Glen Yausep

➜

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Cineplex Plus

Executive Summary

↑32%

User Satisfaction

↑15%

Checkout Efficiency

+10

New Page Designs

ABOUT

Innovative Design for a New Age of Digital Content Consumption

Movie theatres have taken a huge hit since the global pandemic. The ubiquity and ease of access to movies from streaming services have since then rendered movie-going obsolete as Cineplex's revenue and sales continue to plummet year over year.

This project wishes to analyze and address these issues while offering a design intervention that based on user research and behaviour analysis will provide an innovative and dynamic new way of positioning Cineplex.

⚠️ CHALLENGE

Features and Usability

The Cineplex digital infrastructure lacks features and is outdated (App Store reviews). The challenge is to recognize needs and pain points, ensuring a delicate balance that preserved broad usability.

🎯 GOAL

Improve Product Experience

Create a modern and sleek design that improves aesthetics and usability to increase experience and engagement. Work closely with focus groups to align user needs with product requirements.

📊 RESULT

Reimagined Digital Ecosystem

Enhanced design of mobile app, leading to greater efficiency and a singular platform that unifies Cineplex digital. Added a new experience through a dedicated app for Apple Vision Pro.

UX Research

📋 Surveys

To collect choice based data

Process: Designed an online survey with predefined questions and answers

Tools: Google Forms, Excel

🎙️ Interviews

To observe user interaction

Process: Define key tasks, conduct usability testing and record respondent data.

Tools: Figma, Notion, Excel

👥 Focus Groups

Present and collect data

Process: Present final interface design and collect individual and group responses.

Tools: Figma, FigJam, Excel

Trigger Effectiveness Testing
Relevance: A key objective to this project is to add on an action-hook model that would take the Cineplex beyond a utility app. This test is to assess the effectiveness of the discover tab in the store page.
Outcome: Of the 16 users that were tested 15 (93%) of them engaged with the page for over 60 seconds, and 12 (75%) of them clicked through the movie cards. 8 in 10 people are likely to funnel into conversion rates.
Aesthetics, Usability & Satisfaction
Satisfaction: [ ∑(WU x NU)+∑(WA x NA) ] ÷ No. Respondents
Relevance: Usability and aesthetics are factors of satisfaction but are separate entities. The following formula enables the accurate joint representation of the two data.
Outcome: The current Cineplex app (v7.6.5) ranks very low on aesthetics and slightly low on usability. The new design improves usability and dramatically enhances UI.
Checkout Efficiency
Relevance: While the new checkout design has more features and access, the streamlining of information and touch points make each interaction segments faster and more efficient.
Outcome: Despite adding concessions as an extra step, users managed to checkout 3 seconds faster on average as a result of a more streamlined information architecture.
Trigger Effectiveness Testing
Relevance: A key objective to this project is to add on an action-hook model that would take the Cineplex beyond a utility app. This test is to assess the effectiveness of the discover tab in the store page.
