Project Background
Grubtime is a movie theater snack ordering app that caters to frequent moviegoers. It allows users to seamlessy place orders and offers the options of pick-up or delivery. The main user flow during the design process focused on adding items to the
cart and checking out.
Missing part of a movie and long lines at the snack bar are pain points for people who go to the movies.
The Problem
Design a snack ordering app that allows users to easily order and receive their snacks without leaving their seats.
The Goal
Getting Started
To kick off this project, I took a goal-directed approach. This helped me to understand common challenges that people experience around ordering snacks at a movie theater. I also needed to identify frustrations and inconveniences people experience during the process of ordering snacks/refreshments at a movie theater. So I asked myself the following questions:
"Who and what is the product for?"
"What do my primary users need most?"
"What challenges could I possibly face?"
Solution
I conducted interviews and created empathy maps to understand the thoughts and needs of users I’m designing for. A primary user group identified through research was adults who are seeking convenient services when visiting movie theaters.
This user group confirmed initial assumptions about movie theater guests. Research also revealed that users are concerned with missing the movie, cold snacks, and losing a good seat while waiting in long lines at the movie theater snack bars.
Meet the User Personas
PRIMARY
Name: Jessica
Age: 31
Occupation: Family
Therapist
Jessica is a family therapist who lives with her partner and their 10-year old son. The family has designated “family time” where they choose at least one day out of the month to visit the movie theater. Jessica likes ordering snacks for her family to enjoy during the movies and likes to sit front-centered to get the best view.
SECONDARY
Name: Kevin
Age: 28
Occupation: Freelance Photographer
Kevin holds a Bachelor’s degree in Business Administration and has a passion for capturing life’s special moments. He has a really busy schedule but enjoys exploring the new city he recently moved to on his free time. Kevin seeks activities that are convenient, efficient and allows him to relax.
Competitive Analysis
I identified several potential direct and indirect competitors. I reviewed the products they offer and how they position themselves in the market. Many of the product features were similar between competitors, however, the main differences I discovered were:
-
Efficient user flow vs. Unclear user flow
-
Too many screens vs. Simple interaction
-
Allows item customization vs. Does not allow customization
-
Cluttered interface vs. Minimalistic interface
Before the Journey
I created a user flow to demonstrate a typical journey from start to finish when placing an order on the app. This maps how users will achieve their goal as they move through the product and allows me to have a clear overview of the product's functionality before the design process begins.
After sketching paper wireframes, I reviewed what areas of the basic foundation
needed improvement before moving forward with the visuals.
Paper wireframes
Low fidelity prototypes
Iteration
Multiple usability studies helped drive iterations during the design process. Findings from the first study helped guide the process of turning wireframes to mockups. The second study included a high-fidelity prototype and revealed what aspects of the mockups needed refining.
Round 1 findings
Users want to easily search their location
Users want to quickly find items
Users want an easier way to select pick-up or delivery option
Round 2 findings
Users want the option to change their method of receiving order
Users want to be notified when items are added to their cart
The final high-fidelity prototype presented cleaner user flows for searching a location, adding items to cart and checkout. It also met user needs for a pick-up and delivery option.
Takeaways
The Grubtime app is user-friendly and convenient by eliminating the need to wait in line when going to the movies.
​
​While designing the Grubtime app, I learned that my initial design choices were only the beginning of the process. After conducting usability studies and receiving peer feedback, I did some iteration on my designs. Additionally, I learned how users interact with my product, which allowed me to make necessary changes that would meet the users needs.