The Redbox design team had just added a UX component when I joined the team. Suffice to say, we were lacking in our understanding of Redbox's core customers beyond market segmentation. So, we, the newly-minted UX design team had set out to create a journey map to help us identify customer pain points with our existing experience, and identify areas ripe for improvement and innovation.
We began our mapping exercise with some empathy interviews and went from there.
Contextual Inquiry: Intercepts
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Visiting a Redbox kiosk is an integral point in the Redbox customer journey, so we decided to start there. And, it just so happened that it was an easy place to find Redbox customers.
We conducted our intercepts, and interviewed 15 participants that comprised the breadth of Redbox's customer base. We spoke with the participants about their entire experience with a DVD, from when they first decided to rent the movie to after they had returned it. We also had people complete a survey that gave us insight into their level of satisfaction at each step throughout the process.
Journey Map Creation
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Once we had synthesized the insights from our intercepts, I went ahead and created a journey map for the experience, I mapped satisfaction against engagement, and outlined opportunity areas for us. Next, we conducted a concepting session with the UX design, product, & analytics teams, and came up with a number of new concepts.
A big takeaway from this study and journey map creation was that we still didn't really know how Redbox customers interacted with Redbox when they were at home, watching the movies they had rented. So, we decided to find out.
Contextual Inquiries: Movie Watch-alongs
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Over the course of several weeks, we went to 10 different participants homes and watched movies (not a bad gig, right?). We talked through the entire process with them, too, from their having picked up the movie through to dropping it off. This observational study allowed us to get a peek into the moments that surround using the Redbox kiosk.
Interestingly, we found that children are the main drivers for renting movies, and also get to pick what their household will be watching.
Personas
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We combined our insights with a segmentation study done by our business intelligence team to create personas to guide our future design work.
View the Projects this Research Influenced
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