UX + UI REDESIGN
The Alamo Drafthouse is an innovative movie experience offering a full bar and kitchen, interactive screenings, and a free membership rewards program. Members need a clear system on how to purchase tickets, retrieve them, and redeem rewards.
At the beginning of the project, my original assumption was to validate, members need a way to redeem rewards on the mobile app.
At the end, I uncovered many challenges that customers face during the overall experience of before, during, and after the movie.
I interviewed a subset of users which helped to:
Identify key user archetypes
Learn how users made purchases
Learn how users browsed movies showings
I observed customers at various Alamo Drafthouses across Austin. I found:
Kiosks were used to only pick up tickets
Rewards can only be redeemed with cashier
Difficulty reading menus in the dark
During brainstorming and sketching, my research findings helped to identify useful design solutions and features to incorporate within the app.
Features for User Needs:
- Redeem Awards
- Place kitchen orders
- Browse current and upcoming screening
KITCHEN ORDERING STRATEGY
Browse Movies, Choose Location, Select Time, Reserve Seating
Proceed to ticket purchase or pre-order food & drink
Scan Digital Ticket at kiosk, Checks user in Checks in kitchen order
Verification Use paper flag ordering for add ons
Receives receipt push notification to pay bill
Members can track points, victory level status, visits, and rewards.
Pre-kitchen orders will automatically be placed once tickets are scanned. Waiters can add additional items and members can pay through the app.
TICKET HISTORY & CHECK IN
The new process allows users to scan their ticket QR code at the kiosk. This will notify staff, customers are present.