Lane Options & Neoverse

Overview

Qubica AMF is a leader in the bowling industry, producing software, services and equipment for the global bowling market. Starting with this project, they wanted to renew and transform the entire ecosystem of their software interfaces for on-lane services, linking 3 areas of the company together on a Conqueror X system manager software. In particular, my work focused on renewing, redesigning, and rethinking two large interrelated areas: Technical Lane Options and On-Lane Entertainment.

My role

As a Product Designer, I’ve had a multifaceted role. Initially, I was part of the UX & Analysis team, where I focused on improving user experiences and analyzing data. Later, I transitioned to a specific product team, diving deep into particular products or services. As a UI Designer, I implemented design systems across our product ecosystem, ensuring consistency. Additionally, I contributed to the adoption plan for the design system, promoting its use within our organization.

The team

Simona: Product Designer
Gianluca: Functional Analyst
Roberto: Product Manager

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See all

Isabella: UX Researcher
Martina: UI Manager
Salvatore: UI designer
Massimo: CPO
Chad: Customer expert
John: Owner & partner
Dario & Alberto: Animations
On-Lane Entertainment team
Fabiola: Delivery manager

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Opportunities

We encountered exciting opportunities for improvement in those projects. Firstly, we recognized the potential in the B2B2C market, targeting B2B customers while keeping the end user (bowlers or entertainment center consumers) at the forefront. Secondly, we embarked on creating a robust 'user dialogue' system. By understanding the needs and frustrations of bowling/entertainment center users and managers, we aimed to enhance our software interface with purpose and precision.

Our approach

We conducted product research and discovery for both QDesk and Neoverse, focusing on user personas and end consumer goals. After brainstorming, hypothesizing, discussing, and approving ideas with the product team, I collaborated with my analysis colleague to identify the best structure and organization for the options and pages within this software feature. I created wireframes and a potential UI solution, ensuring consistency with our future design system and other products in our ecosystem. Throughout this process, I worked closely with other product designers and teams. Although I left before the release of a potential MVP, it was a valuable and collaborative experience.

Ephatize & Discovery

Market analysis
Competitor analysis
Target and trend analysis
Internal Interviews
Unique Value Proposition (UVP) for Neoverse
User Personas, customizing scenario
User Journey Mapping
Social Media research for B2B2C, with a focus on end consumers’ needs and opportunities.

Define specific product goals for QDesk

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Feature Goals

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Targeted Presets: Implement presets customized for different user profiles.
Depth System: Expand options by introducing multiple levels for greater flexibility.
Usability Enhancement: Improve how options are presented to enhance the user experience.
UI/UX Consistency: Maintain a consistent interface design for familiarity.
Clear Confirmation/Error Handling: Enhance clarity in user flows during interactions.
Effective Communication: Ensure informative prompts and feedback during processes.
Separate Operations: Where feasible, separate front desk and back office tasks.
Intuitive Interface: Create a user-friendly interface that is easy to learn and train on.

Research to define workflows and architecture

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Product Workshops
Visual Brainstorming
Focus group
The Venn Diagram
Affinity Diagrams
Personas pain & gain map
Tasks analisys
Card Sorting

Iterative Prototyping and Visual Design

Tree Testing
Storyboards, Collage your world
Wireframing
Value Ranking
AB testing
Visual hypothesis
Defining User Stories

Changing main options case

We identified a possible new flow for selecting the main options, often used by an operator facing customers in a queue. We tried to offer the operator as many main options as possible in one screen, without scrolling (scrolling is not possible on devices where the software is installed), but without sacrificing usability. The mandatory requirement was to keep the main structure to avoid confusion for operators and older users. There are previews of choices made for clarity and quick understanding of the setting situation in real time.

The visual hypothesis

The user interface features a dark theme strategically chosen to coincide with peak usage times-often in the evening when environments are dimly lit. This design choice aims to reduce eye strain and increase user comfort during extended screen sessions. In particular, the actions associated with the visual options are clearly differentiated from other technical elements within the interface, and the UI seamlessly integrates brand colors and harmonizes with the existing dark Conqueror X environment. I also wanted to address a change in devices as tablets take over the entertainment center and become multitasking tools. However, ongoing discussions focused on customization and technical integrations for the bowling center's unique brand identity, so this is just a sample of what's possible, but several points and solutions remained open.

What I learned

I've learned that teamwork is essential and indispensable. I thrive on being a reference point within a product team and an organization that prioritizes product care, user research, and understanding user needs and challenges. I've also realized that the research phase is crucial and deserves dedicated time and budget, as its outcomes should provide meaningful and unique value in the market.

A fast-evolving environment

Additionally, for the first time, I've been part of a significant revolution within a company that aimed to work with the same curiosity and structure as a startup, even though it was already established in the market. Through this project, I've delved into the entertainment world and discovered the joy of evolving and growing services and products that can truly make people happy.

SIMONA