Halo! After doing my previous research about Shopee Checkout System, Rey and I returned with another UX research project. Today, we want to talk about M-Tix, a movie ticketing app. In this part, we would like to share the user’s pain points and needs through in-depth interviews, user persona, user journey, and the actionable plan. Let’s check the full article here! 😀
Overview
This case study is based on M-Tix, a movie ticketing app in Indonesia. This research will explore user experience when using M-Tix. We want to know about users’ pain points and needs, and also provide recommendations for M-Tix’s services improvements.
App Background
M-Tix is an online movie ticket purchase application at Cinema XXI. Not just for booking movie tickets online, there is M-food to buy food at the cinema. In this app, users can check movie schedules, view trailers, and order movie tickets easily.
Current version: 5.1.9
Latest update: 5 Sep 2022
Role
Reynaldo Heradi Kurniawan — UX Researcher
Zahra Nur Anzani — UX Researcher
Duration
2 weeks
Research Goals
- Understand users’ behavior when they use M-Tix.
- Understand users’ pain points when they use M-Tix services.
- Understand users’ needs that haven’t been fulfilled by the M-Tix services.
- Understand users’ motivations when they use M-Tix.
- Understand the competitor and what the improvements are for M-Tix services.
Business Goals
- Raise customer awareness.
- Grow income.
Target Audience
In general, the participants are men and women, 20–30 years old. The participants love to watch a movie at the cinema and order tickets through a movie ticketing application.
We choose 6 respondents for this project with 2 different types. First, active M-Tix users. This type of participant uses M-Tix more than other movie ticketing applications, especially in 2022. Second, non-active M-Tix users. Non-M-Tix users refer to other movie ticketing app users, such as Tix ID.
Research Methodologies
We do an in-depth interview to find out the user’s behavior, pain points, needs, and motivations when using M-Tix. Also, we do competitor analysis to compare M-Tix and another movie ticketing app, Tix ID. As a result, suggestions and recommendations will be provided.
In-depth Interview
We did an in-depth interview with 3 active M-Tix users. Our goal was to know their behavior, needs, frustrations, and motivations when using M-Tix. Besides that, we did an interview with non-active M-Tix users, which is 3 Tix ID users.
After the interview, we obtained all the user’s information with an affinity diagram. This method helps us to classify and analyze users’ behavior, pain points, needs, and motivations.
After conducting in-depth interview, we gathered data by create user persona, empathy map, and user journey map to sharpen user’s pain points and develop suggestions.
User Persona
Empathy Map
User Journey Map
Based on the customer journey map that can be obtained, we can find out the pain points of the user:
- The minimum top-up is so high (minimum IDR100.000).
- Limited payment methods.
- The app does not automatically detect the user’s location.
- Users can’t add more tickets when they choose a seat.
- There’s no redirect feature from the voucher to the selected movie.
Competitor Analysis
In the competitor analysis, we do a 1 on 1 interview about another movie ticketing app, which is Tix ID. Here are some of our findings:
- It is easier to find where my ticket is in the competitor’s app
- “Playing” and “Upcoming” are merged into one homepage in a competitor’s app so it’s more simple.
- The competitor’s app doesn’t have Food Ordering feature
- MTIX users cannot directly add tickets when on the seat selection page.
- The competitor’s app has the ability to directly top up the preferred payment method.
- The competitor’s app has a CTA button inside its banner.
Pain points of the competitor users
- In the competitor movie ticketing app, users do not like the admin fee because it is too expensive.
- Users just use DANA as their payment method when buying ticket.
- Unfortunately, users can’t order tickets in the app for movies that will be starting in less than 1 hour.
- Also, in the competitor movie ticketing app, users do not like the seat discrepancy between the app and real-time, so users do not feel safe.
Needs of the competitor users
- Users need to use their TIX ID points when they buy the ticket.
- Users expect to have more general payment options, not just DANA.
- Users need a less expensive admin fee because the fee per ticket is too expensive.
