Designing and building an end-to-end prototype for Vue cinemas to bring the Big Screen to the small screen - an app that customers want to have on their phone and keep coming back to.
Having undergone a rebrand, Vue cinemas wanted to bring their iOS app in line with all of their other touch-points. Positioned as a mid to high end cinema chain at the forefront of projection and audio technology, Vue’s new digital assets were tasked with making booking as quick as possible whilst helping to build a ‘single view’ of each customer to eventually deliver personalised deals, news and recommendations.
Following the lead of the website redesign, the new app looked to make use of iOS features such as location detection, Apple Pay, Apple Wallet, calendar integration and more.
Using Principle, I put together an end-to-end prototype that took us from the home screen all the way through to completed purchase.
Building a comprehensive prototype had several advantages. Being able to hand the client something that was moving and responding helped them understand how quickly the app could move customers through the booking process - particularly on return visits. It was also beneficial to the development team who had a clear direction on how the transitions between screens and within components should work.
Taking the lead from feedback and analytics of the website relaunch, we made a series of changes to the prototype interface and took these in to lab testing.
The homepage was removed and the customer immediately dropped in to the what’s on listing and closest available times were pre-exposed to help speed along the journey to the booking flow.
Coming soon films were moved from the end of the day selector to their own panel at the foot of the listings to aid discoverability.