Admit One – A futuristic movie ticket concept video

Project Type- Masters Class Project

Year- 2013

Teammates- Shan Huang, Dave Luetger, Kristina Lustig

Skills Used- Interviews, Extreme Users Analysis, Survey, Affinity Diagrams, Storyboards, Speed Dating, Concept Video

 

OVERVIEW

 

PROBLEM- The aim of this project was to identify a product opportunity for a target set of users and conceive of a novel ubicomp system that meets their needs and that advances beyond the GUI style of interaction.

 

SOLUTION- We designed a futuristic movie ticket called Admit One, to enhance an avid movie fan’s engagement with a movie and create an experience that transcends the theater. The ticket can be purchased even before a movie released, is interactive, displays special content and brings fans together. It is also collectible.

You can view the concept video that I made on the side.

 

PROCESS

 

FINDING OUR TARGET- In order to find a target audience, we brainstormed and came up with various venues where ubiquitous computing has not been explored such as zoos, game arcades, laundromats, etc. We finally chose movie theaters because we felt there was a lot of potential for ubiquitous computing in theaters and if done well, it could have a huge impact given its large user base.

 

INTERVIEWS & SURVEY- We visited 3 movie theaters in Pittsburgh, 2 small independent movie theatres and one big one that focused more on commercial movies. We interviewed the staff and the movie goers there briefly asking questions about their frequency, what they liked and disliked, what they wished for, the history of the theater, the kind of crowd, the process of selecting movies to be played etc.

We also interviewed 8 extreme users such as die hard movie fans and movie goers whose first language is not English. In addition to these, we sent out a survey with questions related to theaters to which we got 110 responses at which point we closed it. We consolidated all this data in an affinity diagram.

 

INSIGHTS-

People don’t like any kind of distractions. They get very annoyed when people talk in the theater.

People don’t like the commercialization of theater space such as ads, cheap gimmicks to get them to use their phones, etc.

People come to theaters because of the immersive experience of the big screen and find it special.

People don’t want any social interaction in the theater. They especially don’t want to talk to strangers even if they might share interests. This one was a big surprise for us.

 

STORYBOARDS- Based on these insights, we came up with 50+ ideas which we boiled down to 15. We made storyboards for each of these.

One idea attempted to solve the disruptive movie going experience by giving movie goers the ability to inform the theater employee of the person causing disruption. Another idea tried to engage movie goers through an interactive movie infographic.

 

USER TESTING- We did speed dating with users and showed them our storyboards for initial reaction. Some of our popular ideas were interactive map, capturing movie trailers and targeting people talking in the theater. Participants did not like the social interaction ideas such as interactive coffee tables, technology facilitating discussion groups and sharing of opinions, etc.

 

CONCEPT CREATION- We realized we wanted to push people to interact. After all, sometimes people dont know if they want something till they start using it. We also wanted the movie experience to transcend the theater space. Thus, we decided to target one of our extreme user groups: the die hard movie fans. They are also more willing to interact socially with other fans and will do anything for movie trivia.

We also wanted to design something physical and so we came up with the idea of futuristic ticket that can be purchased even before a movie released, is interactive, gives special content and brings fans together.

Its also collectible as few of our avid movie fan participants told us they collected movie tickets as a reminder of the special moment when they saw the movie.

For more details, please refer to our presentation