AN UX DESIGN CASE STUDY
AN UX DESIGN CASE STUDY

The Current Movie-Theatre-Going Crisis

OVERVIEW
OVERVIEW
To address decling attendance at movie theaters now and in the foreseeable future.
To address decling attendance at movie theaters now and in the foreseeable future.
INITIAL OBJECTIVE
INITIAL OBJECTIVE
To create an app that helps to increase theater-going attendance for movies that are not from an existing or well-known intellectual property. A prime example is a superhero movie.
To create an app that helps to increase theater-going attendance for movies that are not from an existing or well-known intellectual property. A prime example is a superhero movie.
To create an app that helps to increase theater-going attendance for movies that are not from an existing or well-known intellectual property. A prime example is a superhero movie.
To create an app that helps to increase theater-going attendance for movies that are not from an existing or well-known intellectual property. A prime example is a superhero movie.
RESEARCH
I began reading online articles about this summer's box office results.
I began reading online articles about this summer's box office results.
I began reading online articles about this summer's box office results.
DISNEY'S DOMINANCE CONTINUES
DISNEY'S DOMINANCE CONTINUES
DISNEY'S DOMINANCE CONTINUES

Disney is the one studio succeeding with some exceptions.

Disney is the one studio succeeding with some exceptions.

Disney steamrolled through the first half of this year pretty much alone with such movies as Avengers: Endgame, The Lion King, and Toy Story 4.

Disney owned a whopping 40% of the domestic box office market share.

Yet the box office is down more than 6% than last year including this summer's revenue running 2% behind from summer 2018.

Disney steamrolled through the first half of this year pretty much alone with such movies as Avengers: Endgame, The Lion King, and Toy Story 4.

Disney owned a whopping 40% of the domestic box office market share.

Yet the box office is down more than 6% than last year including this summer's revenue running 2% behind from summer 2018.

A BUILT IN FAN BASED NEEDED

The gap between haves and have-nots has never been greater.

The gap between haves and have-nots has never been greater.

Disney commanded 51% of this summer’s box office from three films.

The numbers show audiences are only showing up for mega-event films.

As of now, only 1 original summer release Once Upon a Time in Hollywood surpassed the $100 million threshold at the domestic box office.

Disney commanded 51% of this summer’s box office from three films.

The numbers show audiences are only showing up for mega-event films.

As of now, only 1 original summer release Once Upon a Time in Hollywood surpassed the $100 million threshold at the domestic box office.

ONE STUDIO IS STRUGGLING TO COMPETE

Annapurna is struggling to compete with bigger studios.

Annapurna is struggling to compete with bigger studios.

In 2018, Annapurna’s Christmas releases lost a combined $55 million at the box office. The movies included If Beale Street Could Talk, Destroyer, and Vice.

The studio faced bankruptcy recently. The deficit reported was more than $200 million. Yet the deficit has been resolved for the time being.

In 2018, Annapurna’s Christmas releases lost a combined $55 million at the box office. The movies included If Beale Street Could Talk, Destroyer, and Vice.

The studio faced bankruptcy recently. The deficit reported was more than $200 million. Yet the deficit has been resolved for the time being.

THEATER CHAINS GETTING MORE CREATIVE
THEATER CHAINS GETTING MORE CREATIVE

The movie theaters fight low attendance with variable pricing.

The movie theaters fight low attendance with variable pricing.

Typically on Tuesdays, theaters across the country offer ticket prices a third of the normal price. As low as $6 in cities like NYC and Los Angeles.

Overall, the revenue made on Tuesdays is substantial. Furthering the debate that theater chains should get more creative with their prices.

Typically on Tuesdays, theaters across the country offer ticket prices a third of the normal price. As low as $6 in cities like NYC and Los Angeles.

Overall, the revenue made on Tuesdays is substantial. Furthering the debate that theater chains should get more creative with their prices.

STREAMING IS FLOURISHING
STREAMING IS FLOURISHING

The streaming services are as a big factor as expected. 

The streaming services are as a big factor as expected. 

Netflix is only $13 monthly with an extensive catalog of movies and TV shows.

Now a big studio like Disney is about to join the streaming war with Disney+,
which includes everything from Marvel to Star Wars.

Netflix is only $13 monthly with an extensive catalog of movies and TV shows.

