Myvue.com was never what I’d call wonderfully designed, but it it did its job. It did it so well, in fact, that it’s one of the reasonably few sites I’ve bookmarked on my phone, and one of the even fewer bookmarks that I actually use on a regular basis.
Specifically, I bookmarked the URL of my local cinema. Here’s how it looked until a month or so ago:
Pretty simple, right? It shows me a vertical list of movies showing today, and the times they’re showing at. It defaults to today, but at the top of the list are tabs for the next 5 days. It’s not exactly mobile-optimised, but it’s perfectly usable on my iPhone.
The site also does plenty of other things, all of which are pretty much useless. I’m not here to watch a trailer. I don’t buy tickets online as it takes a minute to buy at the cinema and it’s never sold out or full. Where do “user ratings” even come from and why do I care? Why would anyone go to this site to find films to watch by genre? Why would I register on a site like this? What’s the point of literally any of the rest of the site’s navigation? Anyway, that’s by the by. It does its central job well, showing me every movie that’s showing on that day, at what times, on one page.
So the other day I used my bookmark again and noticed immediately they’ve redesigned. It looks new and expensive. It adapts to my mobile device. And it’s now utterly useless, particularly on mobile. Since 99% of the time I use this site it’s on my iPhone, that’s what I’ll use for the rest this review.
This is what you now see at the same URL:
The entire first screen is taken up by a film poster, which turns out to be a slideshow. Carousels are annoying enough, but this one makes it extremely difficult to know what page I’m on, because judging by what I see on the screen, I’m on a page for Sausage Party.
Just pause to consider how pointless this slideshow is (whilst adding who knows how much to the download time). It’s a sequence of movies showing at this cinema. Which is… exactly what the list below it is. Except this is a slideshow, and that’s a vertical list. Someone must have insisted on a slideshow.
Scrolling past this annoyance you get to the vertical list of movies showing that day. The posters are now so large only 2 fit on screen at once (even on desktop!), yet they’ve removed the short description, leaving only the title and… what’s this? “Get times & tickets”? Why don’t you just show the times like you used to? So now I have to navigate to get the times for every movie I’m interested in?
[Update 14 Sep 2016: MyVue have added showtimes back in on the listing page! I wish they would also show the film’s running time as they used to, though.]
So I click “Get times & tickets” and… WHAT?! Another page for the movie I just clicked on, with an enormous backdrop image but no useful information on it, and another big “GET TIMES & TICKETS” button! So I click that, and a panel slides laboriously in from the right, displays a “working” spinner for all of 7 seconds, before finally showing me the times. Wow, it really worked hard to show me some text-based information. There’s no caching, by the way. Next time I request showtimes it’ll take another 7 seconds.
Now I want to see what times other movies are showing, so I go Back. Back to the useless screen with the backdrop (let’s call it the Product screen). So I go Back again. Whoops, here comes the sliding panel with showtimes again. Clicking Back a third time is the charm. (Although it’s hard at first to tell I’m back on the listing, because an unrelated movie – the slideshow at the top – is filling the screen.)
The above buggy behaviour is actually the best-case scenario. If you clicked the X in the corner of the sliding showtimes panel instead of Back, you’d find yourself back at the Product screen with no escape. Clicking Back again would restore the showtimes panel, and so on, trapping you in an endless loop.
The bottom line is I’m removing this bookmark from my phone, as it is now useless. A google search for “what’s showing at vue fulham” gives me the information I want.
What went wrong here?
Firstly, despite the mobile-optimised layout, it’s obvious that the site was designed and built with a desktop or widescreen display in mind. It looks like the designers wanted something that looks like today’s media centre interfaces, like Plex or Apple TV. The enormous posters, backdrops and spacious page layouts are typical of a “lean-back” design. Also, the desktop version includes stuff that’s missing on mobile – the Product screen even has screening times for today, saving one click. But ask yourself: is this site anywhere in the same category as these media centre apps? Where are people likely to be when checking what’s showing at their cinema that evening? How quickly do they want this information? Mobile should’ve been considered of at least equal importance.
Media centre interfaces also necessarily involve deep levels of navigation, a handicap born of lack of space on the screen and a remote-control interface. On browsers it’s easier to scroll and click on targets, and if you can avoid deeper levels of navigation, you do so.
But secondly, it’s clear that the designers had a very different idea of the primary user journey from me. You can see this clearly in the super-prominent “Quick Book” widget. On a desktop, you can at least see what the widget does, but on the mobile it’s entirely mysterious what “Quick Book” will do. But when invoked, it’s clear that the designers consider the website’s primary purpose to be buying tickets online, and that users don’t care so much about where or when it’s showing, as long as it’s the one movie they want. (The widget does not default location to the current cinema selected, and does not default date to today.)
Admittedly I don’t know how typical I am of Vue cinemagoers, but I don’t buy tickets online, I’m 99% certain to go to my nearest Vue rather than somewhere else, and there may be more than one movie I’m interested in seeing. My decision ultimately depends on what’s the most convenient time within the next 5 days. With the “Quick Book” widget, I’d have to use 3 dropdowns (which should be the UI of last resort) – 7 clicks – before even being able to see which times it’s showing for that day, which may well rule it out.
I used to be able to see what’s showing today at my local cinema, and when, with a single tap on my phone. Two taps if I wanted to check another day. Now, to check the times for a movie requires 3 taps, with loading time between each. Checking the times for another movie adds another 5 taps. Checking a different day… you get the picture. This redesign has rendered the site unusable, for me, and I would guess a large proportion of its previous users.