Outcome: Of the 16 users that were tested 15 (93%) of them engaged with the page for over 60 seconds, and 12 (75%) of them clicked through the movie cards. 8 in 10 people are likely to funnel into conversion rates.
Aesthetics, Usability & Satisfaction
Satisfaction: [ ∑(WU x NU)+∑(WA x NA) ] ÷ No. Respondents
Relevance: Usability and aesthetics are factors of satisfaction but are separate entities. The following formula enables the accurate joint representation of the two data.
Outcome: The current Cineplex app (v7.6.5) ranks very low on aesthetics and slightly low on usability. The new design improves usability and dramatically enhances UI.
Checkout Efficiency
Relevance: While the new checkout design has more features and access, the streamlining of information and touch points make each interaction segments faster and more efficient.
Outcome: Despite adding concessions as an extra step, users managed to checkout 3 seconds faster on average as a result of a more streamlined information architecture.
Trigger Effectiveness Testing
Relevance: A key objective to this project is to add on an action-hook model that would take the Cineplex beyond a utility app. This test is to assess the effectiveness of the discover tab in the store page.
Outcome: Of the 16 users that were tested 15 (93%) of them engaged with the page for over 60 seconds, and 12 (75%) of them clicked through the movie cards. 8 in 10 people are likely to funnel into conversion rates.
Aesthetics, Usability & Satisfaction
Satisfaction: [ ∑(WU x NU)+∑(WA x NA) ] ÷ No. Respondents
Relevance: Usability and aesthetics are factors of satisfaction but are separate entities. The following formula enables the accurate joint representation of the two data.
Outcome: The current Cineplex app (v7.6.5) ranks very low on aesthetics and slightly low on usability. The new design improves usability and dramatically enhances UI.
Checkout Efficiency
Relevance: While the new checkout design has more features and access, the streamlining of information and touch points make each interaction segments faster and more efficient.
Outcome: Despite adding concessions as an extra step, users managed to checkout 3 seconds faster on average as a result of a more streamlined information architecture.
Trigger Effectiveness Testing
Relevance: A key objective to this project is to add on an action-hook model that would take the Cineplex beyond a utility app. This test is to assess the effectiveness of the discover tab in the store page.
Outcome: Of the 16 users that were tested 15 (93%) of them engaged with the page for over 60 seconds, and 12 (75%) of them clicked through the movie cards. 8 in 10 people are likely to funnel into conversion rates.
Aesthetics, Usability & Satisfaction
Satisfaction: [ ∑(WU x NU)+∑(WA x NA) ] ÷ No. Respondents
Relevance: Usability and aesthetics are factors of satisfaction but are separate entities. The following formula enables the accurate joint representation of the two data.
Outcome: The current Cineplex app (v7.6.5) ranks very low on aesthetics and slightly low on usability. The new design improves usability and dramatically enhances UI.
Checkout Efficiency
Relevance: While the new checkout design has more features and access, the streamlining of information and touch points make each interaction segments faster and more efficient.
Outcome: Despite adding concessions as an extra step, users managed to checkout 3 seconds faster on average as a result of a more streamlined information architecture.

