Website Redesign - Leuchtturm Bowling

Intro

In this course, we delved into understanding users and their behaviors. Our focus is on structuring a digital product to deliver the best user experience while meeting functional requirements. We operated within an iterative process rooted in user-centric Design Thinking.

Our objective was to redesign an app or, in our case, a website with identified shortcomings. Alongside the documentation of the process and finalized screens, the project also includes a prototype concept video that provides an overview and representation of the use case.

Research

Key Learnings

After Analyzing the old website, we gathered some key learnings:

• Improve the main page by creating a more appealing look and structure by organizing widgets more efficiently
• Simplify navigation by streamlining menu options and minimizing unnecessary animations
• Enhance social media integration by improving visibility of social media links
• Maintain content consistency and reorganize content based on priority
• Customize the reservation system for Leuchtturm, including options like shoe sizes and lane selection, while ensuring visual consistency with the rest of the website
• Integrate news and events from social media
• Include a schematic representation in the reservation process

In conclusion, during the website redesign process we wanted to prioritize simplifying the navigation, enhancing the user experience, and ensuring consistency in design and content presentation across pages.
By implementing a streamlined reservation process, integrating upcoming events and structuring information we wanted to improve the user journey overall.

Personas

In our website redesign for Leuchtturm Bowling, we studied competitor sites to learn about effective and ineffective practices in the digital bowling alley landscape. We assessed layout, navigation, and visual appeal across platforms like Bowling World and Seaside Bowling-Center. Recognizing diverse user needs, we crafted personas and formulated key questions for improvement:

How can we make vital information more accessible?
How can we streamline navigation for first-time visitors?
How can we engage users effectively?
How can we refresh the website’s visual appeal?

These insights guided our redesign process to create a user-centric and visually appealing website for Leuchtturm Bowling.

Goal

Drawing upon insights we gathered from the interview, persona development, and “How Might We?” questions, we formulated an overarching objective to create this redesign and restructuring of the Leuchtturm Bowling website.

Our goal is to craft a seamless digital experience that effortlessly enables customers to make reservations while empowering them with comprehensive knowledge of the diverse amenities and offerings available on-site. Through intuitive design, clear communication, and user-centric features, we aspire to elevate customer satisfaction, streamline the booking process, and foster deeper engagement with the vibrant world of Leuchtturm Bowling.

Design Filters

Our design filters prioritize personalization, structure, and amusement, aiming to enhance usability and reinforce brand identity. Personalization tailors content to individual preferences, maintaining clarity and engagement, while an effective structure ensures clarity, accessibility, and relevance in delivering information. Amusement injects joy and delight into the user experience, making interactions enjoyable. By incorporating these filters, we create a consistent and memorable user experience resonating with Leuchtturm Bowling’s essence.

Information Architecture

We developed a new information architecture for the Leuchtturm Bowling website, focusing on improving user navigation and content organization. The architecture streamlines access to key information while ensuring a seamless and intuitive browsing experience. By restructuring content and optimizing navigation pathways, we aimed to enhance user engagement and facilitate easier exploration of the website’s offerings.

Wireframes and Variants

Sketching

After gathering inspiration in moodboards and setting the direction we want to go, we started creating wireframes. The process of crafting wireframes began with sketches on paper. Each member of the team contributed by sketching out ideas and concepts for the new layout of the website, leveraging their creativity and insights to explore different possibilities and approaches.

Low Fidelity Wireframes

Armed with insights from the sketching phase, we transitioned to the digital realm, translating our conceptual sketches into concrete wireframes. Mapping out the layout, structure, and user interactions of the website, we transformed our analog concepts into digital representations.

Design Variants

The wireframing process was iterative and marked by continuous refinement and improvement. Initially, we had divergent visions for the design, prompting us to consolidate our ideas to establish a foundational framework for future iterations. Through collaboration and synthesis, we created a cohesive baseline to guide our subsequent work on the project.

Styleguide

Final Design

Our final design for the Leuchtturm Bowling website embodies a modern and vibrant aesthetic that reflects the energetic atmosphere of the bowling alley. With user-centric principles in mind, we prioritized intuitive navigation, clear information presentation, and engaging visual elements throughout the site. The design features a cohesive color scheme, dynamic imagery, and user-friendly interfaces that enhance the overall user experience. By seamlessly integrating reservation functionality and showcasing diverse offers, our final design aims to provide visitors with a compelling and enjoyable online experience while effectively conveying the unique offerings of Leuchtturm Bowling.