Redesigned the application to better engage its target audience by enhancing inclusivity in menu options and offering comprehensive support with detailed information and assistance before and during the movie experience.
Problem Discovery
Non-omnivorous customers often struggle to find suitable food options in theaters.
Research shows that individuals with specific dietary needs are more satisfied when given diverse menu choices. By providing inclusive food options that cater to various dietary preferences, we can ensure that non-omnivorous customers feel supported and have access to meals that align with their needs, enhancing their overall experience.
Problem Discovery
ROLE
UI/UX Designer
TOOLS USED
I researched user reviews of the IPIC application and conducted a heuristic evaluation to identify areas where users expressed dissatisfaction. I analyzed feedback to understand their experiences and pinpoint specific issues, which guided the redesign process.
Usability Heuristics
Stephanie Yang
Age
Gender
Occupation
Location
User Journey Map
Service Design Blueprint
24
Female
Pharmacy Assist
Urban Area
Persona
How might we provide comprehensive support for all customers while ensuring non-omnivorous users have access to diverse menu options during their theater experience?
Feature Strategising
Food/Beverages Image
Included images of each drink to improve customer understanding, replacing the previous list of drink names without visual information.
In theater Dining
Food Options
Food Options
Bio
Stephanie is a 24-year-old pharmacy assistant who juggles her love of movies and dining at IPIC theater with her job at the pharmacy after school. Stephanie is a vegetarian who is passionate about Asian Fusion cooking and believes that choices in food should be transparent.
Goals and Motivation
Values transparency in food choices, especially as a vegetarian.
Make informed food choices based on dietary preferences and restrictions.
Use the app to order food in advance so she can concentrate solely on the film.
Challenges and Pain Points
Seeks detailed information about the ingredients of dishes.
Appreciates a seamless experience, both in movie-watching and dining.
Stephanie Yang
Drawing from user research insights, our goal is to develop features that help all dietary preferences customers to find their specific needs with end-to-end service.
All Dietary Options
All dietary menu options with live customer service to improve interaction.
Live Order Progress
Display the customer's current location and order progress on the Product Information page with the Checkout feature.
Illustration by Icons8
Style Guide
Final Design
Prototype
Wireframe
Comparison
Figma
DURATION
5 Weeks
UX Researcher
Adobe Photoshop
Design Research
Illustration by Icons8
Illustration by Icons8
Additional Details
Favorite Cuisine: Asian Fusion
Dietary Preferences: Vegetarian
Social Media Presences: Actively shares her food experiences.
Illustration by Icons8
Stephanie is a vegetarian who is passionate about Asian Fusion cooking and believes that choices in food should be transparent.
"Decided to have dinner
and see a movie at IPIC."
"Booked the ticket for the movie but could not order the food and beverage ahead, which is not a big deal."
“Used the button on the table beside our seats to call the server and place our food and drink orders, but the wait was quite lengthy.”
“Although the food was delivered, it wasn't prepared according to my request.”
“I received an email from IPIC, apologizing and offering a refund for the inconvenience.”
“The server took a very long time to respond to my request for assistance, and the app didn't have a customer service section.”
Opportunities
“Had to write the review so that IPIC staff members and other users could look at it and take appropriate action to avoid a similar problem in the future.”
Implement a system for users to pre-order food and beverages when booking movie tickets, providing a seamless and convenient experience.
Enhance the system to accommodate specific food preferences and customization requests, ensuring that orders are prepared according to user preferences.
Encourage and facilitate user feedback by integrating a seamless review process within the app, allowing users to share their experiences and concerns easily.
Illustration by Icons8
Redesigned the app to better engage the target audience by promoting inclusivity in menu offerings and providing detailed information and assistance before and during the movie experience. Enhanced customer understanding by adding images of each drink, introduced four new menu options, and implemented live customer service for improved interaction and support for customer inquiries or order issues.
Buttons
Colors
Created a sketch prototype for IPIC to facilitate quick user testing, focused on validating the redesigned features for enhancing the theater experience. The prototype allows users to view food and beverage options, pre-order items, and access customer service for questions or issues, while also providing a streamlined checkout process.
Typography
Provide comprehensive support for all customers
Supports non-omnivorous customers with Inclusive menus and support