design system for movie exhibitors

Designed & implemented
new booking platform

COMPANY

Movio

ROLE

UX UI Designer

EXPERTISE

UX/UI Design

time • 1 year

Apr 21 - Apr 22

Project description

As a Product Designer for Movio Cinema EQ, I led the creation of its design system and foundational UX. Cinema EQ is Movio’s intelligent data analytics and campaign management solution for cinemas worldwide, helping marketers deliver personalized, effective campaigns through real-time customer journeys, propensity modeling, and advanced reporting. My goal was to deliver a smarter, faster, and more streamlined user experience that addressed the needs of cinema operators while supporting Movio’s position as the global leader in cinema marketing analytics.

Timeline

Phases: Discovery and Research, Design System Development, Prototyping, Implementation Support

Background

Movio, a Vista Group brand, is the global leader in cinema marketing data analytics and campaign management. With over 100 million moviegoers in its database, Movio helps connect audiences to films they’ll love. Cinema EQ is Movio’s next-generation platform, designed to build on over a decade of marketing expertise to deliver an advanced, user-friendly solution for cinema operators to create personalized campaigns, analyze customer behavior, and drive ticket sales.

Process

This section outlines my design process for Movio Cinema EQ, where I focused on evaluating and refreshing existing low-fidelity designs and developing a robust, scalable design system to deliver a more intuitive, accessible, and consistent user experience.

Research & Planning

I assessed existing low-fidelity designs that were already in place, identifying the need for a refresh and deeper evaluation to optimise the overall vision and product functionality. Through user interviews, competitive analysis, and journey mapping, I uncovered pain points like overly complex workflows and inconsistent UI, shaping design goals to deliver more intuitive, accessible interfaces aligned with user needs and business objectives.

Design & Prototyping

I developed a robust, token-based design system in Figma, defining typography, color palettes, and a modular component library to ensure brand consistency and scalability. Prototypes mapped key workflows such as campaign creation, audience segmentation, and reporting, validated through stakeholder feedback and iterative testing to ensure clarity and ease of use.

Implementation

Collaboration was essential, I worked closely with developers and product managers for smooth handoff, supported front-end implementation, and participated in QA testing to resolve UI issues quickly. This ensured the design system delivered consistent, accessible experiences across the platform.

Key Outcomes

My work delivered a scalable design system, streamlined workflows, and a more accessible, brand-consistent UI. This improved user engagement, reduced complexity for cinema marketers, and enabled faster development cycles with reusable, well-documented components. Additionally, the intelligent dashboard empowered movie exhibitors to promote and target different audiences, maximising engagement and driving more visitors to new releases.

Tools used

Balsamiq >Jira> Tailwind >Adobe > Figma

Solution

Created an intuitive, accessible UI with an intelligent, data-driven dashboard to streamline workflows, ensure brand consistency, and help cinema marketers effectively target audiences and boost engagement.

Robust Design System:

Component library enabling consistency and scalability across the platform.

Streamlined User Workflows

Simplified campaign creation, audience targeting, and reporting, reducing complexity for marketing teams.

Accessible, Intuitive UI

Improved visual hierarchy, accessibility, and usability for cinema operators of varying technical expertise, while delivering a fully featured, data-science-backed campaign hub.

