Fulfillment
Some theaters supported pickup. Others delivered directly to a guest’s seat. The journey needed to set the right expectation early.
Case 03 · Cross-platform transaction design
AMC Theatres
Designing a concessions journey that worked across theaters, fulfillment models, product combinations, and purchase moments.
AMC TheatresSenior UX Designer at Huge Inc.9-month redesignResponsive web · iOS · Android
30-second case summary
Problem
Add pre-order concessions to a large ticketing ecosystem without creating new purchase friction.
My ownership
Interaction design, responsive wireframes, prototype testing, annotations, and detailed flow logic.
Complexity
Variable menus, prices, fulfillment types, order combinations, platforms, and purchase contexts.
Outcome
45% more completed transactions, 37% conversion, and 40% revenue growth after launch.
The design challenge
The feature was a system, not a screen.
Ordering popcorn looks simple until every theater, menu, price, device, and fulfillment model must work inside one coherent experience. I mapped the variation before defining the interface.
Pricing
Combo prices changed based on drink type, flavor, size, quantity, and add-ons. Totals needed to stay understandable.
Order variation
Every product category carried different modifiers. The interaction model had to stay consistent without flattening those differences.
Platforms
Responsive web, iOS, and Android needed shared logic while respecting the strengths of each platform.
Purchase context
Guests could add food during ticket purchase or return later and order concessions separately.
Scale
The new feature joined a broader nine-month redesign serving a large national customer base.
Decision 01 · Model the variation
Understand the menu logic before choosing the interface.
I documented categories, subcategories, modifiers, quantities, add-ons, and pricing relationships. This converted a complicated operational model into reusable interaction patterns.
Decision 02 · Make context visible
Tell guests what will happen before they order.
Delivery to seat and theater pickup created different expectations. The journey exposed the available service first, then guided item selection, configuration, cart review, and fulfillment.
Start with location
The selected theater determined the menu, pricing, and available fulfillment method.
Reveal detail in stages
Guests chose an item first, then configured only the options relevant to that selection.
Keep the order visible
A persistent cart helped guests understand what they had selected and what remained to complete.
Decision 03 · Validate the flow
Test the prototype with moviegoers before launch.
After the design phase, the team created a working prototype and tested the ordering experience with moviegoers. The research confirmed the flow was understandable and ready to move forward.
Six months after launch
The redesign improved customer behavior and commercial performance.
These figures were documented on the original AMC case study six months after launch.
3M → 9M
AMC Stubs memberships
+45%
Completed transactions
37%
Conversion rate
+40%
Revenue
Experimentation
What I would test next.
This proposed experiment shows how I would extend the work today. It is separate from the historical AMC results.
Experiment I would run next
Hypothesis
Introducing concessions at the right moment in the ticket journey will increase food attachment without reducing ticket completion.
Variants
- ●A: Offer concessions before seat selection.
- ●B: Offer concessions after seat selection.
Primary metric
Concessions attachment rate
Guardrails
Ticket completion, completion time, ordering errors
Relevance to bol
Complex purchases need clear choices, strong context, and measurable outcomes.
Relevance to bol
✦Designing acquisition and transaction journeys for a high-volume consumer brand.
✦Managing product variation, location rules, pricing, and fulfillment constraints.
✦Creating consistent logic across responsive web, iOS, and Android.
✦Using prototypes and customer research before launch.
✦Protecting the primary transaction while introducing an additional purchase.
✦Connecting design decisions to conversion and revenue outcomes.