Flickfoods

Snack ordering app for movie theaters

Created as part of the Google UX Design Certificate

My role: I was responsible for the entire UX process — from research and user personas to wireframes, prototyping, usability testing, and final UI design.

Project Goal

Design a seamless way for cinema-goers to pre-order snacks and have them delivered at the right moment, enhancing the movie experience by eliminating lines, stress, and last-minute decisions.

Designing for Real-World Moments

Snacks are a huge part of the cinema experience and business — but the process to get them is still stuck in the past. This project set out to change that.

40%

of cinema profits come from snack sales – snack revenue is essential for theaters. (Number Analytics)

67%

of users regularly use food delivery apps – people are used to convenient digital ordering. (Purdue University)

70%

prefer ordering directly through a brand’s app – strong case for a better in-house cinema experience. (Lavu)

Long

lines and unclear menus often push users to skip snacks – reducing both enjoyment and revenue.

Understanding the user

This project focused on real users with different cinema habits and motivations. Each represents a common moviegoer segment.

The Cinema Purist

Daniel (35, Designer, Madrid)

Daniel is focused on catching every award-worthy movie without missing a second. He wants his popcorn ready before the lights go down and hates queueing.

The Quiet Customizer

Laura (27, Engineer, Bogotá)

Laura’s navigating a new city and a new dialect. She values ordering on her own terms—no talking, no hassle. The app offers clarity, independence, and menu personalization.

The Family Experience Boss

Camilo (62, Veterinarian, Barcelona)

Tech-shy but family-driven, Camilo brings his teens to the big screen and wants snacks sorted for everyone before showtime.

Understanding their journey

By mapping each persona's journey and identifying key pain points and frustrations—alongside additional research—I uncovered clear opportunities to improve the experience and design solutions that truly meet users' needs.

Research & Competitive Audit

I conducted a competitive audit of top Spanish cinema websites and found key gaps:

Cinesa: Strong app functionality and click-and-collect features but a limited food menu and clunky checkout process
Ocine: Simple and user-friendly interface but very limited food offerings
Yelmo Premium: Rich food menu but no option to order online; menus are in PDF format

Common gaps across competitors:

🚶‍♂️ Lack of clear info on how to skip lines

👥 No group ordering or menu-sharing functionality

🎯 Weak personalization options

♿ Limited accessibility features

Wireframes

From Quick Sketches to Smart Cinema Flows

After conducting research on users, market trends, competitors, and core pain points—such as long lines, limited personalization, and confusing ordering flows—I began sketching solutions by hand. These early concepts aimed to streamline the food ordering experience, making it faster, clearer, and ready before showtime.

The most effective ideas from these sketches were carefully selected and turned into digital wireframes. These refined layouts prioritized clarity, personalization, and ease of use—especially for users like Camilo, who needed a seamless, tech-friendly experience without any guesswork.

Usability Testing, hi-fi mockups & Iteration

Two usability studies were conducted — one with low-fidelity wireframes and another with high-fidelity prototypes — to validate the experience and improve the interface. After the first round, key insights were used to refine the flow and visuals, which were then translated into functional mockups and polished hi-fi prototypes for the second round of testing.

Study 1: Wireframes

🚫 Users didn’t know where to start → clearer entry points added

🧾 No cart feedback → added item confirmation & payment statusality

⏳ Unclear delivery timing → added estimated arrival times

🎞️ Movie/time selection was confusing → separated into steps

Study 2: High-Fidelity Prototype

🔽 Missed scroll interaction → added visual prompts

🔁 Refill buttons unclear → introduced active/inactive statesity

⏱ Countdown timer confusing → added clear labels

⬇️ Delivery time placement → moved to bottom of cart

Addressing challenges

Existing food ordering solutions for cinemas often miss important user needs and preferences. This project aimed to address those gaps with practical, user-focused improvements to make the experience more convenient and accessible.

1. Overwhelming Food Selection

Many users felt lost browsing endless food options without guidance.

✅ Solution: Simplified, curated menus with personalized combos and clear categories made it easier to decide quickly.

2. Tech Frustration and Complexity

Users who weren’t tech-savvy struggled with overly complex or unclear app experiences.

✅ Solution: A low-friction interface with clear navigation, fast checkout, and simple login options made the app feel easy and accessible.

3. Coordinating Group Orders

Ordering for multiple people from one device was time-consuming and confusing.

✅ Solution: A shareable menu link allowed each attendee to make their own selection, streamlining group ordering.

4. Uncertainty Around Food Timing

Users were unsure when food would arrive or if it would disrupt the movie experience.

✅ Solution: Countdown timers, delivery time selection, and seat-linked service made timing predictable and stress-free.

Test the prototype

Conclusion & Takeaways

This wasn’t just a design challenge — it was a real solution to a widespread user pain point. From snack-line anxiety to group order chaos, the app made the experience faster, clearer, and more enjoyable for all users.

What I learned:

Small usability gaps can cause major friction — clear visual hierarchy and feedback matter
Users want to feel in control — especially in social or time-sensitive environments
Testing early (and twice) saved time and guided better decisions

Next steps:

Integrate with seat maps for more accurate food delivery
Add multi-language support and localized food menus
Explore partnerships with cinemas to pilot real-world use

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