Cover Image

Imagine Cinemas' Case Study

Improving a local movie theatre's ticket ordering process.

For one of my courses during Winter 2025, I had to design a large screen display. I chose to do a speculative redesign for Imagine Cinemas to improve their kiosks.

Background

Imagine Cinemas is a small movie theatre chain focused on providing a cozy, intimate viewing experience for their customers at an affordable price. On top of playing the latest movies, they often feature old blockbusters, independent movies, and foreign films.

Problems with the Existing System

Problems with Old Kiosk

Opportunities for Improvement

▶ A faster way to search for movies and choose tickets.
A search bar and filtering options help users quickly find movies. The list can be sorted logically. Since Imagine Cinemas has a smaller selection, viewing movies by date could be helpful.
▶ Deliver the right information at the right time.
The system assumes users don’t care about special deals until checkout. Instead, showing deals early could influence decisions. Displaying key movie details (language, subtitles, rating, and showtimes) while browsing would be beneficial.
▶ Ensure WCAG Standards and Accessibility Compliance.
Despite website claims, the kiosk system does not meet AODA standards. Fixes include higher contrast, larger fonts, alternative input methods, and high-quality visuals.
▶ Clear and concise steps and instructions.
Instructions are often missing or ambiguous. Using clear language and visual hierarchy improves comprehension. Icons and graphics can further enhance instructions.

Design

1st Iteration: Design Critique

During the design critique session, my partner evaluated the low-fidelity prototype. The goal was to assess the initial structure, flow, and clarity of the interface.

The feedback received helped identify areas for improvement, such as removing unnecessary information (trailers), and features to keep, such as the navigation markers and preview of receipt.

Design Critique

2nd Iteration: Usability Testing

After incorporating the feedback, I updated and refined the design.

I asked two users to test out my prototype by getting them to buy a ticket. I encouraged them to think out loud to get their initial reactions:

Mid-Fidelity Prototype

3rd Iteration: Usability Testing

After getting feedback, I knew I needed to change the orientation to fit in with more familiar interfaces, adjust undo features, and make it more minimal.

Iteration Iteration Feedback

Outcome

Final Storyboard
Final Design

The Final Design!

Click the kiosk screen to see the final design in Figma.

Reflection

This project was a great learning experience for me. I was able to practice my design skills and learn how to incorporate feedback into my work. Creating a kiosk screen was a fun challenge, and I enjoyed the process of designing for a different platform.

I also learned how to create and use animations and images to better communicate instructions, especially when it comes to interacting with hardware such as the Point of Sale system.

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