Reel Cinemas. Complementing journeys & operations with a new cinema info screen UI

Context, Approach & Methodology

• We have reviewed the new process, rapidly designed a few journeys to understand potential pain points of future visitors and here is what we found: fully digitised operations, henceforth potential queues during peak timings in front of the digital kiosks as people would need to buy both ticketsand order food, large open space required the content to be visible by bystanders far from the screen, 4 journeys required two different approaches to displaying & prioritizing the content.
  

The Groundwork

• BenchmarkingTo solve all that, we have benchmarked best of the best outside of the industry: airports for schedules & sequential timings, Netflix for genres & recently added content, Amazon for presenting the context of the show, etc.
• ‍Utilization of space
  We have also used Fibonacci's Golden Ratio to prioritize the content on the screen, military format for timings to squeeze more content that took visibly less space and to prioritize hours vs. minutes.
• ‍Reducing queueing anxiety
  How often. have you caught yourself thinking about the person in front of you at the ATM about the amount of time he/she takes to transact?
• The same happens at the digital kiosks when during peak hours people queue and often worry about that the tickets will run out. That creates an anxiety. And even if one didn't bother worrying while waiting, a disappointment might still be waiting behind the corner as a 5-10 min wait brought no reward.
• To avoid this, we have implemented a traffic-light system that would show if the show was fast selling or was already sold out. This way people can avoid wasting time in the queue, or make up their mind about the new show while waiting rather than trying to make a decision in front of the kiosk and aggravating the crowd behind.

The Results

• Transformed Experience
  • We transformed the experience by repurposing the screen from a passive supplier of information to a proactive "show" guide.
• Customer-Centric Interface
  • We have created an interface that capitalized on the new operations set up and complemented multiple customer journeys.
• Managed Expectations
  • We have created an interface that managed expectations & reduced potential anxiety and disappointment.