Formula for Success: F1 Arcade’s Gaming and Dining Venture
The new social gaming experience, F1 Arcade, launched in 2022, and hired me to create a ground-up hospitality system that was fully bespoke – with no out-of-the-box features. The product was a multi-user booking, check-in and wayfinding system, which then pivoted to include the pre-order of food and beverage.
PROCESS
I initiated the project by defining scope, limitations, and success criteria. Through information architecture, wireframes, and interaction design, I crafted a comprehensive booking experience. Weekly check-ins with the executive board ensured alignment, and usability testing sessions with representative customers refined the design. I also managed product reviews during the build phase.
Wireframes of the booking selection flow
Wireframes of F&B ordering flow
ADDITIONAL CHALLENGES
Midway, an unexpected challenge emerged, integrating food and beverage (F&B) ordering into the booking process. The directive was clear: "Walking into the venue, your order should arrive without any customer interaction." Architecting the F&B experience for group orders was complex but crucial.
OUTCOME
Despite the challenges, the booking and F&B ordering experience launched on time, contributing to the success of F1 Arcade. The venue has expanded with a second location and garnered numerous hospitality awards, showcasing the impact of a well-executed UX strategy on business success.
Role: User Experience Lead
Client: F1 Arcade
Final design of the booking selection flow