Reasons why people use competitor movie ticketing app
- Users use TIX ID because it is easy to use with clear UI/UX.
- Users stay with TIX ID because it just works without problems.
Based on the data that we analyze, here are the recommendations about the M-Tix app. The “urgent” one means must be done immediately because it can have an impact on user discomfort if left unchecked. This can also affect the company’s business. The “important” one means it’s essential to have, to help and convenient the user experience.
Actionable Plan
Through the Eisenhower decision matrix, we classify the problems based on urgency and importance. Here are some recommendations for the M-Tix app.
High Importance — High Urgency
- Add more e-wallet options.
The only available e-wallet on MTIX is Sakuku. Users tend to stick to their preferred payment method. Adding more e-wallet options can prevent users from canceling their payments.
- Decrease minimum top-up value.
Users have a problem with the minimum top-up value of MTIX Point. A high minimum top-up value of MTIX points can cause users to cancel their payment. Decreasing the minimum top-up value can lead more users to use MTIX Point and the company will profit more from the admin fee from users who top up more often.
High Urgency — Low Importance
- Add a button to top up on the checkout page.
Some users are confused about how to top up their MTIX Points once they realize their balance is not enough to pay for their ticket. Adding a top-up button on the checkout page will make the top-up process easier.
- Add a redirect feature from the voucher to the selected movie.
When viewing movie vouchers, there is no CTA button so the user must enter the voucher on the checkout page. To be more effective and efficient, vouchers can be added by a CTA button so that users can directly go to the movie page and use the voucher.
- Add a feature to add more tickets as we choose seats.
Users have a problem where they need to go back when they want to add more tickets to reserve once they are on the “select seat” page. Adding a feature to add more tickets will help users to complete their tasks efficiently.
- Fix the nearest location feature.
When opening the application, the user does not need to search for a location and can directly select a movie comfortably. If the user does not see this feature for the first time, the user who has selected the movie schedule must return to the homepage to find the location.
- Give information about active tickets on the home screen.
Users are having a hard time finding their active tickets. Giving information on the home screen about their active ticket will help users to find, select, and scan their tickets in the theater.
- Add more promos, such as giving bundle packages notification.
In addition to movie promos, M-Tix can use M-Food to increase ticket sales. A pop-up or notification of a bundle package purchase of tickets and M-Food can make users more interested in watching because there are benefits to be gained. This is also one way to increase awareness and gain income.
High Importance — Low Urgency
- Remove the “playing at” button on the movie details page.
On the movie details page, there are “playing at” and “buy tickets” buttons. The contents of the two buttons are the same, which shows the schedule and location of the cinema. If the “playing at” button is removed, users can still order tickets easily because they know the location and can immediately order them.
Movie ratings by IMDB or from previous viewers can be useful user references in watching movies. Users who will watch are more confident in watching movies because they see “evidence” from users who have watched the movie.
- Add more information in the home banner.
Home banners not only present information, but can direct the user directly to the page. For example, the use of CTA “order now” when promoting the M-Food menu in the home banner.
Some of the users said that the M-Tix app has a bad user interface. Compared to some competitor apps like TIX ID or CGV, M-Tix has an outdated user interface. Having a visual update or a revamp will help M-Tix to reach new audiences and keep users from moving to other applications.
- Add VA number copy feature.
Users are having a hard time typing their VA number into their m-banking app. This simple feature will help users to top up their M-Tix Point which will lead to a purchase.
Low Urgency — Low Important
- Add a change display picture feature.
Some users who like to personalize their applications want a feature to change the display picture.
- Add a description for the QR feature.
Some users are confused about the use of the QR button on the M-Food page. Giving a little informational copy will help users understand this feature.
Through this UX research project, we gained a lot about M-Tix, gather and present insights, and create a great teamwork.
- Clearly classify the problem in the actionable plan matrix.
- Build up efficient teamwork and collaboration.
- Balancing between user needs and business needs.
- Empathize with the user.
Read the full article here