Opportunity-Solution Tree
This diagram specifies the direction this project will take by addressing the business and user outcome based on a series of interventions.
The Assumption Test lists out the tools to be used in quantifying UX metrics.
Aesthetics, Usability & Satisfaction
Satisfaction: [ ∑(WU x NU)+∑(WA x NA) ] ÷ No. Respondents
Relevance: Usability and aesthetics are factors of satisfaction but are separate entities. The following formula enables the accurate joint representation of the two data.
Outcome: The current Cineplex app (v7.6.5) ranks very low on aesthetics and slightly low on usability. The new design improves usability and dramatically enhances UI.
Checkout Efficiency
Relevance: While the new checkout design has more features and access, the streamlining of information and touch points make each interaction segments faster and more efficient.
Outcome: Despite adding concessions as an extra step, users managed to checkout 3 seconds faster on average as a result of a more streamlined information architecture.
Trigger Effectiveness Testing
Relevance: A key objective to this project is to add on an action-hook model that would take the Cineplex beyond a utility app. This test is to assess the effectiveness of the discover tab in the store page.
Outcome: Of the 16 users that were tested 15 (93%) of them engaged with the page for over 60 seconds, and 12 (75%) of them clicked through the movie cards. 8 in 10 people are likely to funnel into conversion rates.
New User Journey
By analyzing the roles users and organizations carry out, we are able to highlight where they meet halfway.
It further highlights every element central to check-out allowing for individual intervention
Opportunity-Solution Tree
This diagram specifies the direction this project will take by addressing the business and user outcome based on a series of interventions.
The Assumption Test lists out the tools to be used in quantifying UX metrics.
Aesthetics, Usability & Satisfaction
Satisfaction: [ ∑(WU x NU)+∑(WA x NA) ] ÷ No. Respondents
Relevance: Usability and aesthetics are factors of satisfaction but are separate entities. The following formula enables the accurate joint representation of the two data.
Outcome: The current Cineplex app (v7.6.5) ranks very low on aesthetics and slightly low on usability. The new design improves usability and dramatically enhances UI.
Checkout Efficiency
Relevance: While the new checkout design has more features and access, the streamlining of information and touch points make each interaction segments faster and more efficient.
Outcome: Despite adding concessions as an extra step, users managed to checkout 3 seconds faster on average as a result of a more streamlined information architecture.
Trigger Effectiveness Testing
Relevance: A key objective to this project is to add on an action-hook model that would take the Cineplex beyond a utility app. This test is to assess the effectiveness of the discover tab in the store page.
Outcome: Of the 16 users that were tested 15 (93%) of them engaged with the page for over 60 seconds, and 12 (75%) of them clicked through the movie cards. 8 in 10 people are likely to funnel into conversion rates.
New User Journey
By analyzing the roles users and organizations carry out, we are able to highlight where they meet halfway.
It further highlights every element central to check-out allowing for individual intervention
Opportunity-Solution Tree
This diagram specifies the direction this project will take by addressing the business and user outcome based on a series of interventions.
The Assumption Test lists out the tools to be used in quantifying UX metrics.
Aesthetics, Usability & Satisfaction
Satisfaction: [ ∑(WU x NU)+∑(WA x NA) ] ÷ No. Respondents
Relevance: Usability and aesthetics are factors of satisfaction but are separate entities. The following formula enables the accurate joint representation of the two data.
Outcome: The current Cineplex app (v7.6.5) ranks very low on aesthetics and slightly low on usability. The new design improves usability and dramatically enhances UI.
Checkout Efficiency
Relevance: While the new checkout design has more features and access, the streamlining of information and touch points make each interaction segments faster and more efficient.
Outcome: Despite adding concessions as an extra step, users managed to checkout 3 seconds faster on average as a result of a more streamlined information architecture.
Trigger Effectiveness Testing
Relevance: A key objective to this project is to add on an action-hook model that would take the Cineplex beyond a utility app. This test is to assess the effectiveness of the discover tab in the store page.
Outcome: Of the 16 users that were tested 15 (93%) of them engaged with the page for over 60 seconds, and 12 (75%) of them clicked through the movie cards. 8 in 10 people are likely to funnel into conversion rates.
New User Journey
By analyzing the roles users and organizations carry out, we are able to highlight where they meet halfway.
It further highlights every element central to check-out allowing for individual intervention
Opportunity-Solution Tree
This diagram specifies the direction this project will take by addressing the business and user outcome based on a series of interventions.
The Assumption Test lists out the tools to be used in quantifying UX metrics.
Aesthetics, Usability & Satisfaction
Satisfaction: [ ∑(WU x NU)+∑(WA x NA) ] ÷ No. Respondents
Relevance: Usability and aesthetics are factors of satisfaction but are separate entities. The following formula enables the accurate joint representation of the two data.
Outcome: The current Cineplex app (v7.6.5) ranks very low on aesthetics and slightly low on usability. The new design improves usability and dramatically enhances UI.
Checkout Efficiency
Relevance: While the new checkout design has more features and access, the streamlining of information and touch points make each interaction segments faster and more efficient.
Outcome: Despite adding concessions as an extra step, users managed to checkout 3 seconds faster on average as a result of a more streamlined information architecture.
Trigger Effectiveness Testing
Relevance: A key objective to this project is to add on an action-hook model that would take the Cineplex beyond a utility app. This test is to assess the effectiveness of the discover tab in the store page.
Outcome: Of the 16 users that were tested 15 (93%) of them engaged with the page for over 60 seconds, and 12 (75%) of them clicked through the movie cards. 8 in 10 people are likely to funnel into conversion rates.
New User Journey
By analyzing the roles users and organizations carry out, we are able to highlight where they meet halfway.
It further highlights every element central to check-out allowing for individual intervention

