Digitizing the Queue: Building a ₼700K Cost-Saving Solution
Digitizing the Queue: Building a ₼700K Cost-Saving Solution
My role:
My role:
Product Designer
Product Designer
Scope:
Scope:
End-to-end design of the customer-facing QR queue flow and the branch staff admin panel
End-to-end design of the customer-facing QR queue flow and the branch staff admin panel
Methods:
Methods:
Customer Journey Mapping, Persona & User needs, How Might We (HMW), Stakeholder Interviews, User flow, Wireframing, Prototyping, Usability testing
Customer Journey Mapping, Persona & User needs, How Might We (HMW), Stakeholder Interviews, User flow, Wireframing, Prototyping, Usability testing
Overview
Before this project, customers took queue numbers at bank branches using Qmatic kiosks, a third-party vendor-managed system. The bank paid an annual licensing fee to the vendor, and any change or new feature required an additional payment and was often slow to implement — creating both a financial burden and a lack of agility. On top of that, the admin panel used by branch staff wasn't designed with their workflow in mind, making day-to-day queue management inconvenient and inefficient
I worked closely with a Product Owner, a business analyst, frontend and backend developers, and QA throughout the project, which — including development — took three months from start to finish.
Before this project, customers took queue numbers at bank branches using Qmatic kiosks, a third-party vendor-managed system. The bank paid an annual licensing fee to the vendor, and any change or new feature required an additional payment and was often slow to implement — creating both a financial burden and a lack of agility. On top of that, the admin panel used by branch staff wasn't designed with their workflow in mind, making day-to-day queue management inconvenient and inefficient
I worked closely with a Product Owner, a business analyst, frontend and backend developers, and QA throughout the project, which — including development — took three months from start to finish.
Goal
The primary goal of this initial phase was to build and integrate an in-house QR-based queue system from the ground up — replacing the vendor-dependent process entirely and laying the foundation for full control over future updates and improvements.
The primary goal of this initial phase was to build and integrate an in-house QR-based queue system from the ground up — replacing the vendor-dependent process entirely and laying the foundation for full control over future updates and improvements.
Impact (Pilot Results)
₼700K
Annual cost saving
80%
CSAT
78%
Adoption rate
80%
CSAT
78%
Adoption rate
80%
CSAT
78%
Adoption rate
Research
To ensure the new system worked for a diverse range of bank customers, I analyzed existing customer data to identify distinct demographic groups, including differences in smartphone ownership and app usage. This research informed the three personas guiding the project. I also observed customer behavior while taking queues in branches and interviewed stakeholders from the Service Quality Department, along with branch staff, to understand existing pain points and day-to-day challenges with the Qmatic queue management system.
To ensure the new system worked for a diverse range of bank customers, I analyzed existing customer data to identify distinct demographic groups, including differences in smartphone ownership and app usage. This research informed the three personas guiding the project. I also observed customer behavior while taking queues in branches and interviewed stakeholders from the Service Quality Department, along with branch staff, to understand existing pain points and day-to-day challenges with the Qmatic queue management system.
Pain Points
High recurring costs — The bank pays significant annual fees to the vendor for the Qmatic system
Slow execution — Vendor-requested changes and new features are not implemented in a timely manner
Poor admin usability — The vendor's management system is not user-friendly for branch staff
No visibility into service drop-offs — There are currently no tools to identify why customers take a queue number but leave without being served
High recurring costs — The bank pays significant annual fees to the vendor for the Qmatic system
Slow execution — Vendor-requested changes and new features are not implemented in a timely manner
Poor admin usability — The vendor's management system is not user-friendly for branch staff
No visibility into service drop-offs — There are currently no tools to identify why customers take a queue number but leave without being served
Confusing category selection — Nearly all customers had questions about which option/category to select on the Qmatic kiosk
Missed turns — Customers sometimes missed their turn while occupied on their smartphones, since there was no way to track queue status remotely
Confusing category selection — Nearly all customers had questions about which option/category to select on the Qmatic kiosk
Missed turns — Customers sometimes missed their turn while occupied on their smartphones, since there was no way to track queue status remotely
Weak in-branch internet — Internet connectivity at branches is often unreliable
Weak in-branch internet — Internet connectivity at branches is often unreliable
Users & Personas
Elvin Qasımov • 29
IT specialist
"I handle most of my banking from the app — I only visit a branch when I really have to."
