imc_cinemas_group_project

1""

!

"National!College!of!Ireland!

Project!Submission!Sheet!–!2016!

"Student!Names:! Maura"Hickey,"Hajra"Ahmed,"Caroline"Brennan"! "Programme:! Certificate"In"Digital"Marketing" Year:! 2016"! "Module:! Technology"and"User"Experience"&"Social"Media"Marketing"and"PR"! "Submission!Due!Date:! 13.12.16"! "Project!Title:! IMC"Cinema"UX"&"SM"Analysis"! "Word!Count:! 3,300"

""I!hereby!certify!that!the!information!contained!in!this!(my!submission)!is!information!pertaining!to!research!I!

conducted!for!this!project.!!All!information!other!than!my!own!contribution!will!be!fully!referenced!and!listed!in!

the!relevant!bibliography!section!at!the!rear!of!the!project.!

!

ALL!internet!material!must!be!referenced!in!the!bibliography!section.!!Students!are!encouraged!to!use!the!Harvard!

Referencing!Standard!supplied!by!the!Library.!!To!use!other!author's!written!or!electronic!work!is!illegal!

(plagiarism)!and!may!result!in!disciplinary!action.!!Students!may!be!required!to!undergo!a!viva!(oral!examination)!

if!there!is!suspicion!about!the!validity!of!their!submitted!work.!

""!

Signature:!""Maura"Hickey,"Caroline"Brennan,"Hajra"Ahmed"

! "Date:! 13.12.16"

"PLEASE!READ!THE!FOLLOWING!INSTRUCTIONS:!

1." Please"attach"a"completed"copy"of"this"sheet"to"each"project"(including"multiple"copies)."2." Projects"should"be"submitted"to"your"Programme"Coordinator."3." You!must!ensure!that!you!retain!a!HARD!COPY!of!ALL!projects,"both"for"your"own"reference"and"in"case"a"

project"is"lost"or"mislaid.""It"is"not"sufficient"to"keep"a"copy"on"computer.""Please"do"not"bind"projects"or"place"in"covers"unless"specifically"requested."

4." You"must"ensure"that"all"projects"are"submitted"to"your"Programme"Coordinator"on"or"before"the"required"submission"date.""Late!submissions!will!incur!penalties.!

5." All" projects" must" be" submitted" and" passed" in" order" to" successfully" complete" the" year." " Any!project/assignment!not!submitted!will!be!marked!as!a!fail."

""Office!Use!Only!

Signature:" "Date:" "Penalty"Applied"(if"applicable):" ""

!

!

!

"! !

2""

!

!

!

!

!

!

!

!

!

IMC!CINEMAS!UX!AND!SOCIAL!MEDIA!ANALYSIS!

!

13TH

!December!2016!

!

!

Caroline!Brennan!!

Maura!Hickey!

Hajra!Ahmed!!

" "

3""

!

!

!

Contents!INTRODUCTION"................................................................................................................................"5"UX"EXPERIENCE"................................................................................................................................"7"Why"the"user"experience"(UX)"is"of"fundamental"importance"....................................................."7"How"we"outlined"and"planned"our"evaluations"..........................................................................."7"Method"and"technique"for"evaluations"........................................................................................"8"Conclusion/Feedback"to"the"business"owner"..............................................................................."8"Recommendations"for"the"website"............................................................................................"10"

ORM"STRATEGY".............................................................................................................................."14"Monitor"......................................................................................................................................"14"Measure"....................................................................................................................................."15"ORM"Database"..........................................................................................................................."18"Managing:".................................................................................................................................."18"Maximize:"..................................................................................................................................."19"

COMMUNITY"GUIDELINES".............................................................................................................."21"CONTENT"CALENDAR"......................................................................................................................"23"ROLES"AND"RESPONSIBILITIES"OF"THE"STAKEHOLDERS"................................................................."25"RISK"AND"ESCALATION"PROTOCOL"................................................................................................."28"REFERENCES"..................................................................................................................................."29"APPENDICES"..................................................................................................................................."33"APPENDIX"1"...................................................................................................................................."34"UX"EVALUATIONS"......................................................................................................................."34"

APPENDIX"2"...................................................................................................................................."36"User"1"Scenario"1"........................................................................................................................"36"





APPENDIX"7"...................................................................................................................................."60"

4""

User"3"scenario"2:"......................................................................................................................."60"APPENDIX"8"...................................................................................................................................."64"User"4"Scenario"1"........................................................................................................................"64"


APPENDIX"10".................................................................................................................................."73"User"5"Scenario"1"........................................................................................................................"73"

APPENDIX"11!User"5"Scenario"2"....................................................................................................."75"APPENDIX"12".................................................................................................................................."77"User"6"Scenario"1"........................................................................................................................"77"

APPENDIX"13".................................................................................................................................."78"User"6"Scenario"2"........................................................................................................................"78"

APPENDIX"14".................................................................................................................................."81"ORM"Strategy"–"Image"1"e"Google"First"Page"Result"..................................................................."81"

APPENDIX"15".................................................................................................................................."82"ORM"Strategy"–"Image"2"–"Google"Images"................................................................................."82"

APPENDIX"16".................................................................................................................................."83"ORM"Strategy"–"Image"4"–"News"on"Google".............................................................................."83"

APPENDIX"17".................................................................................................................................."84"ORM"Strategy"–"Image"5"–"Videos"on"Google"............................................................................."84"

""

!" "

5""

"

""

IMC!Cinemas!

INTRODUCTION!!

Our!Work!Process!

We"assembled"our"group"of"3"persons"quickly"and"we"submitted"2"websites"each"for"consideration"

for"the"project.""Over"the"course"of"a"few"days,"we"all"researched"the"6"websites"with"the"brief"in"

mind.""We"came"to"the"conclusion"the"IMC"Cinemas"were"the"best"fit"for"our"project.""This"website"

was"active"and"had"social"media"connections.""It"was"also"beneficial"for"our"user"experience"part"

of" the" project." "We" divided" up" the" sections" of" the" brief" between" us" and" also" divided" up" the"

evaluation"scenarios"between"us"to"be"written"up.""We"have"been"using"Facebook"Messenger"and"

email"for"communication"and"have"met"several"times"outside"of"class"to"discuss"and"collate"our"

findings."Our"backgrounds"are"diverse,"which"produces"different"viewpoints"about"the"website"and"

its"findings."We"respect"each"other’s"opinions"and"have"put"forward"the"ones"that"are"the"most"

beneficial" for" the" group" project." " We" work" well" together" as" we" have" been" consistent" with"

Facebook,"Twitter"and"LinkedIn"communication"among"ourselves"and"the"class"over"the"past"year."

Background!on!IMC!Cinemas!

To" provide" some" background" on" IMC" Cinemas," it" is" the" largest" cinema" group" in" Ireland." It" is"comprised"of"19"different"cinemas:"""

"Source:"IMC"Cinemas"website"(2016)""" "

6""

""Facilities)include:)

•! Galactic"experience"•! 3D"Screens"•! Dolby"Sound"•! Digital"Projection"•! Sensory"friendly""•! Subtitled""•! Wheelchair"Accessible"

"In"addition"to"the"facilities,"IMC"Cinemas"also"offers"the"following:"

•! Kids"club"•! Teen"club"•! Opera"•! Venue"hire"•! Gift"cards"

"IMC"Cinemas" is"present"on"the"following"social"media"platforms:"Twitter,"Facebook," Instagram,"Google"+"and"YouTube."It"also"hosts"a"blog"on"the"Showbiz"section"of"its"website.""

SOCIAL!MEDIA!SUMMARY!

"SOCIAL!MEDIA!

PLATFORM!

FOLLOWERS!

COMMENTS/!

LIKES!

TWEETS/POSTS! COMMENTS!

!

Twitter! 39,068" 663" 12,429"Mostly"retweets"and"job"

hire""

Facebook! 91,076" 92,474" 10"over"2"weeks"Intermittent"posts"and"job"

hire""

Instagram! 1,803" −" 33"1"post"3"weeks"ago"&""

previous"in"June"""

YouTube! 265" 24,739" 5" active"1"year"ago""

BLOG!]!IMC!

SHOWBIZ! 69"raters" 135" 18"Most"recent"blog"in"

September""

Google!+! "" "" "" Not"active""Kilkenny" 4" "" −" ""Athlone" 8" "" 1" ""Carlow" 8" "" −" ""Clonmel" 4" "" −" ""Enniskillen" 0" "" −" ""Tullamore" 11" "" 1" ""

"" !

7""

!

UX!EXPERIENCE!"Why!the!user!experience!(UX)!is!of!fundamental!importance!User"Experience"encompasses"human"computer"interaction,"not"merely"with"software,"an"app"or"

a"website,"but"also"with"household"appliances,"like"a"microwave"or"a"fridge."UX"focuses"on"how"

the" experience"makes" you" feel." Users" that" encounter" a" positive" user" experience"with" a" given"

product"or"service"will"be"more"likely"to"maintain"a"long"lasting"relationship"with"the"provider."On"

the" other" hand," should" users" encounter" a" poor" user" experience," they" will" quickly" take" their"

business"elsewhere."There"are"too"many"competitors"willing"to"offer"superior"experience"to"win"

customers."Nowadays,"users’"demands"for"exceptional"service"is"higher."They"expect"information"

to"be"readily"available"at"their"finger"tips."Companies"like"Apple,"Google"&"Amazon"are"pioneers"of"

UX"in"their"fields."They"spend"a"great"deal"of"resources"on"inventing"the"best"user"experiences"for"

their"customers"that"sets"them"apart"from"vying"competitors.""

Good"design"is"crucial"for"websites,"apps,"software,"and"all"kinds"of"products"and"services."Think"of"

the"last"time"you"used"a"computer"that"was"new"to"you"and"how"you"had"to"adjust"to"performing"

certain"functions,"or"the"last"time"you"did"a"banking"transaction"online,"or"at"the"branch"and"how"

you"were"treated."Did"you"have"to"wait"a"long"time"in"the"queue?"Were"you"able"to"perform"all"the"

tasks"you"needed"to"do?"Did"the"online"banking"system"reject"your"password"or"code?"Or"perhaps"

the"experience"ran"smoothly."Developing"a"rich"interactive"experience"for"users"will"stimulate"them"

to"keep"coming"back."UX"designers"need"to"think"outside"of"the"box"and"always"put"the"user"first"

when"creating"designs"or"solving"user"problems."All"kinds"of"platforms,"from"desktop"to"mobile,"

need"to"be"considered"throughout"the"UX"process."As"mobile"usage"is"increasing"among"customers,"

mobile"responsiveness"design"is"becoming"an"ever"increasing"integral"part"of"the"user"experience."

After"all,"good"design"equals"happy"customers.""

