The full case study
Planeta Kino, step by step
On this page · 10 sections
About the business
Artkai’s client, Planeta Kino, is a prominent cinema chain in Ukraine with more than 60 screens across 9 big cities. It is known for its unwavering focus on innovation and technology. The company was the first to bring IMAX cinema technology to Ukraine. On top of that, Planeta Kino has developed its own cinema technologies, including CINETECH+, RE’LUX, CINETECH+ Laser, and 4DX. These cutting-edge technologies have even motivated moviegoers to brave rush-hour traffic to experience them.
Our team has been working closely with Planeta Kino for several years now, developing a user-friendly website and mobile application – a first of its kind for Ukrainian cinemas. Recently the company asked us to take its technological offerings to a new level by rethinking, improving and completing its growing ecosystem. So apart from website and mobile app, we helped Planeta Kino to create an online streaming platform providing users with new experience and granting our client a huge competitive advantage.
Project tasks
In 2022, when COVID hit hard, Planeta Kino had an idea to launch a brand new innovative digital product. They wanted to create a seamless digital cinema ecosystem that connects offline and online experiences. This digital product could disrupt the cinema industry in Ukraine, open new business opportunities, and revenue streams for the company.
On top of that ambitious goal, the company needed to modernize its existing digital products. The main challenge was to deliver a cohesive platform that serves multiple touchpoints: web, mobile apps, and Smart TV, while maintaining a familiar brand.
To achieve this, we set the following tasks to help us structure the development process:
1. Develop an online cinema platform that would be compatible with Smart TV. We focused on building:
- An online streaming platform with a subscription model for easier browsing, booking, and watching films.
- A multifunctional cross-platform mobile application for buying tickets and more.
2. Create a unified design system that ensures consistency across all channels, both online and offline. This included visual identity, UI components, and interaction patterns that would streamline future ecosystem updates and maintain brand recognition across platforms.
3. Revamp and update existing products. All current digital touchpoints should be analyzed and modernized, including:
- Website redesign for better usability and conversions.
- Mobile app improvements and expansion of the feature set.
Project team
- 4 UX/UI designers
- 3 Front-end engineers
- 3 Back-end engineers
- SAP WebServices Engineer
- Solutions Architect
- DevOps
- 4 QA engineers
- Project manager
- Business analyst
4 months for research and design
12 months for development and QA
Overview
The main challenge Planeta Kino faced before collaborating with the Artkai team was creation of a new, reimagined mobile application and website, as well as a novel online smart TV cinema that would offer viewers an immersive cinematic experience.
Speaking in the language of the silver screen, one could liken this ambitious task to the phases of the Marvel Cinematic Universe, a cinematic phenomenon comprising a series of interconnected superhero films that build towards an overarching narrative.
Just as the MCU’s individual films work in concert to create a seamless universe, our team aimed to create a cohesive ecosystem of products that complement each other and provide unparalleled value to our audience. To achieve this goal, we prioritized unifying our design approach across different media, starting with developing a single, versatile design concept that could be adapted to various mediums.
Online Cinema
Movies List
In a time when streaming services offer customers an overwhelming amount of content, Planeta Kino took a different approach. The company’s goal was not only to enter a new market but also to offer a unique product: an online subscription that emulates the traditional cinema experience.
Unlike competitors, Planeta Kino focused on curating a carefully selected collection of the best films. This approach addressed one of the most significant pain points most people face when choosing what to watch: the exhausting problem of choice.
The platform aimed to feature a weekly rotation of 16 films available for online rental, presented as visually appealing and informative, allowing users to quickly and easily select a relevant movie in under five minutes.
We needed to showcase these lesser-known films with exciting information, video teasers, and audio commentary to captivate the viewer’s attention and make the movie more appealing.
We also knew the viewers wanted a more immersive experience, so we considered displaying additional content before, during, and after the movie to deepen the emotional connection. That included interactive activities such as games, quizzes, and communication with others during the movie. We aimed to create a high value of additional materials that viewers would love to watch the films repeatedly.
Finally, it became apparent that shared movie viewing is essential to the cinema experience. Our team designed the platform to offer moderated and interactive online corporate screenings for families, friends, and colleagues miles apart. Our goal was to bring people together to share great films’ joy and entertainment.
