Hedwig Cinema

User Experience Design
Project Overview
Hedwig Cinema is a regional movie theater located in a metropolitan area, offering a captivating escape for movie lovers seeking an elevated experience. With a focus on affluent consumers who appreciate both the art of film and indulgent snacks, Hedwig Cinema aims to redefine the traditional movie-going experience. The case study delves into the research, analysis, and design process behind Hedwig Cinema's mobile application. This case study was created as part of Google UX Design Professional Certificate program.
My Contributions
As the UX designer and researcher, my role encompassed the end-to-end design and research process for a new app dedicated to Hedwig Cinemas, spanning from the initial concept to the final delivery. I conducted comprehensive user research to gain valuable insights, which guided the creation of paper and digital wireframes. These wireframes evolved into both low- and high-fidelity prototypes, allowing for iterative design improvements. Through this multifaceted approach, I played a crucial part in crafting a user-centric app that seamlessly caters to the needs and desires of Hedwig Cinema's discerning audience.
mockup of hedwig cinema's mobile app showing the home screen and navigation menu

The Process

Understanding the user

User research

I conducted interviews and created short biographies to understand the users and their needs. Through this process, a primary user group emerged—single working adults seeking opportunities to socialize and make the most of their limited free time. Notably, this user group confirmed existing assumptions about Hedwig Cinema's customer base. However, the research also shed light on another significant user segment: families with children. It became evident that this group desired a more streamlined and efficient way to enjoy movie theater snacks, as their unique challenges included tending to their children while navigating lines and managing time constraints.


the persona include a brief bio, neil's goal and frustrations, a short quote, and some additional information about his music going experiencesthe persona include a brief bio, Lucia's goals and frustrations, a short quote, and some additional information about her music going experiences

Problem statements

Neil is a movie-loving father who needs an easy way to order snacks at the movie theater because he finds it overwhelming to watch his kids while trying to order at the concessions stand.

Lucia, a social policy advisor, wants to pre-order snacks at the movie theater because she wants to maximize enjoyment of her free time.

User journey map

user journey map

By mapping Neil's user journey, I was able to pinpoint potential pain points and identify valuable opportunities for enhancing his experience using the Hedwig Cinema app.

Starting the design

Paper wireframes

hand sketches
hand drawn sketches

By drafting multiple iterations of each screen, I was able to test different layouts while ensuring the final version included key elements. To address the user pain points, quick and easy access to movie tickets and snacks were prioritized on the home screen.

Digital wireframes

low-fidelity wireframes for homepagelow-fidelity wireframe showing the order status screen

On the home screen I wanted to ensuring quick access to movie listings, food ordering, and purchases.

The order status screen provides key information at a quick glance. Users can see an estimated delivery time as well as a summary of their order.

Low-fidelity prototype

The low-fidelity prototype connects the primary user flow for ordering food. The prototype was utilized to support usability studies to garner user feedback.

screenshot showing the connections between low-fidelity wireframes

View Hedwig Cinema's low-fidelity prototype.

Usability studies

To validate and improve the design, I conducted two rounds of usability studies. The initial study utilized a low-fidelity prototype to inform the user flow, while the second study incorporated a high-fidelity prototype, providing valuable insights on areas of the mockups that required refinement.

Round 1 Findings
  • Users want to be able to quickly navigate to the food menu.
  • Users want more customization options including adding notes to food items and inputting custom tip amounts.
  • Users express a preference for image-based navigation.
Round 2 Findings
  • Users need to find subsections of the food menu quickly.
  • Users need multiple ways to navigate to the item pages.
  • Users want the order status page to include an order number.

Refining the design


The second round of usability testing revealed user frustration in locating the "Classic Concessions" section within the food menu. To address this feedback, I made important adjustments to improve the user experience. Specifically, I moved the "Classic Concessions" section to the top of the screen for better visibility and introduced a dropdown menu that provided direct links to each food category. These modifications aimed to streamline the navigation process, ensuring users could easily access the desired section within the food menu.

During the initial usability test, it became evident that users encountered difficulties in navigating the home page, specifically in accessing the food and beverage menu. To address this issue, I made important updates, such as changing the label "Popular Snacks" to "Food & Beverages" and introducing a prominent navigation button at the bottom of the screen, ensuring a clearer and more intuitive path for users to access the menu.
example of changes made from the first usability studyan example of changes from the first usability study
home screen mockup on iPhonemenu screen mockup on iPhonecheckout screen mockup on iPhoneorder confirmation screen mockup on iPhone

High-fidelity prototype

The reconfigured and redesigned high-fidelity prototype introduces a significantly improved flow for ordering snacks, offering users a more streamlined experience. Additionally, the prototype incorporates multiple navigation options, providing users with enhanced flexibility in accessing different screens throughout the app. These enhancements were made with the aim of optimizing the user journey and ensuring a seamless and intuitive interaction with the snack ordering feature.

screenshot showing the connection between high-fidelity mockups

View Hedwig Cinema's high-fidelity prototype.

Further Considerations


The mobile app has been carefully designed with accessibility considerations in mind, prioritizing an inclusive user experience. High contrast between the background and text elements has been implemented to enhance accessibility for users with low vision or color blindness, ensuring that important information is easily distinguishable. To maintain clarity and ease of use, the app incorporates a clear and consistent hierarchy and layout, enabling users to navigate and comprehend the content intuitively. Key screens are differentiated from other elements, allowing for quick and efficient navigation. Typography has been optimized for accessibility, featuring large and legible font sizes and styles that enhance readability. In addition, images within the app are accompanied by descriptive text, enabling screen reader technologies to provide a comprehensive experience to users who rely on auditory cues. These accessibility considerations collectively contribute to a more inclusive and user-friendly mobile app for all users.

Next steps

The next step in the design process is to conduct an additional round of usability testing to validate the reimagined designs and ensure they meet and exceed user expectations. This testing will allow for valuable feedback and insights from users, helping to identify any areas that may require further improvement or refinement. By iteratively incorporating user feedback, the final design will be fine-tuned and optimized to deliver a truly exceptional user experience.

The app's user-friendly design and streamlined ordering flow had a significant positive impact on users. They consistently found the app and ordering process to be effortless and efficient. By prioritizing simplicity, intuitiveness, and efficiency, the app effectively met user expectations and contributed to a highly satisfactory and enjoyable experience for all users. One participants stated, “I like the app’s simplicity. It works as expected and made it easy for me to order popcorn. I would definitely use this app at the movie theater.”