SilverScreen
A full website prototype and brand-focus redesign for an independent movie theater chain.
This student project focused on designing a website and developing a cohesive brand identity for SilverScreen, a fictional independent movie theater located in Wynwood, Miami. Founded by Miami natives Sophie and Andrew Miller, SilverScreen aims to provide a unique and community-focused movie-going experience inspired by the artistic culture and nightlife of the Wynwood neighborhood. The theater hopes to strengthen its digital presence, encourage customer engagement, and create a more seamless ticket purchasing experience through an immersive and user-friendly website.
This project includes branding and visual identity design for SilverScreen, user research, website wireframes and prototypes, user flow and sitemap development, and responsive UI designs focused on improving navigation, ticket purchasing, and overall customer engagement.
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Process
Target Market
Age:
18-35 years old
Occupation:
Students & young professionals
Income:
$45k–$85k
Education:
High school, undergraduate college, and higher education
Interests:
Film, art, & night life
Marital Status:
Primarily single & young couples
Grace Lawson
21 year old barista from Miami, FL
Motivation
Kate enjoys discovering new movies and spending time with friends at unique entertainment spots around Miami. She is drawn to visually immersive experiences and modern brands that feel social and community-oriented.
Goal
Kate wants a fast and simple way to browse movies, compare showtimes, and purchase tickets directly from her phone. She also enjoys discovering special events and new movie releases.
Pain
Kate becomes frustrated with outdated websites, confusing navigation, and lengthy payment processes. She wants movie information and ticket purchasing to feel quick, clear, and convenient.
SilverScreen’s target audience included young adults and couples between the ages of 18–35 living in or visiting the Wynwood area of Miami. The theater appealed to middle-income audiences who value unique entertainment experiences, modern aesthetics, and community-focused businesses. Many users were students, young professionals, and creatives interested in independent films, social outings, and visually immersive environments.
User Flow
This user flow maps the process of browsing movies and purchasing tickets on the SilverScreen website. It outlines the key steps users take from discovering a movie to completing their purchase, while also identifying important decision points such as changing showtimes or retrying payment. The flow was designed to create a clear and streamlined experience that minimizes friction and helps users reach their goal efficiently.
Creating a user flow helped identify the content and functionality required throughout the website. By mapping each step of the ticket purchasing journey, I was able to determine which pages, information, and features users would need to successfully browse movies, view showtimes, select seats, and complete their purchase. This process helped inform both the sitemap and overall site structure.
Site Map
The user flow helped identify the pages and content needed for the site, which informed the overall sitemap and navigation structure.
Wireframes
With the sitemap established, I began creating low-fidelity wireframes to define the layout and structure of each page. This stage focused on organizing content, establishing navigation patterns, and ensuring users could easily complete key tasks such as browsing movies and purchasing tickets.
Creating wireframes allowed me to test page layouts and information hierarchy before investing time in visual design. Once the structure was finalized, the wireframes served as the foundation for developing high-fidelity prototypes that incorporated branding, imagery, typography, and interactive elements.
Prototype
The final high-fidelity prototype brought the SilverScreen brand to life through a vibrant visual identity inspired by Miami nightlife and the excitement of the movie-going experience. Using a palette of orange, pink, and deep purple, the design creates an immersive atmosphere while maintaining strong contrast and readability.
View prototype