Uncovering Unmet Needs
Providing a niche market with a more focused experience

Facets, an independent movie house in Chicago with a loyal following, looks for ways to improve their experience and increase exposure without altering the independent feel their user have come to love.

Problem

Facets is an independent organization “devoted to the art, celebration, and preservation of film.” They offer their customers with a “congenial environment dedicated to the viewing, buying, and/or renting of films of artistic, cultural, educational, historical, or entertainment merit.” However, their current experience had fallen out of line with their goals. A limited budget and desire to retain their independent image created a need for innovative ways of increasing word of mouth and strengthening customer loyalty.

Process

Field ethnography, user trips, contextual interviews with employees and individual interviews with a wide range of customers helped understand the Facet's experience and its shortcomings, but also to gain a better understanding of the Facets customer and what they valued about the organization. These insights led to solutions centered around increasing the extension function of the theatre by encouraging congregation, building community and providing education.

Download the full report: [PDF, 1.4 MB]

  • Date: Fall 05
  • Timeframe: 15 weeks
  • Credits: Clinton Barth, Alexa Curtis, Yanin Kasemkosolsri, Mark King, Andrea Small