UX Research, UX and UI Design, Usability Testing

Client Introduction

PVR Cinemas is India’s leading chain of movie theatres beginning its commercial operation in June 1997. Onething Design, in partnership with Boston Consulting Group, was asked to redesign their existing app for a cleaner user experience.

Design Challenges


The existing user experience was clunky and unintuitive leading to user drop-offs.


The overall PVR app lacked a visual hierarchy of images as well as a structured information architecture throughout the booking platform.


The existing design did not differentiate between regular users and premium PVR users in terms of functionality and visual appeal.

UX Research

The user research period entailed speaking to two sets of users:

  • Users who actively used the PVR app for booking
  • Users who used apps such as BookMyShow over this app


  • The active users came back to the platform because of their “Zero Convenience Fee” policy. 
  • Many active users were patrons of the PVR’s Privilege program, and hence availed exclusive offers on the app that were unavailable on other platforms.
  • The BMS users mainly complained about PVR’s ‘difficult to navigate’ design aesthetics.
  • They also thought the app was confusing due to the lack of proper CTAs.


A movie-goer selects the movie before they decide upon a theatre. We repurposed the design to reflect this central ideology. Since most users open the app to book tickets for an upcoming movie, we reprioritized the existing dashboard to facilitate movie discoverability. We divided user actions into two parts; the first category represented those that were central to booking a movie ticket, while the second group comprised all other ancillary actions taken on the app. The actions that were deemed first priority were arranged intuitively in the sidebar to provide easy access and improve functionality. We also replaced text tabs with engaging iconography to help users navigate through locations and notifications.

To improve the movie booking flow, we improvised and improved upon the user journey from the movie’s landing page, to applicable offer selection and finally to seat selection and checkout. We punctuated the movie landing page with relevant movie details such as details of the plot, star cast, language options, viewing options such as 3D/4d experiences to entice the users, and make room for customized choices. On the main landing page, we used bold images from movie scenes to represent the movie with visible “BOOK” CTAs to draw user attention and propel decision making. This flow was further tweaked to display F&B offers as pop-ups rather than as an individual page to prevent user drop-offs. While designing the seat selection screen, we employed the use of intelligent iconography to offer variations such as handicap seats and handicap companion seats without causing an informational clutter. 

To provide a differentiated user experience for PVR privilege program members, we created an exclusive login and personalized onboarding process. Exclusive members get to curate their experiences during onboarding by selecting their favorite movies. This functionality gives them access to a unique home feed that displays movies that match their preferences first, instead of the featured movies showcased on regular user home feeds. As a part of the redesign, PVR privilege members get to personalize their genre selections, bookmark future movie releases and preferred theatres to receive curated content and notifications for the same.


We used contrasting color-palettes to demarcate regular users from premium users; the former would see more white and gold while the latter would see black and gold. We maintained font consistency by engaging Cafeta (always in caps) for CTAs and important text and Helvetica Neue for regular text.

As a part of the redesign, we structured the visual hierarchy of images to accentuate movie names and different categories of tickets in eye-catching fonts, while highlighting the cast, genre, and storyline.