IMDb Reimagined: Connecting Friends, Faves, and Tickets in One Seamless Experience
ROLE
UX Designer, Information Architect, UX Researcher
TEAM
UX Designers
DURATION
3 months
(Sept 24 - Dec 24)
TOOLS
Figma, FigJam, Miro, Optimal workshop, Zoom,
G-Suite
RESPONSIBILITIES
Recruited participants, moderated interviews, Information Architecture overhaul, Wireframing & Visual Design, Prototyping & Interaction Design, User Testing & Feedback Analysis
Context
IMDb is a well-known platform for movie and entertainment information, offering users detailed insights on films, TV shows, and user-generated reviews. During a brainstorming session, we discovered an underutilized feature: IMDb’s ability to find showtimes and facilitate ticket purchases for ongoing screenings.
As frequent IMDb users, we were surprised by this feature's potential. This insight led us to focus on enhancing the "Showtime & Tickets" section, with the goal of making it a more integral and user-friendly part of the IMDb experience. We aimed to improve its discoverability and functionality, allowing users to easily find showtimes and purchase tickets directly from the platform.
The goal is to create task-based prototypes for both desktop and mobile that effectively represent our group’s final redesign proposal, focusing on improving the user experience and functionality of the "Showtime & Tickets" section on IMDb.
Target Audience
Cinema fans who like to go to theaters to watch movies
Research Overview
Research Approach
User Interviews + Survey
User Interviews
6 participants
Survey
64 participants
Qualitative method: User Interviews
6 interviews were conducted with regular moviegoers who enjoy visiting cinemas.
Based on the collective insights from all interviews, we mapped out common patterns and behaviors through an Affinity Map. This helped us finalize the concrete user goals and pain points to focus on.
Identified patterns from the data collected via interviews
Quantitative method: Surveys
In order to validate the findings and confirm the insights gathered from the interviews, we conducted a survey where 64 people voluntarily participated to help reveal patterns across a broader user population.
Snippet of the responses collected via Survey
Key Observations
Users prefer personal movie recommendations from social connections and reputable sources, aided by influencers
Increase in theater attendance with favorite actors and popular soundtracks, highlighting the impact of celebrity status
While aggregator platforms fulfill booking needs, users often disregard their reviews and face issues with payments and discounts, demanding the need for a comprehensive platform
User Persona
Persona derived from the insights
Understanding Competitors
The Competitive Analysis aims to evaluate the user experience of leading movie ticket booking platforms to identify strengths and weaknesses, informing our design decisions for IMDb’s “Showtimes & Ticket” section.
Complied Analysis sheet
Analysis criteria
Movie-watching journey experience
Competitors Identified
Rotten Tomatoes
Letterboxd
Fandango
BookMyShow
AMC Theater
Tao Piao Piao
Annotations of Key findings that can be implemented or avoided
Restructuring IMDb’s navigation
IMDb's navigation system overwhelms users with excessive and redundant information. Key sections are difficult to discover, and the layout lacks clear pathways, making it harder for users to explore different areas of the site and engage with its full range of features.
IMDb’s current navigation system
Issues Identified
The navigation menu is cluttered, causing confusion.
Important sections are hidden, limiting exploration.
The layout doesn’t encourage further exploration beyond main areas.
Repetitive elements and a complex menu hinder quick access.
To reorganize the site’s navigation, we conducted two types of tests: Open Card Sorting and Tree Testing.
Card Sorting
In Open Card Sorting, participants were asked to categorize cards based on the current website’s navigation and insights gathered from user interviews. This method helped us understand how users naturally group and interpret information for the initial sitemap
In the study, participants were asked to organize 22 cards into categories that made the most sense to them. The initial sitemap was derived from these categories.
Initial Sitemap draft
Tree Testing
We tested the results from the card sorting exercise to validate the proposed structure and refine the sitemap for the redesigned IMDb site. This step ensured that the final information architecture was intuitive and aligned with user expectations.
Tasks:
You're interested in checking out the best-rated movies in theatre this week. Navigate to a list of such movies and select the one you'd prefer to watch from the available options.
You are a big fan of Christopher Nolan and want to look at his film catalogue. Find the same on this website.
You are looking for something to watch. Your friend Brian always gives you great recommendations. Find movies that Brian has watched recently to get suggestions.
You are interested in watching a movie in a theatre. Book tickets for a movie.
Find the latest trailers for upcoming movies
Find some special screenings happening in your area
Find movies that will soon be available to watch in theatres.
Key Observations
Participants could not find Latest Trailers at all as they did not expect them to be under “News”
New feature inclusions like “What are my friends watching” and “Social media buzz” were adequately placed and easy to find.
Participants struggled to find events like special screenings.
While the option to find Celebs and their filmography was clear on the main navigation, the sub menu lacked a directory where they could look up any celebrity, like Christopher Nolan.
Participants were not able to correlate the location of “Get Tickets” under the account section and often went to “Movies”
Finding best rated movies in theatres currently was difficult due to confusing wording of items and multiple options under Box Office Favorites.
