Scenario The Phoenix Theatre Group, managing 75 historic theatres in Pakistan, seeks to improve its outdated booking system and enhance customer experience. With over 2 million annual attendees, the Lahore-based head office supervises various departments, including senior management, sales and marketing, customer service, finance, IT support, and HR. Each theatre employs a team comprising box office staff, technicians, local marketing, administrators, a theatre manager, and security/cleaning staff. While the current system faced resistance during implementation, staff now adapt with workarounds despite its flaws. The senior management, in collaboration with sales, marketing, and IT teams, plans to develop a mobile app for booking tickets, targeting middle-class smartphone users. Additionally, they aim to update the existing booking system for seamless connectivity with the mobile app and enable better customer profiling and performance analysis