Challenge
In 2024, Odeon Cinemas Group faced the challenge of consolidating outdated websites of multiple brands, varying local market demands, and diverse user needs to unify its European e-commerce sites on a single cloud-based platform.
Solution
A user-centered process that aligned business objectives, user needs, and technical capabilities, setting the foundation for enhanced cinema commerce and future site migration.
Discover & Define
The Discover & Define phases laid the foundation for the user-centred design. Through stakeholder engagement and user research, user needs were identified and gave the team the project's direction. This ensured alignment between user and business goals.
Stakeholder workshops
We facilitated and contributed to a series of workshops with key stakeholders to align on objectives, define the project scope, and establish a shared vision for the website redesign.
Formative research
I worked with a researcher on mixed-method discovery to understand user behaviour, pain points, and market trends, and to define key audience segments. This shaped the redesign's strategic direction and kept design decisions user-centred throughout.
Design, Test & Iterate
The Design, Test & Iterate phase focused on a brand UI refresh for business alignment and WCAG AA compliance. We employed rapid design sprints with multi-market user testing to iteratively refine key features based on user feedback, ensuring user-centric solutions.
Brand UI refresh
As part of each brand's UI refresh to reflect updated business goals, I contributed by ensuring WCAG AA front-end compliance and consistency throughout the family of brands.
Sprinting & testing
As the UX designer, I supported a UI designer and UX researcher across two-week sprints— designing, prototyping, testing, and iterating quickly on key features. Each sprint included user testing across multiple markets to ensure the redesign met all target audiences' needs.
Key deliverables
Key deliverables focused on user experience and business goals. Multi-brand UI components ensured consistency and development ease. Persuasive design tactics aimed to boost engagement and conversions. A responsive/adaptive UI with togglable components provided flexibility for various devices and regional markets.
Multi-brand UI components
We created multi-brand UI components to ensure UX consistency while allowing for UI flexibility across different brand identities and ease of development.
Persuasive design tactics
Applied behavioural design principles to encourage purchases and increase basket size, driving greater user engagement and conversions.
Responsive and adaptive UI
Integrated toggleable components for local market needs, ensuring the UI adapts seamlessly to various device sizes and regional nuances.