VIVA AEROBUS - OCT 20
A renewed digital experience to increase the sales of flights
Designed a prototype that solves critical points in the Viva Aerobús purchase process
Increasing ticket sales by improving user experience
| Client: | Citicinemas |
| Sector: | Movie Theaters |
| My role: | Analysis, Design, and Development of a webpage |
| Project time: | 8 weeks |
Citicinemas® is a chain of movie theaters that has stood out in the entertainment market due to its innovative service model and customer attention.
Context
Despite its success, Citicinemas® faced a significant challenge related to its website. Built in 2014, the platform was not taking advantage of the benefits of modern JavaScript technologies, limiting its interactivity and dynamism.
Problem
The outdated website hindered the user experience and affected Citicinemas® ability to attract and retain customers. An urgent update was needed to improve interactivity, increase customer registrations, and ticket sales.
Challenge
The main challenge was to create an exceptional user experience that exceeded expectations, from more dynamic interactions to improvements in customer registrations and ticket sales.
Navigation
Simplifying the User Journey
We focused on optimizing the navigation process to streamline the user journey, making it simpler and more direct. One key enhancement was the integration of seat selection and ticket purchase steps. By combining these two actions into one seamless process, users can select their seats and purchase tickets simultaneously. This approach eliminates unnecessary steps and reduces friction in the booking process, enhancing the overall user experience. With the redesigned navigation flow, users can navigate through the website more efficiently, leading to increased engagement and satisfaction.
In the following video, you‘ll see the resulting interaction of combining seat selection and ticket type.
Benefits of Creating an Account
Improving Membership Engagement through Gamification Optimization
One key strategy to enhance user registration numbers is to leverage the benefits of CitiPremia, the loyalty program of Citicinemas. To achieve this, we aimed to improve the visualization of membership gamification. Specifically, we sought to reinforce how challenges within the gamification system are displayed, such as the requirement to complete 15 visits to progress. Through our research process, we identified numerous opportunities for improvement in this gamified system. For instance, the existing setup made it challenging for users to advance levels, as it required a significant number of visits, potentially leading to user frustration and abandonment. Our proposed solution involved subdividing benefits and levels to facilitate easier progression, thereby hooking the user and encouraging increased usage of the app and website. Please note that modifying the gamification system was beyond the scope of this project phase.
Floating Membership Bubble
A floating bubble was implemented on the homepage to promote membership and offer an integrated gamification system. This allowed users to register and participate in challenges from the outset.
QR Code Membership Integration
The QR code was added to the homepage for logged-in users to facilitate access, whether it's needed when purchasing tickets at the box office or when used at the cinema candy store to earn points for later use in the app or at the cinema physically.
Coming Soon Movies
Adaptable Component for Movie Display
One of the main challenges was designing the Upcoming Releases component. Since we cannot control the quantity of movies received per endpoint, we needed to build a component that adapts to any circumstance. Drawing inspiration from computer design principles, this component dynamically showcases movies based on the quantity received. As John Maeda once remarked, ‘‘Computer design is not exactly like an alien, but it often feels that way.’’ It is a component with living properties, this approach provide users with a smoother and more personalized experience, ensuring they stay engaged and informed about upcoming movie releases.
Achievements
Impactful Results of Website Redesign
Following the website redesign, significant improvements were observed across various metrics. User engagement saw a remarkable 34% increase in registrations, accompanied by a notable 27% boost in active user duration. Moreover, the website's performance, as measured by Lighthouse, surged from 64 to an impressive 96. While attributing the precise impact of the redesign to increased ticket sales is complex, it's clear that the overhaul significantly enhanced user interaction and platform performance. These outcomes highlight the profound influence of strategic design improvements on user experience and engagement metrics.
This is the result of many minds coming together. Thanks to everyone involved in this creative process, especially Efrain Rochin and Ezequiel Rangel.