How!we!outlined!and!planned!our!evaluations!!Based"on"the"statistical"data"gathered"from"SimilarWeb"and"Social"Bakers,"we"found"that"78%"of"

visitors"to"the"IMC"Cinemas"website"were"mobile"users."Hence,"the"reason"for"selecting"mobile"as"

the"main"platform"for"performing"the"evaluation"user"scenarios"on."However," two"of"our"users"

were"evaluated"on"desktop,"as" they"were"not"mobile"users"and"were"more" familiar"with"using"

desktop"and"therefore,"were"more"comfortable"carrying"out"the"tasks"on"desktop."Also,"we"wanted"

to"compare"findings"found"from"desktop"and"mobile"and"compare"any"differences"between"them." "

8""

"

Method!and!technique!for!evaluations!We"performed"12"evaluations" in" total"and"assigned"2" tasks"per"user." " See"Appendix"1" for"user"scenarios"and"details."

The"user"scenarios"we"chose"to"perform"our"evaluations"are:"

1.! Booking"a"cinema"ticket""

2.! Registering"for"the"app"

3.! Buying"a"gift"card"and"hiring"a"venue"

Conclusion/Feedback!to!the!business!owner!!

General!User!Problems!!

This"is"a"list"of"some"common"problems"found"across"all"12"evaluations"performed."

1.! Lack"of"flexibility"on"website"allowing"users"to"choose"between"menus,"for"example,"users"

must"choose"cinema"location"first"before"movie"and"date"in"dropdown"menu."

2.! Creating"a"password"proved"somewhat"tricky"and"delayed"the"entire"process."

3.! Completing"the"Captcha"proved"time"consuming"and"difficult."

4.! Not"being"able"to"find"the"app."There"is"no"direct"link"to"it"on"the"website."Also,"it"is"not"on"

Apple’s"App"Store."

5.! There"is"no"search"option"on"the"website."

6.! You"cannot"purchase"gift"cards"online."You"have"to"visit"the"cinema"to"do"so."

7.! Website"doesn’t"show"the"cost"of"cinema"hire."You"have"to"call"the"cinema"or"fill"out"a"

form"online."

8.! While"booking"cinema"tickets"online,"the"quantity"of"tickets"doesn’t"display"to"users,"only"

the"amount."

9.! After"registering"on"the"site,"an"onescreen"message"appears"saying"the"user"has"to"sign"up"

again"after"15"minutes."

! !

9""

!

!

General!Heuristics!!

1.! Visibility)of)System)Status"

It"wasn’t"always"clear"on"the"website"as"to"to"which"next"steps"the"user"had"to"take,"e.g."

during"the"Captcha"process."

2.! Consistency)and)standards"

The"conventions"of"BUY"TICKETS"or"BOOK"NOW"buttons"on"most"websites"isn’t"used"on"IMC"

Cinema’s"website."Also,"there"is"no"SEARCH"button"and"no"DOWNLOAD"THE"APP"button"or"

link."There"is"a"Register"and"Login"on"the"top"right"of"the"homepage."

3.! Recognition)rather)than)recall"

The"password"should"display"rules"above"fields"as"opposed"to"after."When"the"user"selected"

the"blue"GO"button"after"selecting"cinema"location,"movie"and"date,"the"date"disappeared"

causing"the"user"confusion"and"making"them"think"they"had"to"refill"the"date"again.""

4.! Match)between)systems)and)the)real)world"

When"purchasing"cinema"tickets,"the"Sign"In"as"a"member"option"should"displayed"at"the"

beginning"of"the"process,"not"at"the"ticket"type"selection"step.""

5.! Help)and)documentation"

An"Auto"fill"should"be"on"the"payment"and"check"out"pages."Required"information"fields"

have"no"asterisks."There"should"be"additional"onscreen"help"and"support"instructions"given"

to"the"user"at"the"Captcha"part"and"with"contact"forms"when"users"encounter"difficulties."

6.! Aesthetics)and)minimalist)design"

Certain"details"on"the"website"are"presented"well,"such"as,"movie"times"and"dates."Users"

need"to"scroll"down"to"view"trailers."If"the"movie"showing"doesn’t"allow"seat"selection,"then"

there’s"no"need"to"have"this"step"included."Quantity"of"tickets"chosen"during"the"booking"

process" should"be"displayed." The"number"of" address" fields" required"on" the" registration"

form" could"be" reduced." The" loyalty" starter" pack" should"be" available" in" a" downloadable"

format"online."Likewise,"users"should"be"able"to"purchase"gift"cards"online"as"opposed"to"

only"at"a"cinema"venue."On"mobile,"the"screen"is"too"big"to"see"all"the"information"in"some"

instances."

" "

10""

"

"

7.! Flexibility)and)efficiency)of)use)

The"website"seems"to"be"easier"to"navigate"on"desktop"than"on"mobile."Booking"cinema"

tickets"on"mobile"was"tricky,"especially"with"Captcha"and"selecting"ticket"types."Also,"mobile"

users"had"to"scroll"up"and"down"a"lot."On"the"app,"there"is"a"login"option"for"users"already"

registered"which"helps"fast"track"the"online"process.""

8.! User)control)and)freedom)

If"the"user"clicked"on"a"trailer"and"wanted"to"escape,"the"individual"could"do"so"by"clicking"

anywhere"on"the"screen."

9.! Help)users)recognize,)diagnose)and)recover)from)errors)

At"the"Captcha"stage"of" the"registration"process,"users"were"requested"several" times"to"

complete"the"Captcha,"but"didn’t"understand"why"they"were"asked"to"do"so."There"should"

be" an" onescreen" message" displaying" an" explanation" as" to" why" redoing" the" Captcha" is"

required.""

"Recommendations!for!the!website!

1.! The"cinema"location,"movie"and"date"dropdown"menu"buttons"should"be"interchangeable."

The"user"should"have"the"flexibility"to"choose"between"the"three"menus"rather"than"by"a"

strict"order"of"location,"movie"and"date.""

2.! The"movie"showing"times"need"to"be"placed"in"the"upper"portion"of"the"page"as"opposed"

to"the"lower"so"users"can"clearly"see"the"showing"times"right"away"and"not"have"to"scroll"

down"on"the"webpage"to"find"them."

3.! A"BUY"TICKETS"button"should"be" included"beside"the"movie"showing"times." It" isn’t"clear"

what"button"you"need"to"click"to"purchase"cinema"tickets."

4.! The"website"should"have"a"direct"link"to"the"app"and"say"DOWNLOAD"APP"HERE."

5.! The"loyalty"scheme"membership"registration"should"be"kept"separate"from"the"app""

6.! The"loyalty"scheme"starter"pack"could"be"send"in"a"soft"format,"whereby"the"address"

fields"are"required"for"a"hard"version,"making"the"duration"of"the"registration"process"

unnecessarily"longer.""

7.! The"screen"should"prompt"the"user"in"advance"as"to"the"characters"the"password"required"

during"the"registration"form"process."

8.! The"Captcha"form"process"needs"reviewing."The"user"shouldn’t"have"to"complete"it"

several"times."

" "

11""

"

"

9.! The"app"should"be"located"on"the"Apple"app"store.""

10.!The"seat"selection"part"should"be"excluded"if"it’s"not"required"for"a"particular"movie"

booking."

11.!There"should"be"an"option"on"the"homepage"to"sign"in"as"a"member"for"those"who"are"

members."Placing"the"Sign"In"as"a"member"at"the"ticket"type"stage"of"the"booking"journey"

is"too"late."There"should"be"an"option"at"the"very"beginning"on"the"homepage."

12.!Although,"the"user"didn’t"click"on"the"Film"Times"tab"on"the"home"page"while"performing"

the"task,"should"the"user"do"so,"the"film"times"are"listed"for"all"the"movies"not"for"the"

specific"movie"the"user"searched"for."This"might"be"confusing,"so"the"film"times"should"be"

kept"pertinent"to"the"movie"the"user"is"searching"for."

13.!Before"completing"the"password"field"the"user"should"be"prompted"that"they"need"to"fill"

out"a"password"with"at"least"one"uppercase"character"and"at"least"one"special"character.""

14.!The"Captcha"process"needs"to"be"simplified."If"the"user"encounters"several"unsuccessful"

tries"in"completing"the"Captcha,"the"page"should"bring"them"to"a"help"or"support"form"

with"further"information"and"a"contact"they"can"email"or"phone."

15.!The"app"needs"to"explain"to"the"user"why"they"cannot"login,"instead"of"merely"leaving"the"

page"blank"and"the"user"confused"as"to"what’s"going"on."

16.!The"design"should"be"aligned"to"all"types"of"browsers"and"for"all"ages.""

17.!Autofill"should"be"incorporated"for"all"browsers."

18.!There"should"be"more"information"provided"about"the"cost"of"venue"hire."

!

!

!

! !

12""

!

!

CARD!SORTING""Below"is"the"model"architecture"of"the"web"site"that"we"have"suggested."!

!

!

!

!

!

!

!

!

! !

Home!

Films!

Choose!

Film

Choose!

Date!

Book!

Tickets!

Coming!

Soon!

Movie!

Trailers/

Poster

New!

Venue!

Contat!Us!

Gift!Cards

Cinema!

Hire

Corporate

Opening!

Hours!

Advertise!

Deals

Kids!Club Teen!Cub

Movie!

Meal!Deal!

Sensory!

/Subtitled!

Register/Sign!

up!

Facebook Twitter

Instagram!

Whats!on!

13""

!

!

WIREFRAMES!

This"is"the"model"wireframe"of"the"website"that"we"have"suggested."

"

"!

! !

"

14""

!

ORM!STRATEGY!"Monitor!The"first"and"foremost"thing"for"any"company"to"build"online"reputation."The"company/"business"

need"to"research"about"online."Searching"in"quotation"marks"to"be"accurate."Secondly"exploring"

around"in"the"industry"how"other"people"are"managing"their"online"PR"could"help"in"building"and"

understand"the"industry"norms"as"well."Search"all"search"engines"Google,"Bing,"Yahoo."Also"looking"

through"images,"video"&"other"linked"to"their"name."The"area"for"concentration"should"be"the"first"

page"of"search"engine,"as"most"searchers"tend"to"click"on"the"top"most"links."Checking"Social"media"

accounts"Facebook,"Twitter,"Instagram,"Pinterest,"LinkedIn"&"Snapchat."Having"few"results"about"

their"page"or"none"at"all"could"be"equally"bad."As"it"is"the"age"of"digital"media,"the"consumer"might"

be"annoyed"that"you"are"not"available"online.""

"

In"our"case"the"IMC"Cinema"is"available"in"the"first"few"searches"along"with"location"maps"by"google,"

films"appearing"at"the"top."Images"below.""

