01. BACKGROUND
The self-ticketing machine (STM) at CGV Cinema aimed to streamline ticketing operations and reduce waiting times. However, preliminary observations indicated that users faced challenges, prompting a detailed usability evaluation to address potential interface issues.
2. RESEARCH OBJECTIVE
To evaluate the usability of the STM interface, identifying its strengths and weaknesses, and provide actionable recommendations for improvements.
3. METHODOLOGY
The usability testing involved:
Participants
125 respondents (57 males, 68 females), aged 17–35 years.
Tasks:
- Purchase a ticket.
- Print a ticket using booking details.
- View transaction history.
Metrics:
- Completion Rate: Percentage of tasks successfully completed.
- Misclick Rate: Percentage of incorrect clicks.
- Average Task Duration: Time taken to complete tasks.
Data were collected using the Maze.co platform and analyzed for insights into user interaction patterns.
4. KEY FINDINGS
Task 01: Ticket Purchase
74.1%
Completion Rate
41.3%
Misclick Rate
68.4s
Average Duration
Interpretation: While the completion rate was high, the misclick rate suggested issues with seat selection labels and button placement. The time taken was reasonable but could be improved with clearer visual cues and instructions.
Task 02: Ticket Printing
55.9%
Completion Rate
43.2%
Misclick Rate
89.4s
Average Duration
Interpretation: The task completion rate was relatively low, with many users encountering issues entering booking codes and passkeys. This indicates a need for simplification and guidance in the input process.
Task 03: Transaction History
57.0%
Completion Rate
27.6%
Misclick Rate
84.1s
Average Duration
Interpretation: Users struggled with poorly labeled navigation buttons, leading to confusion. The high task duration highlighted inefficiencies in accessing transaction details, necessitating an improved design for clarity and ease of use.
5. RECOMMENDATIONS
- Improve Visual Hierarchy: Differentiate action buttons with distinct colors and labels.
- Enhance Error Feedback: Implement real-time error messages to guide users during input errors.
- Simplify Navigation: Reduce the number of steps required for key tasks and improve menu labeling.
- Optimize Seat Selection: Revise the seating interface to minimize misclicks and enhance clarity.
6. OUTCOME
This usability testing provided valuable insights into user behavior and identified critical areas for improvement. The findings are instrumental in driving redesign strategies that enhance the overall user experience of the self-ticketing system.