Skyview Drive-in
Theatre
Skyview Drive-in Theatre, the only remaining historic drive-in still in operation in the St.Louis region, saw a resurgence during the 2020 pandemic as a rare safe entertainment option with built-in social distancing, versus traditional cinemas. I revived the brand by enhancing the drive-in experience and sustainable growth during post-COVID. Solutions aim to make drive-ins more convenient, comfortable, and customizable for various audiences and untapped markets while retaining vintage appeal.
Client:
Skyview Drive-in
Year:
2023
Role:
UI/UX Designer
01 Background
What
The Skyview Drive-In opened on July 8, 1949. It could accommodate 900 cars and had 200 seats for walk-in patrons. The theatre’s season runs April-November and it is now the only remaining drive-in still in operation in the St. Louis region.
Why Dying
No more social distance
Low Visitor Recency (seeking for novel experiences)
Weather limitations (storm, blood, season…)
Site constrains (away from urban areas with light pollution, rising land values)
Existential threats from the streaming media (Netflix, HBO…)
For who
Why reviving
1
Historic & the one and the only in St.Louis Region
2
Maximize the resurgence during the pandemic
3
Irreplaceability (better privacy, few interruptions, appeal of being outside after the pandemic)
02 Problem Space
current touchpoints
Website
Box Office
Venue
constraints
01
Limit Online Service
02
Venue Vacancy
03
Product Offering
Possible Explorations
03 Design Schemes
competitive analysis
Unique features and various services should be provided to fulfill the needs of potential customers.
Strong and unique brand identity can help stand out among others.
Friendly tones can bring users with relaxing experiences.
Stakeholder map
Heuristic evaluation
Users are not informed of where they currently are which may cause confusions.
No users data is collected and saved for recurring process.
Automatically taking users to external page without any notice.
The website lacks a novel design to stand out from other cinemas.
Persona
waveline
webmap
color schemes
ORANGE
#F2771D
Brand Color
Sunset color
Attention
Primary Buttons
WHITE
#FFFFFF
Text Color
Button text
Title & body text
Highlight contents
LIGHT
Theme Color 01
Linear gradient
Day to sunset
DARK
Theme Color 02
Linear gradient
Sunset to night
04 Final Solutions
LOGO Redesign
Membership
hanging tag
Use the hanging tag as an exclusive entrance pass and concession order delivery. The reflective material can make it easily recognize during nigh time.
partnership with car rental service
05 Further Thoughts
current limits
This semester-long project is mainly focus on the design itself so that the lack of user's research and usability test would make it less tenable. If I got the chance to further develop this project, I will put more efforts on how to bring it to practical as much as possible.
future steps
1
Conduct market and user's research, including survey, conceptual interview and in-depth interview.
2
Think through and complete the whole users flow and conduct rounds of usability test for iteration.
3
Try to connect with the Skyview Drive-in Theatre to discuss about the feasibility for actual implementation.