SnackMe
Ordering snacks without missing the movie.
A mobile prototype for ordering ahead and choosing concession pickup or seat delivery.
Explore the case
01 / Project overview
A mobile ordering concept for movie theaters
SnackMe began as a Google UX coursework project to design a snack-ordering experience for a movie theater. The AMC on Broad Street near Temple University served as the example setting.
The product
SnackMe lets moviegoers order snacks, food, and drinks ahead of time, then pick them up at concessions or have them delivered to their seats.
The problem
Moviegoers, such as college students and parents with children, dislike waiting in long snack lines at movie theaters, missing parts of the movie, and making mess while carrying many food items to the movie room.
The goal
To allow moviegoers to order snacks before or during the movie so they can skip long concession lines, get to their seats hands-free, and avoid missing any part of the film.
02 / Understanding the user
Lines and refills could cut into movie time
User research
Interviews and empathy maps explored how moviegoers buy and carry snacks. Students were the primary audience based on the theater’s location and limited early research. Parents with children were also considered.
Pain points
- Missing parts of the movie. Late arrivals and trips for refills can interrupt the film.
- Long lines. Waiting at concessions can take up the time before showtime.
- Carrying snacks. Bringing popcorn and drinks to a seat can be awkward and messy.
- High prices. Snack prices were a concern for students.
Persona and journey map
The student persona gave the prototype a specific scenario. The journey map traced the visit from getting tickets to reaching a seat, including waiting for food and carrying it into the auditorium.
03 / Starting the design
From paper sketches to a testable ordering flow
Paper wireframes
Five paper layouts explored different home-screen arrangements. The selected layout combined elements from the sketches and prioritized quick ordering.
Digital wireframes
The menu displayed prices beside each item so moviegoers could compare options without opening each one. The cart showed a running total. Categories were intended to help people find items without a dedicated search feature. Guest checkout kept sign-up optional for people in a rush, with pickup, delivery, and scheduling options.
Low-fidelity prototype
The prototype connected the main task from browsing to placing an order.
Usability study findings
Round 1 findings
- Users needed to see more items in a category at once.
- Users needed clearer cues that they could swipe horizontally to see more items.
- Delivery raised concerns about distracting other moviegoers in the auditorium.
Round 2 findings
- Users needed a more visible way to edit an order after submitting it.
- Users needed a clearer way to search for an item they couldn’t find.
04 / Refining the design
Making search and order editing easier to find
Making search easier to find
During testing, people scrolled through categories looking for items and overlooked the small search icon. The revised prototype placed a visible search field above the categories and kept them for browsing.
Search moved from the header icon into a visible field above the categories. View full comparison ↗
Editing an order after checkout
People needed a clearer way to change an order after submitting it. The revised tracking screen placed Edit order beside the submitted items, where people could review and correct the order in one place.
The revised tracking screen places Edit order beside the submitted items. View full comparison ↗
High-fidelity prototype
The revised prototype covers browsing, item selection, checkout, and order tracking.
Try the prototype
Open in FigmaAccessibility considerations
The design considered color contrast, consistent placement of navigation and actions, and descriptive headings and labels. Accessibility and the revised controls remain areas for follow-up evaluation.
05 / Going forward
Pickup and delivery need a real-world test
Takeaways
Prototype feedback. One participant saw value in ordering when the theater was busy and getting a refill during the movie.
- Iteration is the key to a great design. Try ideas and learn from them quickly.
- Tasks that seem easy can still need clear, self-explanatory cues.
- Experiencing the user’s journey firsthand helps build empathy.
- Functionality first, aesthetics second.
Next steps
- Order timing and delivery. Compare advance pickup, delivery to the auditorium door, and seat delivery for moviegoers arriving close to showtime, even when the theater is quiet. Assess timing and disruption with moviegoers and staff. Test how a delivery fee affects choices. The concept included the fee to cover costs and discourage unnecessary orders.
- Group ordering. Explore how friends can order together and split the cost.
- Repeat orders. Compare whether favorites or recent orders make a better home-screen shortcut.
- Follow-up usability and accessibility. Check whether people can find search and Edit order. Evaluate contrast, control placement, and descriptive labels.