PROJECT BRIEF - BACKGROUND
As a contractor for formally ‘Neon Circle’ and now founder of ‘AirTeam’ (www.airteam.com.au) Patrick Goffin, I worked to formulate the personas and customer experience journeys for the current and perceived cinema going characteristics. These documents have been used with all UX processes prior to and after the launch of the new Hoyts website.
APPLIED user research
My role in this project was to work with the interview findings from the in-dept user research completed prior to my engagement with the team.
Working with a small team (Project manager and the Prototype designer) my role was to extract the findings from user interviews carried out at a high density Hoyts Cinema location.
Approach - Interviews (3 days):
12 x 60-90 min one-on-one interviews with cinema going respondents.
1. Initial discussion to understand cinema/movie habits and behaviours
2. Observation, feedback and opinions around the existing Hoyts website
3. Observation, feedback and opinions around new design ideas and iPad prototype
FINDINGS FROM INTERVIEWS: MOTIVATIONS TO VISIT THE CINEMA
The Neon Circle team developed these motivations to inform the first iteration of cinema going personas.
CURRENT SITE EXPERIENCES
"Really busy and a bit much information kind of gets lost, you just come on the site and know what you want to see".
"It's a 3-4 steps to get to the price and it's still not clear what I'm getting for my money"
"A lot going on in terms of colours, pictures and options"
PERSONAS - on going testing
The Neon Circle team invited me in at the second stage of the project to refine and develop the voice of the Hoyts users (in addition to the findings collated from the research undertaken up to then) - to strengthen the new design direction.
The personas became 4 users who each embodied one of the 5 core motivations from the first stage of in-depth research interviews:
