Cineplex Website Information Architecture Project

A re-design of UX to deliver a fun and intuitive experience 



We choose the Cineplex website (​​) as our target website for this project. As an one stop information shop for movies and the corporation itself, the making of Cineplex website does not “take care” of information architecture (aka I.A) and violate several important aspects of IA.



Thus, this project aims to improve the way content is structured to support effective information use on the Cineplex website. Questions regarding to organization systems, labeling systems, navigation systems, search systems, top down IA, and bottom up IA will be identified, and then a redesign of the website will be proposed at the end of this project.



Content analysis is about reviewing the documents and objects that are parts of the current website. Approaches being used in this section are “Noah’s Ark” and ROT ( redundant, outdated, or trivial).


We choose to use “Noah’s Ark”(Format, subject, document, soruce, information architecture) and “ROT” to analyze Cineplex webpage , because they provide good insights of the contents and disclose issues of the current information architecture. Because of time restrictions, we only selected main webpages for our analysis. Based on our analysis, Cineplex webpages cover various types of document from marketing financial statement to movie information.

Some pages include only organization and navigation system, but other pages also include labeling and search system. After analyzing webpages by using ROT, we have found some redundant pages in the website, for examples, corporate products, theater technology and showtime.

content inventory




Four participants between the age of 20-25 were chosen for interview and data collection. We selected this age group intentionally as we believe they represent a large portion of the potential users of the Cineplex website. Students with experience in technology and interest in films are very likely to book movie tickets through the website. Since people coming from different backgrounds may interact with technology differently, we have decided to select participants from different field of studies. In addition to that, gender variable is also in our consideration Besides, in order to avoid gender bias, we recruited two female and two male participants.



If you are interested in reading some user senarios and use cases, please click the link below:



We decided conduct interviews, because we want to get primary resources on users frustrations and suggestions for improvement. Specifically, we conducted semi-structured interviews. We prepared 7 questions to ask participants. All seven questions are open-ended and some of them are very straightforward. We expected to collect both quantitative and qualitative data from participants’ answers to the questions. To get richer interview results, we decided to let users do two tasks before we ask questions. We hope by doing task preformances, users are able to reveal  some pain points of the systemand provide valuable answers to interview questions .


After doing interviews with all participants, we have noticed the gap between feedbacks of first-time users and regular users. Most of the time, their feedbacks are very different from each other, and sometimes, even opposite. Although we have gained some insight about how users feel about the current Cineplex website (e.g. misleading info when searching movies ), we have also realized some limitations in our interview design. Since we only interviewed four users, the information we can collected are very limited. Another limitation is that we conducted task performance prior to the interview, which it narrowed  down the scopes of the interviews and most of feedbacks we received are focusing on the task itself. If we had more time to prepare for the interview, we would have coverd some other aspects in the interview.



Card sorting is a method used to help design or evaluate the current I.A of a website. In a card sorting session, participants organize topics into categories that make sense to them.


To evaluate the current I.A, thirteen participants between age 21to 28 were recruited from the University of Toronto. Because the participants were randomly selected on campus, we do not expect them to have the same levels of familiarity of the current website. In terms of the card sorting tools, we have decided to not use actual cue cards but xSort, a MacOs-based card sorting software, to conduct the exercises with participants. During one of the group discussions, we also conducted step-by-step instructions of how to perform card sorting with participants to standardize this exercise. Since we have decided to only evaluate the labels of the global navigation bar, we directly copied labels from the navigation bar and imported them into Xsort. Just in case some of participants do not understand the labels, we also added brief explainations on back of the cards.


First of all, we taught the participants that they need to group cards together based on the similar attributes of the labels. If they do not understand meaning of some labels, they could find short descriptions on the back of the cards. In some cases, if participants find some labels difficult to understand, they are also welcome to introduce new labels to these cards. In addition, if participants experience difficulties with grouping specific cards, they could leave those cards alone as unclassified cards. When participants are performing the exercises, we conducted observation on how they group those cards, and moreover, record all the comments and questions participants raised.


According to the observation and results of card sorting exercises we conducted with participants, we came to the conclusion that the use of ambiguous terms and jargons on the global navigation bar creates confusion to Cineplex website users. To see the full report of the card sorting exercises, please download the file below:





After hand drawing the wireframes, we have decided to transform our sketches into high fidelity clickable prototypes by using Axure RP 8. The global navigation bar has been also redesigned based on the card sorting reports and content analysis site map.




Choose a platform to see the interactive prototypes
©  2019, Clark Ziang Chen. All Rights Reserved 
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