Cowboy Cinema
User Experience / Interaction Design / Product Design
This case study explores how movie theaters could evolve with modern digital engagement and user-centered design.
The project addresses current, real-world pain points and the innovative design solutions that would combat them.
Cowboy Cinema incorporates personalized avatars, social features, and reward systems to create an engaging, community-driven experience connecting moviegoers to both theaters and each other.
Pain Points
Solutions
Cost/ Affordability
Younger and budget-conscious audiences are discouraged by high ticket prices and concessions.
A reward system: users earn stars for attending movies and leaving reviews; redeemed for discounted tickets, exclusive merchandise, or free snacks.
Lack of Variety
Theaters are oversaturated with big-budget blockbusters, sequels, and remakes — which limits variety.
Highlight more independent films, offer audience polls of what can be showing, and host screenings and events focused on underrepresented genres/ directors/ film styles.
Uninformed Public
Moviegoers are unaware of new releases, even those that would align with their personal preferences.
Real-time updates and personalized notifications tailored to users; alerts let users know when movies they’d likely enjoy are hitting the theater.
Streaming Competitors
Streaming services offer audiences more comfort and convenience from their own homes.
Lean into the community and connections created at the theater, with social features aimed to bring audiences together and make attending feel more rewarding.
User Flow
Understanding how users move through the app is essential to designing an experience that is streamlined and engaging.
The Personas
User personas help understand the diverse needs of moviegoers. These personas guide design decisions and ensure the app delivers an experience tailored to different lifestyles and interests.
Jeremiah Hall
Age: 20 / Location: Los Angeles, CA / Tech Literacy: High
Jeremiah is a USC film student and aspiring screenwriter who frequents the theater, both with friends and solo.
He wants a movie app that tracks his past visits and reviews, while also keeping him updated on what his friends are watching and reviewing.
Sal Jovi
Age: 45 / Location: Minneapolis, MN / Tech Literacy: Low
Sal is a single mother with three children, and the movie theater has recently become their favorite outing.
She wants a movie app that is easy to navigate and offers discounts — keeping her family movie nights easy and affordable.
Onboarding/ Personalization
Users complete a quick onboarding questionnaire — selecting their favorite genres, actors, and movie preferences.
This personalizes recommendations and keeps users updated on movies and events tailored to them.
