Bringing the All Star Lanes magic to life online

All Star Lanes is an iconic destination for bowling, karaoke, great food, and drinks, a brand known for delivering unforgettable nights out. But their existing website didn’t do justice to the energy and choice of the in-person experience. 

 

All Star Lanes approached Propeller to rethink how to showcase these experiences online. The challenge? Bring the vibrancy, variety, and ease of the in-venue experience to a digital environment that would drive bookings, increase conversions, and strengthen the brand.

We began with a deep dive into All Star Lanes’ business goals, brand personality, customer journeys, and operational complexity. This wasn’t just about building a prettier website. The brand needed to communicate a diverse, premium nightlife experience online, simplify complex mix-and-match booking options, work seamlessly across multiple venues and regions and integrate with third-party systems like DesignMyNight.

 

Through stakeholder workshops, user journey mapping, and technical scoping, we uncovered key UX challenges like confusing package structures and hidden friction in checkout that were blocking bookings and limiting direct revenue.

 

We knew this project would demand both creative design and serious UX to simplify the complexity without losing the brand’s unique character.

Propeller designed and developed a new Headless WordPress website for All Star Lanes, purpose-built to deliver a best-in-class digital guest journey. 

 

We worked through detailed wireframes and design prototypes in Figma, collaborating with All Star Lanes on every step to ensure the new experience would be intuitive, brand-consistent, and conversion-focused.

 

We delivered a modular, responsive design system that lets the team easily showcase images, video, text, and calls-to-action in a way that’s always visually harmonious, making it easy to adapt pages for different promotions or seasons.  

 

We built for speed and usability from the ground up, ensuring the site loads quickly, looks beautiful, and works flawlessly on mobile devices, the primary research and booking tool for many guests.