•! Image"1"e"Google"First"Page"Result"(See"Appendix"14)"

•! Image"2e"Google"Images"(See"Appendix"15)"

•! Image"3e"Google"Maps"(See"Appendix"15)"

•! Image"4e"News"On"Google"(See"Appendix"16)"

•! Image"5e"Videos"On"Google"(See"Appendix"17)"

"By"seeing"the"above,"people"are"actively"searching"for"the"page"and,"IMC"cinema"have"the"relevant"

content"for"everyone.""The"following"can"actually"help"when"searching"for"their"business:"

•! Google"Alerts:"will"send"an"email"when"the"keyword"is"used"in"either"a"credible"news"item"

or"a"blog"post."

•! Google"News:"Searches"all"news"items"for"mentions"of"a"keyword."

•! Google"Blog"Search:"Searches"all"blog"posts"for"mentions"of"a"keyword."

•! Google"Patent"Search:"allows"you"to"keep"track"of"all"filings"related"to"an"industry.""

It"would"also"help"if"we"would"let"an"outsider"view"their"online"reputation"because"our"view"maybe"

skewed."We"might"not"consider"certain"stuff"troublesome"like"photos,"comments,"while"others"do."

Ask"them"to"determine"whether"they"have"found."" "

15""

"

"

Measure Few"Analytics"for"the"website"is"as"follows:

"Source:"SimilarWeb"(2016)"

"

!

Source:"SimilarWeb"(2016)"

"

Social"Analytics:

+95%"traffic"is"mostly"on"Facebook"page

"

"Source:"SimilarWeb"(2016)""" "

16""

"

"

Paid"&"Organic"Search:

""Source:"SimilarWeb"(2016)"""

"Source:"SimilarWeb"(2016)""

"Source:"SimilarWeb"(2016)" "

17""

""

""Source:"SimilarWeb"(2016)"""

""Source:"SimilarWeb"(2016)"

"

Above"area"few"analytics"that"we"have"found"when"doing"a"research"on"IMC"website."It"offers"real"

etime"social"media"search"and"analytics."Hootsuite"can"add"up"to"10"social"media"platform"and"

provide"analyses"of"what's"going"on"each"of"our"platform."Social"Bakers"and"similar"web"are"also"

very"important"tools"for"analytics"to"see"what"is"working"and"what’s"not.""

! !

18""

!

ORM!Database

"!

Managing:!"Monitoring!online!reputation:"Find"out"quickly"when"anything"new"associated"with"IMC"Cinema"

pops"up."This"will"give"an"opportunity"to"respond"proactively,"and"prevent"further"damage."

Services"like"Google"Alert,"Social"mention"stayed"informed"via"email"whenever"there"are"new"

results.

A"few"of"the"important"thing"we"have"to"keep"in"mind"for"IMC"page:"

Respond!to!All!Comments!Whether"positive"or"negative,"all"comments"should"receive"a"response."

Instead"of"asking"then"to"email"on"the"email"on"another"email"address."Ignoring"their"comments"

can"do"tremendous"damage"to"their"reputation."Not"responding"to"online"comments"may"be"just"

as"damaging"as"not"responding"to"emails"or"phone"calls."On"the"other"hand,"customers"often"feel"

motivated"to"spread"word"of"a"good"experience,"they"are"equally"motivated"to"share"the"bad"ones.""

" "

URL +vet,! ]vet! &!

Neutral Source Credibility Influence Action

https://www.tripadvisor.ie

/Attraction_Review]

g186605]d3265703]

Reviews]

IMC_Cinema_Tallaght]

Dublin_County_Dublin.html

#review_434039166

Positive"e“Very good value”

Trip"Advisor

Credible" Widely"read Management"delighted"to"read"positive"comments"


/Attraction_Review]

g186605]d3265703]

Reviews]



#review_434039166

Negative"e“Getting worse”

Trip"Advisor

Credible" Widely"read Replied"after"2"weeks,"asking"to"email"their"experience"on"official"email"address.


/Attraction_Review]

g186605]d3265703]

Reviews]



#review_434039166

Negative"e“Date night”

Trip"Advisor

Very"Credible"

Widely"read Replied"after"2"weeks,"asking"to"email"their"experience"on"official"email"address.


/Attraction_Review]

g186605]d3265703]

Reviews]



#review_434039166

Negative"eNot happy”

Trip"Advisor

Credible" Widely"read Replied"after"2"weeks,"asking"to"email"their"experience"on"official"email"address.

19""

"

"

Be! active! online:" Show" signs" of" life" online" on" all" social" media" platforms."Website," Facebook,"

Instagram"&"Twitter."keeping"it"professional."Cinema"need"to"develop"their"audience"on"them,"too."

With"ongoing"development,"and"engagement"such"as"quizzes,"free"passes,"hosting"events,"premier"

nights"you"can"build"their"social"media"accounts"in"order"to"interact"with"customers"and"to"increase"

their"influence"and"engagement"scores."

Creating!content:"Cinema"is"an"entertainment"for"the"customers."Writing"content"that"is"funny,"

sassy"and"mischievous."Moreover," it"creates"reposts"ad"comments."Eventually," the"content"will"

drive"the"eyeballs"to"the"website"and"may"outrank."With"more"great"content"comes"more"search"

engine"rankings." "More"rankings"will"ensure" that"you"take"up"more"“shelf" space”" in" the"search"

engine"results"pages"therefore"leaving"less"room"for"negative"content"that"you"can’t"control."" "

Maximize:!

Know!what! you’re! up! against:" Research" their" online" competition" to" find" out"what" others" are"

seeing.

Develop! a! portfolio:" Give" customers" something" to" find" other" services" offered" on" the"website"

easily."For"instance,"Teen"Club,"Gift"card,"Kids"club"and"better"yet,"show"them"review"of"events"

held"at"the"cinema.

To!Counteract!Negative!Content,!Contact!Its!Creator.

Handling)Negative)Comments)–)Apologize""

For"instance,"the"customers"have"bad"experience"messes"up,"fails"or"otherwise"does"something"

wrong,"own"up"to"it"—"and"make"a"genuine"apology"to"those"who"have"been"affected."Being"real"

and"transparent"in"apologizing"can"go"far"toward"diffusing"a"situation."Making"up"by"offering"free"

tickets"&"treats"at"the"cinema,"concert"tickets,"vouchers"and"gift"cards."

Blog!

The"blog"will"rise"their"page"by"posting"review,"trailer"and"rating"for"the"movies."For"reputation"

purposes,"it"only"gives"better"SEO"ranking." "

20""

Invest! in!professional!photos:" Support" their"positive"online"brand"with"photos" that"show"their"

venue," food," places" near" it," locations." Using" these" professional" photos" for" online" profiles" (FB,"

twitter"and"Instagram),"their"website,"blog."

Write!a!press!release:"Use"press"releases"to"highlight"positive"news"every"day"—"and"so"can"you."

Develop"their"own"press"release"and"post"it"on"blog"and"other"websites"to"get"the"word"out."Their"

release"can"be"about"anything:"premier"to"a"movie,"release"nights,"cut"out"photo"contest."This"type"

of"positive"content"can"show"up"higher"than"other"search"engine"results.

Treat"their"Google"page"1"as"their"business"card First"impressions"count,"and"we"do"judge"many"books"by"their"cover."

" "

21""

"

COMMUNITY!GUIDELINES!We" are" committed" to" protecting" your" privacy" and" security" and" ensuring" our" content" sharing"

platforms"are"a"safe"and"secure"place"for"all."

"

General:!

1.! You"must"be"a"minimum"age"of"12"to"register"for"IMC"Cinemas"and"participate"in"any"online"

activity;"posting,"sharing,"commenting,"tweeting,"that"is"pertaining"to"IMC"Cinemas."

2.! You"can"only"have"one"account"and"no"transferring"of"that"account"is"permitted."

3.! You"are"responsible"for"all"activity"and"content"on"your"account"until"the"account"is"closed"

or"reported"for"misuse."

4.! Please" provide" the" correct" name"when" registering" an" account." A" fictitious" username" is"

allowed."

5.! All"posts"and"content"must"be"in"English."

6.! Keep"posts"relevant"to"the"discussion,"topic"or"group."

7.! Post"appropriate"content"for"an"audience"of"all"ages."

8.! Please"abide"by"our"terms"and"conditions"for"online"competitions."

!

House!rules!

1.! No"posting"is"allowed"of"unsolicited"or"bogus"advertising," junk"mail,"scams,"chain"letters"

and"spam."

2.! Advertising"or"promoting"one’s"own"services"or"another’s"is"not"allowed.""

3.! Hiring"staff"for"one’s"own"benefit"is"not"permitted."

4.! Computer" viruses," worms," Trojans," algorithms" or" any" malicious" software" will" not" be"

tolerated."

5.! No"bots,"spiders,"scripts"robots"or"automated"software"is"allowed"to"access"the"services,"

add"or"download"contacts,"send"or"redirect"messages."

6.! You"may"not"override"any"security"feature"of"the"services."

7.! No"posting"of"misleading"information"about"our"promotion"deals,"offers"and"pricing.""

!

! !

22""

!

!

Respect!others!

1.! Respect" copyrighted"work," trademarks," intellectual" property" rights" and" any" other" legal"

rights."

2.! No"posting"of"personal"details"is"allowed,"such"as,"personal"names,"addresses"and"phone"

numbers.""

3.! No"videos"or"photos"of"nudity,"sexual"content,"graphic"violence,"vulgar"or"offensive"material"

is"allowed."

4.! Refrain" from" posting" content" containing" hate" speech," racial" discrimination," religious"

affiliation,"gender"discrimination,"disabilities"or"diseases."

!

Follow!the!law!

1.! Physical"or"verbal"threats"of"violence,"theft,"vandalism"or"any"other"forms"that"might"cause"

distress"will"not"be"tolerated."

2.! No"degradation"or"harassment"towards"others"is"allowed."

3.! No"posting"of"selfeinjury"or"encouraging"others"of"inflicting"selfeharm"is"allowed."

4.! Criminal"activity"of"any"kind"is"prohibited."

!

Our!rights!

We" reserve" the" right" to" delete" comments," remove" content," suspend" your" account" if" these"

guidelines"are"not"adhered"to."If"continued"breach"occurs,"it"could"result"in"permanent"exclusion."

!

Your!rights!and!privacy!protection!

Please"report"abuse"or"anything"which"is"deemed"rude"or"offensive.""

"

We"will" not" sell" or" share" your" information" to" any" third" party" providers."We"are" committed" to"

keeping"your"account"and"information"private"and"secure.""

"

23##

CONTENT&CALENDAR&!

ALL!ABOUT!CHRISTMAS!–!DECEMBER!!CAMPAIGN&

YouTube&Twitter&Facebook&Instagram&

Blog&WEEK!1&

TIME! MONDAY! TUESDAY! WEDNESDAY! THURSDAY! FRIDAY! SATURDAY! SUNDAY!