"I handle most of my banking from the app — I only visit a branch when I really have to."
Goals
Goals
Get a queue number as quickly as possible, with no extra steps
Track queue status remotely so he can use the wait time productively
Get a queue number as quickly as possible, with no extra steps
Track queue status remotely so he can use the wait time productively
Frustrations
Frustrations
Weak mobile internet affecting the app's performance
Long wait times in queue
Weak mobile internet affecting the app's performance
Long wait times in queue
Elvin needs to get a queue ticket directly within the Birbank app and track its status remotely, so that he can make productive use of his time instead of physically waiting in line.
Elvin needs to get a queue ticket directly within the Birbank app and track its status remotely, so that he can make productive use of his time instead of physically waiting in line.
Nargiz Mahmudova • 45
Teacher
"If I can do something quickly on my phone, I will — but I don't want to install an app just for one thing."
"If I can do something quickly on my phone, I will — but I don't want to install an app just for one thing."
Goals
Goals
Get her banking matter resolved smoothly
Complete the process without any extra actions required on her part
Get her banking matter resolved smoothly
Complete the process without any extra actions required on her part
Frustrations
Frustrations
A complicated queue-taking process
Lack of internet access preventing her from getting a queue number
The risk of losing her ticket if her browser closes
A complicated queue-taking process
Lack of internet access preventing her from getting a queue number
The risk of losing her ticket if her browser closes
Nargiz would need a way to get a queue number without downloading the Birbank app or creating an account, so that a lack of internet, an unfamiliar process, or accidentally closing her browser doesn't stop her from being served.
Nargiz would need a way to get a queue number without downloading the Birbank app or creating an account, so that a lack of internet, an unfamiliar process, or accidentally closing her browser doesn't stop her from being served.
Musa Huseynov • 68
Retiree
"I just use a simple phone — that's enough for me."
"I just use a simple phone — that's enough for me."
Goals
Goals
Get a queue number without any technological barrier
Complete the process with simple help from branch staff
Get a queue number without any technological barrier
Complete the process with simple help from branch staff
Frustrations
Frustrations
Falling behind modern technological requirements
Not being able to find help at the branch if he needs it
Falling behind modern technological requirements
Not being able to find help at the branch if he needs it
Musa would need a way to get a queue number without using a smartphone, so that even without QR-based technology, he could rely on staff assistance to get a physical ticket — just like before.
Musa would need a way to get a queue number without using a smartphone, so that even without QR-based technology, he could rely on staff assistance to get a physical ticket — just like before.
Defining the New User Flow
Based on these solutions, the user flow was developed.
1. Smart QR Detection (App vs. Browser)
QR scan automatically detects whether the customer has the app installed, redirecting to the app or a registration-free browser flow accordingly.
→ Solves: no app installed, unnecessary friction for non-app users
2. Server-Side Ticket Persistence
Active tickets are saved on the server. Re-scanning the same QR shows "View my ticket" instead of creating a duplicate.
→ Solves: risk of losing a ticket, customers missing their turn
3. Staff-Assisted Check-in (Tablet + Ticket Printer)
For customers without a smartphone, branch staff can register them via tablet and print a physical ticket.
→ Solves: exclusion of non-smartphone customers
4. Network Priority for QR Traffic
Increased branch bandwidth and prioritized QR-based check-in traffic over other network usage.
→ Solves: weak in-branch internet disrupting check-in
Based on these solutions, the user flow was developed.
1. Smart QR Detection (App vs. Browser)
QR scan automatically detects whether the customer has the app installed, redirecting to the app or a registration-free browser flow accordingly.
