Zero intermission hassle
A food ordering experience for open-air cinema that never takes the audience out of the film.
The problem landscape
Snacks shouldn't cost you the film
Complementing a nostalgic experience with food, without disrupting it, is harder than it sounds. Six problems kept coming up.
Objective
Convenience without an app to install
Enhance customer convenience and enjoyment with a web-based solution — so people can order at their own pace and keep watching.
Effortless access
Customers reach the menu two ways: a QR code scan, or a dedicated URL.
Intuitive interface
A user-friendly interface with a clear, easily scrollable menu.
Streamlined ordering
Selecting dishes and completing payment online is simple and efficient.
Order at their own pace
Browse the menu, select choices, and pay comfortably without pressure.
Enjoy a seamless experience
Focus on the movie and have food delivered directly to them, where the theatre offers it.
The solution
Scan the code, order, and let the food find you in the dark.
Customers access the menu by scanning a QR code and order without installing anything. Location tracking runs at both ends with a beep function: as the runner gets close it starts beeping, confirming the customer's position and telling the customer their order is seconds away.
It helps customers track their food, and helps the delivery person locate a customer when no unique parking number has been allotted.
The approach
Align with the business, then remove the friction
We started with a clear focus: a seamless ordering experience for open-theatre customers. That meant aligning with business objectives and identifying the existing challenges first.
Deep dive sessions
Extensive stakeholder and end-user interviews uncovered needs and frustrations, and gave insight into current pain points and desired improvements.
Brainstorming innovation
Collaborative sessions exploring possibilities beyond the immediate ask.
Designing for delight
Information architecture, user flows, initial wireframes and a high-fidelity UX prototype.
Refining the experience
Rigorous usability testing identified roadblocks and refined the design for ease of use and satisfaction.
Into the work
Workflow, wireframes, prototype
The final solution is an evolution of multiple drafts and sketches. Testing at wireframe level reduced iterations and rework on the finalised concept.
Imagery from the original case study.
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