! 5!DEC! 6!DEC! 7!DEC! 8!DEC! 9!DEC! 10!DEC! 11!DEC!9.00& & & & & & & &

10.00& & & & & & & &

11.00& Holiday&Inn&Trailer&Handel's&Messiah&

Trailer&Muppet&Xmas&Carol&

Trailer& Scrooged#Trailer# Home&Alone&Trailer&

Charlie&Brown&Special&Trailer&

Rockettes&Xmas&Show&Trailer&

12.00& & & & Blog&Xmas&Classic&Movies&

& Let’s#Party# &

13.00&Beverage#promotion# Food#promotion# Christmas#Film#Guide# Online#Quiz# Weekend#is#here# Film#review# Fun#post#

14.00& & & & Online#Quiz# Weekend#is#here# & &

15.00&Promotion#of#

Movie# Poster#Release# Movie#Teaser# Online#Quiz# Xmas#Movie#Schedule# Fun#Post# Photo#Contest#

16.00& & Tuesday#Motivation# & & & & &

17.00& & & Senior#Wednesday# & & & Family#Sunday#

18.00& Monday#Blues# & & & & & &

# #

24##

ALL!ABOUT!CHRISTMAS!!DECEMBER!!CAMPAIGN&

YouTube&Twitter&

Facebook&

Instagram&Blog&

WEEK!2#!TIME! MONDAY! TUESDAY! WEDNESDAY! THURSDAY! FRIDAY! SATURDAY! SUNDAY!

! 12!DEC! 13!DEC! 14!DEC! 15!DEC! 16!DEC! 17!DEC! 18!DEC!9.00& & & & & & & &

10.00& & & & & & & &

11.00&The&Snowman&

Trailer&White&Christmas&

Trailer&NY&Pops&Orchestra&

Trailer&Cirque#Dreams#Hols#

Trailer#

National&Lampoon's&Xmas&Vacation&Trailer&

Home&Alone&2&Trailer& A&Xmas&Carol&Trailer&

12.00& & & & Blog&Xmas&Gift&Giving&Guide& & Lets#Party# &

13.00&Beverage#promotion# Food#promotion# Christmas#Film#Guide# Online#Quiz#

Competition# Weekend#is#here# Film#review# Fun#post#

14.00& & & &Online#Quiz#Competition# Weekend#is#here# & &

15.00&Promotion#of#

Movie# Poster#Release# Movie#Teaser# Online#Quiz#Competition#

Xmas#Movie#Schedule# Fun#Post# Photo#Contest#

16.00& & Tuesday#Motivation# & & & & &

17.00& & & Senior#Wednesday# & & & Family#Sunday#

18.00& Monday#Blues# & & & & & &

#

25##

ROLES&AND&RESPONSIBILITIES&OF&THE&STAKEHOLDERS&The#Stakeholders#that#will#implement#the#ORM#strategy#are:##

1.! Social#media#manager#2.! Email#campaign#manager#3.! Content#writer#4.! Social#media#coordinator#5.! UX#designer#6.! App#Developer#7.! Customers#

##Roles& Responsibilities&

Social#Media#

Manager#

•! Oversee#the#creation#and#execution#of#digital#marketing#strategies#in#

line#with#the#companies#KPIs#and#objectives#

•! Provide#input#into#design#and#content#of#digital#strategies#

•! Create#marketing#plans#for#digital#media#and#identify#key#customer#

segments#

•! Lead#reporting#and#analysis#and#make#future#recommendations#for#

digital#strategies#

•! Responsible#for#content#development#and#ideation#

•! Deeply#understand#SEO#and#deploy#CMS#across#digital#platforms#

•! Prepare# content# calendar# and# coordinate# social# media# activity,#

online#press#releases#and#email#campaigns#

•! Ideate#online#competitions#and#ensure#execution#

•! Increase#online#engagement#and#online#sales#revenues#

•! Review#new#technologies#and#developments#in#digital#marketing#and#

keep#up#with#digital#trends#

•! Research#competition#and#conduct#competitive#analysis#

•! Enforce#the#community#guidelines#and#manage#escalated#problems#

and#crises#as#they#arise#

#

# #

26##


Email#

Campaign#

Manager#

•! Implement#innovative#email#campaigns#for#customer#acquisition#and#

retention#plans#

•! Design,#manage#and#build#marketing#automated#campaigns#

•! Generate#customer# reviewing#campaigns# for#movies,# theatres#and#

events#

•! Analyse#customer#data#and#produce#reports#

•! Proficient#with#online#marketing#tools#

Content#

Writer#

•! Create# high# performing# and# compelling# content# for#website,# blog#

and#social#media#channels#

•! Write#online#press#releases#

•! Write#promotional#content#for#online#marketing#materials#and#email#

campaigns#

•! Generate# content# for# online# competitions,# movie# reviews,# movie#

listings#and#events#

•! Source#relevant#images,#videos#and#photos#for#customer#segments#

•! Generate#SEO#content#for#web#optimization#

Social#Media#

Coordinator#

•! Work# closely# with# the# Social# Media# Manager# in# successfully#

implementing#the#digital#strategies#

•! Publish#daily#content#on#all#social#media#channels#

•! Upload#images,#videos#and#photos#on#all#digital#platforms#

•! Update#the#company#website#&#blog#

•! Publish#online#press#releases#

•! Create#and#reply#to#posts#and#positively#engage#with#online#users#

•! Respond#timely#to#online#customers#

•! Promote#content#across#social#media#channels##

•! Assist#in#creating#online#marketing#materials#

# #

27##


UX#Designer# •! Work#closely#with#the#digital#marketing#team#when#designing##

•! Develop#a#UX#that#enlivens#the#website##

•! Update#the#current#website#using#latest#technologies#

•! Produce#visually#appealing#graphics##

•! Use#frontXend#skills;#HTML,#CSS#and#Javascript#

•! Proficient#in#Photoshop#&#Adobe#Illustrator#

•! Proficient#with#cross#browser#and#crossXfunctional#platforms#

•! Enable#a#content#management#system#to#allow#changes/updates#to#

be#made#to#website#

App#Developer# •! Responsible# for# the# analysis,# design,# programming,# testing,#

debugging#and#documenting#of#software#

•! Understand#SQL#database#design#and#UI/UX#standards#

•! Design# and# build# applications# for# the# iOS,# Symbian# and# Android#

platforms#

•! Test#code#for#usability#and#reliability##

•! Proficient#in#C++,#Python#or#Java#skills#

•! Handle#realXtime#customer#issues#and#develop#fix#codes#

•! Interact#with#marketing#team#to#better#understand#requirements#

•! Complete#project#on#time#and#within#budget#

•! Articulately#communicate#with#the#social#media#manager#during#the#

software#development#cycle#

Customers# •! Abide# by# the# Community# Guidelines# when# participating# in# social#

media# activities# and# any# other# online# activity# pertaining# to# IMC#

Cinemas#

•! Post,#share,#tweet,#comment#on#social#media#channels#

•! Upload#photos/videos#on#social#channels#

•! Write#movie#reviews#and#reviews#of#theatres#

•! Partake#in#online#competitions#

•! Contribute#ideas#to#enhance#the#customer#experience##

##

28##

RISK%AND%ESCALATION%PROTOCOL%

#

29#

#

!

REFERENCES!!#

General#Introduction#

#

Website#title:# # IMC#Cinemas##

URL:# # # http://www.imccinemas.ie#

#

Website#title:# Cineworld#website##

URL:# https://www.cineworld.ie#

#

Website#title:# # Odeon#Cinemas##

URL:# # # http://www.odeoncinemas.ie#

#

Content#calendar#

#

Website#title:# # Travel#Channel##

URL:# http://www.travelchannel.com/interests/holidays/articles/christmasD

shows#

#

Website#title:# # Wikipedia#

URL:# # # https://en.wikipedia.org/wiki/A_Charlie_Brown_Christmas#

#

Website#title:# # New#York#City#Theatre#website:##

URL:###### # http://www.newyorkcitytheatre.com/index_holiday.php#

# #

Community#Guidelines##

#

Website#title:# # Instagram##

URL:# # # https://help.instagram.com/477434105621119/#

#

Website#title:# # LinkedIn#

URL:# https://www.linkedin.com/help/linkedin/answer/34593?trk=uasD

consumerDloginDinternal&lang=en#

#

Website#title:# # Boots##

Webpage:## # Boots#Terms#and#Conditions#

URL:# # # http://www.boots.ie/en/Help/TermsDandDConditions/#

#

Website#title:# # Facebook##

Webpage:# # Facebook#Community#Standards#

URL:# # # https://www.facebook.com/communitystandards#

#

Website#title:# # Facebook#

Webpage:# # IMC#Cinema’s#Facebook#page#–#About#Section#

URL:## # # https://www.facebook.com/pg/imccineagroup/about/?ref=page_internal#

# # # # #

30#

#

#

#

Risk#Escalation#Protocol##

#

Website#title:# # Social#Media#Today#

URL:# http://www.socialmediatoday.com/content/doesDyourDorgDhaveD

facebookDpageDcommentDescalationDflowDchart#

#

Website#title:# # Webster#University#

URL:# https://cksyme.com/howDtoDputDtogetherDaDsocialDmediaDtriageDresponseD

plan/##

#

Website#title:# # Google.ie#

Webpage:# # Google#Images#Concept#Draw#

URL:# # # http://www.conceptdraw.com/examples/mediaDflowchartDexample#

#

#

Roles#and#Responsibilities#of#Stakeholders#

#

Website#title# # LinkedIn##

URL:# # # https://www.linkedin.com#

#

Website#title:# # Irishjobs.ie#

URL:# # # http://www.irishjobs.ie#

#

Website#title:# # Jobbio#

URL:# # # https://www.jobbio.com#

#

Data#Analytics#Research##

#

Website#title:# # Social#Bakers#

URL:# # # http://www.socialbakers.com#

#

Website#title:# # Similarweb#

URL:# # # http://www.similarweb.com#

#

Article#title:# Heuristic#Evaluation:#HowDTo:#Article#by#Jakob#Nielsen#

Website#title:# Nngroup.com#

URL:# https://www.nngroup.com/articles/howDtoDconductDaDheuristicDevaluation/#

#

Author# Luke#Summerfield#

Article#title:# 6#Undeniable#Reasons#Why#The#Future#of#Web#Design#is#Responsive#

Website#title:# Blog.hubspot.com#

URL:# https://blog.hubspot.com/insiders/whyDresponsiveDwebDdesign#

#

# #

31#

#

#

#

Author# Giles#Thomas#

Article#title:# What#is#User#Experience#and#Why#is#it#Important?#D#Whole#Design#Studios#

