SNACKFLIX
CASE STUDY / PRODUCT DESIGN | DEC 2023ROLETEAM
Driven to transform the movie-going experience, SnackFlix reinvigorates the traditional process of ordering food at local cinemas by rethinking and simplifying it. It's not just about convenience; it's about enhancing the entire movie experience, ensuring that everyone has their favorite food ready and waiting for them, thereby contributing to a more enjoyable and inclusive movie-watching environment.UX Research
Prototyping
Visual Design
Copywriting
Myself
BRIEF
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As part a project from the Google UX Design Professional Certificate course.
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Identify a core business problem and creating a unique brand experience.
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5 week completion period.
SUMMARYOur digital app fosters a beneficial partnership between local cinemas and their food and beverage vendors. We identified an innovation gap in the industry, leading to the development of an improved, consumer-centric ticket-buying experience that frees users from worry.
SnackFlix was conceived to satisfy movie-goers' cravings through a holistic, single-platform experience, streamlining the process of enjoying a movie with the convenience of diverse food and beverage options
BUSINESS PROBLEMLocal movie theaters often face the challenge of limited snack options and lack in-house digital ordering, failing to meet diverse customer preferences and affecting operational efficiency.
- Most local cinemas don’t even have a intuitive website and don’t even allow for advanced concession purchase
“When I give my 14-year-old son some cash so he can have something to eat at the movies, I know that whatever he gets at the concession stand is going to be the most unhealthful thing he eats all month.”
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Patrick Goldstein, American former film critic and columnist, Los Angeles Times (2016)
DESIGN OPPORTUNITY
We designed an app that transforms the interaction between local cinemas and their patrons. This app serves as an integrative extension tool, enhancing the overall experience at local cinemas. Recognizing the disparity in customer experience between local and large corporate brand cinemas, especially in terms of digital engagement and convenience, our goal was to level the playing field. Large corporate cinemas often provide integrated apps that allow their customers to conveniently order food options, and we aimed to offer the same luxury to local cinema-goers.
POTENTIAL CLIENTELEVIFF Centre, The Cinematheque
PRECEDENT STUDY:
ATOM TICKETS
Atom Tickets is an online movie ticket sales platform that allows users to purchase tickets for movies in nearby theaters. Users can find showtimes, read movie reviews, watch trailers, and even invite friends to join them at the theater. Atom Tickets also allows users to pre-order concessions at some theaters. By merging the movie ticket buying and food pre-ordering processes, Atom Tickets is providing a comprehensive solution for movie-goers.
Like Atom Tickets, SnackFlix can adopt similar unique value propositions:
- Theater choices: works with several movie theater companies in North America
- Advance booking: users can book movie tickets and food in advance
- Integrated rewards program: integration with reward programs such as Landmark Extras
“Concessions have always been a part of the movie experience, and now Atom has made a feature within the app where the full movie experience can easily be achieved with just a few taps, and the customer can bypass the lines at the theater. We believe it will lead to greater concessions sales.”
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Ameesh Paleja, Chief Engineer Officer, Atom Tickets (2016)
UNDERSTANDING THE USERS
& THEIR PAIN POINTS
We conducted thorough research to understand our users. We identified that our primary user group consists of young adults residing in major west coast cities, characterized by their frequent movie-going habits. These individuals are not only health-conscious but also maintain a commendable work-life balance and exercise regularly. Reflective of their conscientious lifestyle, they meticulously check the nutritional information of every product they purchase, highlighting their acute awareness and concern for what they consume.
1. TIME
Long queues at the snack counter often result in people being late to their movie.
2. VARIETY
Movie theaters do not provide many options for healthier snack alternatives.
EXPERIENCE OBJECTIVES
1. REDUCE QUEUE TIMES
By reducing overall wait times, users can spend less time worrying about arriving early to order their snacks and more time roaming their local cinemas, watching the trailers, and arriving on-time to watch their movie.
2. ENHANCE SELECTIONSSince overall queue times are reduced, local cinemas can focus on creating better food options and increasing their selections. Food vendors currently collaborating with these cinemas can also gain more exposure and have an avenue to better prepare for all incoming customers.
EXPERIENCE MAPPING
We identified a concise list of current issues that could compromise the movie-going experience at local cinemas if not addressed. It lay the foundation for a journey map, which helped us to:
1. Focus on key touchpoints to resolve existing frictions.
2. Develop an infomation architecture map for where the SnackFlix app would fit seamlessly.
WHY MOBILE?
“The online movie ticketing market was valued at around USD 17.5 billion in 2022 and is projected to grow at a
compound annual growth rate
(CAGR) of 8.5% until 2030, largely driven by the ease of online booking.”
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Grand View Research (2022)
“Digital ticket sales are increasing, with e-ticketing growing by 18.7% in 2018, making up 21.3% of the market. More than 70% of online ticket sales are now via mobile, highlighting the preference for the immediacy and convenience of mobile apps.”
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Grand View Research (2022)
“Mobile ticketing applications can also be used by sports, event, and music concert organizers to drive ticket sales, as well as to offer customers the convenience of booking tickets from a remote location or from the comfort of their home without the need to be physically present in a queue at a ticket outlet or having to pay in cash.”
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Persistence Market Research (2022)
SAME PLATFORM;
DIFFERENT USES- Orpheam theaters
- Broadway shows
- Sporting centres
- Next steps: delivery app for movie theaters
REFERENCEShttps://www.boxofficepro.com/inside-atom-interview-atom-tickets-ceo-ameesh-paleja/
https://www.grandviewresearch.com/industry-analysis/online-movie-ticketing-services-market
https://www.latimes.com/archives/blogs/24-frames/story/2012-06-13/movie-theater-junk-food-is-it-a-menace-to-society
https://www.persistencemarketresearch.com/market-research/mobile-ticketing-market.asp