Lafayette Theater
Project: Lafayette Theater Web Refresh (Unaffiliated)
Role: All UX Roles
Work By: Justin G. L. Dumlao
Duration: June 2021 - July 2021
Overview
Sean is searching for a last minute activity to do with his kids this weekend. He visits the Lafayette Theater website to see what’s playing but gets confused with the website’s scheduling and showtimes and accidentally purchases tickets for the wrong day and time.
I was the UX Designer working independently to imagine a more efficient way of sharing event and movie information with patrons to simplify the process.
The Problem
The current website is one single long-scroll with no navigation bar. Landing page focus shifts from “contact us” to “now playing” to limit the time it takes to complete the ticket-ordering task.
Goal
Design a web-based product that improves the overall user experience of ordering an event ticket from Lafayette Theatre.
Research
Looking for ways to decrease cognitive load for users, we wanted to know where users experienced frustration when ordering tickets and where we could make things easier.
A consistent theme was confusion on what films/events were showing and when, as well as where to click when choosing a showtime.
After gathering the data, I developed wireframes in Figma to test ways to improve the look and feel of the website while improving the efficiency of the ticket-ordering task.
How it Works
Shifting the Focus: Sean is usually booking tickets to the movies last minute and the first thing he wonders is “what is playing at the theater” and “when?” To answer that question in the fastest way when he reaches the website, he now sees a scroll of the shows currently playing instead of being prompted to contact the theater.
2. Reducing cognitive load: Displaying availability dates with a calendar can help to reduce confusion when Sean is ordering tickets. A clear indication of progress (Step 1, Step 2) keeps him focused on completing the ticket ordering task.
3. More convenience: Other big-box theaters offer seat reservation and pre-ordering of food. The suggestion is made for Lafayette Theater to follow suit, as a means of improving and simplifying the experience.
Results: Patrons of the theater can more quickly and easily see what shows are “now playing” and the ticket purchasing process has been clarified and enhanced with new features.
User Impact
Displaying and organizing information in a new way helped to decrease the time it took to order tickets and improve the overall experience.
New pre-order checkout features seek to improve efficiency when arriving at the theater.
Ability to watch trailers of the movies further emphasizes visual experience over a text-heavy, single-scroll website.
Final Prototype
Current Page
Recommendation
