Beyond Instructions
How Observational Research Transformed Screen-Free Learning for Qubs

THE CHALLENGE
Qubs needed to solve a critical barrier to play: their instruction booklet was frustrating families and preventing children from experiencing the joy of screen-free coding. As the company prepared to expand their product range, they needed design principles that would work across age groups and complexity levels.

THE INSIGHT
Through direct observation sessions with children aged four to ten, we discovered that traditional instruction formats fundamentally misunderstood how young minds approach learning. Children weren't following linear steps—they were exploring, experimenting, and seeking immediate visual feedback. The breakthrough came when we realised the instructions should feel like part of the play experience, not a barrier to it.

THE SOLUTION
We transformed the instruction booklet into a visual adventure map. Simplified language, intuitive wayfinding systems, and age-appropriate confidence-building activities replaced dense text blocks. The new format guides children through coding concepts naturally, engaging pre-readers whilst challenging older children.

THE IMPACT
The redesigned play experience now serves as the blueprint for Qubs' entire product ecosystem. Families report smoother onboarding, increased engagement, and children successfully progressing to advanced expansion sets. What began as fixing a booklet became the foundation for scaling thoughtful design across their growing range.