→ Solves: no app installed, unnecessary friction for non-app users
2. Server-Side Ticket Persistence
Active tickets are saved on the server. Re-scanning the same QR shows "View my ticket" instead of creating a duplicate.
→ Solves: risk of losing a ticket, customers missing their turn
3. Staff-Assisted Check-in (Tablet + Ticket Printer)
For customers without a smartphone, branch staff can register them via tablet and print a physical ticket.
→ Solves: exclusion of non-smartphone customers
4. Network Priority for QR Traffic
Increased branch bandwidth and prioritized QR-based check-in traffic over other network usage.
→ Solves: weak in-branch internet disrupting check-in
Usability Testing
The customer-facing QR check-in flow was tested through a live pilot at one of the bank's highest-traffic branches, selected to expose the system to a realistic volume and variety of customers. The rollout was phased — the browser-based flow launched first, allowing us to validate the core check-in experience before expanding to the app-integrated flow.
The following points were observed during usability testing:
Customers struggled to navigate sub-service categories, increasing cognitive load and causing confusion. We simplified the flow by allowing users to select main service categories directly, eliminating the need to navigate sub-categories.
The customer-facing QR check-in flow was tested through a live pilot at one of the bank's highest-traffic branches, selected to expose the system to a realistic volume and variety of customers. The rollout was phased — the browser-based flow launched first, allowing us to validate the core check-in experience before expanding to the app-integrated flow.
The following points were observed during usability testing:
Customers struggled to navigate sub-service categories, increasing cognitive load and causing confusion. We simplified the flow by allowing users to select main service categories directly, eliminating the need to navigate sub-categories.
BEFORE
AFTER
BEFORE
AFTER
Promotional banners, intended to engage customers while waiting, disrupted the core queue-tracking experience by redirecting users to the bank’s app or website. In the browser flow, this often caused users to lose their queue page. To address this, we removed banner redirects and kept banners purely informational, allowing customers to stay on the queue screen and track their status without interruption.
Promotional banners, intended to engage customers while waiting, disrupted the core queue-tracking experience by redirecting users to the bank’s app or website. In the browser flow, this often caused users to lose their queue page. To address this, we removed banner redirects and kept banners purely informational, allowing customers to stay on the queue screen and track their status without interruption.
BEFORE
AFTER
Banner interactions disrupted the queue-tracking experience, often causing users to lose their place in the browser flow.
BEFORE
AFTER
Banner interactions disrupted the queue-tracking experience, often causing users to lose their place in the browser flow.
To verify VIP status, customers were required to enter the CIF number assigned to them by the bank. However, many VIP customers couldn't recall it, creating unnecessary friction. We replaced the CIF number with a simpler ID-based verification method, making the process easier and more seamless.
To verify VIP status, customers were required to enter the CIF number assigned to them by the bank. However, many VIP customers couldn't recall it, creating unnecessary friction. We replaced the CIF number with a simpler ID-based verification method, making the process easier and more seamless.
BEFORE
AFTER
VIP customers often forgot their CIF number, creating friction in the journey
BEFORE
AFTER
VIP customers often forgot their CIF number, creating friction in the journey
Final designs
Based on what we learned from the pilot and our ongoing work with the CX team, I refined the design to address the key issues we identified during testing. These changes shaped the final version of both the customer-facing flow and the admin panel before we rolled it out across all branches.
Based on what we learned from the pilot and our ongoing work with the CX team, I refined the design to address the key issues we identified during testing. These changes shaped the final version of both the customer-facing flow and the admin panel before we rolled it out across all branches.
No app? No problem
Browser Queue allows users to join the queue without downloading the app, registering, or logging in. It provides a simple and accessible option for guest users, first-time visitors, and customers whose devices do not support the app, making the queue process faster and easier.
Browser Queue allows users to join the queue without downloading the app, registering, or logging in. It provides a simple and accessible option for guest users, first-time visitors, and customers whose devices do not support the app, making the queue process faster and easier.
