Mobi
From User Insights to Social Influence
Mobi is an innovative movie ticket booking platform designed to enhance the user experience by addressing common decision-making challenges. Through in-depth user research, we discovered that many users experience decision paralysis when selecting a movie, often abandoning the booking process altogether. However, we also found that our target audience has a strong desire for self-expression and enjoys showcasing their personality and interests.
Leveraging these insights, we designed a quiz-based recommendation system that transforms movie selection into an interactive and social experience. By allowing users to express themselves through personality-driven recommendations and encouraging social sharing, Mobi turns movie selection into a fun, engaging process that influences peer behavior and increases ticket sales.
Empathy & User research
Understanding the Pain Points
To better understand user behavior, we mapped out the movie-watching experience using an empathy map and user journey map. These tools helped identify key pain points:
Decision paralysis
Users often feel overwhelmed by too many choices, making it difficult to finalize a selection.
Preference uncertainty
While users may have two or three movies in mind, they struggle to decide which one to watch.
Lack of motivation to purchase
Without strong personal motivation, users may abandon the purchase process altogether.
Further observations revealed a common behavioral trait among our target users
The Desire for Self-Expression & Social Influence
They enjoy self-expression and love sharing their personality and interests on social media.
This insight became the driving force behind Mobi’s interactive and social engagement features. We recognized an opportunity to turn movie selection into a form of self-expression, leveraging social interaction to drive ticket sales.
Design ideation
From Insights to Design: The Interactive Quiz System
Seamless Ticket Booking: From Sharing to Conversion
To ensure a smooth transition from social engagement to ticket booking, the quiz results page includes an intuitive swipe-up gesture, allowing users to instantly access movie details.
Minimizes Hesitation : Users can quickly view showtimes and book tickets without leaving the experience.
Reduces Steps Between Discovery & Purchase : By integrating the booking process directly into the results page, Mobi lowers friction and increases conversion rates.
Design system
The visual identity of cinemas
To create a cinematic experience, Mobi adopts a black and golden-yellow color scheme, reminiscent of traditional theaters and movie posters. The visual identity aligns with the platform’s goal of making movie selection feel exciting, dynamic, and engaging.
Future Enhancements
Optimizing Social Sharing Features
Exploring additional social mechanics such as a “challenge your friends” feature to boost engagement.
Improving Recommendation Accuracy
Enhancing the psychological model by incorporating user feedback and behavioral data.
Type
Final project
Advisor
Chun-Ting Wu
Designer
Hsin-Lun Hsieh, Jing-Ya Shang Guan, Hsin-Mei Wu,Te-Chuan Li, Yu-Yun Wu