Data Refinement

To ensure we were using a user-centred design approach and had a point of reference when developing our prototype we created a primary and secondary persona. These personas were informed by or qualitative and quantitative data.  Scenarios were then developed around them for both the existing website and for how we imagined the

site might full fill out user goals


Using our quantitative data from our online survey and selecting only the ‘Movies @ Dundrum’ respondents, we created a segmentation graph of the various user types and there preferences. This would allow us to identify who our key users were and would aid us later in defining our personas.

Fig 1: Segmentation graph (full size)

The segmentation graph clearly shows that a large percentage of our participants are male, experienced, purchase tickets online via a computer or phone, will use the site for checking whats on and do purchase food at the cinema.

User Experience Map

Fig 2: User Experience Map
Fig 2: User Experience Map (Full size)

Using the results from our observational videos we created a user experience map (fig 2) and grouped the main issues which we then condensed down into pain points, some of the users’ issues where…

The main overarching categories for the user pain points came to a total of six distinct issues. At this early stage the key issues that appeared to stand out where informational feedback and hidden or missing functionality, the same issues which scored highly in the categorisation matrix 

  • Unclear Labelling
  • Poor Feedback
  • Navigational
  • Missing or hidden Functionality
  • Informational
  • General Frustration

Table:1 User pain points

These pain points when catalogued and analysed where converted to user goals which we then filtered into a number of actionable goals which we would use to help focus on the key areas that needed to be considered as part of the redesign, as obviously we could not take on every element that required attention.

  • Improved Booking Journey
  • Improved Feedback on Site
  • Improved site architecture
  • Homepage layout refinement
  • Device Responsive

Table:2 Actionable Goals

Improved Booking Journey

The booking journey for the user proved to be the most common problem and encompassed the majority of all other issues. Being the most important feature on the site and the number one tasks carried out by users we felt it was essential to ensure that this process was simple, concise, engendered a sense of trust in the user and was possible to complete across all devices. Enabling this one user goal correctly would also facilitate our other goals and address the users’ pain points.

Homepage Layout Refinement

Most users had varying degrees of difficulty with the homepage of ‘Movies @ Dundrum’, such as being unable locate the search, not understanding how to access the movies informational page and being generally overwhelmed by the poor layout, choice of colours and excessive advertising.

Improved Feedback on Site

The ‘Movies @ Dundrum’ website fails to explain important information about tickets, provides no user feedback while the user is progressing through the booking journey and fails to provide a booking summary on the order payment page. These issues combined with page reloads which confuse the user by removing them from their current flow and at times hiding information off screen. These issues combined with the poor layout and design seen on the homepage and reflective of the whole site all add to a sense of uncertainty and create a lack of trust in the website. As Aurora Harley (2016), of Nielsen Norman Group, points out,  the first step to garnering trust is to make your site appear legitimate and professional. This is done through site organisation and visual design and being upfront disclosure of information

Improved Site Architecture

Most users found the core site navigation difficult to understand with use of unfamiliar terminology and poor categorisation of content

Device Responsive

This goal was derived from a number issues. One being that users were unaware that a mobile app was available for movies at Dundrum and the one or two people who had downloaded it had given up on it. Also nearly half of our Dundrum users accessed the current website on a mobile phone even though it is only partially responsive in places and poorly at that. This considered we felt it would be wise to consider a mobile version of the prototype, also it was suggested in class that we seriously consider it.

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