Regal Cinema
"This project was created as a homework assignment; therefore, the users are fictional. Prototypes and visual styles were developed using Figma, and I utilized the Stark plugin within Figma to ensure compliance with contrast and other accessibility guidelines."
Keywords: competitive analysis, design thinking, accessibility, user research, user personas, user journey maps, sitemap, wireframing, prototyping
Background
Place: Stockholm, Malmö
Number of saloons: 3 in Stockholm, 2 in Malmö
The Regal Cinema shows a large variety of movies in their cinemas.
A person who visits the Regal Cinema is someone who is interested in movies and values a touch of luxury.
He or she also prefers that the focus is on the film, with minimal talking during a screening.
Regal provides their visitors with an enhanced movie experience by offering VIP seats that come with a bar connected to the venue.
Currently, Regal does not have a website where visitors can find and book tickets for their films.
Number of saloons: 3 in Stockholm, 2 in Malmö
The Regal Cinema shows a large variety of movies in their cinemas.
A person who visits the Regal Cinema is someone who is interested in movies and values a touch of luxury.
He or she also prefers that the focus is on the film, with minimal talking during a screening.
Regal provides their visitors with an enhanced movie experience by offering VIP seats that come with a bar connected to the venue.
Currently, Regal does not have a website where visitors can find and book tickets for their films.
Mission
Create a digital service to increase the number of visitors to Regal's cinemas.
Requirements:
- Easy to find the right movie
- Easy to buy tickets
- Everything must be adapted to the target group's behavioral patterns
Extra:
A person who visits the Regal Cinema is someone who is interested in movies and values a touch of luxury.
He or she also prefers that the focus is on the film, with minimal talking during a screening.
Regal provides their visitors with an enhanced movie experience by offering VIP seats that come with a bar connected to the venue.
Currently, Regal does not have a digital service where visitors can find and book tickets for their films.
Requirements:
- Easy to find the right movie
- Easy to buy tickets
- Everything must be adapted to the target group's behavioral patterns
Extra:
A person who visits the Regal Cinema is someone who is interested in movies and values a touch of luxury.
He or she also prefers that the focus is on the film, with minimal talking during a screening.
Regal provides their visitors with an enhanced movie experience by offering VIP seats that come with a bar connected to the venue.
Currently, Regal does not have a digital service where visitors can find and book tickets for their films.
Competitive analysis
To find strengths and weaknesses with similar products on the market, I started with a competitive analysis.
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/c1bf4c67-7666-46da-bdc2-0f96249c9c86_rw_1920.png?h=ba239d4c713e9b50e9db5d200be6ec15)
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/4c63d091-b944-4552-a2f5-ac659599c6a0_rw_1200.png?h=c275da2706e7fec3a51adf02652a699a)
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/08634301-91e2-4dbe-a973-54cc61a01a3e_rw_1200.png?h=72bb8c0565dec967891090ad5462a3f3)
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/b2c7c3b6-8735-4e55-a00d-b27c634a2b2c_rw_1200.png?h=50ee35dec0d6a3b508f0740e3456464d)
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/e991d31c-f1df-40cd-9d2f-a6c761cff873_rw_1200.png?h=a33595015ed62f88c9543ab4c6dcf59c)
Design thinking
When working on this assignment, I applied the Design Thinking process.
User research: Define Regal's target audience and understand their needs
Ideation: How should the service be designed to match Regal's target group and their needs
Prototyping: Design prototypes in Figma with the best selection
Test: Test prototypes on users
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/bcd5a01d-9866-4075-9b08-4e8f838b8578_rw_1920.png?h=283ca8295e1948f20fc27e879729ec22)
Accessibility
Throughout the project, I prioritized accessibility in my design.
Here are a few examples of what I considered:
- Clear headings
- Descriptions
- Clear navigation
- Easy to press touch targets
- Size of typography
Here are a few examples of what I considered:
- Clear headings
- Descriptions
- Clear navigation
- Easy to press touch targets
- Size of typography
User research
To get a clearer picture of Regal's target group, I interviewed visitors on-site (Regal's cinema in Stockholm) and online.
In addition to interviews, I also sent out a questionnaire to gain insight into how visitors think and what is important to them.
In addition to interviews, I also sent out a questionnaire to gain insight into how visitors think and what is important to them.
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/1d0222ef-ded2-465f-96e9-9c33bb79d1f6_rw_1920.png?h=c7e0c3b32253c413bd1b2ebbf0edd2a1)
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/b2b1a946-3324-4cf5-af00-123e10cb084e_rw_1920.png?h=f656fb8823d908ebc7a625c7ee15e306)
User personas
Based on the answers I collected from interviews and questionnaires, I was able to create a clearer picture of Regal's target group.
I created the following user personas:
I created the following user personas:
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/83651559-ae57-4072-84a0-f68238f66cf0_rw_3840.png?h=ff170ffac0b32cc5830a488451db156b)
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/5e3dce9e-78d2-46a2-b582-58248e79c321_rw_3840.png?h=3ee00a7fbe0d06ebbf71443c649675bb)
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/168e5749-fa6b-4ae4-b69d-58e795ea4e18_rw_3840.png?h=f4979ade6173e35c73ecd4a2f5bbc683)
User journey maps
Based on that, I created user journey maps, to map and identify users' purchase journeys.
