Village Cinemas

VERSA was engaged by Village Cinemas, a prominent film brand in Australia, to enhance its customer-facing digital experience.

With tens of thousands of bookings every month, our team needed to be agile, data-driven, and prepared to integrate new features seamlessly.

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Experience Strategy

Innovation Sprints

Experience Design

Scalable Technology

Plugging the leaking funnel.

As experts in human-centred design, we were engaged to use data and qualitative insights to drive incremental improvements to the end-to-end experience.

With thousands of bookings every day, the challenge lay in ensuring any new features did not impact performance, user satisfaction, or conversion metrics.

How might we raise the curtain to a conversion-optimised customer experience?

Experience Strategy

The before, during, and after.

A comprehensive experience review identified several high-value opportunities for enhancing the pre, during, and post-Village Cinema experience.

We turned these insights into a list of UX hypotheses mapped to validation techniques, which ranged from live A/B testing to in-person customer validation.

Innovation Sprints

Innovation in real time.

We ran a three-day in-venue activation to test new concepts directly with moviegoers. We gathered ideas, studied behaviours, and validated concepts in real time.

The result was a series of interactive proof of concepts (built in 3 days) that offered new ways to pre-order, skip the queue, and maximise the Village experience.

Experience Design

Discover, book, earn, repeat.

The Experience Team designed optimised page layouts, new booking features, and a reimagined loyalty program by prioritising the end-to-end customer experience.

Co-created with Village, we also designed one of the first commercial voice skills in Australia, allowing users to discover, book, and reserve sessions hands-free.

Scalable Technology

Indiana Jones-like precision.

The Technical Team integrated new features seamlessly with the many complex and business-critical third-party systems underpinning the website infrastructure.

This process allowed us to develop an updated code repository, avoiding an outright rebuild and transitioning from a legacy platform to a modern ecosystem.

Delivering a blockbuster customer experience.

Our work transformed the Village Cinemas digital ecosystem into a fast, satisfying, and scalable solution, delivering innovation across the end-to-end experience.