Cygni biograf
2022
Cygni Biograf was a proposal to help increase the number of visitors to cinemas. The company wanted to offer VIP services that improved the visitors' experience and consider digital alternatives for selling their stores' products.
Challenges
- Identify potential new target audiences.
- Assess customers' needs and motivations.
- Recognize opportunities across all customer touchpoints.
- Determine the VIP benefits that align most effectively with customer preferences. customers.
Research
Supported by statistics and reports from Orvesto and the Svenska Filministitutet, we created some provisional personas that helped us depict the customers' features, behaviors, needs, and goals. After that, we visited cinemas in different cities and talked with some customers to validate our created personas. In addition, we observed customers' behaviors in the cinemas (contextual inquiries) and identified patterns in all touchpoints.
We conducted interviews with customers in physical cinemas to assess their emotions and expectations, thereby validating our initial version of personas.
Prototypes
Simultaneously with the research process, we developed an initial prototype that enabled us to visualize our proposal for stakeholders and test various concepts with customers in order to collect feedback and insights. During this phase, I created low-fidelity prototypes incorporating essential functions that facilitated our assessment of the new benefits provided by the company. The testing was conducted with two distinct groups: one consisting of regular visitors and the other customers who preferred watching films at home.
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