Persona: Derrick Baptist

Goal: Use app to buy two ADA-accessible movie tickets using mobile ticketing app

| ACTION | Search for movie Derrick needs to search and decide what movies are available to watch | Consideration Phase Derrick checks showtimes and availability for ADA-accessible seating | Decision Phase Derrick selects the movie and chooses the date and time that works best for him and his brother | Booking Phase Derrick checks for available ADA-accessible seats and ensures two tickets can be purchased together. He selects the seats and proceeds to payment | Confirmation Phase Derrick completes the payment process, receives a confirmation of the purchase, and ensures that both tickets are for ADA-accessible seats | | --- | --- | --- | --- | --- | --- | | TASK LIST | Tasks

A. Browse social media, movie trailers, or app for movie options B. Discuss plans with his brother to see if they are interested in a particular movie C. Check the app or website for new releases and accessible showtimes | Tasks

A. Open mobile ticket app and browse movies by release date, genre, or popularity B. Filter or search for showtimes that have accessible seating. C. Look for information regarding ADA accommodations (wheelchair accessibility, companion seating) D. Check theater location to ensure it has the necessary accessibility features (ramps, accessible restrooms) | Tasks

A. Select the movie and review showtimes that work for both of their schedules B. Check seating availability and confirm there are wheelchair-accessible seats C. Review details about accessibility (e.g., seating arrangements for wheelchairs and companion seats). D. Decide on the best showtime based on the availability of accessible seats | Tasks

A. Choose wheelchair-accessible seats, ensuring the selection includes a companion seat next to his brother’s wheelchair space. B. Double-check the seating arrangement to confirm it accommodates his brother’s wheelchair C. Proceed to the checkout screen and review the selected seats to ensure accessibility needs are met D. Enter payment details and complete the transaction. E. Save or screenshot the confirmation details for future reference. | Tasks

A. Review the confirmation page or email to ensure the tickets are for wheelchair-accessible seating B. Check the date, time, and seat location to ensure everything is accurate C. Save the tickets to a mobile wallet or app for easy access on the day of the movie D. If any issues are noticed, contact customer support for adjustments | | FEELING ADJECTIVE | * Anticipating the enjoyment of watching a new movie with his brother

• Hopeful to finding a movie that aligns with his interests | * Concerned about finding a theater with ADA-accessible seating for his brother

• Frustrated with the limited information on accessibility and LGBTQ movie options

• Motivated to ensure and inclusive and accessible movie experience for himself and his brother | * Anxious and hoping that the app will have ADA-accessible seats available

• Focused in carefully choosing the right movie and showtime while balancing accessibility needs | * Cautious in double-checking all details to avoid any issues with accessibility during the booking process | * Reassuring that the seats are ADA-accessible and that everything is in order | | IMPROVEMENT OPPORTUNITIES | *App could offer more personalized recommendations for LGBTQ-themed movies and accessible theaters

• Provide proactive notifications about upcoming movies with LGBTQ representation and clear information about ADA accessibility

• Highlight theaters with ADA-accessible seating on the homepage or in promotional materials, saving users from having to search for that information later | * Implement more advanced filters for accessible seating and LGBTQ films

*Provide detailed information on theater accessibility directly within the movie selection interface

• Use badges or icons that instantly show whether a movie theater meets specific accessibility needs, such as ADA compliance or LGBTQ-friendly programming | * Improve the seating selection interface to make accessible seats more prominent and ensure anyone can easily book companion seats next to wheelchair spaces

• Provide real-time updates on available ADA-accessible seating to reduce anxiety about availability

• Use inclusive language and prompts throughout the app to make Derrick feel more represented and welcomed | * Ensure that the app provides clear feedback during the booking process, especially regarding accessible seating. Include confirmations that are easy to understand and double-check

• Offer flexible payment options that allow Derrick to save his preferences for future bookings (e.g., preferred accessible seats or payment methods).

