ROLE
UX Designer
CLIENT
Cinefile
(Concept Project)
TOOLS
Sketch, Invision, Pen + Paper,
Google Docs, Keynote
SUMMARY
I led the user research and subsequent redesign for Cinefile, a movie rental website, by identifying users' experiences browsing the library to subscribe to a membership.
DURATION
2 Weeks
ABOUT
Cinefile Video is a brick-and-mortar video store located in West Los Angeles, known for carrying an extensive selection of niche films that may be difficult to find and access anywhere else.
PROBLEM + APPROACH
Cinefile would like to utilize their online presence to be more accessible and visually appealing to motivate customers to start a membership and visit their store.
In addressing these concerns, user research urged the implementation of a more accessible search function along with a more visually oriented library.
Discovery + Research
Competitive Analysis
To understand the existing concerns with the website, a Competitive Analysis was conducted using the LEMErS framework. This helped to assess the usability of Cinefile in relation to potential competitors, Redbox and Netflix based on Learnability, Efficiency, Memorability, Error Management, and Satisfaction.
Conducting this analysis provided the insight that:
-
The Cinefile website is inefficient as it doesn't provide a clear explanation of the rental process
-
The website also does not offer an easily learnable way to access titles in the library or their availability
-
The search function does not have good error management as it does not provide suggestions or alternatives for misspelled film titles
User Interviews
Interviews were conducted with 3 potential users. The scope of the interview was centered around their experience browsing the library, and ultimately if they would get a membership or not.
USER 001:
“I don’t mind going in store to rent, but not being able to access that information makes it inconvenient and the website useless.”
USER 002:
“The website is not conducive to browsing in any capacity... it offers only text results, which is off-putting.”
USER 003:
“It’s difficult to understand how the process works. How do I obtain the movie? Will it be mailed?”
Conducting these interviews provided the insight that:
-
Users are potentially interested in Cinefile's offerings but are frustrated by the website's lack of clear and engaging information
-
The existing Cinefile website does not provide users an easy and enjoyable way to discover memberships or available movie titles
Synthesis + Ideation
Persona
Research was synthesized to construct a persona reflecting the target user demographic for Cinefile.
Aaron Aficionado
About: Aaron is a 29-year-old film buff who is always on the search for obscure films to watch on his BluRay player. He is also interested in connecting with other individuals who share a similar love of film.
Pain Points: Aaron has difficulty finding copies of niche films to watch. He also wishes he could converse with fellow movie enthusiasts.
SCENARIO
Aaron has just moved to the West LA area and is searching for a dependable source for obscure film titles that are hard to find elsewhere. He is open to the idea of going in person to a store to interact with others who are just as excited about film as he is. He comes across Cinefile Video decides to look it up online.
While Aaron may agree with Cinefile and its values as a business and enjoy their wide selection, he will ultimately choose not to subscribe to their services due to his troubles with their website, specifically with the search functionality and library format.
Features to Consider
As identified above, the two main pain points on the existing Cinefile website are:
1. The inefficient and ultimately inaccessible search option
2. The general lack of information on the website regarding the rental process and the existing options
Features were prioritized using the MoSCoW method gauging impact and feasibility.
Information Architecture
Site maps were developed outlining the various levels of navigation.
CURRENT SITE MAP
There is no deeper level of navigation at the moment to help users explore the vast selection that the website offers.
IMPROVED SITE MAP
Upon further research, 5 out of 5 users organized films based on genre, proving that it is the most important form of categorization to implement for the website.
This insight allowed for the understanding to implement a facet navigation option.
Design + Testing
Prototyping
Research was synthesized to implement and test the following features on the Paper Prototype:
Section explaining process and benefits of membership
Accessible search bar in Library
Facet navigation bar for easier access to genres
Film covers for visually oriented library
HOME
LIBRARY
Availability and ability to reserve film online
Tags for easier searching and categorizing
Memberships page spaced out and easier to read
FILM PAGE
MEMBERSHIPS
Testing the Paper Prototype provided the insight that:
-
Users are concerned about the spacing and organization of the website's contents for clarity
-
They also would like the search bar to be more readily accessible on all pages of the site
These concerns were taken into consideration for the Mid-Fi iteration:
Changed New Arrivals to Our Collection to better reflect Cinefile's values
User account info available online
Scrollable page to not overwhelm users with too much content
Accessible search bar in global navigation present on every page
Membership perk and option page merged for easier access
HOME
MEMBERSHIPS
Testing the Mid-Fi prototype provided the insight that:
-
The visuals on the website would be integral in determining the user's experience on the website
-
There should not be too much content on any single page as it may overwhelm the user
These insights were implemented into the Hi-Fi prototype.
Logo Redesign
When asked about the current logo, users expressed that it was clear and easy to read, but ultimately rather generic and forgettable.
The redesigned logo incorporates handwritten script to represent Cinefile and the personalized feel that is demonstrated through the establishment's person to person interaction and content curation.
When users were asked about the new logo, they expressed that it was more "eye-catching" and "memorable."
Hi-Fi Prototype
Learnings
Clarity and Consistency
Regardless of their skill level or experience with a website, users will be looking for clear and concise directions as well as consistency to guide their experience.
Options without Overwhelming
Users would like to know what options are available to them without being overwhelmed with content.
NEXT PROJECT:
Mobile App Design