AMC App
Integrating a review feature to increase user engagement and customer satisfaction
Role
UX/UI Designer
Project Type
Adding a Feature
Timeline
July 2022 (3 weeks)
Since 1920, AMC has been the movie industry leader through constant innovation. In recent years, AMC has continued to lead the industry by doing what it does best: focusing on its guests and providing the best-possible movie-going experience.
We were tasked with designing a new feature that embeds seamlessly within the current AMC app that will increase user engagement and retention. This new feature should be in favor of human—and even better, emotional—connection, over just a transactional relationship.
THE PROBLEM
How can we improve user engagement and retention in the AMC app?
As a leader of the movie industry, the role of AMC’s mobile app remains just a transactional app versus an app that goes beyond to match their level as a leader. The current flow of AMC existing app is very linear, where users purchase tickets and the leave app. We want to find a way to bring users back and improve user engagement and retention in the app— making it a place where users can not only purchase tickets, but also build a community.
Existing Flow: Experiencing the Minion movie through the AMC app
THE SOLUTION
Adding a review feature for AMC users to read and write movie reviews
As well as interacting with other users through social features, such as comments and likes— thus, building a community in both the physical and digital world of AMC. The feature will embed seamlessly within the current app and support more than just transaction —but, human connection.
New Flow: Experiencing the Minion movie through the AMC app
EMPATHIZE
How can we encourage users to engage with the product in a way that feels like a community and not just transactional?
There’s something magical about movies that just make them so well loved. It’s not just a form of art, but it’s a shared experience with loved ones… it’s a place to learn something new… and for some, it’s even just a few hours of escape from real life.
The age group that went to go see movies most frequently were ages 25-39, taking up 26% of movie goers. Taking that into consideration, I decided to conduct one-on-one interview with 4 participants who use the AMC app and fit within the target age group. This helped me not only gather quantitative data on actions, but also qualitative data on preferences and frustrations, while also allowing me to gain context on their lifestyles and thought processes.
“I wanna know what people thought of the movie and what they liked/disliked.”
“I pay attention to the audience rating more than critic ratings.”
“I usually talk to my friends all the time about movies.”
“I feel like when I like something I like make it known.”
All interviewees have said they enjoy engaging in conversations with friends about a movie after watching it. Some stated they had some difficulty figuring out how to use some features on the existing app, as well as not using certain features at all.
This helped me define my goal to creating a review feature that was easy to use, quick, and convenient.
USER JOURNEY
After creating a product roadmap and sitemap, I created a user flow that shows how a user would flow through and navigate the AMC app.
USER PERSONA
Using the feedback I gained from user interviews and my competitive analysis, I created a user persona to keep my thinking human-centered first, and explore their needs, frustrations, and what motivates them.
I referred to Jeffrey when making my future design decisions.
HIGH FIDELITY PROTOTYPE
The Final Solution
Add a Review
For the review page, I wanted to seamlessly integrate it into a the movie details page, where critic reviews already existed. After gaining feedback from my usability test, I made sure to add an arrow button to ensure there was no confusion in knowing that the button would lead them to the review page. I added familiar social features such as the like and comment button to familiarize users and make it easier.
Comment on Reviews
To further increase conversation and engagement, users are able to click on a review post they find interesting and add their own comments. After the priority revisions, I added a thumbs up and thumbs down button on comments to create more interaction within the community.
Share and Report Button
After conducting my usability tests, two questions arose:
How can I share reviews to my friends?
What if there are inappropriate reviews?
Based on this feedback, I added a share and report button, so users can share the review on different platforms, as well as keep a safe community.
Add a Review through Past Events
I wanted there to be multiple ways users can add a review: one through the actual reviews page, and another through the Past Events section in their My AMC page. Users are able to see which movies they have or have not reviewed yet, as well as their ratings on past movies.
Through priority revisions, I also added a character count on the Add a Review page to prevent too long of reviews.
The Final Screens
LESSONS LEARNED + NEXT STEPS
I created an affinity map and mapped out the successes, pain points, and suggestions based on the feedback I received from conducting a usability test on the new feature for the AMC app. This helped me visualize what I needed to prioritize in terms of revisions.
Overall, I enjoyed this project a lot and learned a lot from the user interviews and testings. The solution was actually different than my original hypothesis, so it was a learning experience for me of how important empathizing really is!
If I had more time, I would have added a filter option where users can sort out reviews based on their liking.