The Net Magazine Design Challenge

21 Nov 20183 minutes read

Will Ayling, Digital Product Designer at our sister agency Big Radical, features in this month’s Net magazine, with his highly visual and customer experience focussed independent cinema website work.

Net mag design
First published in net magazine 1st November 2018.


The super talented Will Ayling (Digital Product Designer at our sister agency Big Radical) was recently published in net magazine as part of their independent cinema design challenge. Take a look at what the challenge involved and Will's submission.

The brief:

This month we would like you to design a website for a fictional independent cinema that shows art house films. We would like your site to have an alternative vibe, so feel free to experiment and break away from traditional design patterns.

Name: Mountain Picture House

Mountain Picture House is a fully equipped, brand new, independent art-house cinema, presenting all the best from new independent filmmakers and appealing to the younger film enthusiast.
The inspiration for the colour palette is taken from the RGB colour model. Curved edges within the UI reference spool holes on side of film roll.

The page scrolls from left to right, just as an analogue film camera would. The films themselves are separated by screen numbers. Doing this allows the films to sit consistently on the site, but to also create a level of intrigue, which is ultimately what the independent film industry does best.

With just a single entry field, visitors can quickly select and book films. The ability to scroll through the films whilst choosing means lesser-known films surface. By adding another service layer, visitors can plan and book an Uber or another form of transport to the cinema. This means we can create a seamless journey from browsing, selecting, booking and arriving.

Net mag submission

Close Up
(1) The user is able to play the trailer of the chosen film without feeling like you’ve left the page.
(2) A ‘quick book’ feature enables the user to not only quickly book a film but also prevents them having to leave the main screen. This seamless procedure is devised encourage them to see more things they wouldn’t normally watch, which not only expands their enjoyment but supports independent films further.
(3) The interface is scrollable from left to right so that the user can immediately see the films that are playing. Taking inspiration from how we scroll through films and TV shows on Netflix, this navigation method reduces the cognitive load on users.
(4) Being able to order an Uber straight from your house to the cinema ensures you get there on time. This stress-free organisation could possibly extend for the audience to pick up dinner as well, if it was integrated with Uber Eats.
(5) Another option enables the user to add food and drink to the ticket order and have it delivered to their seat.

What have you been working on/doing this month?
Prototyping a new route maker for a Paris travel group, refining a set of infographics for a fintech company and experimenting with our agency brand and event identities.

Which two websites have you visited for inspiration?
KIKK Festival, Vue

What have you been watching?
The BodyGuard on BBC is tickling my fiction fancy at the moment. Pretty consumed by all of A&JSmart's design YouTube content as well.

What have you been listening to?
Podcasts: Product Breakfast Club.
Tunes: Re-discovering Jurassic 5 has been a delight.