Delivering a 5-Star Service: Elevating Customer Experience with Seamless Online Booking
Cinema XXI, the leading cinema chain in Indonesia, is embarking on a transformative digital journey in partnership with Sixty Two. This collaboration aims to revolutionize the movie ticketing experience for millions of Indonesians by comprehensively overhauling Cinema XXI's digital platform, m.tix - reimagining every touchpoint of the customer journey from browsing movie options, selecting seats, to purchasing tickets, food, and enjoying exclusive promotions. To accomplish this, we established a scalable foundation and framework to pave way for future visions and growth.
Pioneering a seamless entertainment experience while enabling future visions to become the leading one-stop lifestyle and entertainment hub.
By harnessing Sixty Two's expertise in user experience design, data analytics, and cutting-edge technology, Cinema XXI envisions a seamless, personalized, and engaging digital ecosystem that not only enhances customer satisfaction but also drives operational efficiency, unlocks new avenues for business growth, and opens discovery for opportunities beyond ticket booking. This comprehensive approach promises to elevate the Indonesian movie-going experience to new heights while solidifying Cinema XXI's position as a digital pioneer in the entertainment industry.
- User Experience Design
- User Interface Design
Category
- Designing Holistic Experience
- Entertainment
Collaborative sessions
Slides presented
Figma layers produced
A Peek Behind the Curtain: Unveiling Our Strategic Approach
Embarking on this transformative project, we initiated our journey by immersing ourselves in the perspectives of key stakeholders. Through in-depth discussions and collaborative workshops, we delved into past learnings; uncovering valuable insights that could shape our path forward. We identified existing resources that could be leveraged to maximize efficiency and effectiveness. Most importantly, we aligned our efforts with the stakeholders' vision for the future, ensuring our solutions would resonate with their long-term goals.
This comprehensive understanding of the landscape empowered us to launch multiple streams of concept exploration and validation concurrently. By working closely with our partners at Cinema XXI, we were able to rapidly iterate and refine our ideas, leveraging a diverse range of perspectives and expertise to ensure that our solutions were not only innovative and user-centric but also firmly grounded in the realities of the business. This agile approach allowed us to efficiently explore a wide array of possibilities while maintaining a clear focus on delivering tangible results.
Our Strategy
Conducting a comprehensive evaluation, encompassing all aspects from the initial discovery to post-purchase engagement, and benchmarked against industry best practices and competitor offerings to identify areas for optimization and strategic differentiation.
Redefining the visual language to resonate with the brand's value and establishing a cohesive, scalable foundation to enable seamless integration and a unified brand experience across Cinema XXI's online platforms and offline services.
Co-creating with the Cinema XXI team to create a comprehensive end-to-end user experience – through feedback from cinema-goers to ensure concept alignment with their needs and expectations, resulting in a user-centric and impactful design.
From Stakeholder Mapping to Cinema Insights: Defining Core Values and Vision
To ensure we have a solid foundation, we engaged with key stakeholders to understand their point of view, the advantages, challenges, goal, and vision. This formulates our mindset to craft a suitable strategy and the expected impact. As a result from our stakeholder alignment, we are determined to mirror Cinema XXI's well-known service quality to their digital platform.
We validated our concept to the target users, covering a wide age range with diverse demographic background. We learned how each individual makes a decision on movies to watch, the booking process, all the way up to their cinema experience. Understanding their experience enriches our insight and inspires us to problem solve according to their needs.
I prefer to book tickets through the app so I don't lose my favorite seat.
Through foundational research, we gained profound insights into users' mental models, behaviors, unmet needs, and pain points. In our process, we defined 3 behavior dimensions. The behaviour dimensions became the foundation of designing for a holistic experience.
- Booking: Analyzing planning behaviors that drives their decision to selecting a movie to watch; from planners to spontaneous deciders
- Food purchase: Identifying their appetite for food consumption within their cinema-going experience.
- Promo Driven: Examining the impact of promos and perceptions towards it, from those who are deal seekers to those promo-averse when purchasing their tickets.
Within this multi-dimensional behavior, our challenge is to find a dynamic approach that can respond to these diverse behaviors. This approach will enhance the platform to become more relevant not only from the content but also the overall experience - and resulted in forming the guiding design principles to build the platform.
How Might We address the diverse needs and behaviors of cinema-goers regarding ticket booking, food, and other services through a scalable digital platform?
The North Star of Movie Ticketing Experience
To solidify Cinema XXI's position as an industry leader, we've established a comprehensive set of design principles aimed at elevating the user experience to new heights. These principles guide every aspect of the design process, ensuring a seamless, intuitive, and enjoyable journey from the moment users engage with our platform. We prioritize clear and concise information presentation, coupled with effortless navigation, to empower users to effortlessly achieve their goals. Recognizing the diverse needs and preferences of our audience, we offer personalized options and pathways, allowing each individual to tailor their experience to their liking. Throughout the user journey, we strive to captivate and delight with immersive content, intuitive interactions, and a visually stunning interface that reflects the quality and prestige of the Cinema XXI brand.
Transporting Users through Immersive Visual Experience
We aim to redefine how users perceive our app. We wanted to revolutionize the ticketing service. m.tix is a portal towards captivating the world of cinema. This means crafting an interface that evokes the same emotions, excitement, and anticipation one feels when stepping into a movie theatre. This immersive visual language is the foundation upon which we'll build our broader entertainment platform.
Empowering User Journeys with Intuitive & Inclusive Navigation
Our core belief is that every user is unique; bringing different knowledge, intentions, and preferred ways of interacting with our product. Instead of forcing them into a one-size-fits-all path, we strive to create a navigation system that flexibly adapts to these individual differences, guiding them seamlessly towards their desired outcomes.
Holistic Movie Experiences through Optimized Service Integrations
Our goal is to elevate the entire event experience for our customers by integrating ticketing and food ordering into a smooth, convenient, and personalized process. By refining the way we link food orders to booked tickets, we aim to create a more enjoyable and efficient journey for event-goers, from ticket purchase to enjoying their favorite snacks or meals at the event.
Box Office Hit: Positive Reviews From The Community
The launch has been met with overwhelming enthusiasm from Cinema XXI audiences. We're thrilled by the positive feedback and heartfelt comments, and hope this signals that our efforts has resonated strongly with users.
It has been an exceptional experience collaborating with Sixty Two as our design partner for redesigning the overall experience of m.tix. Sixty Two helped us define design principles and strategic guidelines to provide a better movie-going experience for our users.
From the initial brainstorming sessions to project completion, the Sixty Two team demonstrated unparalleled creativity and attention to detail. They took the time to understand our business goals, validated user needs, and delivered a design that is not only aesthetically pleasing but also user-friendly. Overall, it has been a pleasure working with Sixty Two.
