IMAX

Overview: For this project, I led a full rebrand and website restoration for IMAX, focusing on modernizing the brand's digital presence. The redesign emphasized a sleek, immersive user experience, aligning with IMAX’s cutting-edge technology and cinematic impact. From visual identity to seamless navigation, this project showcases my ability to merge aesthetics with functionality in a large-scale redesign.

Tools: Figma

UI/UX Research

Understanding User Expectations

What comes to mind when you think of the IMAX brand?

What do you expect from a premium cinema websites?

What features or information do you look for when visiting a cinema website?

Experience Evaluation

Have you used the IMAX website before?

What was your experience like?

How easy or difficult is it to find movie times and book tickets on cinema websites?

What’s your ideal user journey when booking a premium cinema experience?

Design & Aesthetic Preferences

What kind of design do you associate with a high-end cinematic brand?

Do visuals or video previews influence your decision to book?

How important is mobile responsiveness in your experience?

Community & Engagement

Would you find value in user reviews, film discussions, or a rewards system?

How likely are you to engage with content or features beyond ticket booking?

Would a behind-the-scenes or immersive “cinema tech” section interest you?

UX Research Goals

Purpose of the Research

The primary goal of this research is to gain a deeper understanding of user expectations, behaviours, and pain points related to the IMAX digital experience. By combining interviews and competitive analysis, we aim to inform and guide the design process with data-driven insights that ensure the final product is both functional and emotionally resonant.

Why Competitive Analysis?

The cinema experience is increasingly competitive, and users often compare brands like IMAX to other premium formats. Competitive analysis helps benchmark against industry leaders, highlighting areas where IMAX can innovate or catch up.

Key Objectives

Identify features, layouts, and design patterns competitors use effectively.

Understand how others communicate “premium” through UI/UX.

Spot gaps or missed opportunities in the current IMAX site.

Ensure the new design stands out while staying relevant to user expectations.

By analysing competitors such as Dolby Cinema, 4DX, and ScreenX, we ensure the rebrand strategically positions IMAX at the forefront of the immersive cinema experience—both onscreen and online.

Why User Interviews?

User interviews help uncover qualitative insights that analytics and usability tests alone can’t provide. For a brand like IMAX—built on immersive, premium experiences—it's crucial to understand how users emotionally and practically interact with the website.

Key Objectives

Identify pain points in the current user journey (e.g., booking tickets, finding showtimes).Understand what users expect from a high-end cinema website.

Gather design and feature preferences across different user personas.
Explore emotional and experiential expectations tied to the IMAX brand online.

Interviewing users provides the “why” behind user actions, helping to shape a user-centric design strategy that aligns with both user needs and brand values.

Persona 1

Persona 2

Persona 3

Persona 4

Wireframes

Home Page

Shop Page

UI Design

Home Page

Shop Page

Account Page

UI Design

Colour Pallet

Logos

Mind Map

Fonts

Email Sign Ups

Side Buttons

Navigation buttons