Golden Village Mobile App
Rethink the intent of a mobile app for a more intentional user group
Descriptors
Golden Village is a cinema operator brand that looks to provide a comfortable experience for their patrons when screening movies. Their digital products focuses on the pre-screening experience. Yet, their mobile app (at the time of project) is the exact replica of their website. This brings the question of: what would be the purpose value of having the mobile app when the website is as accessible for the users?
When talking about mobile apps, it is always viewed as a convenient add-on benefit to our normal routine. The idea of having to go to the App Store to install the app and have it take up a minor percentage of the storage space. Even for website, there is the option of adding an website to the home screen as a quick shortcut access.
By designing for a more targetted user group, the product will be able to provide different value for users instead.
How can the value proposition of the mobile app be improved to serve the users better ?
Designing with intent
This project started with a question on the value proposition of each released digital product. Products are meant to provide a service that is tailored to their own right. But when it is a direct duplicate, it would render the product to be redundant (in this case, the mobile app).
In the case of Golden Village, their customer profiles would fall either to light - moderate movie fans or serious movie fans. Light - moderate movie fanatics generally would not consider installing apps that they would hardly use. On the other hand, movie fanatics would consider having the app for the value added service.
Information hierarchy in specific listing details
Whilst conceptualising, I also interviewed some people to understand what influences them to choose the specific movie to watch. The general consensus that I receive was the trailer and synopsis. The rest of the information are good-to-have. These findings results in how I shaped the design concept for this particular section.
Seat selection process
An important aspect about going to the cinema is being able to select the preferred seat location. When customers reach this phase, they will be shown an illustration mockup of the hall layout with the seats for them to visualise the space between the seats and the screen. Mobile phones have a small screen width, which pose a challenge. I combat this issue with a workaround while still allowing users to envision the cinema hall layout.
