this to help you discover more films
Thank you for ListeningIMDB Project Wendy, Olek & Alex
