Industry:

Entertainment

Overview:

A Leader in the Entertainment Industry With best-in-class amenities such as plush, power recliners, full bars, AMC Dine-In Theatres, premium presentation formats including Dolby Cinema at AMC and IMAX, AMC is recognized as the industry leader and an iconic destination for movie-goers. AMC has recently continued to add to their array of offerings including on-demand movies and order ahead concessions

Role:

Usability Testing Original & Redesign
Competitive/Comparative Analysis
Redesign
User Flow
Journey Mapping
Wireframes
Rapid Prototyping

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Process:

Tools:

Sketch
Framer X
Adobe Suite

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Team:

UX Researcher
UI Designer

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Personal Sprint

Brief

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I set to find the point of confusion in the Order ahead task flow and to make it more intuitive and familiar to minimize confusions and hesitations in task completion

Problem at Hand

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As I use to work in AMC and I also frequent the theatres I have become very familiar with the application however when a friend decided to use the order ahead feature of the app I noticed a few areas I was curious to test. I continued by conducting user testing of the current flow, holding brief interviews and reviewing competitors and comparators in the market. I then found the user flow was not as users expected and created friction in task completion.

Research

Persona

Problem Statement

Dollaride has identified several new routes that they wish to digitise into their existing website, but the process is time consuming and requires back and forth input with the developer team.

Jon cares about the project and wants to get drivers onto beneficial routes, making them available to the riders as soon as the research is complete.
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How might we assist Jon with streamlining the data entry process, and ensure ongoing confidence in the routes created?

What Jon's Journey Would Be Today?

My team and I were wanted to better understand the current process for route entry and it's pain points. The way we went about exploring this issue was to map out what Jon would need to go through for the start to finish using the original process.'

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Notable Pain Points

We calculated at least 10 handoffs for the route from start to finish.

Some handoffs were to developers in Nigeria which came with a time difference and a delay for responds.

The current entry was a manual input that could only be done by the developers.

The entry had no visual interface so it would need to be returned to Jon to verify on the live app.

Numerous revisions between Jon and developers often took weeks.

Feature Prioritization

Each feature that the team decided to implement for the MVP route entry tool was directly due to data from users.

Visual Interface

Raw text file is currently used to plot route on to map
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Visual Interface

Waypoints are taken from Google Maps API, listed out in a CSV/KML file Each point of longitude and latitude is then inputted to the database

Visual Interface

Sounds obvious but if only we had a visual way in which to catch errors made in date entry

Editable Routes

Accuracy and effectiveness of routes is a concern going forward

Editable Routes

Quick identification and correction of errors required

Validation

Accuracy is extremely important, especially when creating stops

Validation

Have previously become confused in relation to direction of travel

Validation

Users were worried about the testing of routes and catching potential errors

Learnability

I would feel confident drawing a route directly onto a map or something that is hands on and visual and I could simply add passenger stops at will.

Learnability

The current process is not intuitive and limits input from our non-developers or those lacking technical knowledge

Low-Fidelity Sketch

Mid-Fi Wireframes: Route Entry

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User Testing:
Route Entry

Mid-Fi Wire Frames: Validation

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User Testing:
Validation Flow

Blue Printing Possibilities

To ensure execution and that the tool was truly possible Ux and the Dev team teamed up to ensure we had a full understanding of how the tool would not only work but fit within constraints and was a solid MVP that is scalable for the future we envisioned for the product. To assist us with this feat we worked on creating a blueprint.

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High- Fi Mockups

After testing mid fidelity wireframes and securing a full understanding of frontend and backend limitations my team and I wanted to make the flow easier to understand and we accomplished this by simplifying the language used in CTA as well as adding simple direction for each task tool.

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HiFi Validation Flow

The Validation flow proved to be hard to understand after mid fidelity testing so the mockups show simplification that we accomplished by removing the map and only showing errors one at a time. CTA were made larger and the format was kept as uncluttered as possible.

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Next Steps

Further testing with the full Dollaride staff base prior to development (Phase 2)
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Provide training so the full process from creation to live testing can be completed by one person

Merge the validation engine into the route drawing tool for seamless live correction and confirmation at
the same time (Phase 3)

Adding data-aggregation features to aid in preferred route creation (Phase 4)