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/7ab6b9cf-ac94-4b46-832b-553ccc9741f3_rw_3840.png?h=6b37df4a132770e643bc08f7d38d5f96)
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/239461a3-bfb6-450e-b358-e9fd53007ea7_rw_3840.png?h=c74223957f372deed4f2264e99155463)
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/8c52fd60-dc2b-4747-8327-b6afb345dc13_rw_3840.png?h=818477ab190c116c620de1c2df1375cf)
Ideation
After the user surveys, I started brainstorming ideas about which functions the website should have, how they should work and what should be prioritized.
To get a clear picture of how the website's structure might look, I created a dynamic sitemap:
To get a clear picture of how the website's structure might look, I created a dynamic sitemap:
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/00b30b1d-df21-471e-a027-4e53cfb28d33_rw_3840.png?h=19a2ecbbc0ca871377a459a60f1ce456)
Wireframes
Drawing wireframes allowed me to identify potential solutions, areas that required improvement, and elements that were not feasible.
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/243678a8-c8fd-4118-8c93-9e1fedb87a3c_rw_3840.jpg?h=d14b36ed75ba3c863a5cc4547b4adcd5)
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/6f888130-f10c-4734-be75-6b1acefbd68d_rw_1920.jpg?h=52834162b98bec2eacb6b4c0c51292f9)
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/37ed6a43-085f-48f2-bbb8-dd86c1dbb6ad_rw_1920.jpg?h=4cb94ab8daa871c77839d6673d258930)
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/fd82f759-523d-4c17-820b-4d92750ee89a_rw_1920.jpg?h=0ccf9ba6fc905acd7976bc7be894b0f6)
Consumer Buying Process
Among other things, the buying process and how it should work was analysed. The goal was to create a smooth and fast process but at the same time give the user a good overview and also the opportunity to add various options to their purchase.
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/ed370615-4fd0-41f5-b5ad-8ac52397703b_rw_3840.png?h=c4062c5d494c39dbe781463e8ba1c1f4)
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/10441abf-ca6c-49b7-89c1-f1b295b51634_rw_1920.png?h=fde74af8090a835de7ab323ce9ba45b1)
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/21d0a018-7d4d-405e-b345-b30e9f7ce5fd_rw_1920.png?h=ac90a5513b5b02f0ec3e12904edf4e33)
Prototyping and Testing
When I was done with the wireframes, I created simple interactive prototypes in Figma using the best examples from the ideation phase.
I tested the interactive prototypes on users to get feedback and be able to improve the service in an iterative process.
Through various user tests, I was able to improve and design the service to suit Regal's target audience and their behavior patterns.
I tested the interactive prototypes on users to get feedback and be able to improve the service in an iterative process.
Through various user tests, I was able to improve and design the service to suit Regal's target audience and their behavior patterns.
Results
Upon completing a productive iterative process, I obtained the following outcomes:
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/1a4c179e-c3ff-4e42-848d-8c3e4ef4ec15_rw_1200.png?h=72499de77cb4f5c8d7643d956a3b3de5)
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/8763b340-b6eb-41e2-88ef-832962a5b17e_rw_1200.png?h=36eb3c003548c9e3a64cbb75eaef072a)
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/24206e0d-83ed-4e9a-aaf0-ebc5f60a389a_rw_1200.png?h=81b7a4aed715f78c030330f1d53cb727)
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/a8dea882-8dac-4067-96e2-58af943227ea_rw_1200.png?h=d3172fa4be48398ec9394a6717892440)
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/eb2e8f52-7f54-47cf-b1f9-2e5a53e2965a_rw_1200.png?h=9b51e92f412cffcd21ebb18ea0116a40)
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/65b6f74c-5dc2-4bdb-80a3-a85b2198c040_rw_1200.png?h=97264ac0116713839f22e45adf3ef318)
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/3c41e647-f70e-4d9e-b7e5-d4b5ca4077aa_rw_1920.png?h=46dfc87f6ec376c5f49740555df373e1)
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/ac2cde8e-43b9-4090-85d1-94bcb2d7e0ef_rw_1920.png?h=738620d89ee87a349c36e8ec65f602d2)
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/1fb16715-3db0-4480-bfbd-12adc9e48ca0_rw_1920.png?h=a9da2cbcdbb5c182473059f2ee72994e)
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/a1e9aa06-76bc-48f6-b5f9-0da169f6b039_rw_1920.png?h=f50ebdb26a381157dbe1d2e929aa3fa1)
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/e4a29e9e-21ae-4b4e-9b81-52ca15e61001_rw_1920.png?h=9c65f2f631108b2c22a309cf03ff57d3)
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/caa00549-5a07-43a6-8bc1-e7aac7eb50a5_rw_1920.png?h=240fcf0a466d334e2dca34db87330a7e)
![](https://cdn.myportfolio.com/38db6302-85b9-4269-8ed4-54017563ef9d/a57dd5b5-293b-4a4e-82d4-edb0b652a574_rw_1920.png?h=b531bd3a0ec4c1dada863ad9186432da)