Odeon Cinemas Group
Redesign of six cinema websites with a multi-brand design system, enabling global consistency and local market flexibility.​
Role: Stakeholder management, UX research, UX/UI design
Background
In 2024, Odeon Cinemas Group faced the challenge of consolidating outdated websites of multiple brands, varying local market demands, and diverse user needs to unify its European e-commerce sites on a single cloud-based platform.
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By chunking the work into epics and executing consecutive 2-week sprints, our small UX team undertook Discovery, Definition, Design and Development Hand-off.
Objectives
1
Gold standard
Design for the market with the most complex business and user needs, creating a benchmark that could be scaled across all six brands.
2
Local flexibility
Understand each market's business, technical, and user requirements to create experiences tailored to local needs.
3
Global consistency
Create a scalable design system that enables all six brands to share a common UX while expressing their own brand identity.
Approach
We followed a user-centred design process, breaking the work into clearly defined epics and delivering it through two-week design sprints.
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Scheduled client check-ins enabled us to gather requirements, share insights and review designs throughout the project.
This collaborative way of working ensured continuous stakeholder buy-in, validated technical feasibility at each stage, and enabled our team to maintain momentum throughout the project.
Activities
Survey
Gather quantitative insights into user behaviours and preferences to inform persona development.
Interviews
Explore users' motivations, needs, and contexts in depth to enrich persona development.
Personas
Synthesise research into representative user groups to guide design and recruitment.
User journeys
Define end-to-end user flows, including branching paths for different scenarios.
Wireframes
Design low-fidelity wireframes to align on content, page layouts, and visualise user flows.
Prototypes
Design high-fidelity interactive prototypes to review with stakeholders and test with users.
Design reviews
Review designs with stakeholders and engineering teams to gather feedback before development.
User testing
Evaluate usability with representative users to identify improvements before launch.
Behavioural science
Work with behavioural science specialists to embed persuasive design throughout the UX.
Outcomes
100+
Design components with variants
6
Distinctive cinema brands
1
Unified user experience