Photo by Myke Simon on Unsplash.
Safety first
The "social distancing" surfaced through the needs of different sectors during the year 2020. The entertainment sector had to adapt to new preventive measures, which meant remodeling business models and products to deliver safety first.
Company
Ingresso.com is a Fandango company, part of the Comcast group, with over 20 years of experience in the ticket sales area in Brazil.
My role
Product design intern
Platforms
Web, App
Year
2020
Photo by Dollar Gill on Unsplash
What have people done for fun?
Our team already knew that people had their habits and routines to entertain themselves before the pandemic. It was necessary to understand their expectations of the quarantine, and the social distancing. Quantitative and qualitative data were collected to allow a complementary analysis of how customers were dealing with entertainment x quarantine x social distancing.
Two surveys were sent, containing: Panel Opinion Box; Mailing; SAC interviews; Cinépolis Brasil Research.
What opportunities have we identified?
✤ To release more content such as news about premieres.
✤ To provide films in other formats. List locations where users can view movies and series through customization by genre, popularity, ratings, and others. Possibility of creating lists "to watch"or "already watched".
✤ Drive-ins return opportunity, taking into account all mandatory security measures.
✤ To provide promotional vouchers, aiming audiences that didn't used to go much to theaters before the pandemic.
✤ To offer personalized suggestions (based on what was seen, what remained to be seen, and popularity) for the user to decide what to see more easily.
✤ To study partnership possibilities with social / cultural projects, in order to promote culture in areas that don't have as much access to it.
✤ To use movie content in online games, such as quizzes, which could also be available on social media.
✤ Drive-ins return opportunity, taking into account all mandatory security measures.
✤ To provide promotional vouchers, aiming audiences that didn't used to go much to theaters before the pandemic.
✤ To offer personalized suggestions (based on what was seen, what remained to be seen, and popularity) for the user to decide what to see more easily.
✤ To study partnership possibilities with social / cultural projects, in order to promote culture in areas that don't have as much access to it.
✤ To use movie content in online games, such as quizzes, which could also be available on social media.
Movie theaters were inspired by this and other research to find new ways to keep the business alive, since, due to the pandemic, many theaters closed or went out of business.
How to match the opportunities with WHO best practices?
1. The movie theaters that opened during the pandemic, rigidly followed the WHO social distancing policies. We needed to show that to users.
2. Popular in the 1960s, the drive-ins had their comeback proving to be one of the safest solutions for watching movies outside home during the pandemic.
3. Also, keeping people in the loop of the movie industry could be a good way to attract them to the movies through social media and news page.
How to inform the public?
All Ingresso.com products received additional information about the distance policies used by movie theaters. The team organized and categorized where the info would be shown and also mapped which visual solutions were adopted by big players in the marketing. From there, the solution brainstorming was started, compared ideas, and came up with solutions closer to a final one.
We made nice screens, but are they working?
Three solutions were designed for the preventive initiatives implementation. To know which would be the best for the user, we ran 2 usability tests. One of them was performed with people known by the team, the other test was performed using a third-party platform. We ran the tests with the following objectives in mind:
✤ To find the best way to display seat blocking on Checkout;
✤ To find if the blocking systems were understandable;
✤ To find if the user would understand that someone took that seat before him with naturality.
And last, but not least
✤ To find if the user understands the seat selection limitations.
I'll be back!
The first project we worked on in distancing matters, was the return of Drive-in. This type of exhibition appeared as a great alternative during the research, due to being outdoor and managing to be a safer way to be entertained during pandemic times. In addition to the need for a new communication (as the iconography part) on the website and app, an adaptation was made in checkout steps.
The first project we worked on in distancing matters, was the return of Drive-in. This type of exhibition appeared as a great alternative during the research, due to being outdoor and managing to be a safer way to be entertained during pandemic times. In addition to the need for a new communication (as the iconography part) on the website and app, an adaptation was made in checkout steps.
See you in the movies!
The second phase and project within the social distancing would be the most challenging one: bringing everything that has been seen so far for the implementation of movie theaters across the country. Such as restrictions, mandatory distancing and security measures for a safe return.
The second phase and project within the social distancing would be the most challenging one: bringing everything that has been seen so far for the implementation of movie theaters across the country. Such as restrictions, mandatory distancing and security measures for a safe return.
In a joint effort with the customer success team and marketing teams, the new communication was rolled out to users on the return of movie theaters across the country. New iterations and solutions are being drafted. Feedbacks are recent but very fulfilling.
That's all folks!
