Fandango My Account, Reimagined
Strengthening the connection between Fandango and users
Overview
A blue sky concept
This case study outlines my conceptual redesign project of the My Account page on the Fandango iOS app. I had full creative freedom in this project and was the product owner.
The Problem
Fandango struggles to engage users during periods of low activity.
When users don’t have any upcoming movies, Fandango doesn’t optimize this time to catch users' interest. It becomes an app that has a one-time use, rather than something they can use for discovery.
So, How Might We
Enhance Fandango’s emotional connection with its users?
Product Preview
My Account, Reimagined
Dashboard
The redesigned My Account Dashboard page offers:
- Feature previews
- Friendly user interface
- Space optimization
- Simplified navigation
Rewards
A refreshed looked at the FanRewards screen highlights:
- Cumulative points view
- Redemption options
- User engagement with loyalty features
Movie Journey
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
Discovery
Why is there decreased engagement?
- 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 screen.
- My Account screen tap target is not emphasized.
- Screen opens to a restrictive list view, limiting user exploration.
Research
The “My Account” screen has lower traffic.
Analyzing Fandango’s KnowledgeHound research and 2023 iOS app data, I learned the My Account screen has lower traffic compared to the Home and Movie Overview screens, indicating this page has a:
- Lack of prominence and immediate usefulness
- Potentially complex navigation affecting user access
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.
*FanRewards is Fandango’s reward point system
Rewards have hidden potential
- 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.
Users value convenience and personalization
Analyzing user data, both casual and avid movie watchers seek a fast, efficient experience that also delivers personalized content.
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.
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.
- Strategic roadmap guided the project toward key objectives.
- Prioritized features by user experience impact and relationship-building potential.
- Ensured project feasibility within scope and timeline.
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.
Card-Based Dashboard for Seamless Navigation
I designed a dashboard interface that uses cards and dividers that provide:
- A seamless navigation to prevent information overload.
- Implementing dynamic content or personalized recommendations during these gaps can boost engagement..
- No upcoming movies state wastes the Upcoming Tickets screen.
Finding an intuitive layout
I first considered using anchored tabs for navigation but later switched to a single-page scrolling layout. This choice optimized whitespace and maintained design consistency since anchored tabs weren’t used elsewhere on the Fandango platform.
[A] Anchor tabs
[B] 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
[A] High Emphasis
[B] Medium Emphasis
[C] Low Emphasis
Redesigning FanRewards
Today’s FanRewards screen 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.
Before & After
After gathering feedback from designers and refining my understanding of the Figma API, I streamlined my wireframes to ensure feasibility and went through a few major improvements.
Dashboard
I refined the original list view to take on a more dynamic, engaging dashboard.
Rewards
Using cards, visual highlights, and CTAs, I enhanced the Rewards page to incentive users to watch more movies and engage with Fandango's loyalty program.
Finishing Touches
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 Sceens
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.
Final Product
My Account, Reimagined
Dashboard
The redesigned My Account Dashboard page offers:
- Feature previews
- Friendly user interface
- Space optimization
- Simplified navigation
Rewards
A refreshed looked at the FanRewards screen highlights:
- Cumulative points view
- Redemption options
- User engagement with loyalty features
Movie Journey
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
Reflections
Future Considerations
1. Conducting usability tests. Given the project’s timeline and scope, user testing was not feasible. With additional time, I would prioritize user testing to identify and address any potential gaps or confusion in the My Account page experience.
2. The future of Fandango and its brand. Integrating Fandango’s brands, Rotten Tomatoes and Fandango-at-Home, into the My Movie Journey section requires careful consideration. A decision must be made on whether this integration will be more seamless or remain limited.
Takeaways
1. Pacing yourself. This project underscored the importance of a methodical approach. Taking time with each step and building on a solid foundation facilitated the smooth integration of data and research into the final designs.s the sole developer and designer on this project, I learned how to take a product from concept to completion. This experience taught me the importance of prioritization and focusing on the most impactful aspects of development.
2. Designing for edge cases. Managing multiple screens and user-dependent data required attention to various edge cases, such as empty states and multiple tickets. This project allowed me to creatively address these challenges in the design process.