Already using the app? Stay there
In-App Queue allows users to easily track their queue status directly in the app and uses existing customer data to personalize the experience. For example, if a customer takes a queue but does not approach the desk when their turn comes, the system can identify this behavior and ask for the reason, helping the bank understand customer behavior and improve the queue experience.
In-App Queue allows users to easily track their queue status directly in the app and uses existing customer data to personalize the experience. For example, if a customer takes a queue but does not approach the desk when their turn comes, the system can identify this behavior and ask for the reason, helping the bank understand customer behavior and improve the queue experience.
Online Reservation lets customers choose a date and time that works for them before they even arrive at the branch — so instead of sitting and waiting, they show up close to their scheduled time, scan the QR code, and get served almost immediately.
This not only helps customers plan their day, but also spreads out branch traffic more evenly throughout the day, reducing congestion — and it transforms a reservation feature that already existed in the old Qmatic system, but required two separate manual steps (getting a reservation number beforehand, then re-entering it at the branch), into a single, seamless digital experience.
Online Reservation lets customers choose a date and time that works for them before they even arrive at the branch — so instead of sitting and waiting, they show up close to their scheduled time, scan the QR code, and get served almost immediately.
This not only helps customers plan their day, but also spreads out branch traffic more evenly throughout the day, reducing congestion — and it transforms a reservation feature that already existed in the old Qmatic system, but required two separate manual steps (getting a reservation number beforehand, then re-entering it at the branch), into a single, seamless digital experience.
Admin Panel
The admin panel brings together the needs of branch leadership (XKID), branch operations (MXB), and reception staff in one system: services and branch structure are set up, queues are monitored live, staff workload is visible in real time, tickets are created and managed, critical situations trigger alerts, and results are tracked through statistics.
More importantly, building this system in-house freed us from vendor dependency. This gave us two key advantages: the freedom to design a more user-friendly interface tailored to real needs, and the ability to build and ship new functionality quickly, without paying extra fees to a vendor every time.
The admin panel brings together the needs of branch leadership (XKID), branch operations (MXB), and reception staff in one system: services and branch structure are set up, queues are monitored live, staff workload is visible in real time, tickets are created and managed, critical situations trigger alerts, and results are tracked through statistics.
More importantly, building this system in-house freed us from vendor dependency. This gave us two key advantages: the freedom to design a more user-friendly interface tailored to real needs, and the ability to build and ship new functionality quickly, without paying extra fees to a vendor every time.
Final outcome
What started as an effort to move away from a vendor-dependent system became an opportunity to rebuild the entire queuing experience — for customers and branch staff alike. The result is a system fully owned by the bank, designed to work for every customer, whether they're tech-savvy, offline, or without a smartphone at all.
What started as an effort to move away from a vendor-dependent system became an opportunity to rebuild the entire queuing experience — for customers and branch staff alike. The result is a system fully owned by the bank, designed to work for every customer, whether they're tech-savvy, offline, or without a smartphone at all.
Next steps
With the MVP successfully rolled out at the pilot branch, the next phase focuses on scaling the system across additional branches, introducing more robust satisfaction tracking, and using real usage data to further refine both the customer flow and the admin panel.
With the MVP successfully rolled out at the pilot branch, the next phase focuses on scaling the system across additional branches, introducing more robust satisfaction tracking, and using real usage data to further refine both the customer flow and the admin panel.
What I learned
I learned that the earlier developers and stakeholders are involved, the fewer surprises — and the less rework — you face later. Close collaboration with the team didn't just make execution smoother; it directly shaped better design decisions, because constraints and real user needs surfaced before they became expensive problems to fix.
I learned that the earlier developers and stakeholders are involved, the fewer surprises — and the less rework — you face later. Close collaboration with the team didn't just make execution smoother; it directly shaped better design decisions, because constraints and real user needs surfaced before they became expensive problems to fix.
