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
FanRewards
CURRENT
Lacks visual appeal and fails to highlight key features effectively.
RESDESIGN
Lacks visual appeal and fails to highlight key features effectively.
FanRewards
CURRENT
Lacks visual appeal and fails to highlight key features effectively.
RESDESIGN
Lacks visual appeal and fails to highlight key features effectively.
FanRewards