• Integrate a help button or live chat option specifically for accessibility-related questions during booking | * Include detailed information about the ADA-accessible seating (e.g., seat location, proximity to exits) in the confirmation email or page

• Send reminders about accessible seating and any specific instructions for wheelchair access close to the movie date

• Offer an option for Derrick to provide feedback on his experience with the app’s accessibility features right after booking |

Persona: Justin Beverly

Goal: Buy 4 movie tickets that are Family Friendly using mobile ticketing app

| ACTION | Search for movie Justin needs to search and decide what movies are available to watch, using the app’s search or filtering feature to look for family-friendly movies. | Evaluation Phase Justin reads through the movie’s synopsis and checks the rating, parental guides, or any additional info about the movie (e.g., violence, language) | Consideration Phase Justin checks showtimes and seating availability | Decision Phase Justin decides that the movie is appropriate and selects it to proceed with ticket booking | Booking Phase Justin selects seats, ensures four tickets can be purchased, and proceeds to payment. | Confirmation Phase Justin completes the payment process, receives a purchase confirmation, and ensures the tickets have the correct time and seats. | | --- | --- | --- | --- | --- | --- | --- | | TASK LIST | A. Open the mobile ticketing app on his Android Device

B. Navigate to the search bar or filter option

C. Enter keywords (e.g., family-friendly, PG) or apply relevant filters

D. Review the list of available movies that meet the criteria

E. Tap on a movie to view more details | A. Read the movie’s synopsis

B. Check the rating for age appropriateness

C. Review any parental guides or warnings

D. Compare the movie’s suitability for both his 16-year-old daughter and twin boys

E. Optionally, read user reviews or external parental guidance links if available

F. Decide whether the movie is appropriate for his family | A. Select the movie

B. Browse available showtimes for the selected movie

C. Choose a convenient showtime for his family

D. Check seating availability for the selected showtime

E. Ensure there are four seats available together

F. Confirm the selected showtime and proceed | A. Confirm the movie is appropriate for his family

B. Tap to select the showtime and movie

C. Review the seating layout to ensure there are suitable seats

D. Proceed to the booking page | A. Choose four seats that are together

B. Ensure the seats are in a preferred location

C. Confirm the number of tickets and the correct movie and showtime are selected

D. Review any available discounts or family deals

E. Proceed to the payment screen

F. Enter payment information

G. Review the purchase summary

H. Confirm the payment and complete the transaction | A. Justin receives a confirmation message and digital tickets

B. Check that the tickets display the correct movie, time, and seats

C. Save or screenshot the digital tickets for easy access later. | | FEELING ADJECTIVE | * Eager to see the available options for family outings

*Cautious because he wants to ensure the movie is appropriate for all his kids | * If he finds clear information about the movie’s content and ratings, he feels more confident in his choice

• If the details are unclear or difficult to access, he may feel concerned about making the wrong choice | * Justin may feel a bit stressed about finding seating that accommodates his family together

• If he finds the perfect showtime and seating, Justin feels content and ready to proceed | * He’s paying close attention to the details to ensure everything is correct before proceeding | * He’s attentive to the number of tickets, seating arrangements, and any deals | * Justin may feel a bit nervous during the payment process, hoping everything does smoothly

• With the tickets in hand, he is excited and looking forward to the movie and spending quality time with his kids | | IMPROVEMENT OPPORTUNITIES | * Provide more robust filters that allow Justin to easily find family-friendly content by age, genre, or even themes like "educational" or "uplifting.”

*Introduce a feature where Justin can set up parental controls that automatically filter out inappropriate content based on his children's ages.

• Offer personalized movie suggestions based on his past family-friendly selections and preferences. | * Include comprehensive parental guides within the app, covering specific details like language, violence, and themes, with easy-to-understand labels.

• Add a section for reviews from other parents, helping Justin get a sense of how other families perceived the movie’s appropriateness. *Clearly highlight content warnings in an accessible format to make the evaluation process quicker and easier. | * Provide alerts or suggestions for showtimes that are most convenient for families, such as matinee pricing or early evening shows.

• Offer a visual seating guide that recommends the best seats for families (e.g., centrally located, accessible) to streamline the decision-making process.

• Introduce a feature that allows him to reserve family seating bundles automatically, reducing the need to manually select individual seats. | * Implement a streamlined process that double-checks all details (e.g., movie, time, seats) and provides a quick confirmation before proceeding to the booking stage.

• Save Justin’s preferences (e.g., preferred seat location, time of day) for future purchases, reducing decision fatigue.

• Clearly highlight any family deals or discounts available for the selected movie to make the decision process easier and more cost-effective. | * Offer a “Best Available Seats” option, which automatically selects optimal seating for his family, cutting down on time spent choosing seats.

