Moviegoer Value:
Moviegoer Value is a dual data feature project to allow movie marketers to break down their target audience for campaigns.
My key contributions included:
Re-designing the interaction models for 2 features called Audience insights and Movie Insights
Leading co-design sessions with my agile team
Building multiple prototypes for user testing
Designing the final desktop UI design and animations
Users problem:
Over 70% of moviegoers in a loyalty programme churn out due to lack of interest or communication. In Movio’s Movio Cinema product, there wasn’t an easy way for users to refine their target audience based on moviegoers likelihood to churn out of the programme.
Without this functionality, users were unable to identify which moviegoers need more communication to prevent them from leaving the loyalty program to help maintain or increase retention and profit for the cinema.
In the user-research phase of the project, we interviewed users on how valuable they would find the ability to break down their target audience further based on their likelihood to churn. Users expressed strong interest as churn is an important metric to measure and identify to increase and retain their annual business profit.
Design Solution:
To provide this additional functionality for users, we re-designed Movio's existing audience segmentation tools called Movie Insights and Audience Insights to allow users to target moviegoers based on their likelihood to churn (known as Moviegoer Value in the UI).
To calculate churn, we utilised the RFM model to calculate a moviegoers likelihood to churn out based on how recently they attended a cinema, how frequently they attend and how much they spend on average at the cinema.
Userflows for Movie Insights and Audience Insights:
I identified additional edge-case scenarios that could be improved in the old Interaction models and what new scenarios we needed to cater for when RFM is added. Key workflow enhancements I applied include:
Users can now create a campaign faster as opposed to being forced to do more audience segmentation in another feature called Group Builder.
Users can switch between targeting their most active moviegoers only or target both their most active and inactive moviegoers to target their key audience better.
Error cases are now more informative of what has occurred and know what follow up actions they can take.
Ideation and Usability-testing:
I worked with my team of engineers, data scientists and a product manager to get them to help contribute ideas to the design in multiple co-design sessions. Once the top ideas were clear, I started to use them as the base concept to build different Invision prototypes for user-testing.
For user-testing, we ran multiple testing sessions and tested with users at our companies bi-annual conference called Vistacon as well as remote user-testing sessions.
Key findings from the user-testing included:
The majority of users wanted the designs to focus on targeting their most active moviegoers in their program. They rarely target moviegoers who are not as active.
Most participants like the idea of being able to skip the compulsory step of breaking their target audience down further in the Group Builder feature and being able to go straight into a campaign.
Some users had an idea of what the churn groups were and what each group means, but still required some additional information in the design to confirm their assumptions.
Users wanted to see the improvements achieved overtime after selecting their churn segments in Movio’s reporting features.
“This is great! It’s definitely along the lines of what we want to do” - Customer quote from user testing.
“Having the preset segmentation makes it easy to quickly see which customers are in danger of falling off. The information received from the Moviegoer Value Segments table covered everything I was interested in.” - Customer feedback from our beta program.
Final UI Design:
On the old UI Design, there were existing legacy styles and outdated animated components that were causing distractions for users. For the final UI Design, I aimed to make sure the visual styling was more consistent with the Movio Design System and animations were reducing distractions by hosting regular catch ups with my head of design and team members of the project to ensure this was being achieved.
Audience Insights UI:
Movie Insights UI:
Design feedback sessions:
UI Animation:
Managing a complex Information Architecture:
The biggest challenge I found on this project was organizing the information architecture. As the original two features Movie Insights and Audience Insights had a lot of complex actions already in the design, it was clear adding more functionality would increase a users workload and could confuse or frustrate a user on where to start on the design.
I solved this challenge by collaborating with different internal stakeholders to identify what functionality on the existing experience could be removed or hidden without affecting the users mental model too drastically using a mix of both qualitative and quantitative data from analytics and research.
My key findings that helped refine my design included:
In past user interviews with product managers, users mentioned not needing to see subscription categories as they provided minimal value. I decided to make this information more hidden to avoid presenting too much information to a user
Internal business stakeholders shared a common pattern with users that their campaigns always started with refining their audience by movie choice. I adjusted the UI to be clearer that organizing their target audience by movies should be the first thing to do
Users from past feedback had wanted the option to exclude inactive or unlikely moviegoers from their campaign to focus their marketing audience better for certian campaigns. We included both these abilities in our features but did not make them compulsory actions to suit different campaign scenarios for our users
End result:
Moviegoer Value was launched to all customers world-wide on July 2019 and has received positive feedback since its launch which included the ease of use when segmenting their target audience.
Positive comments from customers have also mentioned how easy it is for new movie marketers to pick up and learn and that the usability of the feature has improved for the better.
“It can take time to use new modules, but this was quite easy to use and made a lot of common sense” - Customer quote from NAI UK Cinemas
Michael is able to carry user insights into his prototypes quickly. He pays attention to details and is able to use interaction models that are visually appropriate for users. He also can clearly articulate the rationale behind his design decisions. I highly recommend Michael for his work ethic and positive attitude. He is a true team player, always willing to give his best job, and a pleasure to work with. - Grace Bariso (Product Manager at Movio)