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Service & Experience Design

/ Cinema Partner


Our cinema partner is an Australian entertainment company that owns and operates 49 cinemas with over 425 screens and over 65,000 seats. They are a leading supplier of cinema screen advertising in Australia and New Zealand, with a network coverage of over 2,000 cinema screens covering metro, regional and country areas. Our work was specifically with their advertising arm.

/ Business Problem

The business was looking to enhance and future-proof their advertising platform. The software had served its purpose well for 20 years, but there were clear opportunities to simplify workflows, increase stability, and accommodate new business needs.

Rather than applying band-aid fixes to the existing platform, their goal was to investigate redeveloping it from the ground up. They engaged DIJGTAL to map out a full understanding of all the various ways employees used it, and to help identify how best to optimise and accommodate these tasks in a new system.

/ Approach

We conducted workshops with representatives from the core usage groups of Operations, Sales, Finance and IT. In these workshops, we mapped out all the tasks that these users completed as a part of their role in the company, and how the platform fitted into those workflows. We also identified pain points, opportunities, and things that were already working well.

After the workshops, we observed team members from each role to get first-hand insight into the issues they had identified.

Synthesising all this information, we produced a current state service map to articulate the way things currently were, as well as a future state service map to express how we imagined they would operate with the revised system. Some high level concept designs accompanied the latter to help make our ideas more tangible.

/ Outcome

Our future state service map proposed updates that improved efficiency by 25% on each advertising campaign, which saved our cinema partner 2,367 hours per year. They then worked to develop the new platform in-house.