Transforming the way Mexicans experience cinema
Crafting intuitive and visually appealing digital experiences that prioritize user needs and business goals.
INTRODUCTION
Client
Cinepolis
Role
Product Designer
Timeline
12-16 Weeks
Website
cinepolis.com
Cinépolis is one of the largest cinema chains in the world, serving millions of customers across multiple countries through a complex digital and physical ecosystem. I worked on redesigning and aligning these touchpoints into a unified, scalable platform that could support high demand, operational constraints, and continuous product growth. The goal was not only to improve usability, but to establish strong foundations for long-term consistency and faster product delivery.
THE PROBLEM
Fragmented Experiences at Scale
As the ecosystem grew, key moments in the journey began to break down, especially around seat selection, food ordering, and loyalty usage.
Critical User Friction
High drop-off before seat selection, disconnected food purchases, and unclear loyalty redemption created confusion and abandonment during checkout.
System & Delivery Gaps
Independent platform evolution led to inconsistent navigation, duplicated logic, and slow, difficult-to-scale delivery.
APPROACH
Creating a Shared Experience Framework
Rather than focusing only on visual redesign, I approached the project as a system-building effort. The work focused on three main pillars: Understanding cross-channel behavior Defining shared interaction patterns Creating scalable foundations Prioritizing critical user moments This approach ensured that improvements to seat selection, food ordering, and loyalty could scale across platforms. Strong foundations were prioritized before expanding feature sets.
Anonymous to Engaged
Redefined the experience for non-logged users and first-time visitors, reducing friction during onboarding and clarifying the value of creating an account.
Unified Booking Journey
Connected ticket purchasing, food ordering, and loyalty redemption into a single, coherent flow instead of fragmented decision points.
Shared Foundations
Aligned navigation, cart logic, and confirmation states across mobile, web, and kiosks to ensure consistency and long-term scalability.
RESULTS
A Modular, Production Ready System
In large-scale consumer platforms, structural clarity has a greater long-term impact than incremental interface changes. Connecting journeys, aligning system logic, and prioritizing critical moments enables both stronger conversion performance and sustainable product growth.
Gamification & Engagement
Introduced structured loyalty visibility and contextual reward mechanics to strengthen engagement and reinforce repeat usage.
Product & Business Impact
Aligning fragmented flows into a coherent system improved conversion consistency and enabled more reliable performance across channels.
Organizational Impact
Shared interaction standards and unified logic reduced rework, accelerated delivery cycles, and established a scalable foundation for future growth.
