Amplification of The Projector Experience
Enhancing the identity and experiences of The Projector to more effectively support the community.
Role
I worked on this project as Lead Researcher. Main areas of responsibility:
UX Analysis
User Interviews
Discovering Personas
Problem Statements
User Flows
Also collaborated with the team on Problem Solving, Visual Design, Prototyping & Testing.
Company
The Projector
Project Period
2 weeks | Dec 2023
Tools
Figma
Team
Rachel Tan, Rachel Foo
As an integral component of the UXDI Course at General Assembly Singapore, this project, led by 3 students, aimed to uncover user gaps and pain points, culminating in the creation of a digital solution.
Some assumptions we started with..
The Projector on the whole is an Experience
We assumed that The Projector's distinct services contribute to a unique and immersive experience.
Diverse Patron Profile
We posited that patrons of The Projector go beyond generic movie-goers, suggesting a more diverse and engaged audience.
Distinct Patron Groups
We hypothesised the existence of distinct groups among patrons, such as the Arts Community and Film Buffs, each with unique preferences and expectations.
We spoke with the Program Manager at The Projector & got these key insights..
Age Group
18-35 year old, Young Adults
-> This gives us a good indicator of selecting the right target audience to speak with in our User Interviews.
Preferred Platform
90% of patrons buy tickets online, mostly via mobile
-> This informed the choice of site to work on, for maximum impact and value to its community.
Membership Opportunities
Only 3/10 visitors are members of The Projector
-> This opened up an investigation into why patrons are not enrolling into the membership program.
In our pursuit of understanding user issues and identifying gaps, we commenced our user research with a series of structured interviews.
We structured our questions in alignment with the assumptions we had crafted, ensuring a coherence between our initial hypotheses and the valuable insights gathered from user interactions.
Here is our discovery..
Meet the User Groups
In order to gain an understanding of the behaviours, motivations, and sentiments of its community, we did remote and on-site interviews with 18 individuals, who are all patrons of the projector.
There were 3 key user groups identified.
“Spaces like these in Singapore are very few and far between”
-
Young Creative | 20-35 year old
In the heart of the local music/arts scene. I have evolved from being a peruser to an active participant of this community. I resonate with the programs in this space and I show up for my community.I need a safe space/community to practise and showcase my craft
I want to be a part of a like-minded community
I feel like minorities can be better supported
I feel like there is a lack of external support for communities
Supporting causes that align with my values are important to me
Alternative Adrian needs a way to bring exposure to events so that he can support his community.
“In pursuit of the magic that unfolds on the Silver Screen”
-
Young Adults | 20-35 year old
I have my own community that I prefer to watch and discuss movies with. It matters to me that I am in the company of like-minded people. I feel like I belong here.
I want to watch specialty screenings
I feel invested in the success of films
It matters to me that I support creators
Cultured Cinephiles need a way to sustain their film habits without breaking the bank so that they can continue to consume the experience they seek.
“I feel like we could be friends”
-
Working Adult | 29-35 year old
I want to indulge my artistic sensibilities in my rare days off. I seek a deeper connection in social and cultural experiences.I like how I feel when I'm at The Projector
I prize/value this experience
I can see the differentiation between The Projector and others in the industry
It's not part of my lifestyle BUT I enjoy occasional visits
Aspiring Annette needs a deeper connection with arts and culture so that she can get in touch with her artistic self.
Going back to the initial assumptions that we started with, we can now validate that...
Patrons of the projector consume more than just movies. Beyond entertainment, they have a personal connection to arts & culture.
There are 3 distinct groups- Arts Community, Cinephiles and Aspiring Crowd. They consume the experiences in their own unique way.
A common thread amongst them was...
They gain a sense of belonging and feel represented from being in this space
It is important to them to be among like-minded people
They are there for the experience
They appreciate and resonate with the highly curated program
The Goal
Showcase The Projector as a place of Experience. Recognising The Projector as more than a typical cinema, our goal is to mirror its offline allure online for the existing community.
