行動影城APP之使用者體驗研究與設計—以威秀影城為例

現代社會看電影是許多人的休閒娛樂之一，除了親自前往電影院購票的傳統方式外，現代也有越來越多人開始使用網路購票的方式購買電影票。順應時代變化，威秀影城也推出了影城官方的手機APP供用戶進行訂票與查看影城相關資訊，但該程式並沒有取得用戶的良好評價。本研究透過文獻探討與使用者調查的方式，深入探討行動裝置與行動應用程式的設計原則，同時選擇業界內幾款較知名與受用戶歡迎的電影院APP分析其設計方向與特色，並與威秀影城的官方APP「威秀影城」進行比較，最後對「威秀影城」手機APP之使用體驗及介面設計進行改善。本研究主要分為三階段來進行，使用者經驗研究(UXR)階段將調查目標客群在使用APP上所會遇上的各種情況與用戶的意見，挖掘原APP在使用時的不便之處以及使用者所希望/喜愛的功能，做為下一階段的設計參考依據。使用者經驗設計(UXD)階段藉由經過使用者經驗的調查研究，了解目標客群在使用程式上所會遇到的問題與困難，整理出一系列改善的方針作為設計改良重點，並記錄下調查對象所希望的功能與方向，以解決用戶的需求為目標設計出一套介面架構與程式原型(Prototype)。使用者經驗測試(UXT)階段為完成程式原型後挑選幾名對象進行使用者操作模擬測試，設定幾個目標要求使用者嘗試去找到功能或完成動作，並記錄下測試中可能出現的問題，測試完成後進行調整，調查使用者對於新界面的意見與滿意度並與原介面進行比較。　　　本研究最後重新改良設計APP，對介面視覺的部分進行了改良，並且對於原版系統流程及功能進行優化，除此之外也加入了新功能，並與原版進行測試比較後證實使用體驗得到改善，以及通過調查研究得出電影院APP使用者偏好簡單快速的風格、威秀影城APP的優勢與劣勢接近等研究結論，並提出客群、平台、介面設計、功能、品牌等方面共五點的未來建議。關鍵詞：電影院、使用者經驗、使用者介面、UI/UX

關鍵字

電影院；使用者經驗；使用者介面； UI/UX

並列摘要

In modern society, watching movies is one of the leisure and entertainment for many people. In addition to the traditional way of going to the cinema to buy tickets in person, more and more people in modern times have begun to buy movie tickets through the Internet. In line with the changes of the times, Village Show Studios has also launched the official mobile app of the Studios for users to book tickets and view information about the Studios, but the program has not received good reviews from users. In this research, through literature research and user surveys, we will deeply explore the design principles of mobile devices and mobile applications. At the same time, we have selected several well-known and popular movie theater apps in the industry to analyze their design directions and characteristics, and compare them with Vishow The official app of the studios "Vision Studios" was compared, and finally the user experience and interface design of the "Vision Studios" mobile app were improved. This research is mainly divided into three stages. The User Experience Research (UXR) stage will investigate the various situations encountered by the target customer group in using the APP and the opinions of users, and explore the inconveniences and inconveniences of the original APP in use. The functions that users want/favor are used as the reference basis for the next stage of design. In the user experience design (UXD) stage, through user experience investigation and research, we understand the problems and difficulties encountered by the target customer group in using the program, sort out a series of improvement guidelines as the design improvement focus, and record it The function and direction that the survey respondents want, and a set of interface architecture and program prototypes (prototype) are designed with the goal of solving the needs of users. In the user experience test (UXT) stage, after completing the program prototype, select several subjects for user operation simulation test, set several goals to ask the user to try to find the function or complete the action, and record the possible problems in the test, test After completion, make adjustments, survey users' opinions and satisfaction with the new interface, and compare with the original interface. 　　　This research finally re-designed the APP, improved the interface visual part, and optimized the original system process and functions. In addition, new functions were added. After testing and comparing with the original version, it was confirmed that the user experience was improved. And through investigation and research, it is concluded that cinema APP users prefer a simple and fast style, and the advantages and disadvantages of the Village APP are similar, and propose a five-point future in terms of customer base, platform, interface design, function, and brand. Suggest. Keywords: cinema, user experience, user interface, UI/UX