Case Study: Fandango achieves 3x improved VIP+ usability and faster customer insights with UserTesting

How Fandango draws a crowd of 67 million moviegoers every month

Fandango, an NBCUniversal subsidiary serving more than 67 million monthly visitors with ticketing, trailers, reviews and film content, launched a VIP+ loyalty program to drive personalization and repeat purchases. Soon after launch, Fandango identified friction in the reward redemption flow and needed fast, contextual feedback to make the program easier to understand, more valuable than competitors, and to drive higher adoption.

Fandango used UserTesting’s remote, unmoderated tests to recruit frequent moviegoers who were Fandango account holders, had them redeem rewards on dummy accounts while thinking aloud, and reviewed video, transcripts, and highlight reels to pinpoint issues. Changes to UX, messaging, and bug fixes produced a 3x improvement in VIP+ usability, virtually eliminated confusion, shortened decision time by half, boosted brand perception and usage, increased ticket sales, and established VIP+ as best in class.

Fandango

Margaret Wilhelm

Vice President, Customer Insights