CINEPLEX

Creating a Better Experience Tailored For All Screens
Explore Case Study
My Role

User Experience Designer
- Mobile
- TV

Deliverables

High Fidelity prototypes for -Smartphone (Android Platform)
- Desktop (Web Interface)
- Smart TV

Domain

Entertainment

Duration

5.5 Months

The project aims to create a new connected and a seamless experience while watching a movie either on a TV, a laptop or a mobile device.

Guided by the problem statement, we were able to conceptualize a creative solution that the whole team was enthusiastic about. With the rise of integrative technologies, there is an opportunity to innovate the primary viewing experience of media content. We want to take advantage of the socio-technological phenomenon of mobile device ownership to enhance the home viewing experience.

Drawing inspiration from Cineplex’s Timeplay feature, we imagine providing distributors a platform on which they can host integrated supplementary content for their franchises, which can be viewed in tandem with the primary media

Research Phase

Market & Primary Research.

Secondary Research
– Competitive Analysis.
– Finding trends in the market.
– Exploring orientation of the market.
– SWOT Analysis.
– Effectiveness of existing research.

Primary Research
– Survey
– Interviews
– Direct Observations
– Focus groups

Research Findings

Primary Research

Insights from end users

Upon analysis, we discovered that a vast majority of users own at least two devices that are capable of displaying primary viewing content, and secondary applications. We learned that although a large majority own a TV, not everyone uses a television to watch primary content. For example, some people use a computer to watch content and a tablet to check social media at the same time. We also found that Netflix and Youtube were the most popular video streaming services, followed by Amazon Video Prime with moderate usage, and lastly Cineplex Store with miniscule usage

Secondary Research

Insights from the market

The literature reviews, all three explored the topic of second screens in the context of user experiences. For example, through the literature reviews, it was discovered that a user’s interest in and likelihood to use second screens are dependent on the age of the user (Courtois and D’heer, 2012). The competitive analysis on the topic of second screens in the context of film and television examined two companies that belonged to the domain of film and television, namely Disney and HBO.

Ideas to Low-Fidelity Sketches

iterative low-fedility prototyping

Information Architecture

We Emphasized on

What is the flow of users through our site?
How does the application help the user catalog their information?
How is that information presented back to the user?
Is that information helping the customer, and driving decisions?

*retrieved from UXbooth

Menu and Functionality

An abstract view of the Menu and many important functionalities are designed, these functionalities help deliver better performance in the system.

Card Sort and Information Hierarchy

Iterations of card sorting exercises with the users helped us understand the Mental model of the users, which eventually helped in reframing the Menu structure at both, web version and the Smart TV version.

Experience Mapping

Touchpoints

Business Opportunities

Users painpoints

Stages

Our Goal

We

Strive to place the “Value” first

and

address our user needs.

The Outcome
High Fidelity Prototypes

Usability Results contain sensitive information about our users and does not comply with the NDA, hence this section has been taken down.
continue to next case study