BIOS

This is a small, three-person group project, that we had to handle as if we were part of a design agency and worked for a client. For the larger parts of this project I will only show my contribution in the process.

We were supposed to design a website for a British Cinema chain that wanted to open up some cinema's in the Netherlands.

Disclaimer: I mainly worked together with only one student, as the other wasn't very available through the course of this project, which reflects in their pages (location, about us, snacks & drinks):

Process

General information

Group name
"N.O.N. Designers"

Your names
Normand, Oliver and Nikki

Date
February 6, 2024

Project information

Project title:
Over-seaing movies

The client
UK Cinemas is a large, British cinema chain. Although they are originally based in the UK, UK Cinemas recently acquired Dutch cinema provider, Bios, in an attempt to penetrate the Dutch Market.

Background
They want the cinema to stand out among all the other Dutch cinema's by creating a sense of loyalty and community with outstanding experiences.

Problem statement
UK Cinema's is culturally not adapted to the Dutch Cinema market and therefore cannot compete with established chains like Pathe and Kinepolis.

Target audience
People of all ages that love going to the cinema, with a main focus on digital natives that are actively involved with today's social media platforms (16–23-year-olds).

Goal
Bios will have a platform that stands out to users and keeps them coming back.

Conditions
Although the main target group is digital natives, the platforms should also be accessible and speak to others. This includes families and elders. There should be an outstanding experience for everyone, and the platforms should create a sense of community between the customers to increase visibility. It must work commercially through loyalty programs, making upselling easy, recommending the right movies through personalized information and providing an excellent post-buying experience.

Deliverables and deadlines
Thursday February 15, we will present a number of user stories and three hierarchical task diagrams. On February 28, we will deliver a set of ideas from the first round of ideation along with a final value proposition. On March 7 we will give a presentation on how our design solution should work through a scenario with a case description. We shall also show the client how our found requirements will solve the design issues at hand. After this we will show an updated version of our user stories. We will follow this up with a final taxonomy, a sitemap and sketches of the first wireframes on March 14. On March 21, we will present the client with the digitalized, annotated wireframes, so we can then continue to deliver our final prototype on March 28, allowing us to implement any changes, if necessary, before April 7.

User stories

Task analasys

Actors and use cases

List of actors:

• Cinema goer
• Ticket clerk
• Food service staff
• Technician
• Cleaning staff
• Ushers/ticket checker
• Payment processor
• Food and drinks supplier
• Movie distributors
• Developers/it
• Equipment providers (screens, sound system, etc)
• Marketers

Use cases:

• Purchasing tickets
• Buying food and drinks
• Creating a loyalty account and accessing it
• Providing feedback
• Selling food and beverages
• Technical support of the equipment
• Cleaning
• Browsing movies

Hierarchical task diagrams

This is mine only, I was tasked with the diagram for purchasing tickets

User stories update

We added needs based on the things discovered so far.

How-might-we questions

• How might we make watching a movie at home feel like you're the one person missing out on a way better experience at Bios?
• How might we make Bios stand out as way trendier, Instagram-worthy and fun than Pathe?
• How might we make Bios a social hub for meeting friends and fellow movie enthusiasts?

We made these affinity diagrams based on a brainwriting exercise we did with the hmw-questions.

Selection of ideas

"Silent Look Club" Movie membership program. / Rewards for going to the cinema (point system)

• This is related to the loyalty program that was required for the assignment.

Create an after-movie event to socialize/ create a place everyone can go and discuss over a cup of coffee/tea. Like a food corner cafe

• This helps with making the movie theatre into a social hub, forming friendships and a sense of community making it stick out from the rest of the theatres.

Create an online community where users can create an account. Like social media. / Possibility to leave reviews and comments on the website and a forum where people can discuss.

• We're focusing mainly on the forming of community and making the website some sort of social media platform, with some of the same traits as twitter or Instagram, might make the users visit the website more.

Planned event days based on movies e.g.: Star Wars Day and special day events for different people (e.g.: elders' day). / Offer personalized experiences for dates or VIP experiences etc. / Themed food around the movie. Think Barbie=pink popcorn. / Theming rooms in the theatre to the movie that they're watching / Organize things like girls' night/ bachelor parties

• By focusing on special events and offers, people might feel like they're missing something when checking the website.

Movie clubs where people can discover new movies and genres together.

• These could be groups like Facebook groups, adding to the community feel.

Invite your friends to movies / Get pop-ups like: these friends are going, are you missing out?

• Making it easier and more likely for young friend groups to go together, maybe even with discounts.

Creating affiliate programs for content creators

• For the purpose of advertising to reach our target audience, which is digital natives that are actively involved with today's social media platforms.

Adapting aesthetics to trends in decor and media

• This makes the theatre Instagrammable/trendy, attracting more of the target audience.

Value proposition

For digital natives that are actively involved with today's social media platforms, UK Cinemas offers a website that transforms Bios' online presence into a social hub by introducing features like comment sections, groups and special, movie-based events, so people watching a movie at Bios, will not only be one-time visitors, but an active, vibrant community.

User scenario's and use case descriptions

For this section, I will also add my personal contribution only, due to the amount of data.

System requirements

Taxonomy

After doing a card-sorting taxonomy with 6 people, we sorted genres into groups based on the results.

Sitemap

Our sitemap highlighted key elements of our research and work so far. Since we were focusing on a community aspect, we've created a 'My Bios' page, where the user will have his friends, groups, and other aspects. Additionally, we've created an events page which highlights what the current events are and with which movies. Each movie will have a discussion section at the bottom where the users will be able to comment and share opinions. 

Wireframes

Below are the final pages that I either designed, or had a part in designing. I mainly worked together with only one student, as the other wasn't very available through the course of this project, which reflects in their pages (location, about us, snacks & drinks)