Website#title:# Whole#Design#Studios#

URL:#http://wholedesignstudios.com/whatDisDuserDexperienceDandDwhyDisDitD

important/#

#

Article#title:# The#business#value#of#UX#Design#

Website#title:# UX#Passion#

URL:# http://www.uxpassion.com/blog/businessDvalueDofDuxDdesign/#

#

Article#title:# 5#Reasons#User#Experience#Is#More#Important#in#2015#Than#Ever#Before#

Website#title:# Hootsuite#Social#Media#Management#

URL:# https://blog.hootsuite.com/onlineDuserDexperience/#

#

#

#

#

Author# Amy#Harvey#

Article#title:# User#Experience:#What#Is#It#And#Why#Should#I#Care?#D#Usability#Geek#

Website#title:# Usability#Geek#

URL:# http://usabilitygeek.com/userDexperience/#

#

# #

Article#title:# What#Is#UX#Design#And#Why#It’s#Important#

Website#title:# Designyourway.net#

URL:#http://www.designyourway.net/blog/webDandDmobileDdesign/whatDisDuxD

designDandDwhyDitsDimportant/#

Article#title:# 5#Reasons#Why#User#Experience#Is#Important#

Website#title:# Social#Media#Today#

URL:#http://www.socialmediatoday.com/marketing/2015D03D26/5DreasonsDwhyD

userDexperienceDimportant#

Author# Bill#Faeth#

Article#title:# How#important#is#user#experience?#9#things#you#need#to#know#about#UX.#

Website#title:# Inboundmarketingagents.com#

URL:#

http://www.inboundmarketingagents.com/inboundDmarketingDagentsD

blog/bid/363188/HowDimportantDisDuserDexperienceD9DthingsDyouDneedDtoD

knowDaboutDUX#

32#

#

#

#

Author# Jesmond#Chudley#

Article#title:# Effectively#Planning#UX#Design#Projects#–#Smashing#Magazine#

Website#title:# Smashing#Magazine#

URL:#https://www.smashingmagazine.com/2013/01/effectivelyDplanningDuxD

designDprojects/#

#

Article#title:# Rocket#Surgery#Made#Easy#by#Steve#Krug:#Usability#Demo#

Website#title:# YouTube#

URL:# https://www.youtube.com/watch?v=QckIzHC99Xc#

#

Article#title:# 10#Heuristic#Principles#–#Jakob#Nielsen’s#

Website#title:# Uxness.in#

URL:#http://www.uxness.in/2015/02/10DheuristicDprinciplesDjakobD

nielsens.html#

#

Article#title:# The#Definitive#Guide#to#Online#Reputation#Management#

URL:# https://blog.kissmetrics.com/guideDtoDreputationDmanagement/#

#

Author# Chris#Smith#

Article#title:# 10#Pro#Online#Reputation#Management#Tips#For#Local#Businesses#

Website#title:# Search#Engine#Land#

URL:#http://searchengineland.com/10DproDonlineDreputationDmanagementDtipsD

forDlocalDbusinessesD182230#

#

Author# James#Martin#

Article#title:# 10#Online#Reputation#Management#Tips#for#Businesses#

Website#title:# CIO#

URL:#http://www.cio.com/article/2392815/relationshipDbuildingD

networking/10DonlineDreputationDmanagementDtipsDforDbusinesses.html#

#

#

# #

Article#title:# Online#Reputation#Management#|#ReputationManagement.com#

Website#title:# Online#Reputation#Management#

URL:# https://www.reputationmanagement.com/#

33#

#

!

!

!

APPENDICES!#

APPENDIX#1#–#UX##EVALUATIONS#...................................................................................................#34#

APPENDIX#2#–#User##1#Scenario#1#....................................................................................................#36#

APPENDIX#3#–#User#1#Scenario#2#....................................................................................................#41#




APPENDIX#7#–#User#3#scenario#2:#....................................................................................................#59#

APPENDIX#8#–#User#4#Scenario#1#....................................................................................................#64#


APPENDIX#10#–#User#5#Scenario#1#..................................................................................................#73#

APPENDIX#11!–!User#5#Scenario#2#..................................................................................................#75#

APPENDIX#12#–#User#6#Scenario#1#..................................................................................................#77#

APPENDIX#13#–#User##6#Scenario#2#..................................................................................................#78#

APPENDIX#14#–#ORM#Strategy#–#Image#1#D#Google#First#Page#Result#..............................................#81#

APPENDIX#15#–#ORM##Strategy#–#Image#2#–#Google#Images#...........................................................#82#

APPENDIX#16#–#ORM##Strategy#–#Image#4#–#News#on#Google#.........................................................#83#

APPENDIX#17#D#ORM#Strategy#–#Image#5#–#Videos#on#Google#........................................................#84#

#

#

#

#

#

# #

34#

#

#

#

APPENDIX!1!!#

UX!EVALUATIONS!User!1!Scenario!1!

Platform:## Desktop#

Task:## # Booking#cinema#tickets#on#IMC#Cinema’s#website##

Persona:## Christopher,#79#years#old#Retired#engineer#

Steps:# # See#Appendix#2#

User!1!Scenario!2!


Task:## # Registering#for#the#app#



User!2!Scenario!1!

Platform:## Mobile#


Persona:## Celine,#45#years#old#Solicitor#


User!2!Scenario!2!

Platform:## Mobile#

Task:## # Registering#for#the#IMC#App#



User!3!Scenario!1!

Platform:## Mobile##

Task:## # To#book#a#movie#ticket#on#the#IMC#Cinema’s#website#on#any#day#at#any#time#

Persona:## Male,#29#years#old#Taxi#Driver#


User!3!Scenario!2!

Platform:## Mobile##

Task:## # To#register#for#the#IMC#cinema#app#

Persona:## Male,#29#years#old,#Taxi#Driver#


! !

35#

#

!

!

User!4!Scenario!1!#


Task:## # To#book#a#movie#ticket#for#any#day#and#time#in#Dublin#via#IMC#cinema’s##

###########################website.#

Persona:## Female,#27#years#old,#Housewife#


User!4!Scenario!2!


Task:## # To#Register#on#IMC#website#

Persona:## Female,#27#years#old,#Housewife#


User!5!Scenario!1!!Platform:# Mobile#

Task:# # To#book#a#movie#in#a#local#cinema#

Persona:# Grandad#B,#65#years#old,#Grandfather#


#


Task:# # Registering#for#the#app#



#


Task:# # Buying#a#gift#card#

Persona:# Nanna#B,#57#years#old,#Grandmother#


#

User!6!Scenario!2!#

Platform:# Mobile#

Task:# # Hiring#a#cinema#venue#for#a#Christmas#party#for#family#and#friends#



#

#

# #

36#

#

!

APPENDIX!2!#

User!1!Scenario!1!Platform:## Desktop#



Steps:! ! #

Step!1!–!On!the!homepage!of!IMC!Cinema’s!website!

Christopher#was#asked#to#book#2#cinema#tickets#on#IMC#Cinema’s#website#to#a#movie#of#his#choice#

and#on#a#date#of#his#choice.#

#

Step!2!–!Choosing!a!movie!of!the!user’s!choice!

Intuitively,#he#wanted#to#choose#the#movie#first#before#the#cinema#location,#although,#the#website#

prompted#the#user#to#select#cinema#location#first#before#the#movie.#

#

37#

#

!

!

Step!3!–!Selecting!the!cinema!location!

As#he#resides#in#Dublin#city,#he#would#have#liked#to#see#Dublin#cinema#locations#appear#first,#not#

the#cinemas#listed#in#alphabetical#order.#He#had#to#scroll#down#the#list#to#find#his#desired#cinema#

location.#

#

!

Step!4!–!Selecting!the!movie!of!his!choice!and!the!date!

Christopher# selected# SANTRY# as# his# cinema# location,# Bad# Santa# 2# as# his#movie# choice# and# 3rd#

December#2016#as#the#date.##

# #

38#

#

!

!

Step!5!–!Finding!the!movie!showing!times!for!the!desired!date!

When#he#selected#the#blue#GO#button,#he#was#confused#when#the#date#disappeared.##

#

#

Step!6!–!Finding!the!movie!showing!times!

He#assumed#he#had#to#reselect# the#date#again,#despite#the#cinema#times#were#showing#on#the#

bottom#portion#of#the#webpage.#It#took#him#some#time#to#figure#out#he#had#to#scroll#down#the#

page#to#see#the#movie#showing#times.#Also,#at#this#point,#he#wasn’t#sure#that#he#had#to#select#a#

movie# time# to#book# the#movie# tickets.#He# said#he#would#have#preferred# to# see#a#BUY#TICKETS#

button#on#the#page.#

# #

39#

#

!

!

Step!7!–!Figuring!out!the!cost!of!2!cinema!tickets!

It#took#him#awhile#to#see#the#total#ticket#price#of#15#euros#for#the#booking,#which#was#14#euros#for#

2#OAPs,#including#the#booking#fee#of#1#euro.#At#first,#he#thought#the#total#price#was#only#14#euros.#

The#blue#CONTINUE#button#confused#him.#He#would#have#preferred#to#see#a#BUY#TICKETS#or#BUY#

NOW#blue#button.#He#mentioned#he#was#accustomed#to#seeing#BUY#NOW#or#BUY#TICKETS#buttons#

on#other#websites#when#booking#tickets#for#shows.#

#

#

Overall,#the#task#of#booking#cinema#tickets#was#not#difficult#for#the#user#but#he#encountered#some#

minor#drawbacks#throughout#the#experience.##

The!Top!3!User!Problems!

10.!Not#having#flexibility#to#choose#the#movie#first#before#cinema#location#

11.!Finding#the#movie#showing#times#

12.!Discovering#the#right#button#to#click#on#to#buy#the#cinema#tickets#

! !

40#

#

!

!

Heuristics!!

1.! Visibility*of*System*Status*It#wasn’t#always#clear#on#the#website#as#to#to#which#next#steps#the#user#had#to#take.#

#

2.! Consistency*and*standards*The#conventions#of#BUY#TICKETS#or#BOOK#NOW#buttons#on#most#websites# isn’t#used#on#

IMC#Cinema’s#website#which#led#the#user#to#confusion#when#trying#to#purchase#the#cinema#

tickets.#

#

3.! Recognition*rather*than*recall*When#the#user# selected# the#blue#GO#button#after# selecting#cinema# location,#movie#and#

date,#the#date#disappeared#causing#the#user#confusion#and#making#them#think#they#had#to#

refill#the#date#again.#

#

Feedback!to!the!user/Recommendations!

