Case Description

The text below summarizes the assignment you will be working on in this course. A more elaborate case description is published on Blackboard under Course Documents.

The client

The client is UK Cinemas, a large cinema chain operating in the United Kingdom.

The users

Customer research has shown that the largest group of people visiting cinemas on a regular basis are between 16 and 26 years old. They are called ‘digital natives’ and always expect the best experience online.

The context

In the beginning of 2020, UK Cinemas has acquired Bios (a Dutch cinema chain), in order to enter the Dutch market. UK Cinemas has a successful digital presence in the UK. However, the Dutch market for digital presence for cinemas is much more mature and UK Cinemas’ success can not be simply copied to the Dutch market. In the second half of 2020 UK Cinemas wants to launch a new digital platform for Bios in The Netherlands that should delight their customers and create leverage over their competitors.

The digital platform will consist of a website, an app and self-service terminals within each cinema.

Goal

The ambition of the client is to become market leader in the Netherlands by focusing first on the audience. In order to make this happen the client wants you to design the website of the digital platform.

Further Reading

Must read before class: Case description as published on Blackboard under Course Documents.