Opportunity-Solution Tree
This diagram specifies the direction this project will take by addressing the business and user outcome based on a series of interventions.
The Assumption Test lists out the tools to be used in quantifying UX metrics.
Aesthetics, Usability & Satisfaction
Satisfaction: [ ∑(WU x NU)+∑(WA x NA) ] ÷ No. Respondents
Relevance: Usability and aesthetics are factors of satisfaction but are separate entities. The following formula enables the accurate joint representation of the two data.
Outcome: The current Cineplex app (v7.6.5) ranks very low on aesthetics and slightly low on usability. The new design improves usability and dramatically enhances UI.
Checkout Efficiency
Relevance: While the new checkout design has more features and access, the streamlining of information and touch points make each interaction segments faster and more efficient.
Outcome: Despite adding concessions as an extra step, users managed to checkout 3 seconds faster on average as a result of a more streamlined information architecture.
Trigger Effectiveness Testing
Relevance: A key objective to this project is to add on an action-hook model that would take the Cineplex beyond a utility app. This test is to assess the effectiveness of the discover tab in the store page.
Outcome: Of the 16 users that were tested 15 (93%) of them engaged with the page for over 60 seconds, and 12 (75%) of them clicked through the movie cards. 8 in 10 people are likely to funnel into conversion rates.
New User Journey
By analyzing the roles users and organizations carry out, we are able to highlight where they meet halfway.
It further highlights every element central to check-out allowing for individual intervention
Opportunity-Solution Tree
This diagram specifies the direction this project will take by addressing the business and user outcome based on a series of interventions.
The Assumption Test lists out the tools to be used in quantifying UX metrics.
Aesthetics, Usability & Satisfaction
Satisfaction: [ ∑(WU x NU)+∑(WA x NA) ] ÷ No. Respondents
Relevance: Usability and aesthetics are factors of satisfaction but are separate entities. The following formula enables the accurate joint representation of the two data.
Outcome: The current Cineplex app (v7.6.5) ranks very low on aesthetics and slightly low on usability. The new design improves usability and dramatically enhances UI.
Checkout Efficiency
Relevance: While the new checkout design has more features and access, the streamlining of information and touch points make each interaction segments faster and more efficient.
Outcome: Despite adding concessions as an extra step, users managed to checkout 3 seconds faster on average as a result of a more streamlined information architecture.
Trigger Effectiveness Testing
Relevance: A key objective to this project is to add on an action-hook model that would take the Cineplex beyond a utility app. This test is to assess the effectiveness of the discover tab in the store page.
Outcome: Of the 16 users that were tested 15 (93%) of them engaged with the page for over 60 seconds, and 12 (75%) of them clicked through the movie cards. 8 in 10 people are likely to funnel into conversion rates.
New User Journey
By analyzing the roles users and organizations carry out, we are able to highlight where they meet halfway.
It further highlights every element central to check-out allowing for individual intervention
Opportunity-Solution Tree
This diagram specifies the direction this project will take by addressing the business and user outcome based on a series of interventions.
The Assumption Test lists out the tools to be used in quantifying UX metrics.
Aesthetics, Usability & Satisfaction
Satisfaction: [ ∑(WU x NU)+∑(WA x NA) ] ÷ No. Respondents
Relevance: Usability and aesthetics are factors of satisfaction but are separate entities. The following formula enables the accurate joint representation of the two data.
Outcome: The current Cineplex app (v7.6.5) ranks very low on aesthetics and slightly low on usability. The new design improves usability and dramatically enhances UI.
Checkout Efficiency
Relevance: While the new checkout design has more features and access, the streamlining of information and touch points make each interaction segments faster and more efficient.
Outcome: Despite adding concessions as an extra step, users managed to checkout 3 seconds faster on average as a result of a more streamlined information architecture.
Trigger Effectiveness Testing
Relevance: A key objective to this project is to add on an action-hook model that would take the Cineplex beyond a utility app. This test is to assess the effectiveness of the discover tab in the store page.
Outcome: Of the 16 users that were tested 15 (93%) of them engaged with the page for over 60 seconds, and 12 (75%) of them clicked through the movie cards. 8 in 10 people are likely to funnel into conversion rates.
New User Journey
By analyzing the roles users and organizations carry out, we are able to highlight where they meet halfway.
It further highlights every element central to check-out allowing for individual intervention
Opportunity-Solution Tree
This diagram specifies the direction this project will take by addressing the business and user outcome based on a series of interventions.
The Assumption Test lists out the tools to be used in quantifying UX metrics.
Aesthetics, Usability & Satisfaction
Satisfaction: [ ∑(WU x NU)+∑(WA x NA) ] ÷ No. Respondents
Relevance: Usability and aesthetics are factors of satisfaction but are separate entities. The following formula enables the accurate joint representation of the two data.
Outcome: The current Cineplex app (v7.6.5) ranks very low on aesthetics and slightly low on usability. The new design improves usability and dramatically enhances UI.
Checkout Efficiency
Relevance: While the new checkout design has more features and access, the streamlining of information and touch points make each interaction segments faster and more efficient.
Outcome: Despite adding concessions as an extra step, users managed to checkout 3 seconds faster on average as a result of a more streamlined information architecture.
Trigger Effectiveness Testing
Relevance: A key objective to this project is to add on an action-hook model that would take the Cineplex beyond a utility app. This test is to assess the effectiveness of the discover tab in the store page.
Outcome: Of the 16 users that were tested 15 (93%) of them engaged with the page for over 60 seconds, and 12 (75%) of them clicked through the movie cards. 8 in 10 people are likely to funnel into conversion rates.
New User Journey
By analyzing the roles users and organizations carry out, we are able to highlight where they meet halfway.
It further highlights every element central to check-out allowing for individual intervention