Conditional, Personalized Content
Leverages audience behavior to create dynamic campaigns, reaching customers in their preferred channels for higher clicks and revenue.
Enhanced Reporting
Aggregates data across campaigns for a clear, comprehensive view of performance and success.
Dynamic Content
Testing with a loyalty program showed an 18% increase in clicks and 28% higher revenue versus standard content.
Audience Propensity
Movio's Propensity algorithm delivered a 5.9x higher visitation rate for a tested movie compared to all active members.
Conditional, Personalized Content
Leverages audience behavior to create dynamic campaigns, reaching customers in their preferred channels for higher clicks and revenue.
Enhanced Reporting
Aggregates data across campaigns for a clear, comprehensive view of performance and success.
Dynamic Content
Testing with a loyalty program showed an 18% increase in clicks and 28% higher revenue versus standard content.
Audience Propensity
Movio's Propensity algorithm delivered a 5.9x higher visitation rate for a tested movie compared to all active members.
Conditional, Personalized Content
Leverages audience behavior to create dynamic campaigns, reaching customers in their preferred channels for higher clicks and revenue.
Enhanced Reporting
Aggregates data across campaigns for a clear, comprehensive view of performance and success.
Dynamic Content
Testing with a loyalty program showed an 18% increase in clicks and 28% higher revenue versus standard content.
Audience Propensity
Movio's Propensity algorithm delivered a 5.9x higher visitation rate for a tested movie compared to all active members.
Conditional, Personalized Content
Leverages audience behavior to create dynamic campaigns, reaching customers in their preferred channels for higher clicks and revenue.
Enhanced Reporting
Aggregates data across campaigns for a clear, comprehensive view of performance and success.
Dynamic Content
Testing with a loyalty program showed an 18% increase in clicks and 28% higher revenue versus standard content.
Audience Propensity
Movio's Propensity algorithm delivered a 5.9x higher visitation rate for a tested movie compared to all active members.

Movio's propensity algorithm
Successfully designed clear, intuitive interfaces to present Movio’s complex propensity data, enabling users to easily interpret predictions and deliver personalized movie recommendations.
INTERACTIVE CAMPAIGN GENERATOR FOR MOVIE EXHIBITORS
Journeys are automated, real-time conditions that trigger dynamically populated campaigns, allowing cinemas to create sophisticated, personalised digital interactions. I designed intuitive user flows for the Journey Builder, enabling easy customisation of audience triggers based on moviegoer actions or behaviours to generate effective, tailored marketing campaigns.
Movio's propensity algorithm
Successfully designed clear, intuitive interfaces to present Movio’s complex propensity data, enabling users to easily interpret predictions and deliver personalized movie recommendations.
INTERACTIVE CAMPAIGN GENERATOR FOR MOVIE EXHIBITORS
Journeys are automated, real-time conditions that trigger dynamically populated campaigns, allowing cinemas to create sophisticated, personalised digital interactions. I designed intuitive user flows for the Journey Builder, enabling easy customisation of audience triggers based on moviegoer actions or behaviours to generate effective, tailored marketing campaigns.
Movio's propensity algorithm
Successfully designed clear, intuitive interfaces to present Movio’s complex propensity data, enabling users to easily interpret predictions and deliver personalized movie recommendations.
INTERACTIVE CAMPAIGN GENERATOR FOR MOVIE EXHIBITORS
Journeys are automated, real-time conditions that trigger dynamically populated campaigns, allowing cinemas to create sophisticated, personalised digital interactions. I designed intuitive user flows for the Journey Builder, enabling easy customisation of audience triggers based on moviegoer actions or behaviours to generate effective, tailored marketing campaigns.
Movio's propensity algorithm
Successfully designed clear, intuitive interfaces to present Movio’s complex propensity data, enabling users to easily interpret predictions and deliver personalized movie recommendations.
INTERACTIVE CAMPAIGN GENERATOR FOR MOVIE EXHIBITORS
Journeys are automated, real-time conditions that trigger dynamically populated campaigns, allowing cinemas to create sophisticated, personalised digital interactions. I designed intuitive user flows for the Journey Builder, enabling easy customisation of audience triggers based on moviegoer actions or behaviours to generate effective, tailored marketing campaigns.

Results

Here, the outcomes and achievements of the project are highlighted, including user feedback, adoption rates, and industry recognition.

Enhanced User Engagement

Streamlined workflows and improved UI clarity reduced complexity, making it easier for cinema operators to manage campaigns effectively.

Faster Development and Scalability

A robust, based design system enabled consistent, reusable components, accelerating development cycles and supporting future product growth.

Improved Campaign Effectiveness

Delivered a fully featured, data-science-backed campaign hub that empowered marketers to create personalised, targeted campaigns with better insights and outcomes.

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