1.! The#cinema#location,#movie#and#date#dropdown#menu#buttons#should#be#interchangeable.#

The#user#should#have#the#flexibility#to#choose#between#the#three#menus#rather#than#by#a#

strict#order#of#location,#movie#and#date.##

#

2.! The#movie#showing#times#need#to#be#placed#in#the#upper#portion#of#the#page#as#opposed#

to#the#lower#so#users#can#clearly#see#the#showing#times#right#away#and#not#have#to#scroll#

down#on#the#webpage#to#find#them.#

#

3.! A#BUY#TICKETS#button#should#be# included#beside#the#movie#showing#times.# It# isn’t#clear#

what#button#you#need#to#click#to#purchase#cinema#tickets.#

! !

41#

#

#

APPENDIX!3!#

User!1!Scenario!2!Platform:## Desktop#Task:## Registering#for#the#app#

Persona:## Christopher,#79#years#old#Retired#engineer#Steps:! #

Step!1!–!Registering!for!the!app!

Christopher#went#to#the#home#page#of#IMC#Cinemas#and#clicked#on#Register.#

!

!! !

42#

#

!!Step!2!–!The!registration!form!!Christopher#was#presented#with#a#registration#form#to#fill#out#on#screen.#

!!

43#

#

#

Step!3!–!Creating!a!password!#

The#first#password#he#typed#prompted#a#message#

saying#the#password#needed#at#least#one#uppercase#

character.#

#

#

Step!4!–!Creating!the!password!Continued!#

Christopher#typed#another#password#containing#at#

least#one#uppercase#character#and#then#received#

another#message#that#the#password#required#at#least#

one#special#character.#

#

Step!5!–!Filling!out!the!registration!form!fields!!He#continued#to#complete#the#registration#form’s#

fields,#providing#his#first#and#last#name,#phone#

number,#age,#gender#and#the#location#of#his#local#IMC#

Cinema.#

#

Step!6!–!Selecting!favourite!movie!types!#

He#selected#action#and#comedy#genres#as#his#

preferred#movie#types.#

#

#

44#

#

!! #

Step!7!–!Completing!the!Loyalty!Scheme!part!of!!!the!Registration!Process!!He#continued#further#down#the#registration#form#to#

fill#out#the#loyalty#scheme.#He#was#unsure#as#to#

what#the#loyalty#scheme#meant.#

#

#

Step!8!–!Filling!out!the!Captcha!part!!!After#filling#out#the#loyalty#scheme#fields,#he#then#

had#to#complete#a#captcha.#The#captcha#was#to#

select#all#the#images#with#a#patio.#

#

#

Step!10!–!Back!to!the!loyalty!scheme!#

Christopher#was#then#prompted#to#enter#a#value#for#

address#line#2#of#the#loyalty#scheme.#He#felt#this#was#

unnecessary#to#be#filled#out.#

#

#

Step!9!–!Completing!the!captcha!#

After#selecting#all#the#images#with#a#patio#in#Step#8,#

he#selected#the#I’m#not#a#robot#and#clicked#on#the#

blue#button#REGISTER.#

#

#

#

#

#

#

45#

#

# #

!Step!11!–!Another!Captcha!#

The#first#Captcha#had#timed#out#and#a#new#one#

appeared.#This#one#required#all#squares#with#street#

signs#to#be#selected.#

#

!Step!12!–!A!third!Captcha!#

After#completing#2#Captchas,#a#third#one#appeared.#

Christopher#didn’t#understand#why#he#had#to#fill#

out#3#Captchas.#

#

#

Step!13!T!Problems!with!registering#After#completing#the#registration#form#and#captchas,#he#clicked#on#Register#and#a#window#appeared#saying#to#try#again#in#15#

minutes.#At#this#point,#he#mentioned#he#would#not#complete#the#registration#process#again#and#he#would#leave#the#site.##

46#

#

!!Step!14!–!Finding!the!app!on!Apple’s!app!store!!He#then#proceeded#to#search#for#the#app#on#the#Apple#app#store#and#couldn’t#find#it.#

##

##

#

#

The#user#felt#it#was#too#time#consuming#and#difficult#to#complete#the#registration#form#and#

wasn’t#sure#if#the#entire#process#was#to#register#for#the#app#or#for#some#loyalty#membership#

scheme.#When#he#couldn’t#find#the#app#on#Apple’s#app#store,#he#assumed#an#app#didn’t#exist#for#

IMC#Cinemas.#

#

Top!3!User!Problems!#

1.! Creating#a#password#on#the#registration#form.#

2.! Completing#the#Captcha.#

3.! Not#being#able#to#find#the#app.##

Heuristics!!

1.! Consistency*and*Standards*A#DOWNLOAD#THE#APP#here#button#should#be#display#on#the#site.#The#REGISTER#button#is#

causing#confusion#and#users#aren’t#clear#as#to#whether#it#is#to#register#for#a#membership#

or#to#register#for#the#app.##

#

2.! Aesthetics*and*Minimalist*Design*When#filling#out#the#loyalty#scheme#membership#fields,#it#requires#the#address#to#be#

completed#on#two#fields.#This#is#unnecessary#and#delays#the#time#spent#filling#out#the#

registration#form.#The#address#field#could#be#reduced#to#one#field,#or#a#soft#version#of#the#

starter#pack#could#be#designed.##

!3.! Help*users*recognize,*diagnose*and*recover*from*errors*

At#the#Captcha#stage#of#the#registration#process,#the#user#was#asked#three#times#to#

complete#the#Captcha,#but#didn’t#understand#why#they#were#asked#three#times#to#do#so.#

There#should#be#an#onDscreen#message#displaying#an#explanation#as#to#why#redoing#the#

Captcha#is#required.##

!! !

47#

#

!!Feedback!to!the!user/Recommendations.!!

1.! The#website#should#have#a#direct#link#to#the#app#and#say#DOWNLOAD#APP#HERE.#

#

2.! The#loyalty#scheme#membership#registration#should#be#kept#separate#from#the#app##

#

3.! The#loyalty#scheme#starter#pack#could#be#send#in#a#soft#format,#whereby#the#address#

fields#are#required#for#a#hard#version,#making#the#duration#of#the#registration#process#

unnecessarily#longer.##

#

4.! The#screen#should#prompt#the#user#in#advance#as#to#the#characters#the#password#required#

during#the#registration#form#process.#

#

5.! The#captcha#form#process#needs#reviewing.#The#user#shouldn’t#have#to#complete#it#three#

times.##

#

6.! The#app#should#be#located#on#the#Apple#app#store.### #

48#

#

APPENDIX!4!!User!2!Scenario!1!Platform:## Mobile#


Persona:## Celine,#45#years#old#Solicitor##

Steps:! #

Step!1!–!On!the!homepage!of!IMC!Cinema’s!mobile!site!#

Celine#was#asked#to#book#2#cinema#tickets#on#IMC#

Cinema’s#mobile#site.#She#could#could#choose#a#movie#

of#her#choice#and#on#a#date#of#her#choice.##

#

#

Step!3!–!Selecting!the!movie!showing!time!#

Celine#was#able#to#comfortably#scroll#down#

the#page#and#select#the#21.30#hours#showing#time.#

#

Step!2!T!Selecting!the!cinema!location,!movie!and!date#

Celine#showed#no#signs#of#difficulty#in#selecting#the#cinema#

location,#the#movie#of#her#choice,#Bad#Santa#2#and#the#date#

of#Thursday,#the#8th#of#December#2016.#

#

#Step!4!–!Select!the!ticket!type!

Celine#saw#there#was#an#Online#Thursday#special#for#5#

euros#per#ticket#and#selected#2#tickets,#which#came#to#a#

total#of#11#euros,#including#a#1#euro#booking#fee.#

#

49#

#

#

!#

!

!

#

Overall# the# user# didn’t# encounter# any#

delays#or#major#setbacks#throughout#the#process.#

She#was#able#to#get#through#the#steps#quickly#and#

without#any#pain#points.!

Step!5!–!Selecting!a!seat!!A#Select#Your#Seats#window#appeared#

#

Step!6!Selecting!a!seat!continued!##

and#when#scrolling#down#further#on#the#page#she#

saw#that#seats#couldn’t#be#reserved#for#this#

showing.#

Step!7!–!Paying!for!the!tickets!#

After#clicking#on#the#blue#CONTINUE#button#on#the#

seat#selection#page#in#Step#5,#Celine#was#taken#to#

the#payment#section.#

#

Step!8!–!!Paying!for!the!tickets!Continued!

In#the#payment#section#when#scrolling#down#further#on#

the#page,#she#was#asked#to#fill#in#her#contact#details#and#

credit#card#information.#

!

#

50#

#

!!Top!3!User!Problems!!In#this#scenario,#the#user#didn’t#encounter#any#major#pain#points.#They#understood#the#process#

clearly#and#were#able#to#book#their#ticket#without#any#major#setbacks#or#time#delays.#

!Heuristics!!

1.! Aesthetics*and*minimalist*design*If#the#movie#showing#doesn’t#allow#seat#selection,#then#there’s#no#need#to#have#this#step#

included.#It#only#creates#extra#delay#for#the#user#in#completing#the#process#of#buying#

cinema#tickets.#

#

2.! Match*between*system*and*the*real*world*In#Step#4,#when#selecting#the#ticket#type,#there#is#a#message#stating#NOT*LOGGED*IN.*My*IMC*Member?*Sign*In*to*our*domain*to*avail*of*a*10%*on*online*bookings.#On#most#

websites,#the#option#to#sign#in#as#a#member#would#be#on#the#homepage,#or#the#first#page#

of#the#process.##

#

!Feedback!to!the!user/Recommendations!!

1.! The#seat#selection#part#should#be#excluded#if#it’s#not#required#for#a#particular#movie#

booking.#

#

2.! There#should#be#an#option#on#the#homepage#to#sign#in#as#a#member#for#those#who#are#

members.#Placing#the#Sign#In#as#a#member#at#the#ticket#type#stage#of#the#booking#journey#

is#too#late.#There#should#be#an#option#at#the#very#beginning#on#the#homepage.#

#

3.! The#order#of#cinema#location,#movie#and#date#should#be#interchangeable#and#more#

flexibility#provided#to#the#user#to#navigate#between#the#three#menus.##

#

4.! Although,#the#user#didn’t#click#on#the#Film#Times#tab#on#the#home#page#while#performing#

the#task,#should#the#user#do#so,#the#film#times#are#listed#for#all#the#movies#not#for#the#

specific#movie#the#user#searched#for.#This#might#be#confusing,#so#the#film#times#should#be#

kept#pertinent#to#the#movie#the#user#is#searching#for.#

#

!

51#

#

!

APPENDIX!5!!User!2!Scenario!2!Platform:## Mobile#

Task:## # Registering#for#the#IMC#App#


Steps:!

!