Results from the Tree Test
Information Architecture
Based on the previous steps, we propose an improved IMDb navigation. Note: Since our user group doesn't focus on TV content, we will exclude those sections from the site map for this project.
Final proposed Information Architecture
In the tree test, users gravitated toward the Movies section for movie-related info, like trailers or ticket bookings.
While similar to Discover, the key difference is in the user's goal. The Movies section helps users find specific movie details, like “Best movies in theatres,” “Highest rated on IMDb,” or “Where to watch Gladiator II in IMAX.”
The Discover section is designed for easy discovery, helping users answer questions like “What should I watch?” or “What else can I do here?”. In the tree test, users confused Discover and What’s Trending, so we combined them to simplify the journey and reduce options.
We’ve also proposed adding Socials (inner circle) and Social Media Buzz (wide audience) as key sources for movie recommendations via social proof.
Prototype Evaluation
After finalizing the IA, we created low-fidelity prototypes to redesign IMDb’s website. The focus was on streamlining movie browsing, simplifying showtime search, improving booking navigation, and enhancing the overall user experience. The goal was to identify issues, ensure intuitive flow, and assess user satisfaction.
The Key Features of the Prototype include:
Navigation & Interface
Clear Navigation: To enhance the effectiveness of our proposed site map, we designed flows that seamlessly integrate with it
Responsive Design: The prototypes were made available for both Mobile and Desktop versions for the same tasks
Showtimes Browsing
Movie List: Users can easily browse current and upcoming movies
Filters: Users can filter theaters based on date, screening format and language
Movie Ratings: Site-based ratings and Social ratings (friends & family) were included make better viewing decisions
Ticket Booking Flow
Movie Selection: Users can view details like cast, trailers and reviews before booking
Seat Selection: Interactive seat map allows users to choose their seats depending on availability and amenities provide by the theater
Confirmation & Notifications: Users can pay and save their confirmed tickets
The prototype was tested by 3 frequent users of movie booking platforms, representing our target group—cinema-goers.
The test was conducted remotely on Figma, where participants completed tasks while thinking aloud, providing feedback on usability and navigation.
Tasks included:
Browsing to find a movie
Selecting a showtime and proceeding to booking
Completing the booking process
Issues Identified
The location change option was unavailable while browsing showtimes.
The total price was only displayed in the billing section, not before selecting seats.
Users wanted purchased ticket details sent automatically to their account or preferred email.
Positive Feedback
Reviews and ratings from close social circles were highly valued, influencing decision-making.
When nearby theatres were unavailable, users appreciated the option to check showtimes in nearby neighborhoods.
Sold-out showtimes were clearly displayed, and amenities helped users choose the right theatre.
Our Design Solution
Search
The search function on IMDb allows users to quickly find movies, TV shows, actors, directors, and more by typing keywords, titles, or names, with filters to narrow results for a more personalized browsing experience.
Active Search: IMDb shows results as you type, helping users find movies, TV shows, and people instantly.
Filters: Filters like Movies, TV, Celebs, and People help narrow search results, making it faster and easier to find exactly what you're looking for.
Ticket Booking
The IMDb ticket booking process lets users quickly browse showtimes, select seats, and complete their purchase with ease.
Showtimes: Filter by format, language, and location, with theatres sorted by distance and facility details available on selection.
Intuitive seat selection: Ticket selection is moved upfront for price visibility, "Best Suggested" seats are highlighted, selected seat count is displayed, and a final total confirmation is shown.
Confirmation: The cancellation policy is displayed before booking, membership points are offered, a virtual ticket with all details and QR codes is provided, and booking changes are easily accessible in one section.
IMDb Social
IMDb Socials is a new addition proposed to make IMDb a more socially robust platform, connecting users with their friends and help them share their watchlists and histories with them.
Feed: This section leverages social proof by showing user activity, enabling interactions with friends' reviews, and recommending mutual users based on "Choice match" to reduce scroll fatigue.
List: Curated lists of movies and shows made by IMDb friends that can be viewed and added to watchlist
Social Media: This section highlights trending social media content, shows key film metrics, features "Choice match" for taste similarity, and offers a personalized Top 10 list based on user ratings.
What to Watch
"What to Watch" on IMDb offers personalized recommendations based on your interests, helping you discover new movies and TV shows with ease.
For You: Helps users discover titles based on their past viewing habits, including genres, cast, and more.
Watch Guides: Curated lists of movies and shows available or premiering on various streaming platforms to keep users up to date.
Top Picks: A ranked list of popular recommendations, curated by IMDb users.
Reactions
User Testimonials
During the evaluation process, users expressed appreciation for the significant improvements in the design, highlighting how much easier it was to navigate the proposed solution. Here are a few:
“I really love the design overall. I wish it was actually implemented by IMDb”
- Anonymous Participant
“The process was so easy! I love the small details mentioned because they make a huge factor for my decisions”
- Anonymous Participant
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