Landmark Theatres, an American movie theatre chain founded in 1974, specializes in screening a mix of new releases, independent, foreign, and avant-garde films. With its growth to 35 theaters and 178 screens across 24 markets, Landmark has established a rich history and significant value in the cinema industry.
Despite its achievements, Landmark faces challenges competing with major cinema chains like AMC, Regal, and Cinemark due to smaller scale of operations, limited budget for marketing, and an outdated, non-functioning website and mobile app.
As a passionate cinema fan, who appreciates the cozy atmosphere of Landmark Theatres, I have decided to redesign their mobile app. My goal is to combine their traditional aesthetics with modern, creative design elements to increase visit frequency, enhance customer satisfaction, and foster deeper relationships between Landmark Theatres and its patrons.
The outdated, impractical, and confusing mobile app, which frequently doesn't work, makes it challenging for customers to buy tickets and enjoy their experience, discouraging them from choosing Landmark over other theaters. This issue is particularly critical in an era where mobile user numbers are on the rise.
of customers purchased movie tickets online via websites or mobile apps, according to a 2019 survey by Statista.
of AMC's total online sales were through mobile.
of Atom's ticket purchases were made though mobile.
Based on this competitor audit, Landmark Theatres should focus on developing a mobile app with a user-friendly interface, easy ticket purchasing, loyalty program integration, and personalized movie recommendations to stay competitive in the market.
Additionally, addressing the competitors' weaknesses, such as app performance and stability, can help Landmark differentiate itself and provide a superior user experience.
By understanding Landmark's target audience, we can tailor its mobile app to meet the specific needs and preferences of these user groups. This includes offering a user-friendly interface, personalized movie recommendations, and exclusive content that appeals to their interests in independent, foreign, and avant-garde films.
Additionally, integrating a loyalty program and providing a seamless ticket purchasing experience can help attract and retain this discerning audience.
Misleading information, inefficient navigation, the need for external sources for movie ratings, a very complex purchase process, and outdated payment options all annoy our customers and degrade the user experience, making the process of going to the cinema more tedious than enjoyable.
The discovery phase clearly reveals what Landmark Theatres is missing in their current app. By implementing the following features and benefits, organized by key issues, Landmark can significantly enhance the user experience and foster growth in both their website and app:
Usability
Easy-to-use app design.
Visibility of all accessibility features.
Availability of digital tickets within the app.
Functionality
Reminders before, on, and after the release date.
IMDb ratings and detailed movie information.
Personalized recommendations.
Payment
Multiple payment options.
No hidden fees.
Easy refund process within the app.
Content
Accurate and up-to-date movie information.
Couple discounts and promotions.
Birthday rewards.
This user flow aims to simplify and streamline the ticket purchasing process within the Landmark Theatres app. By providing a logical progression of steps and offering essential features at each stage, users can easily navigate the app and complete their purchases with minimal frustration.
Users frequently select a movie but are dissatisfied with the available showtimes, seating options, or ratings. This dissatisfaction often leads to a frustrating cycle of navigating back and forth through the app, wasting precious time.
What if we could streamline the process by giving users access to all necessary information directly from the homepage? To explore this idea, I created several paper wireframe options. My goal was to create a unique and innovative homepage design by experimenting with unusual layouts.
After conducting user tests with 5 participants who closely match our target audience's profile, we successfully identified a winner.
From the main page, users can now effortlessly choose their desired movie, select a theater location, and pick a showtime.
On the second page, we combined the seating map with showtimes. This integration allows movie enthusiasts to quickly assess whether the available options meet their needs, minimizing the need for back-and-forth navigation.
Recognizing the importance of detailed movie information, we've dedicated a "Details" tab to feature the most sought-after information:
- Screening period
- Genre
- Age rating
- Accessibility options
After completing the low-fidelity wireframes for the main user flow, I conducted a second round of user testing with the same 5 participants who closely match our target audience's profile. We received both positive and negative feedback:
I don’t really like that each seats’ map take the whole screen width and you need to scroll. It seems that you scroll in the beginning, then you scroll later, I don’t want to scroll all the time.
I want to be able to save my contact info and banks cards in my profile, so I can buy tickets without repeatedly enter all these details.
I want to be able to add my tickets to the iCalendar from the app and set up notifications, so that I can easily manage my schedule.
I would like to see what is accessible in this movie and I usually don’t remember actors name, so prefer to see their pictures instead.
In a minimalist and modern design with neon colors, you'll feel as if you are in the game. Searching for new movies will become a fun and exciting experience.
You can create an account to store your contact and payment information, set notifications, receive all necessary information about your theater, or ask for help.
You no longer need to print your tickets; they will always be available on your phone. If your plans change, you can easily request a refund. Plus, on your birthday, you will always receive a free ticket.
While upgrading functionality and incorporating new features—such as the ability to add tickets to the Wallet and Calendar, integrating Venmo, PayPal, ApplePay, and making the colors more eye-catching—a fresh, modern, and unique design was crafted.
A new, direct, and simple ticket purchasing process will guide our movie enthusiasts through the steps without distracting them from visiting the cinema, thereby deepening their relationship with the theater.
Mobile application development is complex and can be overwhelming. That is why I took into consideration the input of engineers to maintain a balance between functionality and aesthetics. I ensured that the design was both visually appealing and technically feasible.
The Landmark Theatres redesign was done for study purposes only and was not intended for implementation. The redesign contains ideas that I would like Landmark Theatres to consider to make their mobile app more interesting, beautiful, and easy to use.