Not because of their ratings.
But because of how they made us feel.
Not because of their ratings.
But because of how they made us feel.
01
01
The Hook
The Hook
Movies become memories.
Yet most movie apps reduce those memories to ratings, reviews, and endless recommendations.
Movies become memories.
Yet most movie apps reduce those memories to ratings, reviews, and endless recommendations.
I wanted to explore a different question.
I wanted to explore a different question.
Keeping track becomes harder than watching.
Keeping track becomes harder than watching.
Keeping track becomes harder than watching.
Every year, we watch hundreds of movies.
Every year, we watch hundreds of movies.
Every year, we watch hundreds of movies.
But after a while...
But after a while...
02
02
The challenge
The challenge
Three recurring frustrations
Three recurring frustrations
Three recurring frustrations
I wanted to understand why people stop using movie tracking apps.
I wanted to understand why people stop using movie tracking apps.
03
03
UNDERSTANDING PEOPLE
UNDERSTANDING PEOPLE
I defined three principles that every design decision had to support.
I defined three principles that every design decision had to support.
THIS CHANGED MY PERSPECTIVE.
THIS CHANGED MY PERSPECTIVE.
People weren't asking for more features.
They wanted less friction.
People weren't asking for more features.
They wanted less friction.
Instead of setting feature goals,
Instead of setting feature goals,
Instead of setting feature goals,
04
04
DEFINING SUCCESS
DEFINING SUCCESS
I defined three principles that every design decision had to support.
I defined three principles that every design decision had to support.
I defined three principles that every design decision had to support.
A space to discover, remember, and revisit the films that matter.
A space to discover, remember, and revisit the films that matter.
A space to discover, remember, and revisit the films that matter.
Feel Personal
Feel Personal
Like a journal, not a database.
Like a journal, not a database.
Make Logging Effortless
Less thinking. More watching.
Make Logging Effortless
Less thinking. More watching.
Let Movies Shine
Let Movies Shine
The interface disappears behind the artwork.
The interface disappears behind the artwork.
Every screen. Every interaction. Every detail.
Every screen. Every interaction. Every detail.
The home screen tried to do too much.
The home screen tried to do too much.
The home screen tried to do too much.
05
05
CHALLENGE #1
CHALLENGE #1
My first concept prioritised more content over better focus.
My first concept prioritised more content over better focus.
too many sections
↓
feels overwhelming
too many sections
↓
feels overwhelming
No clear starting point.
No clear starting point.
No clear starting
point.
Everything competes for
attention.
Everything competes for
attention.
Everything competes for
attention.
• Trending movies
• Genres
• Collections
• Streaming services
• Recently watched
• Recommendations
• Reviews
• Friends' activity
• Trending movies
• Genres
• Collections
• Streaming services
• Recently watched
• Recommendations
• Reviews
• Friends' activity
Version 1 included
Version 1 included
DECISION
DECISION
Instead of adding more sections,
I started removing them.
I kept only what helped users
discover, log, and remember movies.
Instead of adding more sections,
I started removing them.
I kept only what helped users
discover, log, and remember movies.
Before
After
After
People don't open movie apps to explore every feature. They open them to find something worth watching.
Before
More content.
More choices.
More scrolling.
↓
After
Clear hierarchy.
Better focus.
Less friction.
Before
More content.
More choices.
More scrolling.
↓
After
Clear hierarchy.
Better focus.
Less friction.
WHY IT MATTERS
A simple half-star option helps users express nuanced opinions with greater confidence. It makes ratings feel more accurate, reduces second-guessing, and creates a more personal movie journal over time.
Ratings aren't always whole numbers.
Ratings aren't always whole numbers.
Ratings aren't always whole numbers.
06
06
CHALLENGE #2
CHALLENGE #2
During user interviews, participants shared that full-star ratings often didn't capture how they truly felt about a movie. They wanted a way to express opinions with more precision, without making the experience more complicated.
