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  • Pen & paper

  • Sketch

  • Axure

Tools

Case study 

Numetro

Numetro is one of two major movie houses in South Africa. 

Time frame

20 weeks

My role

  • Research

  • UX

  • IA

  • Prototyping

  • Client facing

The challenge

I, along with a UI designer directed this really fun project. Numetro wanted to understand the usage of their current website, with an emphasis on conversion and engagement. These insights then informed our step by step redesign of the Numetro website on all platforms.
 

So, how might we create a website with an online ticket booking journey that leaves customers feeling empowered, guided and successful?

High-level Goals

  • Give users enough information and guidance based on their technical capabilities

  • Create a online ticket booking flow that leaves people wanting more

  • Up-selling in a context based, non-forced way

  • Set up metric tracking on the created solution 

My process
My process v.1.jpg
Empathy

Initial user Interviews

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I conducted some initial user testing on the old Numetro website, mainly focussing on usability and heuristics. These tests helped us understand the current state of things and informed our personas. I created three personas to match our main three customer segments. 

Define

After user tests and heuristic evaluation of the current Numetro website we identified two overarching issues that reduced online ticket sales and increased drop off:


1. The online ticket booking journey lacked guidance and context - users had no life raft when things went wrong

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2. The information architecture didn’t fit the mental model of customer- users couldn’t find what they were looking for

 

We created an effort impact diagram with our clients and development teams, prioritising the online ticket booking flow, guidance/context creation, the landing page and filtering for movies.
 

Ideate

Along with our personas and business needs, we set out to create an MVP of the booking flow. We focussed on breaking the flow up into different, context based sections, information architecture and showing users their progress through the flow/system. Upon completion, I tested the new flow with 10 users in 1-1 usability sessions to assess impact and test our assumptions.

Prototype

We created and updated three different iterations of the prototype. We created a paper prototype, low fidelity prototype and animated, high fidelity prototype.

Validate

Finally, we needed metrics, did our work have an effect? We conducted A/B testing, event/case metrics and success rates on the new and old website. We found an 15% increase in conversion that steadily increased with each updated section of the website.

What I learned

  • It is absolutely essential to work in a participatory capacity with clients in order understand, plan and conduct research and solving issues

  • Measuring what the impact of changes on the website/app is essential for avoiding regression in customer engagement, retention and increasing adoption of new features - Google heart is a very important tool

  • Agile is amazing - We wrote customer stories, worked according and got loads of work done

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