2014
USER RESEARCH • USER EXPERIENCE DESIGN
RESPONSIVE WEBSITE
In May 2014 the website was redesigned with a new logo and a comprehensive search feature that allowed users to easily find theaters, channels, entertainment content and streaming services for movies and TV shows.
OBJECTIVE
Improve site traffic and purchasing conversion rates.
SOLUTION
Collaborate with the analytics team to perform a full audit of the site. Additionally, conduct a user research study that gauges the satisfaction of current users. Armed with this knowledge and collaborating with the product and design teams, movie and television interior page templates were redesigned. Lastly, all designs were validated with usability testing led by myself.
KEY INSIGHT
Moviefone’s brand promise is to help users “find it and watch it”. In the redesign we reprioritized utility over content discovery. This was achieved by allowing users to view all outlets in which a show/movie could be viewed.
USER TESTING
The study included nine participants who met the following criteria: 18 years and older, go to the movies at least once a year, and uses a website and/or app to discover entertainment content. The study was conducted remotely using a third-party, cloud based service. The study directed participants to perform tasks using the provided prototype. For qualitative understanding, participants were asked to speak out loud and all sessions were recorded. Many insights were discovered that heavily influenced the final design solution.
WIREFRAMES
Insights from our user testing were applied and documented with wireframes before final designs were completed.
