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Seeing ServicesChristina Fraser Rachel K Rachel P Theo
group of 19 year old students•fairly frequent film-goers•group of friends going for a night at the cinema•
user needs:
a social experience•the availability of student discount•food and drink•a set of five seats which are together and provide •comfort whilst watching a filmaccess to toilets•
Persona One:
Service Experience Highlighted Through:
Touchpoint Interacrtions People Interactions Environment Interactions
website easy and simple to navigate with lots of info available
virtual interaction
you can do it in your own time/place
Interactions Experience:
US
Public
CineWorld
Virtual interaction
no need for barriers when quiet
young atmosphere
interior cheap, tacky, ‘american fast food’ interior
Interactions Experience:
US
Public
CineWorld
Security Guard
People In Foyer
People In Queue
Persona Two:
20 year old international student•very frequent film goer•
user needs:
an escape from reality•to be able to walk in and find out film listings•clear signage•comfort and personal space whilst watching the •film
“What does Jon think about the process of buying a ticket at Cineworld?”
picked up magazine, poster and future film times
felt stupid in front of the cashier as I couldn’t find discount card
steady flowing queue
Interactions Experience:
US
Public
CineWorld
Cashier
People In Queue
Persona Three:
24 year old artist•occasional film goer•
user needs:
to be entertained in a relaxing environment•to have a choice of food•the option to choose her seat•
“What does Suzie do when she has got her ticket?”
positioning of info stand-faces you as you leave cashier/food very expensive
ushers was very helpful-directed me to the screen
good placement of food area because you have to pass through it, you know where it is and it generates more business
Interactions Experience:
US
Public
CineWorld
Usher
Server at Food CounterPeople In Food Area
large armrests/holders only suitable for drinks and not popcorn, holders circular
on the spot awkwardness as everyone stares at you when you first go in the cinema
you can put your feet on the seats in front
Interactions Experience:
US
Public
CineWorld
People In Seats
Usher
“How does Susie feel when she’s finding a seat?”
trailers seem to be picked out for you/talk to you
distracted by people talking/going to the toilet and eat-ing loudly
seats good for short term not long term
Interactions Experience:
US
Public
CineWorld
People Sitting Around You
“What’s the space like when watching a film?”
on exit too long a journey to get out
people leave rubbish behind
flow of movement is awkward when leaving screen
Interactions Experience:
US
Public
CineWorld
People Leaving
Cleaner Usher
Thank You!
Fraser Christina Rachel P Theo Rachel K
