VUE – Dynamic Pricing

Exploring new pricing strategies to move customers from on-the-day purchases to online advance bookings.

The problem: VUE wanted to encourage customers to purchase tickets online in advance, rather than buying them at the venue on the day of the viewing. Two initial design versions had already been created, but the challenge remained how best to influence this behaviour shift.

My role: TThis was my first project at TH_NK. I attended user testing sessions run by Bunnyfoot, analysed the findings, and helped develop three new variations of the Dynamic Pricing proposition for testing at selected venues.

Results: Three clear propositions were developed and tested — seat-based pricing, peak/off-peak pricing, and advance-booking discounts. These tests provided VUE with tangible insights into customer preferences, helping them refine their approach to dynamic pricing.

Skills used:  User testing | Proposition design | UX analysis | Collaboration with research agency

Propositions

We followed TH_NK’s structured approach — starting with Foundation Design, then moving through 11 Design Sprints before launch.

• Buying tickets based on your seat location

  The cost of seats varied depending on their location and size within the cinema, introducing a tiered pricing system based on seat quality.

• Introducing Peak & Off Peak ticket prices

  Users would pay a premium when visiting the cinema at peak times, encouraging greater use of off-peak showings.

• Booking tickets in advance

  To better meet the original brief of increasing online purchases, this proposition offered users reduced prices if they booked their tickets in advance of the day.