Step!1!–!Registering!for!the!IMC!App!Celine#was#unsure#as#to#where#on#the#homepage#you#

clicked#to#register#for#the#app.#She#assumed#the#blue#

Register#button#would#take#her#there,#so#she#clicked#

on#it.#

#

Step!2!–!Starting!the!registration!process!She#was#confused#when#the#next#screen#

displayed#ALREADY#REGISTERED#–#LOGIN#as#she#

knew#she#had#never#previously#registered#on#the#

IMC#site.#

#

#

Step!3!–!The!registration!Form!When#she#scrolled#down#the#page#registration#form#

fields#appeared#prompting#her#to#fill#out#her#

contact#information#

#

52#

#

Step!4!–!Choosing!a!password!!When#she#typed#a#password,#she#received#a#message#

in#red#saying#the#password#needed#to#have#one#

uppercase#character.!!!

!

!#

!

!!!!!!!!

Step!5!–!Getting!the!password!right!!Celine#then#typed#another#password#that#contained#

one#Uppercase#character.#Another#message#in#red#

appeared,#saying#the#password#required#a#special#

character.#

#

Step!6!–!Continuing!the!registration!process!!Continuing#on#the#page#to#complete#the#

registration#fields,#she#came#to#the#name#fields.#She#

was#confused#when#a#red#message#appeared#

prompting#a#value#for#the#last#name.#She#said#value#

didn’t#make#sense#to#her#in#this#context.#

#

Step!7!–!Choosing!!gender!!!She#mentioned#she#didn’t#understand#why#she#

had#to#fill#out#gender#information.#

!

!

53#

#

!!!!!!!!!!!!!!!#

#

#

!!!!!!!!!!!!!

!!!!!!!!!!!!!!

Step!9!–!Completing!the!registration!form!!When#prompted#with#JOIN#OUR#LOYALTY,#Celine#was#

confused#at#this#point#as#to#whether#she#was#

registering#for#the#app#or#for#some#loyalty#

membership.#

!

Step!8!–!Choosing!!movie!genres!!She#chose#Drama#as#her#favourite#movie#

genre#

#

!!

Step!11!–!Completing!the!Captcha##

She#had#to#select#all#the#squares#in#the#picture#

with#street#signs#

#

Step!10!–!Performing!the!Captcha!!

!

54#

#

!!!!!!!!!!!!!!!!!!!! !

Step!13!–!Problems!with!Captcha!!!!She#then#received#a#message#saying#try#again#in#

15#minutes.###

#

Step!14!–!Redoing!the!Captcha!again!!She#went#through#the#Captcha#process#again#and#

had#to#select#all#pictures#with#store#front#images.#

#

Step!15!–!More!problems!with!Captcha!again!#

She#got#a#message#again#saying#CAPTCHA#NEEDED.#

SORRY…#and#to#try#again#in#15#minutes.#At#this#

point,#Celine#was#very#confused#as#to#whether#she#

was#completing#the#Captcha#part#correctly#or#not#

and#didn’t#understand#where#she#was#going#wrong.#

She#redid#the#Captcha#5#times#and#each#time#

received#the#same#response#of#CAPTCHA#NEEDED.#

SORRY….#And#try#again#in#15#minutes.#

#

Step!12!–!Completing!the!Captcha!Continued!#

Celine#wasn’t#sure#if#she#had#completed#the#

Captcha#correctly#or#not#when#she#read#the#blue#

CAPTCHA#NEEDED.#SORRY….#

!!

55#

#

! !

Step!17!–!Logging!into!the!app!#

So#the#app#had#downloaded#on#her#smartphone.#

When#she#clicked#on#the#app#icon,#a#screen#

appeared#prompting#her#for#her#log#in#details.#

#

#

#

#

Step!18!–!Problems!logging!onto!the!app!#

She#entered#her#email#and#password#information#

and#clicked#on#the#blue#LOGIN#button#but#nothing#

happened.#She#was#unable#to#access#the#app.#

#

#

Step!16!–!Registering!for!the!app!on!Google!Play!Store!!!After#5#unsuccessful#attempts#of#trying#to#

complete#the#Captcha,#feeling#very#

frustrated#and#confused,#she#decided#to#

download#the#app#from#the#Google#Play#

store.##

#

56#

#

!!Top!3!User!Problems!!

1.! The#user#encountered#delays#completing#the#registration#process#when#confronted#with#

the#password#requirements.#

#

2.! Completing#the#Captcha#part#was#very#frustrating#and#confusing.#The#user#attempted#it#5#

times#and#still#had#not#managed#to#successfully#complete#it#and#finish#the#registration#

process.#She#was#not#sure#where#she#was#going#wrong#and#the#screen#did#not#provide#her#

enough#information#as#to#the#next#steps#to#take.##

#

3.! Not#being#able#to#access#the#app#on#her#smartphone#after#downloading#it#from#the#

Google#Play#Store.!!!Heuristics!!

1.! Visibility*of*System*Status*At#the#Captcha#part#of#the#registration#process,#it#wasn’t#always#clear#as#to#what#the#user#

was#doing#wrong#and#what#next#steps#the#user#had#to#take.#

#

2.! Consistency*and*Standards*It#wasn’t#obvious#as#to#where#exactly#you#could#download#the#app.#There#was#no#direct#

link#to#it#on#the#website.#The#user#assumed#the#Register#button#was#to#download#the#app#

but#wasn’t#100%#sure#if#it#was#registering#for#membership#or#registering#for#the#app.#

#

3.! Help*and*Documentation*At#the#Captcha#part#of#the#registration#process#where#the#user#unsuccessfully#completed#

it#5#times,#there#should#have#been#additional#onscreen#help#and#support#instructions#

given#to#the#user.##

#

#

Feedback!to!the!user/Recommendations!!

1.! The#website#needs#to#have#a#button#with#a#direct#link#to#the#app#saying#DOWNLOAD#THE#

IMC#APP#HERE.##

#

2.! Before#completing#the#password#field#the#user#should#be#prompted#that#they#need#to#fill#

out#a#password#with#at#least#one#uppercase#character#and#at#least#one#special#character.##

#

3.! The#Captcha#process#needs#to#be#simplified.#If#the#user#encounters#several#unsuccessful#

tries#in#completing#the#Captcha,#the#page#should#bring#them#to#a#help#or#support#form#

with#further#information#and#a#contact#they#can#email#or#phone.#

#

4.! The#app#needs#to#explain#to#the#user#why#they#cannot#login,#instead#of#merely#leaving#the#

page#blank#and#the#user#confused#as#to#what’s#going#on.#

# #

57#

#

!

APPENDIX!6!User!3!Scenario!1!Platform:!! Mobile#!Task:## # To#book#a#movie#ticket#on#the#IMC#Cinema’s#website#on#any#day#at#any#time!Persona:## Male,#29#years#old#Taxi#Driver#!Steps:!

Step#1#–#Choose#Viewing#Location# Step#2#–#Details#of#Location,#Movie#&#Date#

#

# # # # # #

Step#3#D#Selecting#the#above,## # # # # Step#4#D#Viewing#Trailer#

provides#details#about#time,##

trailer#and#Location#

#

#

#

58#

#

Step#5#D#Selecting#Number#of#Tickets# # # # Step#6#–#Viewing#Seating#Map#

#

# # # # # # # # # # # # #

Step#7#–#Payment#Details##

# * * **

*

#

#

* * * * * * *

*

!

!

59#

#

Top!2!User!Problems!

1.! While#booking#tickets#the#number#of#tickets#wouldn’t#show#the#quantity#of#tickets#chosen.#

You#can#only#know#by#the#subtotal#column#showing#on#the#right#side.#(Step#5).#

#

2.! Booking#should#be#mentioned#before#the#user#selects#the#number#of#tickets.#It#should#not#

increase#with#the#number#of#tickets#bought.#

#

Heuristics!#

1.! Aesthetics*and*Design*The#details#are#clear#(Step#3).#It#provides#information#about#director,#starring,#poster,#

trailer#and#timings#for#the#selected#day.#The#trailer#pops#up#ad#plays#without#fault.##

Also# while# booking# tickets# the# number# of# tickets# should# show# the# quantity# of# tickets#

chosen.#The#quantity#wouldn’t#show#up#in#chrome#(mobile).#However,#would#appear#while#

using#internet#tab#on#mobile#device.#

#

2.! Systems*and*real*world#Choosing#where#you#sit#in#the#cinema.#(Step#6)#

#

3.! Consistency*and*standards#Login#on#top#right#on#the#page.#(Step#1)#

#

4.! Help*and*documentation*Auto#fill#to#be#incorporated#on#the#payment/Check#out#page.#

Feedback!to!the!user/Recommendations!!

1.! The#design#should#be#aligned#to#all#types#of#browsers.##

#

2.! Autofill#should#be#incorporated#for#all#browsers.#

#

3.! The#filter#should#be#movie#based#instead#of#venue#based.#The#venue#for#cinema#should#

not#be#aligned#alphabetically,#Dublin#cinemas#should#be#appearing#separately.##

#

4.! The#focus#on#the#website#should#be#on#user.#For#instance,#the#user#should#be#able#to#book#

a#ticket#for#a#movie#in#3#weeks#in#advance.##

!

!

!

!

!

60#

#

APPENDIX!7!User!3!scenario!2:!Platform:## Mobile##

Task:## # To#register#for#the#IMC#cinema#app#

Persona:## Male,#29#years#old,#Taxi#Driver##

Steps:!

Step#1#–#Screen#when#you#open#app# # # # Step#2#–#Searching#for#registering#

#* * *

Step#3#–#Registration## # # # # # Step#4#–#Registration#Form#Continued#

#

## #

61#

#

Step#5#–#Setting#a#password# Step#6#–#Setting#a#password#Continued#

* * * * * * * * * * * *

*

#

#

#

#

*

#

#

!

!

!

!

!

!

!

!

!

!

!

!

!

!

!

!

!

!

!

!

#

#

Step#7#–#Captcha#

#

#

Step#8#–#Captcha#Continued#

#

#

#

#

62#

#

!

!

!

!

!

!

!

!

!

!


1.! While#registering#for#the#Cinema,#setting#up#password.#It#would#setup#after#the#user#had#

made#two#passwords.#(Steps#5#&#6).#

#

2.! In#Step#9,#there#is#confusion#that#its#says#already#registered#yet#the#user#has#to#sign#up#after#15#minutes.#

#

3.! The#process#has#unnecessary#information.##

Heuristics!!

1.! Recognition*Rather*than*recall*It#should#show#above#or#below#the#rules#that#should#comply#with#the#password.###

#

#

After# registering# it# should# login# or# signup# automatically.# There# should# be# no# lag# in# the#

system.#

#

Step#9#–#Registered#

#

#

63#

#

2.! Flexibility#and#efficiency#of#use#For#instance,#when#you#open#the#application,#it#gives#an#option#to#login#directly.#Which#is#

good#for#users#who#are#already#registered.#fast#tracks#the#process.#

#

3.! Help#and#documentation*#The#Important#information#required#Should#have#an#asterisk#on#top#of#them.#So#that#the#

user#doesn’t#fill#the#full#information#is#he#doesn’t#feel#like#it.##

#

Feedback!to!the!user/!Recommendations!

