The Wigglehop concept was simple: show customers movies playing at their favorite theaters, fast.
Executing on that concept was tricky. No two people we talked to agreed on what was valuable in a showtimes finder. It took many iterations just to nail the UI.
In the process, we realized the movie data we could license was overlong, poorly written, and bogged down everything. So we decided to turn a weakness into a strength.
We’d produce our own media synopses in-house. This branded content would be better than any we could license, and would reinforce our fluid user experience.
To be successful, we'd need to satisfy three goals at once.
In order to support users browsing quickly, the synopses would need to be short. Very short.
Movies are fun. And Wigglehop was always meant to be a fun showtimes app. Not a snore you to sleep app.
The synopses needed to become a coherent set. You should see one of them and say, “That’s so Wigglehop!"
It was intuitive to limit the synopses to 140 characters. We considered even more stringent limits, but we decided anything further would be too stringent. More important than social sharing was the product itself — without an amazing experience for the user, we had nothing.
Most media synopses are written to be cold, objective, and distant, like reading a book called “story anatomy”. To make the synopses uniquely expressive in such a short space, we went hard in the other direction. All formality and flowery prose had to go.
Instead, everything would be straightforward, character or scenario-driven, and drip unashamedly with humor, conflict and drama.
The simplicity of the final design belies the careful consideration that went into every facet.
Over 700 iterations, countless hours collaborating between the content, design, and development teams, and years of collective learning from our customers.