ALAMO DRAFTHOUSE

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.

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THE PROBLEM

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.

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RESEARCH

USER INTERVIEWS

I interviewed a subset of users which helped to:

  • Identify key user archetypes

  • Learn how users made purchases

  • Learn how users browsed movies showings

ETHNOGRAPHIC RESEARCH

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

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IDEATION

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
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KITCHEN ORDERING STRATEGY

BEFORE MOVIE

  1. Browse Movies, Choose Location, Select Time, Reserve Seating

  2. Proceed to ticket purchase or pre-order food & drink

  3. Scan Digital Ticket at kiosk, Checks user in Checks in kitchen order

DURING MOVIE

  1. Greeted/Order

  2. Verification Use paper flag ordering for add ons

AFTER MOVIE

  1. Receives receipt push notification to pay bill

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PROTOTYPE

MEMBER DASHBOARD

Members can track points, victory level status, visits, and rewards.

KITCHEN ORDERING

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.

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