MOTION GRAPHIC AND VIDEOGRAPHY
CGV Kiosk 3.0
Improving the experience
Self ticketing service in Cinema
Product Design / User Research / Kiosk Experience
About CGV
CJ CGV is the largest film distributor and cinema operator in Vietnam and one of the top 5 cinema chains in the world. the mission is to become a role model company for the continuous development of the film industry in Vietnam.
Problem Statement
There’s no transaction on the self ticketing machine.
In order to achieve our KPI in this product. We do qualitative research and survey in 5 different CGV cinemas to find the problem why users don’t want to do the transactions in the self ticketing Machine.
Research Result : Top Finding
Finding#01: The user doesn’t recognize how to buy tickets with self ticketing machine.
50% of users, we interviewed think that self ticketing machines can only print the tickets that they bought via Gotix (mobile apps)
30% of users think that the machine is only showing the movies that show on the cinema
20 % of users think that the function of self ticketing machine is for seeing the schedule or only for TVC Promotion CGV
Finding#02: The user has trust issues with debit and credit card
They think is a high risk to do a payment with a debit or credit card without a cashier. They didn’t want to use the machine if they have to put their debit card or credit card because they were scared if something happened with EDC Machine and there is nobody coming to help them. and they will lose their money and the tickets.
Finding#03: The user didn’t know how to become CGV Member
There are a lot of benefits & Discounts if the user uses a self ticketing service. But the benefit only can get redeemed if they are a CGV member. But they don’t know how to be a CGV member.
Emphasize the behavior
Opportunity base on motivation user
actually watching a movie in the cinema itself is a short vacation. moviegoers crave a highly efficient type of vacation that doesn't take long to unwind from the day-to-day activities.
After we conducted a survey, we are optimistic that by improving the experience in using self-service tickets, there should be a tendency for users to make transactions due to effectiveness, especially the absence of long queues when they want to buy tickets.
How Might We
How Might We create a product is easy to use and understand so users can know the main functionality of the machine?
How Might we make the user more confident and comfortable do the payment with the self ticketing machine?
How Might we make the process of becoming a CGV member is easier and visible for the user?
Kiosk Selfticketing Architecture Map
User Journey Plan
Final Design & Improvements
Re-vamping Homepage & Discovering Movie Card
in my discovery, onboarding on the self ticketing service is one of the problems in our survey, no user understands or immediately knows that the screen is a ticket-buying machine
Before
After
in the previous interface, some users don't understand how to use CGV self ticketing, most of them feel dizzy because they see a lot of irrelevant visuals.
in the new approach interface, I create artwork that shows the user's gestures in using the CGV self ticketing service
Before
After
in the previous interface, there was no studio manual and the most difficult thing for the user to understand was the video at the top. because the video is always looping, it makes the user not focus and have difficulty digesting the interface.
in the new approach interface by adapting comparative research with streaming applications. In addition, we developed to filter and image search features to make it easier for users to find movies that are currently available.
Adding new Payment Methods
when our company (Loket) joined the Gojek group. allows us to collaborate with one of the e-wallets Gojek (Gopay) to add a new payment method for the audience. in order to overcome their issue of using debit and credit cards
Before
After
Register CGV Member on Payment Methods Page
After discussing with stakeholders, we also created a new flow in the CGV Self ticketing service where buyers can register to become CGV Members when completing payments by filling out the form after clicking the register button.
New UI Design Style Approach
I find it difficult to do design improvements with the old design style guide. after going through regular meetings with CGV stakeholders. I found that the UI style guides in versions 1 and 2 were not taken seriously. Therefore, I proposed a new style guide that aims to make us easier to develop and improve the design of the self-ticketing product. After conducting interviews and testing with user, we decide to present the new style guide on version 3 to the stakeholders and finally, they agreed to change the style guide on version 3.0
Results
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3x reduction in how long the user wants to discover the kiosk.
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Better conversion to sales compared to previous Design.
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2x more pages/sessions on Kiosk Experience.
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10x more revenue per user compared to the previous design (Payment Methods).
Things that we learned
Survey and Research is a must!
version 1 and version 2 was developed without doing a survey and research. it was the first project of our Product Managers so he does it by himself starting with the vendor. but we don't do a survey or the research so in 2 previous versions. so we improve by doing a survey and research in version 3, and what we can learn is there's significant progress on the user experience and product performance. so after this project, we implemented the flow of prioritizing the research in every product development in loket
A style guide is matters.
after we do an improvement, I'm starting to realize. the style guide really matters. For example by changing the colour style and how the interface looks, the way users interact with the product is different. they start to be curious about how to use the product and have a willingness to interact with the product
Be Agile and a fast learner
The thing that we really learned with this project is changing the way we do an action.
in versions 1 and 2, we do a lot of meetings and approval to do a product improvement. it takes a lot of time and it's affected the kiosk version 3.0, only can apply to 3 Cinemas from all CGV Cinemas because the contract between CGV and Loket is out of date. this is a big lesson for us. as an Emerging team, to think faster and more agile.
Usability Testing
Task 01:
Onboarding test
Task 02:
Exploring the Movie in the homepage
Task 03:
Do payment with Gopay or Cashbac
Task 04:
Register CGV Membership Account
Completion rate
100%
70%
100%
50%
Time-to-Completion
1.5 Second
30 Second
5 Second
10 Second