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Filmstaden
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Filmstaden

Mobile App
I led a four-week redesign of Filmstaden’s loyalty and “My Pages” experience across iOS and Android to increase sign-
ups and attach rates for tickets and concessions. After auditing the current flows and aligning on success signals, I
reframed the value proposition, simplified and sequenced sign-up, re-architected “My Pages” around frequent tasks,
and added contextual purchase prompts. We prototyped, tested, and iterated quickly; participants reported higher
clarity and motivation. The work shipped with developer-ready specs and a clear measurement plan to track
I led a four-week redesign of
Filmstaden’s loyalty and “My Pages”
experience across iOS and Android to
increase sign-ups and attach rates for
tickets and concessions. After auditing
the current flows and aligning on
success signals, I reframed the value
proposition, simplified and sequenced
conversion, repeat use, and attach rate.
sign-up, re-architected “My Pages”
around frequent tasks, and added
contextual purchase prompts. We
prototyped, tested, and iterated
quickly; participants reported higher
clarity and motivation. The work
shipped with developer-ready specs
and a clear measurement plan to track
conversion, repeat use, and attach rate.

My role

Visual / UX Designer

Team

Project Manager
Visual Designer

Timeline

6 weeks

Year

2019
2020

Project name

Loyalty and My Pages Redesign (iOS &
Android)

Constraints

  • Parity across iOS & Android.
  • Keep scope focused enough to build.

Overview

Problem

The apps offered limited motivation to join or engage with the loyalty programme. The sign-up journey was long and generic; “My Pages” mixed account admin with loyalty content, burying common tasks. The business goal was twofold: increase loyalty sign-ups and drive more ticket and concession purchases.

Challenge

  • Make the value of joining obvious at entry.
  • Reduce friction in sign-up (steps, errors, uncertainty).
  • Restructure “My Pages” so frequent tasks are immediate.
  • Introduce contextual prompts to increase attach rate for tickets/snacks.

Solution

  • A benefits-first entry to the loyalty programme with clear reasons to join and what to expect.
  • A guided sign-up flow with fewer steps, inline validation, and visible progress; non-critical fields deferred.
  • A re-architected “My Pages” with quick actions and clear sections (Rewards, Activity, Tickets, Account).
  • Contextual prompts that link loyalty moments to purchase flows.
  • Robust states and error handling documented for implementation.
  • Platform-specific UI with shared logic to balance parity and native usability.

Results

  • Participants found the join flow clearer and faster, with fewer hesitations.
  • Users better understood loyalty benefits and progress, increasing stated intent to join.
  • Navigation of “My Pages” improved; common tasks were discovered and completed more quickly.
  • Contextual prompts were perceived as helpful rather than intrusive when timed to intent.
  • Developer-ready specifications reduced ambiguity and rework.

Research

Activities

  • Current-state audit of sign-up, loyalty touchpoints, and “My Pages”.
  • Heuristic review against mobile UX and loyalty best practices.
  • Light stakeholder interviews to capture constraints and success signals.
  • Rapid qualitative testing with interactive prototypes to validate changes.

Insights

  • The value proposition for joining was fragmented; benefits were not visible up front.
  • Sign-up mixed critical and non-critical fields, with unclear progress and distracting CTAs.
  • “My Pages” lacked a clear IA; common tasks were slow to find.
  • Minimal cross-sell prompts within loyalty contexts to nudge ticket/snack purchase.

What we measured during the project

  • Task success.
  • Time on task.
  • Hesitation/error points.
  • Stated clarity and motivation in usability tests.

What to track post-launch

  • Sign-up conversion and step-level drop-off.
  • “My Pages” feature usage/return rate.
  • Ticket and concessions attach rate from redesigned paths.
  • NPS/CSAT for members.

Process

1. Discover

  • Audited flows.
  • Mapped pain points.
  • Captured business goals and technical constraints.

2. Define

  • Set design principles and success signals.
  • Prioritised scope to fit four weeks.

3. Design

  • Produced information architecture.
  • Produced user flows.
  • Produced high-fidelity, platform-specific prototypes.

4. Test

  • Ran scenario-based tests on join, benefits comprehension, navigation, and purchase prompts.

5. Iterate

  • Tightened copy.
  • Reduced steps.
  • Reordered tasks.
  • Adjusted component behaviours.

6. Handoff

  • Developer-ready specs with states and edge cases.
  • Findings report and next-step roadmap.

Key decisions

Lead with benefits before effort

Add a benefits-forward entry screen with concise copy, preview of rewards, and FAQs. Because motivation rises when users see value before forms.

Shorten and sequence the sign-up

Break long forms into guided steps with progressive disclosure, inline validation, and persistent progress. This reduces abandonment and cognitive load; preserves momentum.

Separate concerns in “My Pages”

Reorganise IA into clear sections: Rewards, Activity, Tickets, Account; with quick actions above the fold. So that frequent tasks become fast and users don’t hunt through mixed content.

Contextual purchase prompts

Surface ticket and snack prompts at moments of intent (e.g., after checking points or activity). This increases attach rate by meeting users where motivation is highest.

Error handling and recovery

Specific error copy, saved progress, and obvious recovery paths. This protects user effort and reduces drop-offs from avoidable errors.

Platform parity with native feel

Shared patterns and behaviours adapted to iOS/Android conventions. In order to have consistent mental models without breaking platform expectations.
Three screens from the mobile app designed for Filmstaden.

Risks and how they were managed

  • Scope creep in four weeks. Impact/effort triage, staged backlog.
  • Platform divergence. Shared pattern library plus platform-specific components.
  • Overloading “My Pages”. Clear IA and visible quick actions to keep tasks immediate.
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