A Leader in the Entertainment Industry With best-in-class amenities such as plush, power recliners, full bars, AMC Dine-In Theatres, premium presentation formats including Dolby Cinema at AMC and IMAX, AMC is recognized as the industry leader and an iconic destination for movie-goers. AMC has recently continued to add to their array of offerings including on-demand movies and order ahead concessions.
User Interviews
Usability Testing (current)
Competitor/Comparator
Persona Development
Journey Mapping
DesignStudio
Interface design
Rapid Prototyping
Usability Testing
Adobe XD
Adobe CS
UX Research
UI Design
As I use to work in AMC and I also frequent the theatres I have become very familiar with the application however when a friend decided to use the order ahead feature of the app I noticed a few areas I was curious to test. I continued by conducting user testing of the current flow, holding brief interviews and reviewing competitors and comparators in the market. I then found the user flow was not as users expected and created friction in task completion.
I set to find the point of confusion in the Order ahead task flow and to make it more intuitive and familiar to minimize confusions and hesitations in task completion
I wanted to validate the for route entry so we would find the underlining issues and solve for them. To do so we conducted interviews with all Dollaride employees.
Our findings were able to confirm the route entry process was long and complicated however also highlighted a underlying concern that was crucial to this tools success
Validation: Every user mentioned the importance of a more efficient way to validate the route is possible and accurate.
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Dollaride has identified several new routes that they wish to digitise into their existing website, but the process is time consuming and requires back and forth input with the developer team.
Jon cares about the project and wants to get drivers onto beneficial routes, making them available to the riders as soon as the research is complete.
How might we assist Jon with streamlining the data entry process, and ensure ongoing confidence in the routes created?
My team and I were wanted to better understand the current process for route entry and it's pain points. The way we went about exploring this issue was to map out what Jon would need to go through for the start to finish using the original process.'
Each feature that the team decided to implement for the MVP route entry tool was directly due to data from users.
To ensure execution and that the tool was truly possible Ux and the Dev team teamed up to ensure we had a full understanding of how the tool would not only work but fit within constraints and was a solid MVP that is scalable for the future we envisioned for the product. To assist us with this feat we worked on creating a blueprint.
After testing mid fidelity wireframes and securing a full understanding of frontend and backend limitations my team and I wanted to make the flow easier to understand and we accomplished this by simplifying the language used in CTA as well as adding simple direction for each task tool.
The Validation flow proved to be hard to understand after mid fidelity testing so the mockups show simplification that we accomplished by removing the map and only showing errors one at a time. CTA were made larger and the format was kept as uncluttered as possible.
Further testing with the full Dollaride staff base prior to development (Phase 2)
Provide training so the full process from creation to live testing can be completed by one person
Merge the validation engine into the route drawing tool for seamless live correction and confirmation (Phase 3)
Adding data-aggregation features to aid in preferred route creation (Phase 4)
Reach your business goals with excellent user experience.
Let’s start working on your awesome web or native app.
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