• Automatically apply discounts or bundled deals for families of four or more during the booking process, without requiring Justin to manually search for them.

• Provide easy options for Justin to share tickets with his children (e.g., via SMS or email) directly from the app. | * Ensure the app supports multiple payment methods, including digital wallets (e.g., Google Pay) to make the transaction smoother.

• Provide a detailed confirmation page that visually shows all ticket details, ensuring Justin feels confident that everything is correct.

• Offer easy access to customer support or a “Help” section for any post-purchase concerns, such as refund policies or changes in showtime.

• Automatically integrate the movie details into his calendar app to help him stay organized. |

Persona: Trixie Witherstorm

Goal: Use app to buy a movie ticket using mobile ticketing app

B. Explore movie options by going to the “Now Showing” or “Coming soon” section to browse available movies

C. Search for a specific movie. If Trixie has a movie in mind, she can use the search bar to find it quickly

D. Watch trailers and read reviews

E. Check ratings to make sure the movie fits her preferences in terms of content, genre, and reviews | A. Once Trixie selects a movie, she checks for showtimes that fit into her busy schedule

B. Looks up for nearby theaters

C. Ensure that the selected showtime has available seats, especially for popular movies where tickets sell out quickly | A. Choose seats by viewing the seating layout and pick the best seats available, ideally together with her sister or friends

B. Ensure she gets seats that suit her preferences | A, Review ticket details by double-checking the selected movie, showtime, and seat choices

B. If available, apply any student discounts, promotional offers, or layout rewards to the purchase

C. Complete the payment by choosing her preferred payment method and finalize the purchase | A. Receive confirmation notification after payment with the ticket details

B. Save digital ticket on her phone or on the app itself | | FEELING ADJECTIVE | Trixie is excited to see what movies are available and looks forward to relaxing with a good film. There’s a sense of anticipation as she browses options. | Trixie feels hopeful as she checks for showtimes that fit her schedule, but there's a bit of anxiety as she worries about popular showtimes being sold out or not fitting into her tight schedule. | Trixie feels focused as she chooses the best seats for herself and her group, but she’s also cautiously optimistic, hoping that good seats are still available and that the seating arrangement works for everyone. | Trixie feels a sense of relief and satisfaction once she completes the purchase, especially if she’s able to apply discounts or loyalty rewards. The ease of the payment process directly impacts her overall satisfaction. | After receiving the ticket confirmation, Trixie feels reassured and content, knowing that everything is set for her movie outing. The digital ticket gives her peace of mind | | IMPROVEMENT OPPORTUNITIES | Use AI to suggest movies based on Trixie’s past preferences or viewing history, helping her find relevant options quickly.

Implement a more visually appealing and intuitive search interface, with filters that allow users to quickly find movies by genre, rating, or popularity.

Allow for quick previews of trailers or short descriptions when browsing movies without needing to click through multiple screens. | Show real-time updates on seat availability and ticket counts to reduce anxiety about sold-out showtimes.

Offer an option to sync showtimes with the user’s calendar, making it easier for busy individuals like Trixie to fit a movie into their schedule.

Allow users to see showtimes across multiple nearby theaters in one view, saving them time and hassle when planning. | Enhance the seating layout with clearer visuals and real-time seat availability updates, making it easier for Trixie to choose the best seats.

Recommend seat groupings based on the size of Trixie’s party, ensuring everyone can sit together without having to manually search.

Offer information about seat types (e.g., recliners, extra legroom), which could enhance her viewing experience. | Simplify the checkout process with one-click payment options, like Apple Pay or pre-saved payment methods, reducing the number of steps needed.

Automatically apply or suggest relevant discounts, deals, or promo codes that align with Trixie’s student status or loyalty program memberships.

Ensure the app supports a wide range of payment options to cater to users who might prefer digital wallets, PayPal, or other payment methods. | Allow tickets to be instantly added to Apple Wallet or similar apps with a single tap, so Trixie doesn’t need to manually manage her digital tickets.

Provide a clear, concise summary of the ticket purchase, including showtime, theater, seat selection, and a direct link to navigate to the theater.

enable users to set notifications or reminders for the movie start time and any important updates (e.g., changes in showtimes). |