New Feature: In-App Subscription Plan

Project Summary

The project is to create a workflow in the app for Unlimited signups. The subscription plan exists but was only available for registration at the box office or over the phone with customer support.


Business Goal

The business goal is to develop an Unlimited signup workflow in-app so users can signup and then book tickets all in one sitting.

Having the signup seamless with purchasing tickets will increase ticket sales, loyalty memberships, Unlimited subscriptions, and encourage app downloads.


UX Role

UX/UI focused on various design and research methods, including brainstorming techniques, feedback from surveys, user testing, iterative designs, and workflows.

This project required working closely with:

  • Business Analyst
  • Product Owner
  • Stakeholders
  • Developers

UX Insight and Findings

The understanding of the current state of an application and its current behaviors and workflows is key before doing anything else. An audit of the app’s current workflows, as well as screengrabs of the current state in both mobile platforms, was documented.

This activity helped the team understand what we currently have and what we have to work with. It may be that an ask in the MVP can not be completed because of the additional development work of technology not currently on the app.

Current State

Android Current State in Confluence

iOS Current State in Confluence

Another exploration was to document the workflow for booking a ticket since this activity was a KPI for the business. It also will help understand any current issues users have now within the app and their frustrations.

Booking a Ticket – User Journey Map

User research and usability tests were done over four weeks to understand movie subscriptions.

AMC, Cinemark, and Atom are among the competitors for subscription services.

Competitive Analysis

Loyalty and Subscription Programs: Regal, AMC, Cinemark


Each competitor offered an on-boarding workflow with multiple screens.

Our goal was to guide as needed throughout the workflow, eliminating multiple introductory screens all at once.

Consider cognitive load; if guides present themselves when the task is at hand, it becomes useful to the user than at the beginning of the journey.

Competitive Analysis

On-boarding Movie Goers: Regal, AMC, Cinemark, Atom


AMC’s workflow is smooth but seems like a lot of steps. It’s smooth because the steps drop-down; therefore, we feel like there are fewer steps. But the information visually feels heavy in weight.

After having reviewed the workflow and capturing the current state, comments noted to the side dictate emotions towards the experience.

Competitive Analysis

Subscription Workflow: AMC


Conditional Workflows

Before requirements are thoroughly flushed out, a rough workflow and conditional behaviors are mapped out based on assumption.

The workflow becomes a guide we use to understand better the users’ journey—each card below lists out content on each screen and actions the user can take.

Workflow – Sign Up or Sign In as a Regal Crown Club Member


Designing for Different Scenarios

Capturing different scenarios help with edge cases, system and app errors, and additional requirements missed.

In the scenario below, the user has already signed up for unlimited and logged in. They complete the following tasks:

  • Log In
  • Book a Ticket
  • Redeems a Ticket

(Edge Case) User is an unlimited member, but not logged in.

Once scenarios are defined, design can work on screens. It helps designers to provide a context of use, patterns, and conditional behaviors.

Scenario #2 – Workflow


Usability Sessions

We scheduled two sets of testing. We initially proposed three, but leadership shortened the timeline due to MVP deadlines.

Each day consisted of two participants, one in the morning and one after lunch—gift cards given to candidates showed appreciation for participating.

Usability Sessions – Timeline

Continuous iterations made in-between testing sessions helped quickly evolve the design.

Iterations for Early Usability Testing

Each candidate is a Regal Crown Club Member (RCC). Data pulled from a Loyalty member list. The ages spanned from 18-60 years old.

  • motivation – saving money because they loved to watch movies
  • needs – transparency in how much money they are spending
  • desires – to share the movie experience with their friends and family
  • frustrations – input of information

Calling and recruiting RCC members; criteria varied by way users experience booking from:

  • box office
  • website
  • app

Email Regarding Recruitment and Testing

Usability Testing with an IPEVO Camera

One thing we heard over and over again during testing was transparency. That was the most important takeaway.

Users want to know what they are getting into money-wise before they go to the trouble of signing up for something.

Letting the users know the pricing upfront and terms and conditions helped motivate them to complete the signup process.


Design Intent

Setting expectations and guiding users for a successful registration is our goal.

Below are a few onboarding screens, which link off to even further information early on in the workflow.

On-boarding

Walking the user through the process using iterative steps is critical. Because it is a lot of information to enter, the incremental steps allow for chunking of information so the user will not feel overwhelmed.

We don’t want them exiting out of a task; we keep the user engaged and motivated to complete the registration by having short sequential tasks.

After on-boarding, the Sign Up workflow has four defined areas of focus:

  1. Select a plan
  2. Create Account
  3. Add Photo
  4. Complete Registration

Signup Workflow


Ethnography Research

Following the launch, we went to the theatre to watch moviegoers use the app. Unlimited subscribers can enter the show using the QR code on the back of their Unlimited digital card.

Observing users was terrific; the use of the unlimited card for discounts on concessions appeared seamless.

By scanning the card, the purchase is faster, promotes special perks, makes the user feel good, and adds personalization to the experience.

Digital Subscription Card

Theatre – Field Research


Takeaway

The workflow is MVP, knowing that means more iterations will happen to evolve the process.

In the beginning, requirements were overwhelming, and leadership thought all had to be designed upfront, but we could have broken down the ask to allow for a faster design process.

The biggest takeaways are the UX findings during the usability test. Transparency was the number one thing we heard. It builds trust and encourages users to continue a lengthy signup process.