During user interviews, participants shared that full-star ratings often didn't capture how they truly felt about a movie. They wanted a way to express opinions with more precision, without making the experience more complicated.
RESEARCH INSIGHT
4 out of 5 participants said they would prefer a half-star rating system, explaining that it better reflected their opinions than being forced to choose between two whole-star ratings.
4 out of 5
half-star rating system
KEY TAKEAWAY
KEY TAKEAWAY
Adding half-star ratings wasn't about introducing another feature, it was about giving users a more natural and honest way to express how they felt. A small interaction made the entire logging experience feel more personal, accurate, and enjoyable.
Adding half-star ratings wasn't about introducing another feature, it was about giving users a more natural and honest way to express how they felt. A small interaction made the entire logging experience feel more personal, accurate, and enjoyable.
During user interviews, participants shared that full-star ratings often didn't capture how they truly felt about a movie. They wanted a way to express opinions with more precision, without making the experience more complicated.
WHY IT MATTERS
WHY IT MATTERS
A simple half-star option helps users express nuanced opinions with greater confidence. It makes ratings feel more accurate, reduces second-guessing, and creates a more personal movie journal over time.
A simple half-star option helps users express nuanced opinions with greater confidence. It makes ratings feel more accurate, reduces second-guessing, and creates a more personal movie journal over time.
WHAT USERS SAID
“
"Sometimes 4 stars feels too low, but 5 stars feels too generous."
“
"A half-star option would make my ratings feel much more accurate."
“
"I don't want to round my opinion."
Before
Before
Before
After
After
(whole stars only)
(whole stars only)
(whole stars only)
(Half stars)
(Half stars)
RESEARCH INSIGHT
4 out of 5 participants said they would prefer a half-star rating system, explaining that it better reflected their opinions than being forced to choose between two whole-star ratings.
4 out of 5
half-star rating system
Movies are better together.
Movies are better together.
07
07
FEATURE SPOTLIGHT
FEATURE SPOTLIGHT
Tracking movies is personal. But discovering them is often social. Whether it's planning movie nights, sharing recommendations, or building themed watchlists, people naturally involve friends throughout the experience.
That inspired Collaborative Lists.
Collaborative Lists.
Collaborative Lists.
DESIGN GOAL
Create a way for people to discover, organize, and plan movies together
without leaving Kinoo.
discover,
organize, and plan movies
How it works
How it works
1
Create a List
Create a List
Start a shared collection for anything.
Start a shared collection for anything.
2
Invite Friends
Invite Friends
Add collaborators with a single tap.
Everyone contributes to the same list.
Add collaborators with a single tap.
Everyone contributes to the same list.
3
Watch Together
Watch Together
Planning becomes effortless because everything lives in one shared place.
Planning becomes effortless because everything lives in one shared place.
Movie Night
Movie Night
Movie Night
Best Horror Films
Best Horror Films
Oscar Winners
Oscar Winners
Tracking movies is personal. But discovering them is often social. Whether it's planning movie nights, sharing recommendations, or building themed watchlists, people naturally involve friends throughout the experience.
That inspired
WHY IT MATTERS
This feature reduces the friction of sharing movie recommendations by bringing collaboration directly into the product. Instead of relying on screenshots or messaging apps, users can create, manage, and update shared lists together, making discovery feel more natural and connected.
This feature reduces the friction of sharing movie recommendations by bringing collaboration directly into the product. Instead of relying on screenshots or messaging apps, users can create, manage, and update shared lists together, making discovery feel more natural and connected.
A movie journal that feels effortless.
A movie journal that feels effortless.
A movie journal that feels effortless.
08
08
THE EXPERIENCE
THE EXPERIENCE
Every interaction in Kinoo was designed to help people spend less time managing movies and more time enjoying them.
Every interaction in Kinoo was designed to help people spend less time managing movies and more time enjoying them.
Every interaction in Kinoo was designed to help people spend less time managing movies and more time enjoying them.
