A simpler way to book cinema tickets and enjoy movies, anytime, anywhere.
Client
CineTrips
Industry
Entertainment
Platform
Mobile App
Project Overview
CineTrips is a mobile-first cinema ticket booking app designed to simplify and modernise the movie-going experience. The project aimed to create an intuitive platform that allows users to discover films, view cinemas, choose seats, add food and drinks, and book tickets in just a few taps.
The app focuses on user experience with features like real-time seat selection, QR code ticketing for contactless entry, Latest movie thriller preview and smart recommendations based on location and viewing history. The design prioritises speed and usability, ensuring users can complete their booking journey efficiently.
This case study covers the end-to-end UX/UI design process, from user research and wireframing to prototyping and final visual design, with a strong emphasis on mobile responsiveness and tech-driven convenience.
My Role
Lead UX/UI Designer
Tools Used
My Responsibilities
- UX Researcher
- UX Designer
- UX Writer
- UI Designer
- Brand Identity Designer
Design Thinking Process
Empathize
- User Research
- User Interview
- Competitor Analysis
Define
- User Persona
- User Journey Map
- Goal Statement
- Empathy Map
Ideate
- Brainstorming
- User Flow
Design
- Paper Wireframes
- Visual Design
- Prototype
Test
- Check Usability
- Survey Insight
- Improvements
Empathize
- User Research
- User Interview
- Competitor Analysis
Define
- User Persona
- User Journey Map
- Goal Statement
- Empathy Map
Ideate
- Brainstorming
- User Flow
Design
- Paper Wireframes
- Visual Design
- Prototype
Test
- Check Usability
- Survey Insight
- Improvements
The design thinking process for CineTrips followed five key stages: empathize, define, ideate, design and test. I began by empathizing with users through research and interviews to understand their frustrations with existing cinema booking platforms. Common issues included cluttered interfaces, limited booking options, and slow navigation.
Next, I defined the core problems users faced and created user personas to guide the solution. In the ideation stage, I brainstormed multiple ways to simplify and improve the ticket booking experience while making it more engaging and reliable.
Moving into the design phase, I developed wireframes and high-fidelity prototypes that brought my ideas to life. These prototypes were then tested with real users, whose feedback helped me identify what worked and what needed improvement.
Through several iterations, I refined the app to be sleek, intuitive, and efficient. The final result is CineTrips, a cinema ticket booking app that makes discovering films, selecting seats, and making payments easy and enjoyable for everyone.
Project Timeline
Empathize Phase
Qualitative Research
To better understand user expectations and pain points around cinema ticket booking, I conducted interviews with 10 participants aged between 18 and 55. These interviews were held via Google Meet, Zoom, Webex, and other online conferencing tools. The goal was to gather in-depth feedback on existing cinema booking experiences, competitors, and desired features in a movie ticketing app. The conversations revealed several key insights related to user experience, functionality, and overall app design preferences.
Interview Questions
How do you usually book cinema tickets?
Have you ever faced issues while booking tickets through an app or website? If yes, what kind?
What features do you value most when booking a movie ticket online?
How important is it for you to see trailers, cast details, or reviews before booking?
How do you prefer to select your seat—manually or auto-assign?
What influences your decision to book a particular cinema or screening time?
How do you usually pay for movie tickets? Any preferred payment methods?
Do you book tickets alone or for groups? How important is it for the app to support group bookings?
How do you keep track of your bookings or showtimes?
Would you recommend your preferred booking platform to friends or family? Why or why not?
Key Insight Derived
Ease of navigation and speed are critical. Users expect a smooth, quick process from browsing to booking without unnecessary steps or delays.
Visual appeal and clarity matter. A clean layout with clear movie posters, screening times, and seat maps improves the user experience.
Seat selection is a high-priority feature. Users prefer an interactive seat map that lets them choose exactly where to sit, especially for group bookings.
Payment trust and flexibility are essential. Users want multiple secure payment options, including Apple Pay, Google Pay, and card payments.
Mobile-first experience is expected. Most users book tickets on their smartphones, so mobile optimization is non-negotiable.
Information richness influences booking decisions. Users want trailers, movie summaries, age ratings, and cast info before buying a ticket.
Notifications and reminders enhance convenience. Users value timely reminders before showtime and alerts about ticket availability or new releases.
Social features like sharing bookings, inviting friends, or reviewing experiences are considered helpful by many.
User reviews and ratings for both films and cinemas are highly influential when deciding what and where to watch.
Personalization adds value. Recommendations based on past bookings or preferred genres make users feel understood and save time.
Competitive Audit
To assess the competitive landscape for CineTrips in the UK, I reviewed three major cinema booking platforms widely used across the country. Each was evaluated for user experience, functionality, content offering, and technological strengths and limitations. This helped identify strategic opportunities for CineTrips to differentiate and deliver a more compelling experience.
| Brands | Strengths | Weaknesses |
|---|---|---|
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User Persona
Creating user personas was a crucial step in the development of the CineTrips app, as it helped shape a user-focused approach from the very beginning. By identifying and understanding the goals, behaviours, and pain points of typical users, I was able to make informed design decisions that prioritize real needs rather than assumptions. These personas allowed me to build empathy for different user types, ensuring the app's features and interface align with their expectations. Ultimately, this approach contributed to a more intuitive, enjoyable, and accessible cinema booking experience, increasing user satisfaction and the overall success of CineTrips.
