Francis Santos

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Palacio del Cine - UX/UI Design | Website

Redefining the Cinema Experience for The Digital Age

Introduction

Bridging the gap between movie fans and showtime

Palacio del Cine is a movie theater where you can order your movie tickets, reserve your seats for the most anticipated movies, and keep yourself updated with movie teasers, trailers and articles.

Palacio del Cine is the first Dominican film reproduction and exhibition company in history, formed in 1959.

My Role

UX Designer

Scope

Wireframing

Visual Design

UI Prototyping

Interaction Design

Timeline

January 2023

Challenge

What’s stopping audiences from a flawless cinema experience?

The Problem ⚙️

Since most users would avoid buying movie tickets at the box office because of the long queues, and buying a movie ticket online on their current website involves a huge amount of time, often confusing steps and unnecessary requirements. User are more likely to abandon the website and choose a simpler, and more friendly alternative.

The Solution 🧠

Reduce the time needed to complete an movie ticket order, make the booking interaction elements simpler, and easier to use and understand. Align the UI elements to the brands identity making Palacio del Cine more attractive and relevant.

Research

What’s our current landscape?

I compared the ordering experience of each competitors with the current Palacio del Cine website, and interviewed frequent Palacio del Cine users to get the essence of what the users struggle with the most and what they are not too keen on.

Observations

The navigation is unintuitive and takes time to get used to.

The ticket ordering and movie selection process is not user friendly, and has many steps.

The website has an outdated, distracting design with inconsistent element hierarchy.

Colors could follow more consistently the brands identity and have better contrast.

There is not a visual confirmation that an order/purchase has been placed.

Design & Solution

Excitement should start from here on

The final UI streamlines navigation, simplifies the ticketing process, and offers a more engaging, user-friendly experience.

Insights

A seamless experience, from the web screen to the big screen

These insights highlighted significant opportunities for improvement to enhance the overall user experience and drive customer satisfaction.

Inconsistent navigation made it hard for users to find movie times and details, affecting the overall experience.

Complicated ticketing led to frustration, as users struggled with unclear steps and seat selection.

Lack of engaging content left users wanting interactive features like trailers and personalized recommendations.

What’s happening with Palacio del Cine?

Currently, Palacio del Cine is facing an economic crisis in which it has found itself in the position of selling cinemas to its only competition "Caribbean Cinemas", a foreign franchise with greater presence, and has become the preferred option for users.

Why am I designing this website?

Palacio del Cine has a lot to offer, redesigning its website and other digital media would place it in a position to compete and excel in the market.

However, it’s at a clear disadvantage when faced against the much greater monopoly franchise Caribbean Cinemas.

Design System • Color Palette

#262C2A

Neutral • Charcoal

#FFFFFFF

#E42D34

Primary/Brand • Alizarin Crimson - Red

#8AC96C

Highlight • Pistachio

Neutral • White

#3E94E1

Secondary • Tufts Blue

#141D1B

Neutral • Eerie Black

Poppins

Light

Regular

Medium

Semibold

Bold

Design System • Typography

Headings

Name

Weight

Pixels

Line Height

Aa — Palacio del Cine.

Semi Bold

40px

120%

Aa — Palacio del Cine.

Semi Bold

32px

120%

Aa — Palacio del Cine.

Semi Bold

24px

120%

Aa — Palacio del Cine.

Semi Bold

18px

120%

Aa — Palacio del Cine.

Semi Bold

14px

120%

Body

Name

Weight

Pixels

Line Height