Every screen should help users spend less time managing movies and more time enjoying them.
Every screen should help users spend less time managing movies and more time enjoying them.
Helping people discover, remember, and revisit the films that matter.
Helping people discover, remember, and revisit the films that matter.
Every detail was intentional.
09
09
SMALL DECISIONS, BIG IMPACT
SMALL DECISIONS, BIG IMPACT
Great products aren't defined by a single feature. They're shaped by hundreds of small decisions that quietly improve every interaction.
From typography and artwork hierarchy to mood-based discovery and consistent navigation, every choice in Kinoo was designed to make the experience feel effortless, personal, and memorable.
Great products aren't defined by a single feature. They're shaped by hundreds of small decisions that quietly improve every interaction.
From typography and artwork hierarchy to mood-based discovery and consistent navigation, every choice in Kinoo was designed to make the experience feel effortless, personal, and memorable.
Consistent Interactions
A consistent design system across navigation, spacing, and components makes every interaction predictable, reducing cognitive effort and keeping the focus on the content.
Mood-Based Discovery
Finding a movie shouldn't start with a genre. Curated mood picks help users discover films that match how they feel in the moment.
Why Dark Mode?
Movies are often enjoyed in low-light environments. A dark interface reduces visual fatigue while allowing posters and artwork to become the visual focus.
Why Dark Mode?
Movies are often enjoyed in low-light environments. A dark interface reduces visual fatigue while allowing posters and artwork to become the visual focus.
Why Dark Mode?
Movies are often enjoyed in low-light environments. A dark interface reduces visual fatigue while allowing posters and artwork to become the visual focus.
Why Half-Star Ratings?
Why Half-Star Ratings?
Not every movie is simply a 4 or a 5. Half-star ratings give users a more natural and accurate way to express how they felt after watching a film.
Not every movie is simply a 4 or a 5. Half-star ratings give users a more natural and accurate way to express how they felt after watching a film.
Why Half-Star Ratings?
Not every movie is simply a 4 or a 5. Half-star ratings give users a more natural and accurate way to express how they felt after watching a film.
Poster First
People recognize movies by their posters before their titles. Prioritizing artwork creates stronger emotional recognition and makes browsing feel more immersive.
Poster First
People recognize movies by their posters before their titles. Prioritizing artwork creates stronger emotional recognition and makes browsing feel more immersive.
Poster First
People recognize movies by their posters before their titles. Prioritizing artwork creates stronger emotional recognition and makes browsing feel more immersive.
Mood-Based Discovery
Mood-Based Discovery
Finding a movie shouldn't start with a genre. Curated mood picks help users discover films that match how they feel in the moment.
Finding a movie shouldn't start with a genre. Curated mood picks help users discover films that match how they feel in the moment.
Consistent Interactions
Consistent Interactions
A consistent design system across navigation, spacing, and components makes every interaction predictable, reducing cognitive effort and keeping the focus on the content.
A consistent design system across navigation, spacing, and components makes every interaction predictable, reducing cognitive effort and keeping the focus on the content.
Every detail was intentional.
More than a profile.
More than a profile.
10
10
YOUR CINEMA JOURNEY
YOUR CINEMA JOURNEY
Kinoo isn't just a place to log movies. It's a space that evolves with every film you watch. As your collection grows, so does a personal archive of memories, reflections, and viewing habits, revealing the stories, genres, and moments that define your unique relationship with cinema. Looking back becomes just as meaningful as discovering what's next.
Kinoo isn't just a place to log movies. It's a space that evolves with every film you watch. As your collection grows, so does a personal archive of memories, reflections, and viewing habits, revealing the stories, genres, and moments that define your unique relationship with cinema. Looking back becomes just as meaningful as discovering what's next.
Profile
Your personal cinema journal.
Likes
Likes
Revisit the movies that stayed with you.
Revisit the movies that stayed with you.