Sarah Thompson
Bio
Sarah is a busy professional who loves winding down with a good film after a hectic workweek. She typically goes to the cinema 2–3 times a month, either with her partner or close friends. She values a smooth, no-hassle experience when booking tickets and likes to plan movie nights in advance.
Behaviour
- •Regularly checks reviews and ratings before choosing a movie
- •Books tickets at least 1–2 days in advance
- •Shares upcoming films with friends via WhatsApp or Instagram
- •Shops online frequently and expects high UX standards from every app she uses
- •Often browses for films while commuting or during lunch breaks
Goals
•To easily discover new, high-rated films that align with her tastes
•To coordinate movie nights with her partner and friends without switching apps
•To earn perks or discounts for being a regular cinema-goer
•To support local/independent cinemas while still enjoying mainstream blockbusters
Frustrations
• Having to use different apps for different cinemas
• Lack of detailed information like cast bios or behind-the-scenes trivia
• Difficulty finding screenings with accessibility features for her friend with hearing loss
• Hidden fees during checkout
Wants & Needs
• A reliable app that works across cinema chains
• Accessibility features for her friend with hearing loss
• Personalised recommendations with tailored watchlists
• A clear breakdown of fees before checkout
• Transparent seat selection and the ability to invite friends
• Integration with loyalty/rewards programs or vouchers
"Stories help us make sense of the world, and cinema brings those stories to life in the most vivid way. Every time I watch a film, I'm reminded that connection, emotion, and perspective are just a screen away; sometimes that's exactly what we need to feel human again."
Daniel Akanji
Bio
Daniel is a passionate film lover who sees movies as both entertainment and a learning tool for his degree. He goes to the cinema at least once a week and often invites his course mates. He prefers late-night or weekend screenings and follows upcoming releases closely.
Behaviour
- •Books tickets impulsively, often on the same day
- •Shares opinions on films via Twitter or Letterboxd
- •Regularly watches trailers on YouTube before checking local showtimes
- •Prefers digital over physical tickets
- •Compares prices and seats before booking, even if it takes a few extra minutes
Goals
- •To discover and book screenings quickly, especially last-minute
- •To access student deals or special discounts
- •To build a personal movie-watching log
- •To see what others think of a film before committing
Frustrations
- •Needing to download separate apps for Odeon, Vue, and Cineworld
- •No unified way to compare showtimes and prices across different cinemas
- •Not knowing which cinemas offer student discounts or loyalty points
- •Losing track of booked films or rewatching the same trailers elsewhere
Wants & Needs
- • An all-in-one cinema app for showtimes, trailers, and ticketing
- • Quick, secure payment options and Apple/Google Pay integration
- • A personal profile that keeps track of watched films
- • User ratings and community reviews
- • Notifications for midnight premieres or exclusive fan screenings
"For me, the cinema isn't just a place to escape. It's a place to explore. Every film is a window into someone else's world. Whether it's an epic space battle or a quiet indie drama, I come out with a new way of thinking. That's the magic of movies. They entertain, but they also teach, challenge, and inspire."
Empathy Mapping
Says
- •"I just want to find a film and book seats without the app slowing me down."
- •"If a booking app crashes while I'm paying, I probably won't try again."
- •"I'd love an app that lets me split payment easily when going with friends."
- •"Trailers help me decide; why don't all apps have them?"
- •"I like knowing what's on at different cinemas, so I can compare before choosing."
Thinks
- •"I hope this app will remember my preferences and payment details."
- •"It would be great to have trailers, reviews, and seat maps all in one place."
- •"I don't want to waste time switching between cinema websites."
- •"I need an affordable way to book without hidden fees."
- •"Booking with friends should be easier; we always end up texting seat numbers."
Does
- •Checks multiple apps or websites to compare movie listings, times, and prices.
- •Shares booking links with friends before confirming.
- •Watches trailers before booking.
- •Uses student discounts or promo codes when possible.
- •Often books last-minute, sometimes while travelling to the cinema.
- •Relies on mobile apps daily for entertainment, shopping, and travel.
Feels
- •Frustrated when apps lag, crash, or have unclear seat layouts.
- •Excited when discovering new films or limited screenings.
- •Relieved when bookings are confirmed quickly without errors.
- •Happy when securing good deals or discounts.
- •Anxious when unsure if a booking has gone through successfully.
Pain Points
Pain point 1
Confusing booking flow. Many users find it difficult to navigate from movie selection to final payment without making mistakes or having to backtrack. The process feels cluttered, with unclear steps and too many options presented at once.
Pain point 2
Lack of personalized recommendations. Users feel overwhelmed by the number of movies listed without any tailored suggestions. They have to manually browse through multiple titles, which can be time-consuming and discouraging, especially when they are undecided.
