Grab-N-Go is an app that allows users to ditch the long lines and buy snacks and movie tickets.


Role:

UX Designer

UX Researcher

Wireframing

UI Design

Prototyping

Mock-ups


The Problem

Many moviegoers find waiting in long concession lines frustrating, leading to missed movie moments or choosing to skip snacks altogether. While some theaters offer mobile ordering, the process is often slow, lacks customization, or requires users to visit a separate counter, defeating the purpose of convenience.

The Goal

Provide a seamless, time-saving, and enjoyable movie experience by eliminating the need to wait in concession lines. The app enables pre-ordering, express pickup, and in-seat delivery of snacks, ensuring that moviegoers can enjoy their favorite treats without interruptions.

User Research Summary

Objective

  • The goal of this research was to explore the frustrations moviegoers experience with concession stand lines and to identify opportunities for improving the snack-ordering process in theaters. The study aimed to uncover how current solutions fall short and what features users would find most valuable in a new app.

Methodology

To gather a well-rounded perspective, we used a combination of:

  • User Interviews: Spoke with 10 frequent moviegoers to understand their experiences and frustrations firsthand.

  • Surveys: Collected responses from 10 individuals on their snack-ordering habits and attitudes toward existing mobile ordering options.

  • Competitive Analysis: Examined customer feedback on cinema apps like AMC, Regal, and Fandango, as well as food delivery services, to pinpoint usability issues and service gaps.

Key Findings

  1. Long lines are a dealbreaker for many moviegoers

  • 75% of surveyed users said they have skipped buying snacks to avoid long wait times.

  • Peak hours create major congestion at concession stands.

  • Users feel rushed when ordering, leading to stressful interactions and impulse purchases instead of enjoyable experiences.

2. Existing mobile ordering options have major flaws

  • While some theaters offer mobile ordering, most still require picking up orders at a counter, which doesn’t eliminate waiting entirely.

  • Many users described the ordering experience as clunky and unreliable, leading to frustration and abandoned orders.

  • Several respondents mentioned that they’ve placed mobile orders only to arrive at the counter and still have to wait.

3. People want more convenience and customization

  • 85% of respondents were interested in an in-seat delivery option to avoid missing part of the movie.

  • 60% wanted real-time order tracking so they could time their snack arrivals better.

  • Many users mentioned frustration over limited snack customization—they want more control over toppings, portion sizes, and combo options.

4. Fear of missing the movie keeps people from buying more

  • 70% of surveyed users said they have decided against buying refills or extra snacks simply because they didn’t want to leave their seat.

  • People don’t want to disrupt their experience by stepping out mid-movie, leading to lost revenue for theaters.

Research Conclusion

The research confirms that moviegoers want a faster, frictionless way to get snacks without missing the movie. Current solutions fail to fully solve the problem, leaving room for a new app to bridge the gap.

An ideal snack-ordering app should focus on:

  • Pre-ordering options to avoid long lines.

  • Express pickup and in-seat delivery for added convenience.

  • Real-time tracking to give users better visibility.

  • Customizable snack orders to enhance personalization.

Personas Based Off Of User Interviews

Lo-Fi Prototyping

Mockups