Experiencing Shaw beyond the movie theatres
Shaw is known as the number 1 distributor of worldwide independent films in Singapore. For this project, my team and I was assigned to revamp Shaw.sg into a mobile responsive website. Beyond that, they hope that with this new website, they are able to optimise their digital presence, increase online booking conversions and attract younger movie-goers. With the rise of online streaming services, it is definitely crucial to consider the overall movie experience and inject customer-oriented solutions.
User Research, Ideation, Content Strategy, Service Design
The current Shaw website is cluttered with text and images. No visual hierachy is in place as users get lost navigating through redundant, ambigious content such as "We Say" and "You Say". Shaw also has various websites, leading users out to external links such as Shaw IMAX and Shaw Premiere. The design of the website is also not optimised for mobile as the small font size and text heavy paragrahs makes it hard for users to read, eventually spending more time finding releavant information.
A field study was conducted to see how Shaw's movie patrons go about interacting with the physical space (Fig. 1). We observed that the ticket collection booths were secluded, with a security guard even directing users from the escalator to use the machine instead of queuing. We also observed that there were many TV screens acting as movie posters or way-finding signages. There was also a huge waiting area for movie patrons to lounge around before their movie starts.
Figure 1: Counter-clockwise from top left;
a) Different queuing for online collection, IMAX, and general ticket
b) Self-collection ticketing booth
c) TV screens acting as Movie Posters
d) Lounge area for Shaw patrons
Being there also served as an opportunity for us to interview users on the ground (Fig. 2) to find out more about their behaviours and habits revolving around watching movies. The staff working at Shaw were also interviewed so we can gather a better idea of what stakeholders think of the current ticketing process. We conducted interviews at other cinemas to also gather insights on their movie experience between the cinemas in Singapore.
Figure 2: User interview conducted at Shaw premises itself
With all of these findings, we conducted an Affinity Mapping (Fig. 3) to see what were the main themes that emerged based from our research. Almost a dozen general pain points were distilled from the findings but we scale it down to four that is more relevant. Based from these key findings, we decided to create 2 personas so that we can establish current user flow (Fig. 4) and see where are the stress points.
Figure 3: Affinity mapping to identify the main pain points and theme revolving around the movie watching experience in cinemas
Figure 4: 2 personas were created based from the general essences of our affinity mapping to define the current user flow of purchasing tickets at Shaw
User Journey Mapping (Fig. 5) was also created to see what kind of opportunities we can uncover based from the user's journey, informing our decision on what online or offline features would be appropriate to solve the pain points. The map spans from being aware of a new movie to leaving the cinema hall.
After generating ideas and scenarios to come up with features or services that can solve the users pain points, we place them into a "Feature Prioritisation" matrix (Fig. 6) to identify which features/services that will address both the users needs and business goals urgently. This helped us to prioritise features that we need to design.
Figure 5: User Journey Mapping to identify opportunities
Figure 6: Feature Prioritisation to deduce which features are to be focused on
Content Mapping (Fig. 7) was also done concurrently where we question specific contents on the website (i.e. lack of information on IMAX) and list down questions such as;
1) What is the existing content of the website?
2) What kind of information customers need to know to achieve their goals?
3) What are the content gaps between the existing content and users needs?
4) What are the proposed content to fill the gaps?
From there, we are able to curate new content that are relevant and dynamic for users consumption.
Figure 7: Content mapping to identify the content gaps in the Shaw website such as lack of information on IMAX
A Service Blueprint (Fig. 8) was designed to oversee the overall movie experience from the start to finish, illustrating the business processes and identifying what services can be improved upon based on both business goals and user needs. Since this experience goes beyond the digital screen, we came up with a floor plan and illustrate some of the stress and vacant spaces within the premise. From here, we are able to identify what feature/services can be implemented here according to both business goals and, especially within the space.
In this case, we realise that the TV screens were abundant in the entrance of Shaw, with almost no human traffic apart from random customers waiting at the lobby. We thought the screens can be utilised better by implementing a self-ticketing booth to drive more traffic to the lobby and ease congestion at the queuing area. We also go beyond the user flow by by highlighting the pain points of exiting from the cinema. Are we able to maximise the time spent queuing?
Figure 8: Service Design Blueprint to identify more opportunities on the space itself
Bite-sized, organised content
The new website features one content at a time whenever a user scroll through the homepage. Hidden content such as IMAX were brought forward and promotions are categorised for users to identify.
Hot Seat Notification
The majority of young movie-goers do not own a credit card, relying on physical counters to purchase their tickets with the blind faith that their prefered seating is still available. The Hot Seat feature allows movie patrons to know whether their seat has been taken up while heading down there. In any case where their seats have been taken up, Shaw will offer different timeslots or movies according to their preferred seating.
Self-ticketing booths (with photo booth)
To alleviate the queues, we proposed that some of the TV screens at the main entrance to be converted into an interactive self-ticketing booth. Not only customers can purchase their tickets remotely, customers will be invited for a thematic "photo booth" session where customers are able to share their photos on social media platforms.
To exploit the queueing time while exiting the movie theatre, iPads will be stationed near the exits where users can rate the movie that they had watched. This data can be used as on-site reviews where Shaw can promote the top 3 movies in the cinema