Pacific Theaters:

digital signage ux/ui

I was responsible for finding a solution for displaying movie information for visitors via a newly redesigned Box Office signage system based on SAP Hybris. The solution would need to be easily legible and comprehensive for viewers, and not overwhelming to the moviegoer experience.

The image below shows the a version of the design solution I created that utilizes a "takeover" theme. In this case, the takeover is The Grinch" movie imagery, which utilizes "empty" area as ad space, or for use to market the cinema chain's products, services and/or special events. This "takeover" idea was well accepted and may allow the cinema chain to earn additional revenue.

Design Challenge
The existing screen displays did not make efficient usage of the screen area available. The design was also not cohesive with the rest of the cinema's inconsistent branding. I had the opportunity to be invited to one of the cinemas to have a first hand view, as seen in some photos I took below.
Multi-Screen Displays
Pacific Theaters had an interest in using both single and multi-screen displays), which were already being used in some of their other cinemas. However, the cinema chain itself had no way to manage or create the visual digital assets for those displays. All of those assets were created and supplied by movie production studios.
UX Approach
Using airport signage as a reference and inspiration, I worked alongside Pacific Theater stakeholders, the UX lead and Dev Team using a Lean and Kanban approach to design a display system that would clearly list relevant movie information for linked from SAP Hybrid (including movie name, showtime, movie attributes, and rating) in a responsive way.
First wireframe sketches.
Early vector-based wireframes suggested a structure where the first three screens (from left to right) would slide left to display a "fourth" screen containing additional movie info when necessary. The last screen would slide up, displaying the respective movie info in list view. The fourth screen would also need to display additional info about ticket prices, usage of hearing-impaired devices, etc.
As a component of the design system, color-coded icons were created for indicating movie attributes. From left to right, 3D (3D), Widescreen (WS), Atmos (AT), Question and Answer (QA), IMAX (XD), 70mm (70), 35mm (35), Subtitles (ST), Associated Press (AP).
Marquee Signage Responsive Design

Finally, in replacing the old LED display, I created a responsive UI (seen above) for lobby digital signage based on the new design system we created,

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