Digitizing the Queue: Building a ₼700K Cost-Saving Solution
Digitizing the Queue: Building a ₼700K Cost-Saving Solution
My role:
My role:
Product Designer
Product Designer
Scope:
Scope:
End-to-end design of the customer-facing QR queue flow and the branch staff admin panel
End-to-end design of the customer-facing QR queue flow and the branch staff admin panel
Methods:
Methods:
Customer Journey Mapping, Persona & User needs, How Might We (HMW), Stakeholder Interviews, User flow, Wireframing, Prototyping, Usability testing
Customer Journey Mapping, Persona & User needs, How Might We (HMW), Stakeholder Interviews, User flow, Wireframing, Prototyping, Usability testing
Overview
Before this project, customers took queue numbers at bank branches using Qmatic kiosks, a third-party vendor-managed system. The bank paid an annual licensing fee to the vendor, and any change or new feature required an additional payment and was often slow to implement — creating both a financial burden and a lack of agility. On top of that, the admin panel used by branch staff wasn't designed with their workflow in mind, making day-to-day queue management inconvenient and inefficient
I worked closely with a Product Owner, a business analyst, frontend and backend developers, and QA throughout the project, which — including development — took three months from start to finish.
Before this project, customers took queue numbers at bank branches using Qmatic kiosks, a third-party vendor-managed system. The bank paid an annual licensing fee to the vendor, and any change or new feature required an additional payment and was often slow to implement — creating both a financial burden and a lack of agility. On top of that, the admin panel used by branch staff wasn't designed with their workflow in mind, making day-to-day queue management inconvenient and inefficient
I worked closely with a Product Owner, a business analyst, frontend and backend developers, and QA throughout the project, which — including development — took three months from start to finish.
Goal
The primary goal of this initial phase was to build and integrate an in-house QR-based queue system from the ground up — replacing the vendor-dependent process entirely and laying the foundation for full control over future updates and improvements.
The primary goal of this initial phase was to build and integrate an in-house QR-based queue system from the ground up — replacing the vendor-dependent process entirely and laying the foundation for full control over future updates and improvements.
Impact (Pilot Results)
₼700K
Annual cost saving
80%
CSAT
78%
Adoption rate
80%
CSAT
78%
Adoption rate
80%
CSAT
78%
Adoption rate
Research
To ensure the new system worked for a diverse range of bank customers, I analyzed existing customer data to identify distinct demographic groups, including differences in smartphone ownership and app usage. This research informed the three personas guiding the project. I also observed customer behavior while taking queues in branches and interviewed stakeholders from the Service Quality Department, along with branch staff, to understand existing pain points and day-to-day challenges with the Qmatic queue management system.
To ensure the new system worked for a diverse range of bank customers, I analyzed existing customer data to identify distinct demographic groups, including differences in smartphone ownership and app usage. This research informed the three personas guiding the project. I also observed customer behavior while taking queues in branches and interviewed stakeholders from the Service Quality Department, along with branch staff, to understand existing pain points and day-to-day challenges with the Qmatic queue management system.
Pain Points
High recurring costs — The bank pays significant annual fees to the vendor for the Qmatic system
Slow execution — Vendor-requested changes and new features are not implemented in a timely manner
Poor admin usability — The vendor's management system is not user-friendly for branch staff
No visibility into service drop-offs — There are currently no tools to identify why customers take a queue number but leave without being served
High recurring costs — The bank pays significant annual fees to the vendor for the Qmatic system
Slow execution — Vendor-requested changes and new features are not implemented in a timely manner
Poor admin usability — The vendor's management system is not user-friendly for branch staff
No visibility into service drop-offs — There are currently no tools to identify why customers take a queue number but leave without being served
Confusing category selection — Nearly all customers had questions about which option/category to select on the Qmatic kiosk
Missed turns — Customers sometimes missed their turn while occupied on their smartphones, since there was no way to track queue status remotely
Confusing category selection — Nearly all customers had questions about which option/category to select on the Qmatic kiosk
Missed turns — Customers sometimes missed their turn while occupied on their smartphones, since there was no way to track queue status remotely
Weak in-branch internet — Internet connectivity at branches is often unreliable
Weak in-branch internet — Internet connectivity at branches is often unreliable
Users & Personas
Elvin Qasımov • 29
IT specialist
"I handle most of my banking from the app — I only visit a branch when I really have to."
