SVS Cinema Usability Study Methodology

Introduction

Title

Usability study for SVS Cinema – movie snack app (hifi version).

Author

Sphenn.V.S – UX Designer

Stakeholders

Cinema customers, cinema management, cinema shareholders.

Date

25th April – 2022

Project Background

We’re creating a movie snack ordering app so that moviegoers can order their snacks and tickets online together, which are then collectible at the theatre smart kiosk. With this app, people will be able to avoid waiting in the typically long queues at theatres.

Research Goals

To determine the level of ease or difficulty associated with using this app, specifically when moving through the ordering process.
To determine if ease of use has improved after improvements since the last usability study.

Research Questions

1. How long on average does it take for a user to order both snacks and their movie tickets?
2. How many errors do users typically make when making an order (of movies and snacks)?
3. What pain points (if any) do users experience while going through the ordering process?
4. How do users feel during the process of ordering snacks and movies?
5. What can we learn from the individual steps users take to complete the ordering process?
6. How likely are users to complete the entire ordering process?

Key Performance Indicators (KPIs)

Time on task

User error rates

Conversion rate

Drop-off rate

Usability scale

Methodology

Type of study

Unmoderated usability study

Particiants

Five participants each independently complete the ordering process, then be required to complete a system usability scale matrix. Each participant will be asked a couple of screening questions before commencement.

Location

Remote location (users will test the app at a location of their choosing).

Session info

Each session will last no longer than 45 minutes. Each session includes an introductory briefing, a list of activities to complete, and a system usability scale questionnaire.

Participant Info

Who?

Participants chosen will fall under the demographic of people aged 18-45 and who watch movies at a cinema at least once every 60 days.

Requirements

Participants will be required to sign an NDA before participating in the usability study.

Recruitment

Participants will be recruited via social media where the usability study will be advertised.

Rewards

1x $10 movie voucher redeemable at a cinema of the participant’s choosing.

Script

Intro

Before we start, do I have your consent to take both audio and video recordings of this interview?
Keep in mind that this is not a test, there are no “right” or “wrong” answers and each question is intended to gauge your opinion.
If you have any questions, please don’t hesitate to ask.
This data is being collected to help us improve the usability of the app along with its ease of use.

Screening questions:

- - Do you live in an area with at least one cinema?
  - How many times a month do you go to the cinemas?
  - Do you usually visit the cinema with others or by yourself?
  - When you go to the movies, do you usually purchase or bring snacks?

Thank you for answering the screener questions, if you’re ready, let’s move on to the tasks you’ll be working on.

Prompt 1

Navigate to the location selection screen and choose any location and cinema.

Followup: How easy do you feel it was to select a desired location? What was easy, and what was challenging?

Prompt 2

Find the movies section and book an adult ticket for the movie “The Batman” on the 30th of April.

Followup: How easy do you feel it was to add a movie ticket to your order? What was easy, and what was challenging?

Prompt 3

Navigate to the snacks page, and add a “Popcorn & Drink” Combo to your order.

Followup: How easy do you feel it was to add a snack to your order? What was easy, and what was challenging?

Prompt 4

Navigate to the cart area and review your order (do not proceed to payment at this stage!).

Followup: How easy do you feel it was to navigate to the cart area to review your order? What was easy, and what was challenging?

Prompt 5

Adjust your order by adding a child movie movie ticket to your order.

Followup: How easy do you feel it was to add another ticket to your order? What was easy, and what was challenging?

Prompt 6

Navigate to the cart page and increase the number of “Snack & Drink” combos by 1.

Followup: How easy do you feel it was to adjust the quantity of ordered snacks? What was easy, and what was challenging?

Prompt 7

Complete your order while using “credit card” as your desired payment method, then proceed to your ticket dashboard to review your tickets.

Followup: How easy do you feel it was to complete the ordering process? How easy do you feel it was to find your completed orders? What was easy, and what was challenging?

Prompt 8

How do you feel about being able to purchase movie tickets and snacks within the same transaction? What are your feelings about the amount of time it took you to complete this?

Prompt 9

How did you feel about the Movie Snack App overall? What did you like and dislike about it?

System Usability Scale

Participants will score the following statements by selecting 1 item from the following scale:

1.

I could see myself using this app on a regular basis.

2.

I consider this app to have too many features.

3.

I consider this app easy to use.

4.

I need assistance when using this app.

5.

It is easy to navigate through this app.

6.

The purpose of this app is clear.

7.

It is easy to learn how to use this app.

8.

It is easy to get stuck while attempting to use this app.

9.

I consider this app to be useful.

10.

I enjoy using this app.