CGV: Designed to Improve Movie Experience for Groups
Product Design
PATENTS
kr 10-2020-0116624
DESIGN RIGHTS
kr 30-1112895
kr 30-1106098
ROLE
Product Design, User Research, Concept Ideation
PATENTS
kr 10-2020-0116624
DESIGN RIGHTS
kr 30-1112895
kr 30-1106098
ROLE
Product Design, User Research, Concept Ideation
*Research details are available upon request
For this project, I led a design team to improve the group movie experience while working directly with the cinematic company CGV. I constructed research methods, ideated, visualized, and contributed to/oversaw product design, communication design, video editing, and art direction for the entire project. Our research included field trips, interviews, focus groups, and prototype testing with 23 participants.
For this project, I led a design team to improve the group movie experience while working directly with the cinematic company CGV. I constructed research methods, ideated, visualized, and contributed to/oversaw product design, communication design, video editing, and art direction for the entire project. Our research included field trips, interviews, focus groups, and prototype testing with 23 participants.
About the Company
CGV Cinemas, part of South Korea's CJ Group, is the largest multiplex cinema chain in South Korea, with branches in China, Indonesia, Myanmar, Turkey, Vietnam, and the United States. Known for its advanced technology, CGV offers top-notch projection, sound quality, and immersive settings to its audiences.
Goal
Create a cinema app that makes scheduling movies with friends easier, encourages group choices, and maximize user engagement both before and after the cinema experience.
Key Idea
A new cinema
service that improves movie experiences for groups. It allows users to select a
movie effectively and have lasting memories even after the movie ends. It works as such: the creator of the group is the “Host” and the people that he or
she adds are the “Guests”.
01. Select a Movie Effectively in a Group
Host selects 5 movies that the host wants to watch, and even chooses specific times. After that, guests can respond with a very simple interaction – Swiping.
02. Have Lasting Memories Even After the Movie Ends in a Private Group Review
After watching the movie, the group can share their feedback right after the movie via app.
Problem Space
For Users
01. Struggle to choose a movie as a group
This is usually due to multiple reasons, such as scheduling conflicts, different interests in genre, and people who have already watched a certain movie.
01. Struggle to choose a movie as a group
This is usually due to multiple reasons, such as scheduling conflicts, different interests in genre, and people who have already watched a certain movie.
For Business
After the movie ends, user engagement decreases, creating a challenge for cinema apps. CGV aims to boost post-movie engagement, meeting user needs for a platform that enhances their experience beyond the theater, fostering lasting connections via the app.
02. Cinema App's After-Movie Engagement Challenge
After the movie ends, user engagement decreases, creating a challenge for cinema apps. CGV aims to boost post-movie engagement, meeting user needs for a platform that enhances their experience beyond the theater, fostering lasting connections via the app.
Background
Previous CGV’s customer journey
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CGV observed a significant 56% customer drop out rate on the movie timetable screen. Upon closer examination, it became evident that the conversion rate is linked to the number of tickets purchased by a single customer
Conversion Rate
For one ticket
4.37%
For more than three tickets
1.16%
These conversion rates have led us to prioritize the enhancement of the group movie experience.
Conversion Rate
For one ticket4.37%
For more than three tickets
1.16%
These conversion rates have led us to prioritize the enhancement of the group movie experience.
User Interview
13 participants
we inquired about users' experiences with movie apps after finishing a film, as well as their desired features for such apps
INSIGHTS
1
Users usually don't use cinema apps after a movie because they don't find a compelling reason to do so.
2
Movie fans want a way to keep a record of the movies.
3
Users enjoy discussing movies with friends after watching them and recalling the movie experience, but they feel like there is currently no dedicated platform to save or share these movie memories.
Prototype Testing with Users
Users can make their movie decisions with the simple interaction of, ‘swiping cards’. The interaction of making decisions with swiping was inspired by the dating app ‘Tinder’.
RESULT
Users want to see all the options on one screen rather than one option per screen
Information Architecture
Final Design
01. Select a Movie Effectively in a Group
STEP 1
CREATE A GROUP
The Host creates a group and selects a cinema that the group wants to go.
CREATE A GROUP
The Host creates a group and selects a cinema that the group wants to go.
STEP 2
SELECT 5 MOVIES
After the group is created, the Host selects 5 movies that the host wants to watch, and even chooses specific times. The list would be sent out as a link to the group.
SELECT 5 MOVIES
After the group is created, the Host selects 5 movies that the host wants to watch, and even chooses specific times. The list would be sent out as a link to the group.
STEP 3
SWIPE TO SAY “YES” OR “NO”
Guests can respond with a very simple interaction – swiping. When looking at the film options, they can also see the information about the film such as the cast members, descriptions, and the trailer.
SWIPE TO SAY “YES” OR “NO”
Guests can respond with a very simple interaction – swiping. When looking at the film options, they can also see the information about the film such as the cast members, descriptions, and the trailer.
STEP 4
BEST OPTIONS & BOOKING
It finds the best option for the entire group and presents it so that the group can collectively agree on a film together.
BEST OPTIONS & BOOKING
It finds the best option for the entire group and presents it so that the group can collectively agree on a film together.
02. Have Lasting Memories Even After the Movie Ends in a Private Group Review
STEP 5
PRIVATE GROUP REVIEW
Users can choose to either speak or type comments in a private group, making it easy and efficient to remember and express their thoughts.
PRIVATE GROUP REVIEW
Users can choose to either speak or type comments in a private group, making it easy and efficient to remember and express their thoughts.
Benefit
01. Simplified Movie Selection
It eliminates group indecision, making choosing movies with friends quick and stress-free, and ensuring everyone's preferences count and enhancing the cinema experience's start.
02. Extended Movie Experience
By preserving the impact of the movie, users can relive and cherish memorable moments, promoting lasting connections with the content.
03. Enhanced User Engagement on the App
This fosters deeper engagement, not only simplifies group movie selection, but also boosts post-movie interactions.