Pain point 3
Difficulty finding last-minute tickets. People who decide to watch a film spontaneously often face trouble finding available seats quickly. Current competitor apps make them scroll through multiple showtimes and locations instead of presenting instant last-minute availability.
Pain point 4
No easy way to share bookings with friends. Group movie-going is common, but users struggle to share their bookings or seat selections in a way that makes coordinating with friends seamless. Sending screenshots or manually typing details feels outdated and inefficient.
Pain point 5
Limited showtime flexibility. Some users want to plan movie trips around busy schedules, but rigid filtering makes it hard to search for specific time windows (e.g., 'only after 8pm' or 'morning shows only'). They end up browsing irrelevant showtimes.
Pain point 6
Inconsistent pricing information. Ticket prices often appear without fees or surge pricing included, which leads to unpleasant surprises during checkout. This lack of transparency erodes trust and can make users abandon their booking altogether.
Task Mapping
| User Task | User Goal | Key Steps | Potential Pain Points |
|---|---|---|---|
| Search for a movie | Find a movie to watch | Open app → Browse or search movies → View details (trailers, ratings, synopsis) | Overwhelming options, lack of personalized suggestions |
| Select Showtime | Choose a convenient screening time | Select movie → View showtimes → Filter by date/time/location → Pick suitable slot | Limited filters, difficulty finding last-minute showtimes |
| Choose Seats | Pick preferred seats easily | View seat map → Select available seats → Confirm seat choice | Confusing seat layout, unclear availability |
| Book Tickets | Complete purchase securely and quickly | Enter payment details → Review order → Confirm payment | Complex flow, hidden fees, payment failures |
| Invite friends / share | Coordinate movie plans with others | Share booking link/details via messaging or social media | No built-in sharing options, manual coordination needed |
| Manage Bookings | View or modify existing tickets | Access booking history → Cancel or reschedule if needed | Difficult navigation, lack of clear options |
| Discover New Movies | Get personalized recommendations and updates | Receive suggestions based on history → Browse curated lists → View trailers | Generic lists, no personalized content |
| Redeem Loyalty Rewards | Use points or vouchers to save money | Access rewards → Apply discount codes at checkout | Poor integration, unclear redemption process |
High Fidelity Wireframes
Visual Style Used
Font Used
Helvetica Neue
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Helvetica Neue is a refined, modern sans-serif typeface designed by Max Miedinger and Eduard Hoffmann, released in 1983 as an update to the classic Helvetica. It offers improved spacing, a more consistent stroke weight, and a wider range of weights and styles, making it highly adaptable for print and digital use. Known for its clean, minimalist aesthetic and excellent legibility, Helvetica Neue remains a favorite choice in branding, editorial design, and user interfaces worldwide.
Helvetica Neue Black
Helvetica Neue Regular
Helvetica Neue Bold
Helvetica Neue Regular Italic
Helvetica Neue Medium
Helvetica Neue Medium Italic
Colours Used
Primary Colour
#19002D
Secondary Colour
#D70A84
In App Colour
#2A004C
In App Colour
#52336C
Success Colour
#0DBF0D
Text Color
#FFFFFF
Text Color
#D2D2D2
Error Colour
#C50536
Logo & Icons
Visual Design
High Fidelity Prototype
Lessons & Next Steps
Lessons Learned
The success of any project relies heavily on understanding the brief and conducting thorough user research. This is crucial in identifying user pain points and designing appropriate solutions that address these problems effectively. In the case of product design, this process is iterative and nonlinear, which means that it requires continuous research, ideation, and testing to ensure that the final product is a good fit for its intended users.
The design thinking process is integral in the development of any product, and it involves empathizing with the user, defining the problem, ideating potential solutions, prototyping, and testing. This iterative approach allows for constant improvement and refinement of the product, ensuring that it meets user needs and expectations.
As part of a product design team, collaboration and effective communication are essential to building a successful product. Working together, team members can leverage their unique skills and expertise to solve complex problems and create a product that meets the needs of its users.
In summary, by following the design thinking process, conducting proper user research, and working collaboratively as a team, product designers can develop solutions that address user problems effectively and deliver a product that meets user needs and expectations.
Next Steps
To ensure that the e-commerce app I designed meets the needs of users, we plan to conduct more user research and usability testing. This will help me to identify user pain points and areas for improvement in the app. I believe that by continuously iterating on the product, I can provide the best possible experience for users.
To bring my app to life, I intend to work closely with developers who will help me to build and launch the product. Collaborating with developers is essential to ensure that the app is developed in a way that aligns with my design vision and meets the needs of my target users.
I also recognize that the e-commerce landscape is constantly evolving, and I must remain adaptable and responsive to changes in user behavior and preferences. As such, I will continue to research and monitor industry trends and emerging technologies to ensure that my app remains relevant and competitive in the market.
In summary, I plan to conduct more user research and usability testing, collaborate with developers to build the app, and remain adaptable to changes in the e-commerce landscape to deliver the best possible experience for my users.
Email: Olayinkaazees93@gmail.com
Contact: +447867270582