Now a big studio like Disney is about to join the streaming war with Disney+, which includes everything from Marvel to Star Wars.

Netflix is only $13 monthly with an extensive catalog of movies and TV shows.

Now a big studio like Disney is about to join the streaming war with Disney+, which includes everything from Marvel to Star Wars.

SURVEY
I wanted to see how often today’s audience is going or not going to the movie theaters. And what are the factors for going or not: ticket prices, overall interest, and other entertainment options (to name a few factors).
I wanted to see how often today’s audience is going or not going to the movie theaters. And what are the factors for going or not: ticket prices, overall interest, and other entertainment options (to name a few factors).
YOUR MOVIEGOING EXPERIENCE
Question 1

How do you hear about movies?

Overall takeaway is social media and digital ads such as trailers are the main sources for your movie knowledge.

Overall takeaway is social media and digital ads such as trailers are the main sources for your movie knowledge.

Overall takeaway is social media and digital ads such as trailers are the main sources for your movie knowledge.

Overall takeaway is social media and digital ads such as trailers are the main sources for your movie knowledge.

Question 2

What do you use as a measuring tool to go to the movies?

What do you use as a measuring tool to go to the movies?

Audiences are using the word of mouth from friends and family. If a favorite actor or director is involved with the film, someone may go to the show. I was a little surprise that the lack of critical reviews as a major measuring tool.

Audiences are using the word of mouth from friends and family. If a favorite actor or director is involved with the film, someone may go to the show. I was a little surprise that the lack of critical reviews as a major measuring tool.

Question 3

Are you persuaded by a particular response to a movie?

Not enough responses to draw a conclusion from this question. I probably should’ve stated this question a little differently to get more responses to then draw an actual conclusion.

Not enough responses to draw a conclusion from this question. I probably should’ve stated this question a little differently to get more responses to then draw an actual conclusion.

Question 4

Can you name a few movies that your’e interested in.

The answers varied as expected, but a few films got multiple responses.

Question 5

How often do you go to the movies?

As I expected, not too often. At best, someone would likely go to the movies monthly.

Question 6

What is the last movie you’ve seen in the theaters?

The most jarring answer was “I cannot remember.” But the lack of responses to this question could be seen as a similar answer to “cannot remember.”

Question 7

Has higher ticket prices, discourage you to see movies?

The biggest surprise of this survey because I did not expect at all the margin between yes and no would be so close. The vote was separate by 2!

The biggest surprise of this survey because I did not expect at all the margin between yes and no would be so close. The vote was separate by 2!

Question 8

What do you consider as a reasonable ticket price?

Overwhelming, the $10 ticket price was consider as the most reasonable ticket price.

Question 9

Has streaming like Netflix and Hulu become your primary entertainment source(s)?

An overwhelming YES, which is not a surprise at all.

Question 10

How much do you spend on streaming monthly?

The answers varied based on how many streaming subscriptions each person had.

AffinityMapping_756x944_B_W
AFFINITY MAPPING | IDEATION
I looked for trends amongst my surveyors. I first saw three different categories: movies, money, and influence. Movies were the least helpful because it became a simple list of movies my audience is interested in. It varied as expected because we all have different tastes.
The categories: money and influence would be my big breakthrough for where I should go with my movie app. I saw a pattern in the influence category. The sticky notes clearly revealed how we receive information about movies. Somewhat expected we first hear about a movie from the media. As my survey indicated before, social media and digital ads like trailers and TV commercials are the biggest sources for our movie knowledge. The audience may or may not begin its own research.
It begins with what I called the famous subcategory. Who’s behind the movie (the director). Who’s in the movie (the actors). What is the movie even about (the plot). As movie gets closer to its release date (or when it is out) the audience will look for some kind of validation. The validation can either be from family and friends or reviews (critically or anonymous viewers). Even after this entire process for a movie, the money will still be a big factor.
Yet higher ticket prices are not much as a factor that I would’ve thought prior to my survey. A bigger factor is the more convenient option,   streaming. Example, Netflix costs about the same amount of a single ticket price for an entire month. Streaming cannot be ignored with the decline in theater-going  attendance.
I looked for trends amongst my surveyors. I first saw three different categories: movies, money, and influence. Movies were the least helpful because it became a simple list of movies my audience is interested in. It varied as expected because we all have different tastes.
The categories: money and influence would be my big breakthrough for where I should go with my movie app. I saw a pattern in the influence category. The sticky notes clearly revealed how we receive information about movies. Somewhat expected we first hear about a movie from the media. As my survey indicated before, social media and digital ads like trailers and TV commercials are the biggest sources for our movie knowledge. The audience may or may not begin its own research.
It begins with what I called the famous subcategory. Who’s behind the movie (the director). Who’s in the movie (the actors). What is the movie even about (the plot). As movie gets closer to its release date (or when it is out) the audience will look for some kind of validation. The validation can either be from family and friends or reviews (critically or anonymous viewers). Even after this entire process for a movie, the money will still be a big factor.
Yet higher ticket prices are not much as a factor that I would’ve thought prior to my survey. A bigger factor is the more convenient option,   streaming. Example, Netflix costs about the same amount of a single ticket price for an entire month. Streaming cannot be ignored with the decline in theater-going  attendance.
PROBLEM STATEMENT