"I handle most of my banking from the app — I only visit a branch when I really have to."
Goals
Goals
Get a queue number as quickly as possible, with no extra steps
Track queue status remotely so he can use the wait time productively
Get a queue number as quickly as possible, with no extra steps
Track queue status remotely so he can use the wait time productively
Frustrations
Frustrations
Weak mobile internet affecting the app's performance
Long wait times in queue
Weak mobile internet affecting the app's performance
Long wait times in queue
Elvin needs to get a queue ticket directly within the Birbank app and track its status remotely, so that he can make productive use of his time instead of physically waiting in line.
Elvin needs to get a queue ticket directly within the Birbank app and track its status remotely, so that he can make productive use of his time instead of physically waiting in line.
Nargiz Mahmudova • 45
Teacher
"If I can do something quickly on my phone, I will — but I don't want to install an app just for one thing."
"If I can do something quickly on my phone, I will — but I don't want to install an app just for one thing."
Goals
Goals
Get her banking matter resolved smoothly
Complete the process without any extra actions required on her part
Get her banking matter resolved smoothly
Complete the process without any extra actions required on her part
Frustrations
Frustrations
A complicated queue-taking process
Lack of internet access preventing her from getting a queue number
The risk of losing her ticket if her browser closes
A complicated queue-taking process
Lack of internet access preventing her from getting a queue number
The risk of losing her ticket if her browser closes
Nargiz would need a way to get a queue number without downloading the Birbank app or creating an account, so that a lack of internet, an unfamiliar process, or accidentally closing her browser doesn't stop her from being served.
Nargiz would need a way to get a queue number without downloading the Birbank app or creating an account, so that a lack of internet, an unfamiliar process, or accidentally closing her browser doesn't stop her from being served.
Musa Huseynov • 68
Retiree
"I just use a simple phone — that's enough for me."
"I just use a simple phone — that's enough for me."
Goals
Goals
Get a queue number without any technological barrier
Complete the process with simple help from branch staff
Get a queue number without any technological barrier
Complete the process with simple help from branch staff
Frustrations
Frustrations
Falling behind modern technological requirements
Not being able to find help at the branch if he needs it
Falling behind modern technological requirements
Not being able to find help at the branch if he needs it
Musa would need a way to get a queue number without using a smartphone, so that even without QR-based technology, he could rely on staff assistance to get a physical ticket — just like before.
Musa would need a way to get a queue number without using a smartphone, so that even without QR-based technology, he could rely on staff assistance to get a physical ticket — just like before.
Defining the New User Flow
Based on these solutions, the user flow was developed.
1. Smart QR Detection (App vs. Browser)
QR scan automatically detects whether the customer has the app installed, redirecting to the app or a registration-free browser flow accordingly.
→ Solves: no app installed, unnecessary friction for non-app users
2. Server-Side Ticket Persistence
Active tickets are saved on the server. Re-scanning the same QR shows "View my ticket" instead of creating a duplicate.
→ Solves: risk of losing a ticket, customers missing their turn
3. Staff-Assisted Check-in (Tablet + Ticket Printer)
For customers without a smartphone, branch staff can register them via tablet and print a physical ticket.
→ Solves: exclusion of non-smartphone customers
4. Network Priority for QR Traffic
Increased branch bandwidth and prioritized QR-based check-in traffic over other network usage.
→ Solves: weak in-branch internet disrupting check-in
Based on these solutions, the user flow was developed.
1. Smart QR Detection (App vs. Browser)
QR scan automatically detects whether the customer has the app installed, redirecting to the app or a registration-free browser flow accordingly.
