Our research gathered comprehensive user data, mapping demographics, payment preferences, and moviegoing habits—such as frequency, ticket volume, and preferred theaters. Concurrently, a usability evaluation of the mobile website identified critical structural issues. The findings revealed that the mobile experience suffered from confusing navigation, a lack of essential features, visual clutter, slow performance, and device compatibility flaws, heavily aggravated by excessive advertising.
To redesign the entire mobile website, we needed to completely redo the information architecture. This was done to better organize every feature with which the user could interact, creating a more intuitive flow for users to accomplish their tasks. Despite having the desktop website as a reference, we seized this opportunity to enhance our sitemap and incorporate new pages and desirable features
The Ingresso.com mobile website stood as the most prominent touchpoint, contributing significantly to our access numbers. However, in March 2019, our Business Intelligence team unearthed a noteworthy insight. Despite the considerable page views on our website, there was a correspondingly elevated rate of rejections. A substantial portion of our users were leveraging the mobile breakpoint to ascertain the showtimes for the movies they intended to watch. Interestingly, a considerable proportion of these users were transitioning to desktop devices to actually procure their movie tickets after discovering the showtimes on the mobile platform.
I worked as a Product Designer, working closely with a Product Design team, a Product Manager, Developers and Executive Stakeholders. I worked on the discovery process, data analysis, research, sketches, prototypes, usability testing and final screens.
MOBILE APP PROJECT
2020
Mobile App
CATALOG • INGRESSO.COM
The final solution covers the entire user journey, from movie discovery and theater location to ticket purchase and validation. This comprehensive approach yielded a highly positive impact on key business metrics, significantly driving up conversion rates per session while substantially elevating the overall user experience.
Final result