It took AMC approximately version 6 to realize what customers actually wanted. Better late than never, right? So, how does a movie theater that is great at optimizing its floor plans strike out on an app? That is the plaguing question that pops into mind when a product designer downloads the AMC app.
Optimize the theater, the app? Not so much
AMC has its consumers down to a science. AMC knows users want to check in, buy food and go to their assigned theater and dash off to the bathroom easily. AMC designs the floor plan in this order and optimizes profit with the same upsell maze of doom. Attendants must wander through a maze of popcorn, food stands with colorful displays and colors. The smell of artificial butter is pushed through the vents, and movie posters are at every turn down the halls. Bathrooms with bright lights are strategically placed right before the major theater rooms. All the theater is, well, perfect. Yet, there is a weird user design disconnect when it comes to the app.
The previous AMC movie app was a hassle. Trust me. I believe that people want this app for two reasons. 1) To book tickets 2) to show the QR code to the attendant for entry. However, AMC made action 2 extremely difficult.
The entry tasks for start to scan:
The AMC rewards club, the movie suggestions are all buried in the app at the same level of priority making it difficult to find.
1. Select "My AMC" on the dock
2. Navigate to their "ticket" at the top of the screen by swiping.
3. Select view "My Ticket Stub" and wait for the QR code to load. (the theater dampens Wi-Fi and data plans, so everything is honey slow).
4. Then the attendant must scan, the phone. If the movie goers brightness is too low, it won't scan.
5. The attendant must check to see if the ID matches the name. Imagine everyone digging into their wallets and pockets making the line sluggish. Imagine this process with twenty people in line!
Today, there was an update. AMC finally prioritized scanning and movie purchases in their app! This morning, the QR code process was reduced to 1 tap; the scan icon and word is on the first page! Users can now pull up their tickets, easier, streamlining the process of waiting in line and increasing customer happiness.
I tested the process. It was less of a headache. The attendant swiped my phone in record time. It is obvious that AMC are tailoring their app for the users needs. I showed my ID. The seat number still needed to be accessed with the busy old fashion path. Good job for taking a step in the right direction AMC.
While seated in the theater submitting to the trailers, I started thinking, what if AMC gave users an option to scan their ID and verify their ID in their app? I hate reaching for my ID. What if the QR code screen showed my ID photo so movie goers no longer have to fumble for their ID, thus reducing time? Then again. Would I trust AMC with my ID? How on earth would users trust the AMC app to upload their identification information?
Know of a product that doesn't prioritize your desired tasks? For example, a store where the cash register is the shadows or a library app where it's hard to find out how to check out a book, write it down below in the comment section.
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