the problem
MovieTickets.com had not changed in ten years and was losing ground to Fandango and Atom Tickets.
movietickets.com · web development
movietickets.com website redesign
Rebuilding MovieTickets.com from the ground up, with new research, a new design and a new frontend, after a decade without an update.
the two-minute version
what i did
Rebuilding MovieTickets.com from the ground up, with new research, a new design and a new frontend, after a decade without an update.
the result
A completely redesigned site launched on a new CMS, API and frontend.
the problem
the problem
MovieTickets.com had not changed in ten years and was losing ground to Fandango and Atom Tickets. The company wanted a complete redesign to sell more tickets and strengthen its theater partnerships, on a new CMS, API and technology stack.
the process
listen first
Interviewed stakeholders in every department and mined the customer service team's emails, chats and calls for the most common pain points.
study the competition
Looked at what Fandango and Atom Tickets did well, like using movie stills and theater amenities to sell, and what their reviews said they got wrong.
personas and new ideas
Defined four personas (regulars, date nights, groups and fanatics) and designed features for them, including QuickTix for fast checkout and Plan with Friends for group bookings.
prototype and test
Started low-fi in Balsamiq, made room for homepage takeovers (a key revenue stream) without breaking navigation, then moved to Photoshop and InVision, testing with internal and then outside users at each step.
lead the frontend
Led the company's first frontend team and set up its first design system on Foundation, with Sass, Gulp and Bower.
the outcome
the outcome
A completely redesigned site launched on a new CMS, API and frontend.
The company's first design system and frontend team.
what i learned
We did not test the checkout thoroughly enough, and it led to a noticeable decline in memberships and potential sales. Every step of the path to purchase deserves the same care.
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