1.! Reduce#the#number#of#steps#in#the#process.#

#

2.! The#option#to#register#should#be#on#the#main#page#of#the#application.##

#

3.! Not#to#Question#the#user#so#much.#Moreover,#the#user#might#not#want#to#register#in#the#

end.##

#

4.! Clear#choice#of#words#&#explanation.###

5.! Website#doesn’t#mention#anywhere#clearly#about#the#application.#

!

!

!

!

!

!

!

64#

#

!

APPENDIX!8!User!4!Scenario!1!!


Task:## # To#book#a#movie#ticket#for#any#day#and#time#in#Dublin#via#IMC#cinema’s##

###########################website.#

Persona:## Female,#27#years#old,#Housewife##

Steps:#

Step#1#D#Googled#IMC#Cinema#

#

#

Step#2#D#Screen#After#Clicking#on#the#first#page##

#

#

65#

#

#

#

Step#3#D#Select#Movie##

##

#

Step#4#D#Views#Trailer##

#

#

#

#

66#

#

#

#

Step#5#–#Views#Trailer#Continued#

#

*

Step#6#D#Opens#a#New#Tab#of#FANDAGO#Website##

#

#

*

*

67#

#

*

*

Step#7#D#Selects#Savoy#Dublin#Twice#and#Selects#Time##

#

*

Step#8#D#Selects#Number#of#Tickets##

#

*

#

#

68#

#

#

#

Step#9#D#Select#Seating##

#

*

Step#10#D#Autofill#Details##

#

#

!

!

69#

#

!

!


1.! The#website# selected#Galway#by# itself,# user# had# to# select# the# venue# twice# for# booking.###

2.! The#Trailer#says#get#ticket,#when#the#user#clicks#on#get#it#opens#an#American#ticket#

booking#website.#

#

3.! The#user#wanted#to#select#a#ticket#after#3#weeks.#However,#the#website#doesn’t#give#the#option.##

Heuristics!!

1.! Systems*and*real*world#Choosing#where#you#sit#in#the#cinema.##

#

2.! Consistency#and#standards#Register#on#top#right#on#the#page.#

#

3.! Help*and*documentation##Auto#fill#incorporated#on#the#payment/Check#out#page.#

#

4.! Aesthetics*and*Design#The#details#are#clear#for#timing#and#date.#It#provides#information#about#director,#starring,#

poster,#trailer#and#timings#for#the#selected#day.#The#trailer#pops#up#ad#plays#without#fault.#

But#the#pop#up#of#the#trailers#should#adjust#according#to#the#screen#width.#The#user#has#to#

scroll#down.#Also,#change#the#time#for#the#cinema.#

#

5.! User#control#and#freedom#

If#the#user#click#on#the#trailer#want#to#escape#the#individual#can#by#clicking#anywhere#on#

the#screen.#

#


1.! The#get#info#button#on#trailer#should#direct#them#to#the#page#o#select#tickets,#timing#and#

venue.##

#

2.! The#filter#should#be#on#according#to#the#movie,#time#and#venue#(automatically#filter#on#

venue).#For#Instance,#a#person#who#want#to#watch#ballet#can’t#find#it#because#it’s#only#

shown#in#Athlone.#

!

!

!

!

70#

#

!

APPENDIX!9!User!4!Scenario!2!#


Task:## # To#Register#on#IMC#website##

Persona:## Female,#27#years#old,#Housewife##

Steps:#

Step#1#D#Open#Website#Via#Google##

#

*

# #

71#

#

Step#2#D#Searched#for#the#Option##

#

#

Step#3#D#After#Selecting#option##

#

#

# #

72#

#

Step#4#–#End#of#Process*

#

#


1.! There#is#no#search#option#in#the#website.###

2.! The#user#couldn’t#find#the#option#for#gift#cards.###

3.! Users#want#an#option#to#buy#it#online#ad#gift#it#in#email.##

Heuristics!!

1.! Consistency*and*standards*#No#Search#Button##

#

#

!


1.! The#option#for#eDcard#should#be#available.#As#Xmas#is#approaching#users#might#want#to#

buy#gift#cards#online.#

#

2.! They#should#highlight#it#as#much#as#possible#it’s#a#business#prospect.### #

73#

#

#

APPENDIX!10!User!5!Scenario!1!

!Platform:# Mobile#

Task:# # To#book#a#movie#in#a#local#cinema#


Steps:#

#

Step#1#–#Google#Cinema# # # # # # Step#2#–#Click#on#IMC#Tallaght# #

# # #

# # # # # #

#

Step#3#D#Select#Film#and#Date# # # # # Step#4#D#Result#

# # # #

#

#

#

#

74#

#

Step#5#D#Select#ticket#type# # # # # Step#6#–#Result#

#

# # # #

#

Step#7#D#Not#sure#about#3Plus# # # # Step#8#D##Captcha#Frustration#

# # # #

#

Granddad#B#gave#up#as#he#was#frustrated#with#the#activity#of#booking#a#film.#

#

!

!

!

!

75#

#

APPENDIX!11!User!5!Scenario!2!#

Platform:# Mobile#

Task:# # Registering#for#the#app!Persona:# Grandad#B,#65#years#old,#Grandfather#

Steps:#

!

He#tried#to#find#the#app#on#the#website,#but#couldn’t.#

Step#1#D#Search#for#the#App#on#Google#Play#Store# # # Step#2#D#Result#

# # # # #

#

Step#3#D#Click#on#Install# # # # # # Step#4#D#Register#

! ! ! ! #

Granddad#B#gave#up#as#he#was#not#prepared#to#go#through#email#and#password#etc.#

!

76#

#

!!Top!3!User!Problems!!

1.! User#had#to#scroll#in#on#screen#to#see#information#and#lost#content.#

#

2.! User#could#not#delete#pop#up#messages#at#first#click.#

#

3.! User#could#not#see#CAPTCHA#code#as#the#keyboard#hid#the#code#when#activated.#!

Heuristics!

1.! Flexibility*and*efficiency*of*use#

The#booking#of#a#film#was#trickier#on#mobile#than#on#desktop#as#the#evaluee#had#

previously#done#and#found#easy#to#use.##It#was#hard#to#select#ticket#type#on#mobile#and#

when#typing#in#Captcha#the#code#was#obscured#when#the#keyboard#was#activated.##The#

app#could#not#be#found#on#the#website#on#mobile.###

#

2.! Aesthetic*and*Minimalist*Design#

The#website#is#not#user#friendly#on#mobile#for#those#who#are#not#tech#savvy.##The#App#is#

easy#to#download#but#requires#emails#and#passwords#to#activate.#

#

3.! Help*and*Documentation#

Captcha#is#not#a#good#user#experience.##Also#choosing#a#ticket#type#is#tricky.#

!


!

The#website#is#not#age#friendly.##It#assumes#the#user#will#go#backwards#and#forwards#looking#for#

films,#dates,#times,#tickets.##The#user#found#the#experience#of#booking#a#film#on#the#mobile#

frustrating.##This#needs#to#be#made#more#user#friendly#and#adaptable#for#all#ages#and#knowledge#

of#technology.#

#

!

!

!

!

!

!

77#

#

!

#

APPENDIX!12!User!6!Scenario!1!Platform:# Mobile#

Task:# # Buying#a#gift#card#


Steps:# # #

!

Step#1#D#Google#Cinema#Tallaght# # # # Step#2#D#Click#on#IMC#Tallaght

# # # # #

Step#3#D#Scroll#to#the#bottom#of#screen#to#Useful#Stuff.# # #

Click#on#Gift!Cards.# # # # # Step#4#D#Result#

# # # # #

#

Screen#presented#is#for#information#only#as#you#cannot#buy#Gift!Cards!online.##You#can#

purchase#them#in#any#IMC#Cinema#and#they#can#be#used#in#all#IMC#Cinemas.#

78#

#

#

#

APPENDIX!13!User!6!Scenario!2!!#

Platform:# Mobile#

Task:# # Hiring#a#cinema#venue#for#a#Christmas#party#for#family#and#friends#


Steps:# # #

!

!

# Step#1#D#Google#Cinema#Tallaght# # # # Step#2#D#Click#on#IMC#Cinema#

# # # # # #

Scroll#to#the#bottom#of#screen#to#Useful#Stuff.#

#

Step#3#D#Click#on#Cinema!Hire# # # # Step#3#D#Result#

# # # # #

79#

#

# # # #

Step#4#–#Contact#Form## # # # # Step#5#–#Captcha#

#

Scroll#down#to#your#location#and## click#

on#it#which#brings#you#to#a##

contact#form.##Complete#your##

comments#and#complete#a#

# # # # #

!

Top!3!User!Problems!!

1.! User#could#not#buy#a#gift#card#online#even#though#a#few#steps#are#essential.##

2.! User#found#Captcha#code#not#working#even#after#a#few#attempts.#

#

3.! User#could#not#see#cost#of#cinema#hire#before#making#enquiry#about#booking.#

#

Heuristics!

!

1.! Flexibility*and*efficiency*of*use#

The#website#is#not#easy#to#use#on#mobile.#You#have#to#scroll#up#and#down#a#lot.#

#

2.! Aesthetic*and*Minimalist*Design#

The#information#on#how#to#obtain#a#gift#card#is#too#large#for#the#screen#on#mobile#and#

the#user#cannot#see#it#all#in#one#go.#

#

3.! Help*and*Documentation#

The#contact#form#is#difficult#to#use#on#mobile.##Also#the#CAPTCHA#can#be#tricky#

Form#is#difficult#to#fill#in#and#

Captcha#does#not#work#on#

first#attempt.#

#

80#

#

#


#

The#website#is#not#age#friendly.##It#is#difficult#to#see#small#print#in#Useful#Stuff.#

Useful#Stuff#is#very#generic.##You#should#be#able#to#buy#a#gift#card#online.##There#should#be#

more#information#provided#about#Cinema#Hire,#detailing#cost#etc.#

#

#

!

!

!

!

!

!

!

!

!

!

!

#

#

!!!!!!!!!!!!!!!!!!!

81#

#

!!

#

APPENDIX!14!ORM!Strategy!–!Image!1!K!Google!First!Page!Result!#

#!#

#

#

82#

#

APPENDIX!15!ORM!Strategy!–!Image!2!–!Google!Images!#

#

#

Image#3#D#Google#Maps#

#

#

# #

83#

#

!

APPENDIX!16!ORM!Strategy!–!Image!4!–!News!on!Google!#

#

# #

84#

#

APPENDIX!17!ORM!Strategy!–!Image!5!–!Videos!on!Google!#

#

imc_cinemas_group_project

Documents