Transforming Omniplex Cinema’s online experience by transitioning to a mobile-first booking experience.

Omniplex

Problem

Since 2015, Big Motive has worked with Omniplex Cinemas to transform its online customer experience, transition to mobile-first booking and launch the group’s first subscription service. Research led us to develop a completely new interaction model optimised so that customers can easily discover what's on. This was coupled with the mapping, testing and development of a completely new, highly usable booking process.

Approach

We helped Omniplex launch MyOmniPass, a new, Netflix-style subscription service delivering a completely different kind of customer experience. Continuing to remove points of friction from the cinema visit we've co-designed a new food and drink pre-booking service, supported by a comprehensive design system now established across the Omniplex digital product range. Live and prototype versions of the website are regularly tested with customers so we keep focused on understanding their needs and how they use the site.

Outcome

Since launch, the booking experience on mobile has become widely adopted and preferred by cinema-goers. Usage growth trends suggest it will soon become Omniplex's primary ticket sales interface.