The love for movies is still there yet with more convenient and less time-consuming entertainment options, TV and streaming, going to the movie theaters has now become less ideal and costly.

The love for movies is still there yet with more convenient and less time-consuming entertainment options, TV and streaming, going to the movie theaters has now become less ideal and costly.

PERSONA
I created one persona for all. I found we all still have a love for movies (+/-). Yet with several entertainment options not only TV and streaming the idea of going to the movies more than once a month is unrealistic (+/-).
I created one persona for all. I found we all still have a love for movies (+/-). Yet with several entertainment options not only TV and streaming the idea of going to the movies more than once a month is unrealistic (+/-).
I created one persona for all. I found we all still have a love for movies (+/-). Yet with several entertainment options not only TV and streaming the idea of going to the movies more than once a month is unrealistic (+/-).
Orson_Welles-Persona_Infographic
WIREFRAMES
My lo-fi concepts include hand-drawn sketches and mockups from the app POP. The hand-drawn sketches will be the foundation for when I start to create my movie app in Sketch
My lo-fi concepts include hand-drawn sketches and mockups from the app POP. The hand-drawn sketches will be the foundation for when I start to create my movie app in Sketch
Wireframe1
Wireframe2
Wireframe3
ProfileNew
QueueNew
TheatersNew
RoughNew
NotesNew
MovieQueueNew
COMPETITIVE ANALYSIS
I looked at apps that are not directly competitors. I was looking at apps that I really like in terms of design aesthetics.
I looked at apps that are not directly competitors. I was looking at apps that I really like in terms of design aesthetics.
I looked at apps that are not directly competitors. I was looking at apps that I really like in terms of design aesthetics.
82C961A2-548D-46F4-9BEC-3CDC1E6B0A61
8435A0A2-16B5-4B6F-B80E-36ECBA9DB1E1
A craft beer delivery app has effectively received my attention daily. It all starts with its newest beer notifications that are funny, clever, and sometimes punny. Yet what is most effective is the app’s layout, which my movie app duplicates more than not.
A craft beer delivery app has effectively received my attention daily. It all starts with its newest beer notifications that are funny, clever, and sometimes punny. Yet what is most effective is the app’s layout, which my movie app duplicates more than not.
FB4ED1F5-1C68-497E-8C46-718E90C7FEA6
71F1765B-54AC-4B9D-817D-F807A275229E
I prefer an app's look that is clean and minimal. I remember when Instagram received initial backlash for its latest design overhaul. The backlash now seems ridiculous. Because their design presents user’s content to standout at amongst the app's clutter. I kept telling myself in the mockup stage to keep it clean and minimal.
I prefer an app's look that is clean and minimal. I remember when Instagram received initial backlash for its latest design overhaul. The backlash now seems ridiculous. Because their design presents user’s content to standout at amongst the app's clutter. I kept telling myself in the mockup stage to keep it clean and minimal.
EBFA504B-1549-406B-9FB6-8914812783E4
F348BED4-FA85-479A-8A6E-8210188FF4DE
This app is where I got my based color, black. A recent trend that I see from my social circle is having your phone displayed in dark mode. The most recent iOS update allows you to have your phone in either light or dark mode. I am clearly team dark. Spotify was a little ahead of the curve with a dark background and a strong contrast color, green.
This app is where I got my based color, black. A recent trend that I see from my social circle is having your phone displayed in dark mode. The most recent iOS update allows you to have your phone in either light or dark mode. I am clearly team dark. Spotify was a little ahead of the curve with a dark background and a strong contrast color, green.
SITE MAPPING
I wanted a visual for the user’s journey through my movie app. I first attempted to hand sketch it but the site map is a lot bigger than I expected. My sketchbook is only 5.5’ x 8.5’ size. I then decided to use OmniGraffle. I heard about the diagramming application before. Yet I never thought I would have a chance to learn its capabilities. Well, after a few minutes I figured out OmniGraffle and a site map was born.
I did not expect how helpful a site map would be for my app. It was almost like a more visual engaging checklist. It kept me from going down rabbit holes that I tend to do when I do not have a clear vision (or path). I ended up adding a few things that are not listed on my site map like a notification page. I also eliminated the separation of theater types: comfy and nostalgic.
I wanted a visual for the user’s journey through my movie app. I first attempted to hand sketch it but the site map is a lot bigger than I expected. My sketchbook is only 5.5’ x 8.5’ size. I then decided to use OmniGraffle. I heard about the diagramming application before. Yet I never thought I would have a chance to learn its capabilities. Well, after a few minutes I figured out OmniGraffle and a site map was born.
I did not expect how helpful a site map would be for my app. It was almost like a more visual engaging checklist. It kept me from going down rabbit holes that I tend to do when I do not have a clear vision (or path). I ended up adding a few things that are not listed on my site map like a notification page. I also eliminated the separation of theater types: comfy and nostalgic.
MovieApp_SiteMapping_1920x1080_Name
BRANDING
I had a difficult time deciding a name for my movie app. I actually had do a Google search for theatrical terms. I ended up with fourth wall as the name for my app. (I am still not completely sold on.) I have received some concerns for the name, which I also have my own concerns for it. If I want to take a further step with this app, I might want to re-examine the name.
I had a difficult time deciding a name for my movie app. I actually had do a Google search for theatrical terms. I ended up with fourth wall as the name for my app. (I am still not completely sold on.) I have received some concerns for the name, which I also have my own concerns for it. If I want to take a further step with this app, I might want to re-examine the name.
POTENTIAL NAMES

