Berto
Macario


Digital Creative & User Thinking Consultant


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Buying a pair of movie tickets shouldn't be too complicated.



The problem.



Buying a pair of movie tickets should be very simple - but it looked very complicated on Hoyts' website.



The UX process.



During the research phase we have used cart sorting techniques in order to categorise items and set up priorities on the genres of the movies.

Some of the very insightful questions during the research / interview phase were "What should appear above the fold", "What genre would you be most interested in", "Are you likely to know the movie you're going to before buying tickets, or are you the type that looks online for some inspiration?".

Alongside with some benchmark research we were able to put together a basic prototype where a series of usability tests were involved. We have found that timing tasks on AB testing was extremely helpful and decisive.



The personas.



Jack - I know what I want (Give it to me now!)
Kate - I am just browsing (Show me some pretty pictures!)

The location is a decisive factor:

Most of the time, the choice between Hoyts or the competitor comes down to proximity.



















Implementation. It's a slow process.



Only few of the UX suggestions have already been implemented by the client on the actual site due to internal technicalities. We are still waiting on the the complete roll-out on the proposed UX and UI.



Credits.



Berto Macario - UX Lead
Kerri Hui & David Snelgrove - UI Design
Agency: Resolution
​Client: Hoyts Cinemas


let's connect.


If you're looking for a Digital Creative Specialist or UX Consultant for one or many of your projects,
whether in Sydney (Australia) or remotely, anywhere around the world, get in touch. It would be my pleasure to help you out.
Please drop me a line via the contact link on the menu or look me up on: