Milenium Cinema

Cinema website design

Problem

A city cinema that has an outdated version of the interface design of the website and very little information on the website itself about what the cinema itself offers as a resource.

Solution

A webdesign that simplifies the cinema experience through ground-breaking UX and highly refined UI, which would contain the information that the cinema itself offers.

Results

Тhis website was never launched due to the change of city government (the cinema is owned by the city), but just testing the design before moving on to development showed great results for the new redesign.

Background

A city cinema that is under the protection of the city of Skopje, after the Covid 19 pandemic, they wanted to change their appearance on the website in order to get closer to their users, who before that most of them bought their tickets at the ticket office itself.

Questning actual users

Interviewing users is most necessary at this stage to find accurate conclusions about who uses the website, what they watch most in the cinema, how they previously purchased their tickets and how they want to purchase them in the future, whether they would like more packages in the offer, etc.

I conducted a questionnaire to the real users of the cinema to see who the initial target group was, and after 146 people answered we had clear patterns of what exactly they want to have on the website itself, I also conducted competitive research, but there is only one plus cinema in Skopje which is the Millennium competition.

Analizyng the data, personas & wireframing

Since we got the complete picture from the questions that were posed to the users, I moved on to analyzing the data to come up with the final solution, where I divided the data into 3 groups of users who responded. After creating 3 different personas, I proceeded to sketching the idea of how the design would look. Of course, the first step was to create a wireframe from the suggestions proposed by both assumed and actual users, extracting key points for the new design on which the entire website is based.

Stakeholders and user testing

With the data obtained from the survey, the analysis of that data, the developed user groups, and the proposed wireframe design, i went to a meeting with stakeholders. In this meeting, all these findings, how I arrived at them, and the basis on which the entire wireframe design for the website was created were presented. The decision for the wireframe design took into account the feedback from both the actual users (5) who received the questionnaire and the assumed users. The consensus was that wireframe design number 1 was more favored.

The main idea behind which the entire design is based is that the central circle, which occupies a prominent place on the landing page, is more precisely a projector simulating the projection of a film in the background.

Final design and prototyping

While the complete website design was in progress (7-10 days), there were elections in Skopje where the city government changed. Consequently, the funding for this project, initiated by the previous administration, ceased, and as a result, this project remained unpublished. Nevertheless, user testing was conducted on the prototype, yielding excellent results.

Old webdesign (current)

What change did I make with this design?

Based on the data obtained from the research, it was evident that the majority of people visiting the cinema are aged 25 to 35, the second group consists of those aged 35 to 45, and the third group is 45+, which least frequently visits this cinema. Additionally, there is a significant percentage of parents who bring their children for weekend screenings of children's films. Taking all these data into consideration and keeping in mind that the website should also attract people who haven't been to this cinema before.

My suggestion was to have 5 films on the main (first section) page when you visit the website, including 3 for the general audience and 2 children's films targeting mothers.
In the second section, two types of films are presented. The first type includes popular films, as we obtained data indicating that a certain portion of respondents enjoy going to the cinema with friends for entertainment (this category would cater to them). The second type includes upcoming films to capture the interest of all surveyed groups, encouraging them to plan future visits to the website (hook method).
The third section is dedicated specifically to parents with children who want to quickly purchase tickets without scrolling through the movie program. Considering that parents with children have limited time available, the ideal scenario would be to minimize the steps for purchasing tickets. Next to this section is the weekend offer tab, designed for all groups interested in buying tickets for weekend films easly.
The fourth and final section pertains to the offerings of the cinema itself, specifically information that the cinema wants to provide to users beyond watching movies. This includes renting the cinema for children's birthdays, details about film festivals, and other information related to the cinema.

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