Stats
Stats
Discover patterns in your viewing habits.
Discover patterns in your viewing habits.
Profile
Your personal cinema journal.
Testing beyond the interface.
Testing beyond the interface.
11
11
VALIDATING THE EXPERIENCE
VALIDATING THE EXPERIENCE
To validate the final experience, I conducted unmoderated usability testing focused on the core user journey, from discovering a movie to completing a log.
The results confirmed that the simplified information architecture made the experience intuitive, while also highlighting a few areas for refinement before the final design.
To validate the final experience, I conducted unmoderated usability testing focused on the core user journey, from discovering a movie to completing a log.
The results confirmed that the simplified information architecture made the experience intuitive, while also highlighting a few areas for refinement before the final design.
To validate the final experience, I conducted unmoderated usability testing focused on the core user journey, from discovering a movie to completing a log.
The results confirmed that the simplified information architecture made the experience intuitive, while also highlighting a few areas for refinement before the final design.
22
Participants
97%
Task Success
89s
Average Log Time
3%
Drop-off Rate
Home page
Movie detail page
Movie detail page
Log screen
Log screen
Design decisions become stronger when they're supported by real user behaviour, not assumptions.
Design decisions become stronger when they're supported by real user behaviour, not assumptions.
Users completed the core flow with confidence. Most participants were able to discover, review, and log a movie without assistance.
Users completed the core flow with confidence. Most participants were able to discover, review, and log a movie without assistance.
What Kinoo taught me.
What Kinoo taught me.
What Kinoo taught me.
12
12
REFLECTIONS
REFLECTIONS
Designing Kinoo changed the way I think about product design. More than creating polished screens, it taught me how research, iteration, and thoughtful editing can transform a product into something people genuinely connect with. Every decision became an opportunity to remove friction and create a more meaningful experience.
Designing Kinoo changed the way I think about product design. More than creating polished screens, it taught me how research, iteration, and thoughtful editing can transform a product into something people genuinely connect with. Every decision became an opportunity to remove friction and create a more meaningful experience.
Designing Kinoo changed the way I think about product design. More than creating polished screens, it taught me how research, iteration, and thoughtful editing can transform a product into something people genuinely connect with. Every decision became an opportunity to remove friction and create a more meaningful experience.
Editing is designing.
Editing is designing.
The biggest improvement wasn't adding new features, it was removing them. Simplifying the home screen from eight sections to three created a clearer experience and helped users focus on what mattered most.
The biggest improvement wasn't adding new features, it was removing them. Simplifying the home screen from eight sections to three created a clearer experience and helped users focus on what mattered most.
Research redirects, not validates.
Research redirects,
not validates.
I expected users to ask for smarter recommendations. Instead, they talked about forgetting what they'd watched and wanting a better way to remember how films made them feel. Those conversations reshaped the direction of the product.
I expected users to ask for smarter recommendations. Instead, they talked about forgetting what they'd watched and wanting a better way to remember how films made them feel. Those conversations reshaped the direction of the product.
Small details leave the biggest impact.
Small details leave the biggest impact.
The half-star rating was one of the smallest changes in the product, yet it became one of the most appreciated improvements during user testing. It reinforced that thoughtful interactions often have the greatest impact.
The half-star rating was one of the smallest changes in the product, yet it became one of the most appreciated improvements during user testing. It reinforced that thoughtful interactions often have the greatest impact.
Editing is designing.
The biggest improvement wasn't adding new features, it was removing them. Simplifying the home screen from eight sections to three created a clearer experience and helped users focus on what mattered most.
Research redirects,
not validates.
I expected users to ask for smarter recommendations. Instead, they talked about forgetting what they'd watched and wanting a better way to remember how films made them feel. Those conversations reshaped the direction of the product.
Small details leave the biggest impact.
The half-star rating was one of the smallest changes in the product, yet it became one of the most appreciated improvements during user testing. It reinforced that thoughtful interactions often have the greatest impact.