→ Solves: no app installed, unnecessary friction for non-app users
2. Server-Side Ticket Persistence
Active tickets are saved on the server. Re-scanning the same QR shows "View my ticket" instead of creating a duplicate.
→ Solves: risk of losing a ticket, customers missing their turn
3. Staff-Assisted Check-in (Tablet + Ticket Printer)
For customers without a smartphone, branch staff can register them via tablet and print a physical ticket.
→ Solves: exclusion of non-smartphone customers
4. Network Priority for QR Traffic
Increased branch bandwidth and prioritized QR-based check-in traffic over other network usage.
→ Solves: weak in-branch internet disrupting check-in
Usability Testing
The customer-facing QR check-in flow was tested through a live pilot at one of the bank's highest-traffic branches, selected to expose the system to a realistic volume and variety of customers. The rollout was phased — the browser-based flow launched first, allowing us to validate the core check-in experience before expanding to the app-integrated flow.
The following points were observed during usability testing:
Customers struggled to navigate sub-service categories, increasing cognitive load and causing confusion. We simplified the flow by allowing users to select main service categories directly, eliminating the need to navigate sub-categories.
The customer-facing QR check-in flow was tested through a live pilot at one of the bank's highest-traffic branches, selected to expose the system to a realistic volume and variety of customers. The rollout was phased — the browser-based flow launched first, allowing us to validate the core check-in experience before expanding to the app-integrated flow.
The following points were observed during usability testing:
Customers struggled to navigate sub-service categories, increasing cognitive load and causing confusion. We simplified the flow by allowing users to select main service categories directly, eliminating the need to navigate sub-categories.
BEFORE
AFTER
BEFORE
AFTER
Promotional banners, intended to engage customers while waiting, disrupted the core queue-tracking experience by redirecting users to the bank’s app or website. In the browser flow, this often caused users to lose their queue page. To address this, we removed banner redirects and kept banners purely informational, allowing customers to stay on the queue screen and track their status without interruption.
Promotional banners, intended to engage customers while waiting, disrupted the core queue-tracking experience by redirecting users to the bank’s app or website. In the browser flow, this often caused users to lose their queue page. To address this, we removed banner redirects and kept banners purely informational, allowing customers to stay on the queue screen and track their status without interruption.
BEFORE
AFTER
Banner interactions disrupted the queue-tracking experience, often causing users to lose their place in the browser flow.
BEFORE
AFTER
Banner interactions disrupted the queue-tracking experience, often causing users to lose their place in the browser flow.
To verify VIP status, customers were required to enter the CIF number assigned to them by the bank. However, many VIP customers couldn't recall it, creating unnecessary friction. We replaced the CIF number with a simpler ID-based verification method, making the process easier and more seamless.
To verify VIP status, customers were required to enter the CIF number assigned to them by the bank. However, many VIP customers couldn't recall it, creating unnecessary friction. We replaced the CIF number with a simpler ID-based verification method, making the process easier and more seamless.
BEFORE
AFTER
VIP customers often forgot their CIF number, creating friction in the journey
BEFORE
AFTER
VIP customers often forgot their CIF number, creating friction in the journey
Final designs
Based on what we learned from the pilot and our ongoing work with the CX team, I refined the design to address the key issues we identified during testing. These changes shaped the final version of both the customer-facing flow and the admin panel before we rolled it out across all branches.
Based on what we learned from the pilot and our ongoing work with the CX team, I refined the design to address the key issues we identified during testing. These changes shaped the final version of both the customer-facing flow and the admin panel before we rolled it out across all branches.
No app? No problem
Browser Queue allows users to join the queue without downloading the app, registering, or logging in. It provides a simple and accessible option for guest users, first-time visitors, and customers whose devices do not support the app, making the queue process faster and easier.
Browser Queue allows users to join the queue without downloading the app, registering, or logging in. It provides a simple and accessible option for guest users, first-time visitors, and customers whose devices do not support the app, making the queue process faster and easier.
