Student project from General Assembly's User Experience immersive design course.

1. IMDB Project Wendy, Olek & Alex

2. “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

3. 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.
The IMDB expansion
For the digital age

4. 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

5. Market & User Research
Research

6. 80
60
40
20
0
£ ££ £££ ££££
Cinema Attendance
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

7. “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

8. Where do all the ratings come from?

9. Multi device!
From tech phobes
to tech lovers
Testing
6
users
Age range 25-65

10. There is no consistent IMDB app experience

11. What users say
just one of
IMDb, it’s Google.”
on to directly go searching on when “I don’t first results Manolo, 31
the he
remember what couldn’t I an actor, Steve, 30
look up in.” it to was “I used “It’s great library of old movies.” Margo, 27

12. Opportunities &
Who are we designing for?

13. REGISTERED
USERS
Frequency?
£ IMDB Sells Cinema Tickets!
REVENUE
- Multiple cinemas
- Consistent across multiple
devices
VIEWS OF!
NEW & UPCOMING FILMS
Discovery?

14. 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

15. 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

16. 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

17. Welcome personas

18. Rachel, 41, mother, 9 y.o son
“I hate having to sign up to every single cinema out there and
and go through all those fiddly check-out processes.”
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.

19. 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

20. From the ideas to
Prototype

21. Testing
Prototyping
Customer Journey
Sketching Ideas

22. 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

23. Friends Comments
Julie, young professional, 28
Prominent Trailers Sketching Ideas
Tagging
on Phone
& Desktop
For each persona we sorted and shortlisted
features that might meet their needs

24. From Poster to Purchase

25. Julie discovers a film
User Flow 1: Discover a Film
See
Advertisement for
Film
Like the look of it?
Yes
Want to know more
about it?
Yes
Look for Film
Information
Make a note of the film
No
Want to see film
trailer?
Yes
Watch Trailer
Want to watch the
film?
Want to hear what No No
critics think of it?
Want to know what
friends think of it?
No
Ends
Yes
Ask Friends
Yes
Read Reviews
Want to find out No
who stars or made
it?
Yes
Read Film Details
No
Yes
No

26. PROTOTYPE & TESTING

27. Testing: Round 1
“How do I get to
showtimes?”
Observation:
Completely missed
the Facebook
Account Link

28. Testing: Round 1
“Where are the
reviews?”
“What happens if I
don’t want to use
Facebook?”

29. Testing: Round 2
People still missing
the cinema
showtimes link,
so we moved this up
in the screen

30. Testing: Round 2
Next mock-up with
re-tested screen
layout and a non-
Facebook option

31. 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”

32. 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?

33. A notification arrives
later that evening.
Liz thinks its worth
checking out, so
she checks out the
film times for Friday.

34. Demonstration
Time
http://invis.io/WR1N9LR7F

35. 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.

36. VIEWS OF!
NEW & UPCOMING FILMS
Discovery
Next steps
REGISTERED
USERS
IMDB knows you went to see the
film, could it use this to help you
discover more films
Frequency
“It’s great for inviting a friend to see a
blockbuster. You always want to go
together and this makes it easier.”
£
REVENUE
Purchase
Further 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.

37. Thank you for
Listening
IMDB Project Wendy, Olek & Alex