Veo Cinema
The ultimate American mobile ticketing app for a seamless movie experience at offline cinemas. Showtimes, seats and tickets — all in one place.
Overview
Veo Theatres runs 40+ offline cinemas across the US, but 80% of tickets were still sold at the box office. Queues, sold-out shows and paper tickets were hurting the evening experience the brand promised.
I was brought in to design a mobile-first ticketing product from zero: discovery, UX architecture, visual design and a clickable prototype the client could test in real lobbies.
The challenge
Moviegoers decide late — most tickets are bought within three hours of the show. The app had to make browse-to-seat selection effortless on a phone, in the dark, one-handed, with live seat availability.
It also had to respect the cinema’s dark-room atmosphere: no bright screens, no clutter, no dead ends at the ticket gate.
Process
- 1Research
Lobby interviews with 24 moviegoers and 6 cashiers, plus a teardown of 9 ticketing apps to map expectations and pain points.
- 2Sketches & wireframes
Three booking concepts tested on paper first; the calendar-plus-seatmap pattern won with the fastest task completion.
- 3Dark-mode UI system
A high-contrast dark theme with one accent color, large touch targets and a QR ticket readable by existing scanners.
- 4Prototype & testing
Two rounds of moderated tests in a real cinema lobby; the seat-picker was rebuilt after round one cut errors sharply.
From the studio
Early flows, wireframes and design explorations from the Veo Cinema project.
Outcome
From opening the app to a saved QR ticket in three taps.
Real-time seat maps synced with the box office system.
A cinema-safe dark UI that stays readable in the dark.
Related work
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