The worlds No. 1 online database for films, television and video games.

The Brief

To allow customers to easily purchase movie tickets in the UK via IMDb To use a digital pass as your cinema ticket

The easiest and most enjoyable way of booking cinema tickets in the UK

Competitors

Direct UK Competitors ●  Odeon ●  Vue ●  Cineworld Comparators ●  Fandango (US) ●  Palace Theatre (AU)

Fiddly interfaces with poor mobile optimisation

Cineworld

Launch app Purchase tickets

Vue 9

Odeon 13

13

Opportunity Shorten and simplify the process of buying tickets on mobile

Why an App?

IMDb app has been downloaded more than 100 million times.

Key Findings Very few users currently buy on mobile All users expressed an interest in buying tickets through the IMDb app

Who Are Our Users?

27 yrs HR Administrator, North London. Moderate IMDb User

“Booking a ticket is such an unnecessarily long process.”

Lucy

Heavy IMDb User “Great to add purchasing but I don’t want the rest of IMDb interfered with”

Lin 32 yrs, Brand Consultant, Manchester.

Ademola 16 yrs, Student, Bristol.

Occasional IMDb User “I like to pay with cash ‘cos it’s up to me now what film I go and see.”

Priorities

●  Shorten the checkout process ●  Make the path to tickets easy to find ●  Simple seat selection ●  Transparent about booking fees

Design Process

Original IMDb interface Discoverable proposed changes

Cineworld

tap & hold to zoom

Fast checkout

Clear progress

No card required

Lucy’s Journey

(prototype demo - http://marvl.in/4fd4jj)

Achievements

The easiest and most enjoyable way of booking cinema tickets in the UK

Cineworld Odeon Vue Fandango

IMDb solution

Intuitive Understands the needs of the user Saves users preferences and makes intelligent choices

Fully utilises the digital wallet and passbook No need to worry about paper tickets

Next Steps

Explore booking fee options Users expressed an interest in tracking specialist venues e.g. IMAX