Sunset Movies
Food/Drink Ordering Design - Case Study
Role: UX designer designing a feature for the Sunset Movies app from conception to delivery.
Responsibilities: Conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, and iterating on designs.
Problem: Moviegoers desire an easier and more convenient way to get their food and drinks for their movie.
Goal: Design a feature for the Sunset Movies app that allows users to easily order and pick up food and drink or get it delivered to their seats.
Target Audience: Moviegoers looking for a convenient and comfortable theater experience.
Introduction:
Sunset Movies is a regional movie theater chain located in the suburbs of metropolitan areas. Sunset Movies strives to offer customers the best possible moviegoing experience and compete with the larger movie theater chains.
User Research
Pain Points:
Inconvenience: Most users desire the ability to order food from their seat and have it delivered to them.
Long Lines: Most people want to avoid the long lines that sometimes occur at movie theaters
Poor Customer Service: Some users dislike the unprofessional and “incompetent” nature of the employees at movie theater concession stands
Inconvenience of No Menu: Some users desire the ability to see the concession stand menu from their seats
Research Summary:
I conducted interviews and surveys in an attempt to understand the needs, behaviors, and frustrations of potential users. The primary user group identified through research was adults looking for the convenience of having movie theater food delivered to them or being able to order it and pick it up quickly.
This result seems predictable, but ultimately through the research that is what the main issues of users boiled down to. Whether it be a mother finding it more manageable to order food and have it delivered to keep track of her kids, a senior finding it difficult to go all the way to the concession stand for his food, or even a young adult who does not want to miss any part of the movie. These insights will help make a better and more accessible product for users.
Persona
User Journey Map
.png)
Usability Study Findings
Research Questions
What were the frustrations the user had when completing the tasks?
What are the users' opinions on the design and layout of the app?
Are there any parts where the user got stuck?
What can be learned by the steps the user took to complete the task?
What, if any, unexpected decisions did the user make while completing the task?
Research Insights
More images and labels
Name, tip, and special instructions option in the checkout screen
‘go to cart’ option on the food item page
Wireframes
.png)
Low Fidelity Prototype
User Flow: The user flow is the user completing a pickup or delivery food order
Mockups
.png)
Accessibility Considerations
Used high contrast colors to help users with vision difficulties view the app better.
Used icons and labels to
help make
navigation easier.
Used detailed
imagery for food options to
help all users
better understand
the options.
Takeaways
Impact
This feature makes users feel like their desires and needs are met with simple solution.
What I Learned
While designing this feature for Sunset Movies app, I learned that the first iterations are only the beginning of the process. Usability studies and peer feedback influenced each iteration of the app’s designs. Getting feedback from users and peers can help you discover things you might have missed.
Quote from feedback
“This feature is easy to use and allows me to order food while not missing a moment of action!”
Next Steps
Conduct more research to see if users have new pain points or needs.
Conduct more usability studies to ensure pain points and needs are met with the design
Thank You
Thank you for your time reviewing my work on the Sunset Movie app! If you’d like to learn more about me or get in touch, my contact information is provided.