Heuristic Evaluation

Nielsen's 10 heuristics for evaluation to analyze usability issues, measured against a severity scale. (Severity Rating scale source: Severity Ratings for Usability Problems: Article by Jakob Nielsen)
‍

User Research

1. User Survey

Survey Goals

Determine the general target audience.
Understand the target audience's attitude towards watching movies in theaters.
Identify preferences and usage patterns of current users.
Validate popular features in US e-movie ticket booking systems.
Explore and propose new additional features.
Identify pain points in the current ticket booking process.

Survey Results

Results Analysis

2. User Interviews

Interviews were conducted with 2 of the respondents from the online survey. To protect their anonymity, the names of the respondents were altered in the interview transcripts.

Interview Goals

Understand why, how, and when users book movie tickets.
Generate new ideas for additional features.
Uncover ticket booking pain points and areas of improvement.
Explore user needs and goals.

Click to expand and view the transcripts

Personas and User Stories

3 target audience personas were identified by user research and later were assigned to usability test subjects. Click to read the user stories.

Usability Testing of Current Website

5 participants conducted remote user testing to evaluate AMC Theatres' website usability. The testing of the current website had an 85% success rate, confirming identified flaws and uncovering new challenges. The results prioritized the testing outcomes from high to low, and I provided recommendations to address each issue. Later. the prototype development incorporated these testing insights and recommendations to address usability issues.
‍
For more details on this usability testing data, click the button below:

Usability Testing Materials