Already using the app? Stay there
In-App Queue allows users to easily track their queue status directly in the app and uses existing customer data to personalize the experience. For example, if a customer takes a queue but does not approach the desk when their turn comes, the system can identify this behavior and ask for the reason, helping the bank understand customer behavior and improve the queue experience.
In-App Queue allows users to easily track their queue status directly in the app and uses existing customer data to personalize the experience. For example, if a customer takes a queue but does not approach the desk when their turn comes, the system can identify this behavior and ask for the reason, helping the bank understand customer behavior and improve the queue experience.
Online Reservation lets customers choose a date and time that works for them before they even arrive at the branch — so instead of sitting and waiting, they show up close to their scheduled time, scan the QR code, and get served almost immediately.
This not only helps customers plan their day, but also spreads out branch traffic more evenly throughout the day, reducing congestion — and it transforms a reservation feature that already existed in the old Qmatic system, but required two separate manual steps (getting a reservation number beforehand, then re-entering it at the branch), into a single, seamless digital experience.
Online Reservation lets customers choose a date and time that works for them before they even arrive at the branch — so instead of sitting and waiting, they show up close to their scheduled time, scan the QR code, and get served almost immediately.
This not only helps customers plan their day, but also spreads out branch traffic more evenly throughout the day, reducing congestion — and it transforms a reservation feature that already existed in the old Qmatic system, but required two separate manual steps (getting a reservation number beforehand, then re-entering it at the branch), into a single, seamless digital experience.
Admin Panel
The admin panel brings together the needs of branch leadership (XKID), branch operations (MXB), and reception staff in one system: services and branch structure are set up, queues are monitored live, staff workload is visible in real time, tickets are created and managed, critical situations trigger alerts, and results are tracked through statistics.
More importantly, building this system in-house freed us from vendor dependency. This gave us two key advantages: the freedom to design a more user-friendly interface tailored to real needs, and the ability to build and ship new functionality quickly, without paying extra fees to a vendor every time.
The admin panel brings together the needs of branch leadership (XKID), branch operations (MXB), and reception staff in one system: services and branch structure are set up, queues are monitored live, staff workload is visible in real time, tickets are created and managed, critical situations trigger alerts, and results are tracked through statistics.
More importantly, building this system in-house freed us from vendor dependency. This gave us two key advantages: the freedom to design a more user-friendly interface tailored to real needs, and the ability to build and ship new functionality quickly, without paying extra fees to a vendor every time.
Final outcome
What started as an effort to move away from a vendor-dependent system became an opportunity to rebuild the entire queuing experience — for customers and branch staff alike. The result is a system fully owned by the bank, designed to work for every customer, whether they're tech-savvy, offline, or without a smartphone at all.
What started as an effort to move away from a vendor-dependent system became an opportunity to rebuild the entire queuing experience — for customers and branch staff alike. The result is a system fully owned by the bank, designed to work for every customer, whether they're tech-savvy, offline, or without a smartphone at all.
Next steps
With the MVP successfully rolled out at the pilot branch, the next phase focuses on scaling the system across additional branches, introducing more robust satisfaction tracking, and using real usage data to further refine both the customer flow and the admin panel.
With the MVP successfully rolled out at the pilot branch, the next phase focuses on scaling the system across additional branches, introducing more robust satisfaction tracking, and using real usage data to further refine both the customer flow and the admin panel.
What I learned
I learned that the earlier developers and stakeholders are involved, the fewer surprises — and the less rework — you face later. Close collaboration with the team didn't just make execution smoother; it directly shaped better design decisions, because constraints and real user needs surfaced before they became expensive problems to fix.
I learned that the earlier developers and stakeholders are involved, the fewer surprises — and the less rework — you face later. Close collaboration with the team didn't just make execution smoother; it directly shaped better design decisions, because constraints and real user needs surfaced before they became expensive problems to fix.