Subscription
It was necessary to implement a subscription model to bring the online cinema platform to life. We offered seamless subscription options for users through all touchpoints within the ecosystem: Smart TV, mobile app, and website.
Package
Users can choose the most suitable subscription package for them (3 days, 1 month, 6 months).
Bonuses
There is an ability to apply bonuses, promo code certificates, and receive cashback.
Payment methods
Now users can choose a convenient payment method (PrivatBank, Apple Pay, Google Pay, bank card).
Mobile app
For Planeta Kino, the mobile app has long been a vital tool for connecting with its audience. Enabling users to stay up-to-date on new movies, purchase and store tickets, and access loyalty program rewards all in one convenient location.
With a new design system in place, we didn’t just revamp the app’s visuals to fit in. What’s essential is that we aim to expand its functionality, complementing the online cinema experience itself and related user flows.
Onboarding
We focused on creating an intuitive onboarding process welcoming new users and guiding existing ones through the app.
Personal Space
We let users manage personal information, from basic name details to preferred payment options and online cinema subscriptions.
Movies Catalog
The app provides an extensive and easy-to-navigate collection of cinema’s past, current, and future movies.
Tickets
There is an option allowing users to buy, store, and request refunds for tickets in a few taps on the go.
Notifications
The app keeps users informed about the latest news, premieres, and organizational updates by sending notifications.
Online Cinema
App users can watch additional interactive content on phones while the primary screen displays the film on a TV, tablet, or laptop.
Statistics
Statistics feature displays user’s favorite genres, watched movies, purchased tickets, hours spent watching movies, and favorites list.
Donations
Planeta Kino has a long history of cooperation with charities and giving back to the community, so we included this option supporting trusted donations.
Case Visuals
Design system
Offline Cinema
The challenge at hand was to unify the branding and create a cohesive design system. To achieve this goal, the team created a set of rules that included everything from color palettes to fonts and grid systems. We knew the cinema business relied heavily on a constantly generated content stream, so the organization was crucial for avoiding chaos. The team also had to keep in mind the recognizability of the Planeta Kino brand. We aimed to create a design system that was familiar yet improved, paying close attention to the details that would make a difference.
To accomplish this, a core color palette consisting of eight options was implemented, along with both solid and transparent variations, which added depth and dimension to the design. A new grid system was also introduced to organize content across all platforms, including the website, mobile app, and even the online cinema available on smart TVs.
To add a touch of playfulness and a nod to the cinematic experience, designers included fade and glass effects in digital graphics. These effects drew viewers in and created a visually engaging experience.
Our designers carefully respected the company’s existing logo, atom, while introducing a refreshed color palette that complemented the updated branding direction.
Website
The website is one of the most critical touchpoints for the audience. During its redesign, we aimed to expand and reorganize the core blocks, make the website more intuitive and user-friendly.
We turned the website into the hub of go-to actions with a seamless user experience. Now the users can easily access movie listings, buy tickets, select and purchase complementary products and services of Planeta Kino. We updated the website design to match the created design system while keeping the essential features and improving navigation.
Outcome
Our team helped the client to undergo a significant digital transformation. The new platform is just the beginning of the company’s vision to offer an immersive cinematic experience to its audience. By developing a new online cinema platform compatible with Smart TV, Planeta Kino has cemented its place as an industry innovator.
In addition, the company has revamped all of its existing digital products, providing a cohesive ecosystem that offers unparalleled value to its customers. A vital aspect of this transformation has been creating a single design system that unifies Planeta Kino’s visual approach across various mediums. This comprehensive digital overhaul will propel the company to new heights in the competitive cinema market.
- Successfully created a new, reimagined mobile application and website.
- Designed a cohesive ecosystem of products that complement each other.
- Developed a new online cinema platform that is compatible with Smart TV, offering viewers an immersive cinematic experience.
- Updated and revamped all existing digital products.
- Created a single, versatile design concept that can be adapted to various mediums, unifying Planeta Kino’s design approach across different media.
30% increase in user engagement on the new platform was achieved.
50K new users who purchased subscriptions in the first month.
