Fandango Account Redesign

Strengthening the connection between Fandango and users

Role

UI Intern

Duration

January - April 2024

Tools

Figma
Jira
Adobe Analytics

Team

Presented to leadership

01 / Overview

This case study outlines my conceptual redesign project of the My Account page on the Fandango iOS app. Although they are the leading movie ticketing app on the iOS App Store, Fandango lacks a strong emotional connection with its users. Thus, I asked:

How might we strengthen the emotional connection between Fandango and users?

Project Goals

Engage users

Provide captivating and informative content.

Optimize whitespace

Showcase impactful, action-oriented resources.

Product Preview

DASHBOARD

Improving clarity in one screen

The redesigned My Account Dashboard page offers:

Feature previews
Friendly user interface
Space optimization
Simplified navigation

Rewards

An incentivizing reward system

A refreshed looked at the FanRewards screen highlights:

Cumulative points view
Redemption options
User engagement with loyalty features

Movie Journey

Connecting brands

The My Movie Journey:

Combines Fandango's Rotten Tomatoes and Fandango-At-Home
Gives users a complete view of their movie history and activities in one place

02 / Gathering Insights

Today’s Flow

Current flow analysis

Fandango’s current user flow is inefficient: users browse movies, buy tickets, and watch movies.

What could be causing this issue?

Average users buy tickets every 2-3 months, leading to periods of decreased app engagement.
Implementing dynamic content or personalized recommendations during these gaps can boost engagement.
No upcoming movies state wastes the Upcoming Tickets screen

Analyzing the user connection

User-centric information found in My Account page
My Account page tap target is not emphasized
Page opens to a restrictive list view, limiting user exploration

03 / Research

Validating assumptions

Analyzing Fandango’s KnowledgeHound research and 2023 iOS app data, I learned the My Account page has lower traffic compared to the Home and Movie Overview pages, indicating this page has a:

Lack of prominence and immediate usefulness
Potentially complex navigation affecting user access

Loyalty Program insights

2.2% of orders are redeemed with FanRewards. ‍

Low redemption rate signals low awareness of rewards
Small user reward engagement likely caused by nested placement

The value of rewards

66% of users express a desire to attend more movies if incentivized with points
Clear opportunity to enhance the loyalty program’s visibility and functionality

Defining primary users

Before designing, I wanted to understand the key users that this project would be targeting. Key questions included:

1. Who are the Fandango app users?

2. Do app users value FanRewards?

3. What frustrates app users?

Through Fandango's comprehensive user research, I identified two primary user segments:

The Escapist

22% of Fandango users
Enjoys: Finding a great movie to watch
Values: Being the first to know about movies, keeps up with rewards
Pain points: Difficulty tracking rewards, lack of personalization
Should leave Fandango feeling: Valued and excited

The Ocassional

39% of Fandango users
Enjoys: Spending time with friends and family
Values: Convenience and efficiency
Pain points: Being unable to quickly find the information they need
Should leave Fandango feeling: Surprised and interested

A look at competitors

I conducted a competitive analysis of movie ticketing apps and identified key strategies to boost user engagement:

Personalized sections like watchlists and movie statistics are common
These features effectively incentivize prolonged app engagement
Both direct and indirect competitors utilize these strategies

04 / Brainstorming

An interactive sketch session

I conducted a sketch session with the design team, focusing on key elements such as FanRewards, Upcoming Tickets, and personalized content. We prioritized features based on user needs and project scope.

Priority List

Leveraging insights from the sketch session and project goals, I developed a strategic roadmap to prioritize key features based on their impact and feasibility.

Prioritized features by user experience impact and relationship-building potential
Ensured project feasibility within scope and timeline
Strategic roadmap guided the project toward key objectives

I developed a user and task flow to navigate potential user scenarios within the My Account page.

This ensures a seamless user experience, preventing dead ends and providing our Escapist and Occasional users with personalized content to enhance exploration.

05 / Iterations

I iterated through three design phases, refining the project with continuous feedback from the Product Experience team to address gaps, leading to the final designs.

DASHBOARD

The power of cards

I designed a dashboard interface that uses cards and dividers that provide:

A seamless navigation to prevent information overload
Brief overviews available without tapping

Finding an intuitive layout

I initially experimented with anchored tabs for navigation (Option 1). Upon further exploration, I opted for a single-page scrolling navigation (Option 2) to optimize whitespace and ensure design consistency across the app, as anchored tabs weren’t used elsewhere on the Fandango platform.

Option 1

Anchor Tabs

Option 2

Single-Page Scrolling

Considering order of information

I positioned the "About You" section, a user-specific movie statistic feature, at the bottom of the dashboard to pleasantly surprise users while balancing it with essential features like FanRewards. This:

Delights users while maintaining balance
Harmonizes with sections and avoids overshadowing key features

Option 1

High Emphasis

Option 2

Medium Emphasis

Option 3

Low Emphasis

FanRewards

Redesigning FanRewards

Today’s FanRewards page lacks a clear visual hierarchy and a seamless user interface.

To address this, I:

Used cards for improved visual appeal and organization of FanRewards
When there are no upcoming movies, the Upcoming Tickets screen is empty, wasting space.

Card Explorations

I iterated multiple times to develop a rewards display that's easily digestible at a glance. The final design includes:

Linear progress bar to show reward progression
New yellow color to enhance user excitement
Refined hierarchy for optimal user comprehension

UI Kit

I followed Fandango’s design system by using existing icons, CTAs, and cards, and introduced new elements that align with brand guidelines to ensure visual harmony.

Final Screens

I designed and prototyped a total of 17 screens that would be used for the My Account page of the Fandango iOS app. Each set of screens is split up into sections based on the Dashboard, Reward, and Movie Journey.

06 / Comparisons

Dashboard

CURRENT

Lacks visual appeal and fails to highlight key features effectively.

RESDESIGN

Uses cards and visuals to highlight features and boost engagement.