Date: May 2023
Role: Lead UX Designer
Tools: Figma, Slack, Sketch, Miro, Excel
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INTRODUCTION
Since the golden age of cinema in the early 20th century, film and theatre have captivated audiences across the globe. In 2020, U.S. theaters alone welcomed over 1.3 billion moviegoers, proof of the enduring love for the big screen. But in recent years, that magic has dimmed for many. Not because people stopped loving movies, but because getting to them became harder.
Outdated, clunky ticketing apps and inaccessible interfaces have quietly pushed audiences away. Booking a movie should feel as exciting as watching one, but too often, it's anything but.
That’s where the Iris Cinema App comes in. Born from the belief that everyone deserves a smooth, inclusive path to the stories they love, Iris reinvents the movie-going experience with a seamless, human-centered design that puts users first, no frustration, just anticipation.
RESEARCH
Listening Between the Stars: What Real Users Are Saying
I wanted to understand why so many people were walking away from their favorite theaters, not the films, but the apps. I delved into hundreds of real user reviews on the Google Play Store and Apple App Store, focusing on the largest players: AMC, Studio Movie Grill, and Regal Cinema.
The Barriers to the Box Office: What’s Holding Users Back
Imagine you're heading home after a long day, and all you want is to catch a movie. You open a ticketing app, only to be met with these frustrations:
TIME
Most people are very busy. Thus spending too much time on activities that aren’t too important ends up being not worth it. (e.g. trying to buy movie tickets on an app that freezes constantly)
COMMUNICATION
The world is filled with people from different backgrounds, cultures and norms who also speak different language. Thus an app without proper translation function frustrates most users.
ACCESSIBILITY
Not everyone has 20-20 vision and as a result some people struggle to read text on certain apps.
INCENTIVE
Most people work very hard to get through life and not everyone's at the same level of success. The lack of certain incentives discourage most people from doing what they love most.
Meet Kendall
She is a Sr Therapist at a large mental health organization. She works a rigorous schedule to provide the best care for her patients because nothing is more important to her. Kendall is also short - sighted. She voiced some of her frustrations trying to buy film tickets from popular websites.
"The words on these apps are too tiny and clunky and I find it difficult to read without my glasses. I accidentally bought 4 tickets one time because of this”
IDEATION
Seeing the Forest and the Trees
Before diving into pixels and prototypes, I stepped back to visualize the experience as a whole. The big picture storyboard helped me understand the user's journey in context, from deciding to watch a movie to arriving at the theater. It was about emotions, environments, and motivations. What’s happening around the user? What triggers the app interaction? What challenges do they face?
Big picture storyboard
Once that landscape was clear, I zoomed in with the close-up storyboard, focusing on the app itself. Every tap, scroll, and screen became a scene. I mapped how users would search for a movie, pick a seat, and checkout. This is where small moments mattered: clarity, speed, and trust had to shine.
Close-up storyboard
From Paper to Possibility
Sketching the first paper wireframes was where the real magic began. It was hands-on, fast-paced, and honestly, the most fun part of the process,but also the most demanding. Every line I drew was rooted in my research goals, ensuring that each idea reflected what users truly needed. With every sketch, I kept one principle in mind: the user comes first. Always.
Bringing Ideas to Life
After sketching on paper, I translated those concepts into digital wireframes. This phase was all about structure, no colors, no fancy visuals, just raw functionality. I focused on layout, hierarchy, and flow, making sure every element served a purpose. With my research and storyboards as a guide, I crafted screens that felt intuitive and clean. This was where ideas became tangible and ready for user testing.
PROTOTYPING
From Static to Clickable
With wireframes in place, I built a low-fidelity prototype to bring the experience to life. This was the first time users could click through the flow, no visuals yet, just pure interaction. It allowed me to test navigation, identify friction points, and validate core functionality early on. It wasn’t polished, but it was powerful because now, the app could speak for itself.
USABILITY TESTING
Real Feedback, Real Fast
To understand how the design performed in the wild, I ran un-moderated usability testing with five diverse participants. Each user explored the prototype at their own pace, completing key tasks like browsing movies, selecting seats, and checking out. Their honest, unfiltered feedback revealed what worked—and what didn’t. Some got lost in the seat selection flow, while others breezed through checkout. These insights were crucial, helping me refine the experience based on real user behavior, not assumptions.
Affinity Map
MOCKUPS
Refining the Experience
With feedback from the first round in hand, I refined the design and developed a high-fidelity prototype, now with polished visuals, colors, and interactions. This version felt closer to the real product, and I tested it again with five new users. This time, the focus was on clarity, accessibility, and trust.
The updates paid off. Users easily navigated the seat map, appreciated the visual hierarchy, and praised the smoother checkout flow. A few small tweaks still emerged, but overall, the experience felt intuitive, engaging, and ready for launch.
FINAL DESIGN
The Vision, Realized
After rounds of iteration, testing, and refinement, the final design came to life: a sleek, accessible, and user-centered movie ticketing app. Every screen was crafted with purpose: clear navigation, bold visuals, and seamless interactions. From discovering a film to securing a seat, the experience now felt effortless and enjoyable. What began as paper sketches had evolved into a fully polished product, ready to reconnect users with the joy of going to the movies.
ACCESSIBILITY FEATURES
Iconography
Large icons and easy to read fonts; to allow for lower or no eye strains
Typing
Tap to speak Keyboard; For when users are utilizing the search function
Language
Considering some of our users may be non English speakers, a translator feature was added.
IMPACT
Turning Pain Points into Progress
The real-world performance of Iris Cinema outshone industry benchmarks. Where most movie apps struggled with clunky flows and sluggish performance, Iris delivered results:
Successful checkouts jumped to 88%, far above the industry average of 50%.
Load time satisfaction reached 92%, showing users appreciated the speed and responsiveness.
Navigation ease hit 90%, reflecting the clarity of the app’s layout and flow.
These metrics weren’t just numbers; they were proof that user-centered design works. Iris didn’t just solve problems; it rebuilt trust in the moviegoing experience.
Design That Speaks to Everyone
When designing Iris Cinema, accessibility was a core priority. I aimed to create an effortless experience for all users, including those with visual impairments or language barriers.
After launch, users shared how these inclusive choices truly impacted their experience, powerful reminders of why inclusive design matters.
Here’s what they said:
REFLECTION
What I Learned
Designing Iris Cinema was more than just building an app; it was a journey of empathy, creativity, and growth. From sketching early wire frames to testing high-fidelity prototypes, I learned how deeply design choices can impact real people’s experiences.
The biggest takeaway? Accessibility is not a feature; it’s a responsibility. Hearing users say they finally felt seen or empowered to book a ticket on their own reminded me why I chose this path. Good design solves problems. Great design makes people feel included.
NEXT STEPS
🎯 Important Next Steps
🎁 Add Loyalty & Rewards System – Increase user retention with incentives
🌐 Implement Multilingual Support – Serve a wider, global audience
🔄 Real-Time Theater Updates – Keep users informed and engaged
🧪 Ongoing Usability Testing – Continue refining based on user behavior
♿ Accessibility Audits – Ensure inclusive experiences for all users