OVERVIEW / 01
A UX journey through the Cineplex app redesign
We kicked off the Cineplex app redesign with a focused discovery phase to align on user needs, business goals, and technical constraints. Through stakeholder workshops, we identified key user pain points: like friction in booking, navigation, and seat selection and explored how to better support core user journeys.
I collaborated closely with the Cineplex lead product designer to map user flows and explored wireframes that addressed key pain points in the movie ticket purchase experience. We bounced ideas back and forth, focusing on challenges like unclear theatre selection, confusing date and time pickers, and how to better inform users about movie formats such as IMAX, VIP+, and UltraAVX. This collaborative process helped us align quickly and design a more intuitive, error-resistant experience.
I also reviewed Cineplex’s brand direction and design system to identify opportunities for a more modern, platform-native experience. A prioritized feature list was built around personalization, faster checkout, and improved content discovery. Early collaboration with the dev team ensured all design decisions were technically feasible and scalable.
With goals aligned and user needs clarified, I had a strong foundation to move into design
PROBLEM / 02
Users often booked tickets at the wrong theatre, a common frustration in the previous app and website
What seemed like a small UX flaw, unclear theatre selection, was causing real issues: missed showtimes, refund requests, and unnecessary customer support. To address this, I redesigned the onboarding flow to make theatre selection a priority. Instead of hiding it in settings, I brought it to the forefront, prompting users to set their preferred theatre right away using location-based suggestions.
SOLUTION / 03
With the “Go-to Theatre” feature in place, I set out to make the home screen feel more than functional, it needed to be bold, immersive, and personalized from the start.
By anchoring the experience to a user’s preferred theatre, it helped reduce booking errors and laid the foundation for smarter, context-aware recommendations. I designed a dynamic hero carousel that interacts with the background, enhanced with subtle haptics and rich visuals to create a cinematic first impression.
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On the home screen, I added rows of easily scannable content highlight the latest releases, upcoming titles, indie films, international cinema, live concerts, opera, documentaries, and the Cineplex Store. This improved layout also created a natural space for contextual snack upsells: promoting combos, offers, and pre-orders tied to the user’s theatre and showtime, boosting both convenience and revenue.
Rating: 4.8 ★
The app redesign led to a noticeable improvement in user confidence and booking accuracy. Clearer theatre selection, streamlined date and time pickers, and well-labeled movie formats significantly reduced common user errors. The app saw increased engagement, smoother conversion flows, and positive feedback from both Cineplex stakeholders and users, validating the success of UX/UI decisions.
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