Bowlero Corp Site Redesign
Bowlero is the world’s largest owner and operator of bowling entertainment centers. After jumping from six high-end event-centric bowling centers in the North East to over 300+ centers in North America across multiple brands within the last 5 years, Bowlero found itself with a fragmented digital experience that was challenging to maintain, and even more difficult for users to navigate. Our goal was to create a flexible system of responsive components that could easily be rearranged to allow the business to sell any number of experiences and packages with a consistent and intuitive transactional process while working within the framework of the design system.
The Approach
After holding stakeholder sessions, requirements gathering, concept research and ideation, we were able to create a cohesive design system with skins specific for their high-end “experiential” brands (Bowlero/Bowlmor) and their more family friendly “Traditional” brands (AMF/Brunswick Zone), with a robust kit of parts that allows flexibility in future business needs.
Content Management
In order to streamline the production process for site upkeep, we provided Bowlero with a custom content management deck, detailing use cases for each page template, the recommended set of kit of part modules, character count and asset recommendations.
Bowlero’s Party Booking Engine
For Bowlero, it was crucial to improve their online booking flow to help alleviate calls to their centers and to streamline and standardize the flow across the four brands and all 300+ centers. After meeting with reservation specialists, we ideated and designed a very conversational booking flow, allowing customers to choose from several packages, add food and drink to create an almost custom menu, include fun add-ons like arcade credits and signable bowling pins and more, all from a simple online form.
To ensure high-quality design solutions against an extremely aggressive timeline, we created clickable screen flows and conducted multiple ‘scrappy’ user testing sessions. Multiple rounds of Invision prototypes were tested in-office using simple screen-recording software. The tests validated the effectiveness of the flow and identified areas for improvement prior to beginning development.
The launch
A new scalable responsive site launched for all four Bowlero Corporation brands (Bowlmor, Bowlero, AMF and Brunswick Zone) at the end of 2018. The new site provides an optimized booking engine to book party packages or custom a-la-carte parties while simultaneously engaging customers with new content customized for each center.
All in the numbers
The online party booking engine was launched in the early months of 2019. Within the first few weeks of launching the booking engine, the results were staggering.
+31%
Increase in Total
event booking YOY
+43%
Increase in
Total Revenue YOY
+2.5%
Increase in conversion,
from 1.45% YOY
Role: Senior Art Direction at Fluid • Credits: Scott Springer, Jenny Ta, Sarah Beuhler • Link: www.bowlero.com, www.bowlero.com/location/bowlero-queens