This post might be attributed to my experience in software development, but I want to know why the primary web software for movie ticket ordering online is so NOT user-friendly. EVERYONE is ordering tickets for Endgame today, right? This is where I also fit into the masses. So, I will readily admit that online movie ticket ordering is definitely a first-world problem, but my experience this morning involved quite a bit of frustration.
My User Story
Here’s where I put on my software development hat and think about what the user wants to do and how she wants to interact with my system.
As a movie-goer, I want to see where the best seats are available at theaters near me so that I can quickly purchase movie tickets.
Granted, this would be what’s called an epic user story in that it could be broken down into more discrete pieces of functionality. However, let’s see how a couple of services stack up to my top level need.
Movie Ticket Ordering on Fandango
I’ll start with the one that seems to be the defacto solution: Fandango. But first let’s ask…
WHY is Fandango the defacto?
The answer is pretty simple. Fandango is a service that allows movie-goers to view several movie theaters at once. Within a half an hour drive, I could count a dozen or more theaters that offer similar amenities individually. As a result, my only preferences are in distance from my home and seating within the theater.
The challenge with Fandango
My biggest complaint with the software is the sheer number of clicks that I have to execute to evaluate my options. When I go to www.fandango.com, I land on a page that shows me images of the movies playing.
Click ONE:
When I click on an image, it takes me to an overview of the movie with a trailer, pictures, charity offers, intrusive advertising, and multiple links.
Step TWO:
Now, I have to search through this mess to find where I must go to purchase tickets. It’s overwhelming and doesn’t jump off the page for me. Seriously, Fandango, if you want me to buy from you, you might make it easier to find!
Click TWO:
The white text (with no indication that it’s a link) under the page title, second from the left that says, “Movie Times + Tickets”
Step THREE:
Now, the next page is okay if my desire is to see what times are available and at what distance, but I also have to stop and browse through a lot of orange boxes and a lot of small grey text. This does not meet my definition of quick.
Click THREE:
Once I find ONE that might meet my criteria, I click the orange box.
Step FOUR (Clicks FOUR, FIVE, and SIX):
How many tickets do I want? That’s a fairly straightforward question. I get it, and it’s good to prompt the user for this information. However, I have a number of questions as to why this is here, at this point in the process.
- Why do you ask this only after I have selected a time? The end result of this step being placed here is that if the time I selected does not meet my criteria, I have to go back and select another time and do this step all over again. My selection in this question never changes while I’m searching for a movie. It should be asked before I select a time (at the very least).
- Secondly, let’s assume (as with finding tickets for Endgame) that I have to evaluate multiple options before I find one that I want. I know that each time I back out, this screen will appear. So, every time I back out and go through this again, it’s THREE extra clicks to select information I have already selected.
- Thirdly, the ad above the Fandango bar causes the screen to jump. As a result, I often end up clicking before the screen renders into its final position. (ANOTHER ADDED CLICK).
- Fourthly, if you time out, you are presented with a screen to re-select the date and time. Please, potential buyer, restart your process. Oh, and don’t forget to wait for the screen to jump before you click on the first dropdown.
Step FIVE…
Wait! I haven’t even gotten to see what seats might be available, and I’m not done yet? Nope!
Step FIVE: Well, finally I come to the screen where I can see what seats are available. Oh, but hold tight, I’m not done yet!
Who wants to sit in the front row of a screen that big?
The image above is all I can see on my screen, so how do I get back to change my settings? I have to scroll down… And in the meantime, I notice that you’re going to charge me a “Convenience Fee.” Really, Fandango, this is not convenient.
Step SIX, Click? What click am I on? Oh, yes. Seven, maybe eight.
Click on the tiny blue text in the bottom left, and I’m routed back through the long process from the very beginning of the process. Screen jump (wasted click), select date (2 clicks), select time (2 clicks), click continue, screen jump (wasted click), select how many seats (3 clicks). I’m at 10 clicks and I haven’t even selected my seats yet. So, I return to the beginning of the process and start again.
So, how many times do I have to execute this process?
There are 20 opportunities for me to see Endgame at ONE theater today. Off the top of my head, there are 6 theaters that I might be willing to drive to. That works out to:
10 clicks x 20 times per theater x 6 theaters = 1200 CLICKS
The final assessment of Fandango?
FAIL!
So, what is my alternative for movie ticket ordering?
Unfortunately, to span movie theater chains: AMC, Marcus, Emagine, Showplace Icon, etc., there aren’t many choices available. Google is trying, but it still launches over to one of the places to buy, including the theater brand as well as the ticket ordering services.
Since MovieTickets.com is now powered by Fandango, the only comparable alternative to Fandango is Atom Tickets.
Movie Ticket Ordering on Atom Tickets
For the most part, this user experience is similar to Fandango. The key advantages in this website over Fandango are:
- For some (not all) theaters, it tells you up front which times are almost full. This allows you to only go into those times if you feel that you might be willing to select less than ideal seats.
- Ads don’t cause the screen to jump, therefore the user doesn’t waste clicks.
- It has algorithms to suggest the best seats available based on the number and showtime you select.
- It allows you to pre-order concessions.
- You can get to selecting seats (for 2 people) in as little as 3 clicks from the movie times page. HUGE!
Atom Tickets Verdict?
WIN
(if you’re looking across theaters)
Movie Ticket Ordering from a Specific Brand (AMC, Emagine, Marcus…)
If you choose to order from the individual brand, the onus is put upon you, the consumer, to first choose a theatre where you wish to go. Then, you have to navigate to the respective site to purchase tickets. Here are some of the links, if you’re so inclined.
Advantages of movie ticket ordering from the brand over a service
- Possibly lower “convenience fees”
- Possible loyalty programs (AMC’s Stubs program, for example)
- Possibly less in the way of ads that will cause the screen to jump
The big brand experiences
Marcus, AMC, and Showplace Icon all have similar experiences to Fandango. Unfortunately, when I attempted to order from CMX, it gave me an error and directed me to Fandango. Of the brands I looked at, I’d say that Emagine has the best user experience. Here’s why:
- I select most of my criteria up front (on the left).
- That left panel does not disappear when I go to the seating chart
- If I end up in a showing that has no satisfactory seats, I can simply go to the left and select a new time. The seating chart will then refresh to allow me to choose without navigating away and re-selecting most of the information I’ve already selected.
Emagine Verdict?
HUGE WIN!
Overall Verdict on Movie Ticket Ordering
For an individual brand, if you have Emagine as an option, it wins hands-down. If you’re looking for a service, I recommend Atom Tickets.
Dream Scenario: a blend of experiences of Atom Tickets and Emagine.
This would allow me to flip between the showings at one theater without exiting back to the theater/movie time selection pages.
I did get my tickets and will see Endgame tonight. Check back tomorrow for a storyteller’s take, much like I did with Aquaman. I don’t do many movie reviews, but I think Endgame will warrant one!
Do you have thoughts on this process? Jump down and leave me a comment!