IMDb Redesign

UX Design / personal project

In this redesign we focused as a group on the pain points for the user when looking for a movie to watch. We proposed a redesign of IMDb with improved search function, more personal content on the home screen page and the profile page, in which we also applied some micro interactions.

My responsibilities were screen design, concept development, prototyping and user testing


IMDb is a website that receives a lot of visitors through their specific movie pages website, and is basically the Wikipedia of movies and TV series. However, the retention of these visitors is no longer than 3 minutes, with a very small click through rate.


People who visit the website do not stay on the website long enough or browse the website any further.


Primary goal: Make target users go to the website for specific and general content.
Secondary goal: Making sure the movie enthusiast stay longer on the website and increase the click through rate.
Tertiary goal: Improve the visual content of the website.


For a study project we obtained a brief that stated the problem that IMDb get's a lot of visitors but does not retain them. In order to solve for this problem, we quickly chose a focus group that would interact with IMDb on a frequent basis. Afterwards, we mapped out the basic principles of our user in how they get in contact with IMDb and why, and conducted a user interview.

User Testing with the initial application

After analysing the interview and creating persona’s we found the main struggles of our user group. Those points were mainly focusing on the process of getting inspired in terms of which movie to watch, trusting the ratings of the website and the information overload on the website. We came to the conclusion that IMDb should not only suffice as an informational source, but also as an inspirational one, in order to fit the whole customer journey when looking for a movie.

Multiple 'How Might We's'

We formulated these pain points of the personas into ‘How Might We’s’ by applying the 5X Why method, and created new focus points that would delve into providing people with inspiration for movies or series. In order to solve for the retention loss and information overload we wanted to focus more on movie inspiration and look more in personal content that would be more relevant to the user. To investigate methods in how inspiration and personal content is already applied, we used the comparative and competitive analysis.

Exploration sketches for a final design
User flow'

To create an idea on how our idea wold on the long run create customer retention, we sketched out a user scenario in a storyboard.

Storyboard explaining our ideal scenario and how we would retain the user

After our ideation phase we tested a prototypes with our focus group in order to improve upon our design and create our final design.

Multiple 'How Might We's'
Multiple 'How Might We's'