Angle

Angle

Backlighting

Backlighting

Close-Up

Close-Up

Fourth Wall

Fourth Wall

I am still not sure I love any of these names. I really struggled with picking a name for my app. I thought a name would come along pretty easily. I was completely wrong! I did not pick fourth wall until the very end.
I am still not sure I love any of these names. I really struggled with picking a name for my app. I thought a name would come along pretty easily. I was completely wrong! I did not pick fourth wall until the very end.
COLOR PALETTE
ColorPalette-01
Black
Black

#191414

#191414

#191414

R 25 G 20 B 20

R 25
G 20
B 20

R 25 G 20 B 20

R 25 G 20 B 20

ColorPalette-02
Gold
Gold

#DAA520

#DAA520

R 218 G 165 B 32

R 218
G 165
B 32

R 218 G 165 B 32

ColorPalette-04
Dark Gray
Dark Gray

#2C2F33

#2C2F33

R 44 G 47 B 51

R 44 
G 47 
B 51

R 44 G 47 
B 51

R 44 G 47 B 51

ColorPalette-03
Light Gray
Light Gray

#E6E6E6

#E6E6E6

R 230 G 230 B 230

R 230 G 230
B 230

R 230
G 230
B 230

R G B 230

R 230 G 230 B 230

ColorPalette-05
Red
Red

#E10808

#E10808

#E10808

R 255 G 8 B 8

R 255
G 8
B 8

R 255 G 8
B 8

R 255 G 8 B 8

LOGO | APP ICON
4THWALL_Logo
4THWALL_AppIcon-1_263x263
This concept came pretty quickly. I knew a sans-serif typeface would be utilized. I did look through several sans-serif fonts before picking Hero New Super. I then just played around with the number 4 and the word wall to create the allusion of the fourth wall (in its theatrical meaning).
This concept came pretty quickly. I knew a sans-serif typeface would be utilized. I did look through several sans-serif fonts before picking Hero New Super. I then just played around with the number 4 and the word wall to create the allusion of the fourth wall (in its theatrical meaning).