Now that we've established who our users are and how they engage with the experience, we started crafting user flows to match their interactions with the product..
Alternative Adrian has a friend who is playing at The Projector for the first time and wants to support. Eager to spread the word, he wants to share details about the event on his social media pages.
The Cultured Cinephiles have decided to catch the new screening of LES FILLES D’OLFA, on the way up to the Projector, one of them notices the small section on a poster that says “Membership.” Peaking their interest, they decide to hop on to the website and search for Membership
With a free slot this weekend, Annette, the aspiring individual, plans to visit The Projector. Uncertain about the short-notice offerings, she navigates to the website to check the programs. Craving a break to unwind and be transported to a new world, she embarks on a search for a movie that captures her interest.
With this user flow, we then did benchmarking on other sites, and this is what we found..
The Projector is already equipped with numerous features designed to aid users in their search for experiences.
Enhancements can be made to:
Visibility of the other events to showcase The Projector as a distinct venue beyond a theatre.
and venues by redesigning the visual layout and information architecture.
This not only enhances the overall quality of user experience but also minimizes the time required to find specific information, ultimately improving the users' browsing efficiency.
Additionally, there were other inefficiencies on the current site that came to light..
Mobile site is not optimised for viewing
Fast Booking feature does not allow a flexible search
The current UX writing of the site doesn't immediately convey the multifaceted nature of The Projector.
The Mega Menu provides a detailed breakdown, but the meaning of the themes is unclear. This results in decision fatigue for users and hampers effective browsing.
The visual presentation of the Membership Perks lacks clarity.
The emphasis on the price is overshadowing the perks, discouraging potential sign-ups.
With that, the user gaps were summarised with these..
HMW increase awareness of the full product offerings
HMW facilitate users to efficiently discover the experience they are looking for
HMW allow users to enjoy the mobile experience
Materialising the Mood Board into Site Components..
Mood Board
Site Elements
Our aim was to translate the offline experience into the online realm, incorporating The Projector's unique neon lights present in both of their physical locations. This approach also served as our method of injecting colors into a monochromatic color scheme while remaining on-brand.
The Prototype
To surface The Projector as a place of Experience, we implemented these adjustments..
We've renamed "Films & Events" as "Experiences," incorporating Films under this category. This change ensures that Live Music, Shows, and Events receive the same prominence as Films. This adjustment aids in positioning The Projector as a destination for experiences rather than just a cinema.
To accentuate this visually, we introduced a Carousel on the Main Page, drawing focus to Membership and Live Shows.
To enhance this further, we included additional visuals at the bottom of the Homepage, allowing users to search for their desired experience.
To facilitate users to efficiently discover the experience they are looking for..
We've spotlighted the advantages of the membership ahead of the price, allowing users to grasp the package before making judgments solely on cost.
Users now have the flexibility to explore by date without the prerequisite of selecting the movie and location, providing a more versatile discovery experience.
This illustrates the interactions of User Groups with the site..
Alternative Adrian needs a way to bring exposure to events so that he can support his community.
Cultured Cinephiles need a way to sustain their film habits without breaking the bank so that they can continue to consume the experience they seek.
Aspiring Annette needs a deeper connection with arts and culture so that she can get in touch with her artistic self.
Usability Test Findings
01
Even though users faced errors in the flow, they found it straightforward to navigate the site and successfully completed their tasks with ease.
02
Users found information on the membership clear and enticing
“Without any prior knowledge of The Projector and based off the site, I can tell the Projector offers more than the cinema experience”
-Test Participant 5
In Conclusion..
01
Streamlining the site eliminates inefficiencies, creating a more delightful user experience
02
Through the redesign of the membership page, we can highlight membership awareness and appeal, thereby assisting The Projector in expanding its membership base and potentially contributing to revenue growth
03
Our design solution plays a pivotal role in presenting The Projector authentically in the digital realm, capturing their true essence, thereby making an impact in the community that relies on it
