Transforming B2B Ticket Sales:

A Digital E-commerce
Case Study for Cinemark

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Role

UX Designer

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Tools

Adobe Illustrator
Photoshop
Power Point

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Project Duration

8 Months

Project Overview

Cinemark is the largest cinema chain in Brazil, offering a wide range of movies and entertainment options for audiences of all ages. One of their products, corporate tickets, was only available for purchase through phone or in-person transactions, limiting the potential for sales growth.

We were tasked with creating a digital platform and Mobile Application (Web, IOS and Android) that would enable Cinemark to sell corporate tickets digitally, making the purchase process simpler and more efficient for customers. Through our design efforts, we were able to streamline the purchasing process, increasing sales and making it easier than ever for companies to treat their employees to a night at the movies.

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My Role & Collaboration

As the lead UX Designer, I owned this project from discovery to delivery. I conducted user research, designed wireframes and prototypes, and collaborated closely with the Cinemark president, marketing team, and developers to align on business goals and technical feasibility. My role included:

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Leading stakeholder workshops to define success metrics
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Presenting design iterations to executives for buy-in.
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Working with developers to ensure seamless handoff and ADA compliance.
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Coordinating with marketing to align the UX with promotional campaigns.
Research

We conducted user research with five top buyers and five internal employees to identify the needs and requirements of our users.

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Task Flow

We found that the task flow was unclear, and the client had difficulty understanding the difference between the products.

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FAQ Page

To address these issues, we included an extended FAQ page to clarify any doubts the client had about the products, as well as a legal contract.

Design

Drawing on our specialization in interaction design, visual design, and design thinking, we developed an intuitive and visually appealing E-commerce platform for Cinemark's corporate tickets.

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Prototyping

Utilizing design and prototyping tools, we crafted storyboards, wireframes, user flows, interactive prototypes, and pixel-perfect UI assets.

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User Interface

With meticulous attention to detail, we created a seamless user interface and engaging user experience, specifically tailored for Web, iOS and Android platforms.

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Testing

We tested our platform with QA employees and three users and made changes during live operation. We collaborated with the development team to ensure that the design matched the specifications.

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New Features

We made some significant design changes such as adding the FAQ to the main menu and the Unblock Tickets feature for client security.

Contact Centre
Tickets Selection
Unlock Tickets
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Results

Our team successfully created a user-friendly E-commerce platform that streamlined the process of purchasing cinema tickets for companies to give to their employees. We improved the task flow, included an extended FAQ page, and created a clear step-by-step guide.

$1MM Reais
Revenue

by enabling clients to purchase
cooperative tickets online.

230%
Increase in sales

new companies registered, and
clients were satisfied with purchase process.

24/7
Security

our platform included contracts, more information to the purchase, and a security code to avoid any issues during ticket delivery.

Metrics and Constrains

Our metrics were sales, how many tickets were sold, how many new companies were registered, and how much companies bought compared to past years. We analyzed the metrics and made necessary changes to the platform to improve the user experience.

We had some constraints related to integrating our E-commerce platform with the Cinema System. We had to make sure that the ticket we sold could be used in any cinema according to its specification, such as 3D, Combo, Regular, and Monday to Thursday. We created a security code for every purchase to ensure that the tickets were not stolen during the delivery process. Once the client received the tickets, they could activate them online.