Fourth wall in terms of a theatrical definition is the "imaginary wall" that exists between actors and audience.

Fourth wall in terms of a theatrical definition is the "imaginary wall" that exists between actors and audience.

I concluded I like the look. I like the meaning behind it, but I feel like (I am not the only one) that this name and concept as a whole is not completely working. If you asked me, which I could do all over again it will be my app's name. At least, I would create more visual concepts with other names.
I concluded I like the look. I like the meaning behind it, but I feel like (I am not the only one) that this name and concept as a whole is not completely working. If you asked me, which I could do all over again it will be my app's name. At least, I would create more visual concepts with other names.
MOCKUP
The end product after all the steps prior. I created an app that is easy enough to learn without any tutorials. I did not reinvent the wheel, but rather took common features from other apps I described previously. I wanted an app with a high usage rate, which social media and music apps most often do. I hope the user will at least use my movie app daily. Why a frequent delivery of notifications would help accomplish my goal. Please let the movie pun notifications entice the user to come back to my app more often.
The end product after all the steps prior. I created an app that is easy enough to learn without any tutorials. I did not reinvent the wheel, but rather took common features from other apps I described previously. I wanted an app with a high usage rate, which social media and music apps most often do. I hope the user will at least use my movie app daily. Why a frequent delivery of notifications would help accomplish my goal. Please let the movie pun notifications entice the user to come back to my app more often.
SKETCH ARTBOARDS
Splash
Launch
Sign Up
Movies On Display – Image 1
Movies On Display – Description
Current Queue
Current Queue – More Inside Look
Current Queue – Deleting
Current Queue – Deleted
Theaters – Expanded
Theaters – New Favorite Added
Profile
PROTOTYPE
An animated version of my app in use. I wanted to demonstrate the user flow specifically. I created separate adventures for a first time user to already established user. Your experience is slightly different when you have been using my app from some time. The user will already have a queue, a profile, and notifications that pertain to their preferences. I wanted to create the best possible app experience for something that is not actual functioning.
An animated version of my app in use. I wanted to demonstrate the user flow specifically. I created separate adventures for a first time user to already established user. Your experience is slightly different when you have been using my app from some time. The user will already have a queue, a profile, and notifications that pertain to their preferences. I wanted to create the best possible app experience for something that is not actual functioning.
CONCLUSION

I am very pleased in what I created after going through the entire UX design process for the very first time.

I am very pleased in what I created after going through the entire UX design process for the very first time.

The one thing I am most excited for what is next for me in terms of UX design. I am certified in UX now, but I have a lot more to learn about this design space. I am a junior UX designer who cannot wait to explore this app further and any other UX projects that will be in the near future.
If I want to further examine my movie app, my next step would be usability testing. I have gone through the app myself, however I should have a few others' experience the app too. I can learn what is working from learnability to memorability to errors. I see a follow up happening in the near future to validate my choices further. Right now, I have made some assumptions on which will work in the app. And I know if usability testing is done next I can improve the app’s experience for users.
That is why I love UX design because it is an endless loop encouraging you to re-examine your product frequently.
The one thing I am most excited for what is next for me in terms of UX design. I am certified in UX now, but I have a lot more to learn about this design space. I am a junior UX designer who cannot wait to explore this app further and any other UX projects that will be in the near future.
If I want to further examine my movie app, my next step would be usability testing. I have gone through the app myself, however I should have a few others' experience the app too. I can learn what is working from learnability to memorability to errors. I see a follow up happening in the near future to validate my choices further. Right now, I have made some assumptions on which will work in the app. And I know if usability testing is done next I can improve the app’s experience for users.
That is why I love UX design because it is an endless loop encouraging you to re-examine your product frequently.
WHAT MADE THIS POSSIBLE

General Assembly, its part-time UX Design Course, and my instructor.
I want to thank you!

General Assembly, its part-time UX Design Course, and my instructor. I want to thank you!

General Assembly, its part-time UX Design Course, and my instructor. I want to thank you!

General Assembly, its part-time UX Design Course, and my instructor. I want to thank you!