Loretta Balogun

Improving the Odeon app with a feature redesign

two weeks | solo project UX,UI | Mobile Application

Project objective

This unsolicited redesign project focuses on how to improve the my friends feature Odeon cinema includes for their myLimitless members.

Problem space

With almost a decade of existence, the Odeon cinema app has undoubtedly created a new space for its users to enjoy their experience more at the cinema digitally and efficiently. However, with the recent introduction to the friends feature only being available on their website, allowing this feature to be accessible across cross-platforms could continue to improve their user’s experience and encourage more activity within the app and so I plan to explore this more.

The Solution

The aim is to redesign the feature to add and manage friends on the Odeon cinema app by using the user’s feedback of the current journey. By doing this we can By creating this redesign, we can increase the chances of a user’s experience within the app being more seamlessly effective and reduce the chances of drop out.

User Interviews

So I started with conducting five informal interviews with participants who are actively myLimitless members at Odeon These questions focused on their stance on the app, what they liked about it, what they didn’t like and most importantly what could be improved. This would help me understand how the users currently use this feature and aid in identifying the biggest pain points which will ultimately offer me the best recommendations on where to focus for this redesign.

Most of the users enjoyed using the app to purchase cinema tickets 

Majority of the users who participated in the survey often used the app to purchase cinema tickets with the remaining buying on site.

Some users would prefer the option to use the friends feature in app.

Some participants mentioned the lack of accessibility of certain features in app made the experience less enjoyable.

Some users would prefer a more easier process to add friends

Turns out, some of the users wished that the process of adding other friends would me more easier and efficient

Applying my thoughts and ideas

I also conducted some desk research to explore alternative ways to interact with other users on platforms. I focused my research more on social media platforms because the common user activities surrounding these apps heavily focus on being able to request, share and add other users on the app. This is a vital step in the user flow for my friend’s feature and would be a great start for inspiration. The use of QR codes might be a quick and efficient way to accept friends within the app and with Odeon already providing unique QR codes for its myLimitless members, the feasibility of the interactions is more than likely doable.

User flows

Based on the user interviews, It was important for me to ensure the users are able to complete their goals with the upmost efficiency and easiness. Through the friends feature the main user tasks involve adding a friend, managing a friends list removing a friend and being able to purchase tickets on behalf of friends. As such, I created a user flow diagram, so that I could visualize the user experience and see what the necessary screens were.

High-Fidelity wireframes

Both the high-fidelity wireframe and functional prototype was built using Figma. Since this was already an app and brand that has already existed, I wanted to make sure that the visual design matched with the current brands guidelines.

New existing friends list via the Odeon app

Removing a friend

Adding a friend

Approve friend requests

Expanded QR code view – new method to add friends

What comes next?

The next step for these wireframes is user validation through conducting usability testing. Specifically using participants that match the targeted audience for the app. By doing this I’ll know the designs created have some validity by the users actively using the Odeon app. 

Based on the results of the usability testing there will be more opportunities to continuously iterate these wireframes.

Yay, you’ve made it to the end!

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