EVERYMAN
Elevating the ‘Member’ and in-venue experiences for Everyman’s 3M customers
PLATFORM
iOS App
TEAM
3 Full Stack Developers, 2 Product Managers and an In-house Creative Director
TOOLS
Figma, Keynote, Adobe Creative Suite, Pen and Paper
KEY SKILLS
Product Design, User research, User testing, Prototyping
TIMEFRAME
4 months
ROLE
Product Design Lead
Impact
📱
50k downloads in first 3 months
🎟️
Annual admissions for year +17%
🪪
Annual membership income +£3.2 million
🍔
Annual in-venue food and beverage sales +13% (£7.89 per head)
Introduction
Problem
How could Everyman translate their unparalleled in-cinema experience into a mobile application that would not only facilitate easy access to showtimes and bookings but also deepen customer engagement and uphold the brand's premium identity? The core problem was a disconnect between the physical luxury of the cinema and the digital convenience demanded by modern cinema-goers.
Context
In 2019, Everyman Cinema was a growing independent cinema group in the UK, positioned at the premium end of the leisure/cinema market. They focused on providing a high-quality experience with comfortable seating, food and drink service directly to seats, and a curated selection of films.
Everyman differentiated itself by focusing on a premium offering, often restoring old buildings or building new facilities in central high street locations, aiming to put cinema back into the heart of communities.
Business goals
Design and build the first iteration of an iOS application that would serve as the primary mobile touchpoint for Everyman’s customers. This wasn't about simply replicating a website; it was about extending the bespoke experience into the digital realm:
Brand Immersion: Ensure the app's design language, user interface, and overall experience reflected the elegance and sophistication of the Everyman’s brand.
Personalisation (Future-Proofing): Lay the groundwork for future features like personalised recommendations and loyalty program integration.
Operational Efficiency: Reduce reliance on third-party ticketing platforms and streamline internal operations.
Goals
User goals
Create a seamless experience for our users from booking tickets to ordering food in-venue:
Seamless Browse & Discovery: Allow users to easily browse film listings, view trailers, and discover upcoming events with rich media.
Effortless Booking & Ticketing: Streamline the ticket purchase process, including seat selection and secure payment, with in-app digital ticketing,
Process
DISCOVER
What features should be part of the first release?
We began by immersing ourselves in the Everyman ethos. This involved stakeholder interviews, understanding their existing customer journey, and analysing competitor apps (both cinema and luxury service industries) to identify best practices and potential pitfalls. We conducted user intercepts with current Everyman customers patrons to understand their needs, frustrations, and desires for a mobile app. This revealed a strong preference for ease of use, visual appeal, and a desire for exclusive content.
“
I want something different from Everyman … I want a complete cinema Experience.
“
Regular cinema goer
DEFINE
How can the Everyman App become an extension of the physical space?
Based on our research, we storyboarded the potential user journey to bring the experience to life. Once we had defined the features that would be in the MVP we meticulously mapped out the app's information architecture, ensuring intuitive navigation. We designed user flows for key tasks such as Browse films, selecting showtimes, choosing seats, and completing a purchase, prioritizing minimal taps and clear feedback.
FEATURES FOR FIRST RELEASE:
🎟️ Browse and book cinema tickets
📍 Check in to venue
🍿 Order food in-venue
💳 Pay for food and drink in-venue
🎵 View playlist in venue
IDEATE
How do we align the Everyman app to their distinct brand?
Low-fidelity wireframes were created to establish the layout and functionality of each screen. These were then developed into quick mock ups to explore screen composition and how the UI might change between in-venue and out of venue modes.
PROTOTYPE (+ TEST)
Bringing the brand to life; experimenting with transitions and animations
This was where the Everyman brand truly came alive in the digital space. We focused on:
Visual Aesthetics: Employing a sophisticated colour palette, elegant typography, and high-quality imagery that mirrored the cinema's luxurious interiors.
Intuitive Interactions: Designing smooth transitions, clear calls to action, and delightful micro-interactions to enhance the user experience.
Accessibility: Ensuring the app was accessible to a wide range of users, considering elements like contrast and font sizing.
Component Library: Developing a robust design system and component library to ensure consistency and efficiency in future iterations.
DEVELOP
Building the foundations with an agile approach
We adopted an agile methodology, working in sprints to build out the app's core functionalities. Key technologies and approaches included:
Native iOS Development (Swift/Objective-C): Ensuring optimal performance, responsiveness, and access to device-specific features.
Robust Backend Integration: Seamlessly connecting with Everyman's existing ticketing system and content management platform.
Secure Payment Gateway Integration: Implementing Apple Pay functionality with industry-standard security protocols for in-app payments.
Quality Assurance: Rigorous testing at every stage, including functional, performance, and usability testing, to ensure a bug-free and delightful experience.
VALIDATE
Testing the app on Testlfight with team and users
Further testing with team, users and QA to find bugs before launching to customer base.
LAUNCH
The Grand Premier: Releasing onto the App Store and monitoring feedback
The launch of the Everyman iOS app marked a significant milestone for the brand. Initial Impact & Results:
Enhanced Customer Experience: Users immediately embraced the app's intuitive interface and seamless booking process, leading to overwhelmingly positive feedback and 50,000 downloads in the first 3 months
Increased Engagement: Early analytics showed a significant increase in user sessions and time spent within the app compared to previous mobile web interactions.
Streamlined Operations: The in-app ticketing significantly reduced queues and administrative overhead at the cinema.
Strong Brand Reinforcement: The app successfully extended the premium Everyman experience into the digital realm, solidifying brand loyalty resulting in +17% annual admissions for the following 12 months.
