Blog Post #2: Planning User Involvement Process
- Interaction Design
- Apr 3, 2023
- 4 min read
Updated: Apr 9, 2023
April 2023 | Pho Vu, Nahye Kim, Jaeni Park, Jiwoo Jung, Jiwon Cha
Planning User Involvement Process
Target users
1. Movie Enthusiast
According to Forbes, several studies show online ticket buying has an impact on the theater chosen by moviegoers. For example, 36.8 percent of individuals who went to the movies and bought their tickets online used theater websites or apps, resulting in a notable 18.7 percent increase in online ticket sales. That being said, it is necessary to keep an eye on moviegoers by enhancing existing problems and providing a better experience to this specific user group.
2. 40s-50s Age Ranges
The Korea Herald newspaper reports that the primary consumer group of cinemas currently consists of middle-aged individuals in their 40s and 50s. However, there appears to be a notable decrease in the usage of online movie applications among individuals in their 40s and 50s. Although everyone is invited to use the app, we plan on making the experience affordable for users in the 40s-50s age ranges, helping them familiar with the current trends in the most comprehensive manner.
3. Expats in South Korea
According to the Korea Times, it states that non-Korean speaking foreigners will encounter problems within the movie ticketing application as it is deficient in information in English. Therefore the uncomfortable user experience discourages international users from visiting the theater. Thus, we intend to include expats in South Korea to the local cinema experience.
Acknowledging the proven situation, primary target users for Cine.zip are defined moviegoers in South Korea who are interested in purchasing cinema tickets through a user-friendly mobile app. Although everyone is invited to use the app, we plan on making the experience affordable for users in the 40s-50s age ranges, helping them familiar with the current trends in the most comprehensive manner. In addition, we plan on adding expats in South Korea as our target users of Cine.zip since we are adding the English translation function.
Possible user groups, and communities
Having defined our target users, our team has considered segmenting the users into several groups, namely young adults, middle-aged adults, families, single film enthusiasts, and expats in South Korea.
1. OTT Platform Users
Ever since the beginning of COVID, OTT platforms have expanded their provided contents, varying from old drama series and movies, to new updates and even original shows based off a certain OTT platform. Because these contents are mostly consumed by film enthusiasts, the entire community group of OTT users would definitely be a possible user group that our solution can target.
2. Watchapedia Users
Watchapedia is a very popular application that provides movie rating/review service, where the user can leave personal ratings and reviews on movies they have watched and read what others have left as well. The user community of this platform are film enthusiasts who enjoy thinking and sharing opinions on movies and other drama series. This community should also be put into consideration.
Plans of How We Will Recruit and Interact With Design Research and Participants
Research plan
Plan
Survey should be preceded to find where our target users or possible users experience problems in terms of movie exploration and reservation while using existing apps or services.
In-depth interviews are next stages to find detailed reasons for the problems discovered in the survey.
Usability testing is going to be conducted after the UX/UI design of the app to check if users can use it easily and happily.
Recruitment
Survey: As our target users are movie enthusiasts, 40s-50s and expats in South Korea, we can upload our survey links, which are to be made through Google Forms, to online communities each of them participate in. For example, to target movie enthusiasts, it looks possible for us to upload survey links to online movie communities.
In-depth interview and usability testing: From the surveys, we can choose some respondents and conduct further research like in-depth interviews or usability testing.
Interaction
Most interaction will be managed through Kakao 1:1 chatroom.
Roadmap
April: Researching Phase
Desk research: Conduct media research to gather information on the cinema industry, trends, and competitors.
User research (Survey or In-depth interview):
Develop a questionnaire to gather information on users’ cinema ticket purchasing habits, preferences, and pain points.
Plan and execute user recruitment efforts, targeting a diverse group of participants who represent the target user groups.
Conduct initial user interviews and focus groups to gather qualitative data on users' experiences and pain points.
Compile and analyze data from user interviews and focus groups to identify common themes and pain points.
Develop a list of features and functionalities for the app based on user needs and preferences.
Concept design: Use generative AI tools such as ChatGPT and Dalle-2 to generate design ideas and prototypes based on the data collected from user research.
May: Prototyping and Testing Design Phase
UX/UI design:
Refine design ideas and prototypes based on user feedback and further research.
Create information architectures.
Create wireframes and mockups to visualize the app's user interface and user experience via Figma.
Usability testing: Conduct usability testing to evaluate the effectiveness of the wireframes and mockups in addressing user pain points and needs.
June: Finalizing Deliverables Phase
Finalizing design: Refine wireframes and mockups based on usability testing feedback.
4. Reflection
For this week, we were able to follow the guidelines provided on LearnUs page regarding problem space, solutions, and possible users. Through active communications and active listening, we have together identified a number of key problem spaces that validate the birth of our service in the movie technology industry. Besides some common problem spaces generated from our personal experience with current movie ticket purchasing mobile apps, our team members managed to point out a web of unique problems that can help elevate the app’s interface. We also found relevant articles and reports to support the current identified problems. With the sketches contributed by each team member, we were able to visualize some of the possible features we want to have for this new app. Thanks to the instructions that we abided by and the rich data for each segment that we have collected, we could establish some potential user groups to test these new functions and features on in the near future.
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