how a redesign increased booking conversion by 29%
BrooklynBowl —
About the Product
BrooklynBowl is Russia’s first mobile app for bowlers. It brings lane bookings, a loyalty program, player statistics, and the restaurant’s event schedule together in a single experience
Despite the app’s broad feature set, several key user flows lacked visibility and were underutilized.
The business goal was to increase booking conversion and drive engagement with features that directly impacted user retention and LTV
My Responsibilities
— Improve the lane booking experience
— Increase engagement with the loyalty program
— Make player statistics more valuable and actionable
— Improve the visibility and discoverability of tournaments
— Increase engagement with news and industry content
Discovery
1. The loyalty card combined too many functions at once—membership status, bonus balance, and QR code—resulting in high cognitive load
2. The booking flow, despite being the primary business goal, lacked sufficient visual priority
3. The interface lacked clear visual hierarchy and felt static
4. The oversized tab bar occupied valuable screen space and reduced the amount of visible content
1. Анализ главной страницы
2. Competitive Analysis
To identify new growth opportunities, we analyzed dozens of products across entertainment, restaurant, and e-commerce industries. We explored Mobbin, Are.na, Pinterest, and even took inspiration from local cafés 🍕
Key Insights:
— Core actions should be accessible from the very first screen;
— Stories are an effective way to capture users' attention beyond social media and fintech apps
— Game-like progression becomes easier to understand through characters and visual storytelling
Key Findings:
— For many guests, bowling is a hobby rather than just entertainment. They wanted more content to stay engaged between visits
— Most users accumulated bonus points but didn’t fully understand the benefits of the loyalty program or how their membership level worked
— Stories consistently attracted users' attention, especially when they featured promotions or personalized offers
— Users wanted quick access to their QR code from any screen. Displaying their membership level and cashback rate alongside it would also make it more convenient for both guests and staff
3. User Interviews
Before starting the redesign, we interviewed active club members and analyzed their existing user journey. This helped us identify where users experienced friction and which valuable features were going unnoticed
4. Design Hypotheses
1) Bringing the loyalty program to the home screen
If membership level, bonus balance, and rewards become more visible, users will engage with the loyalty program more frequently, leading to higher retention, LTV, and repeat visits
2) Using a mascot as part of the brand identity
If user progress is represented through a mascot, achievements will become easier to understand and more engaging, increasing user engagement and strengthening brand recognition
3) Making the QR code always accessible
If the QR code is available from the tab bar, users will be able to access their loyalty card faster, increasing loyalty program usage while reducing the workload for club staff
4) Stories for promotions and offers
A familiar, easy-to-consume format can increase promotion and purchase conversions while boosting time spent in the app through interactive content
5) Quick Action Cards
If access to key user flows is shortened, users will spend more time engaging with content and complete more high-value actions, such as bookings and tournament registrations
6) Content for dedicated bowling enthusiasts
Curated content, industry news, and educational materials will increase the product’s perceived value, improve engagement, and help build a loyal community
Solution
1. Reworked the Top Bar
We moved the bonus balance to the top bar, freeing up space on the home screen for key actions without making important information less accessible. We used a familiar interaction pattern commonly found in e-commerce and fintech apps
2. Bottom Navigation with Home, Bowling, Kitchen, Rock 'n' Roll, and QR Code
To validate the new navigation, we ran a UX study in Pathway with over 50 participants who had never used Brooklyn Bowl before. Our goal was to ensure that each navigation item was intuitive and self-explanatory. More than 90% of participants correctly understood the purpose of every section without additional guidance
3. ntroduced Stories for Promotions
4. Reimagining the Loyalty Program with Mascots
We completely redesigned the loyalty program and membership level system. Instead of a traditional loyalty card focused on points and numbers, users now progress through a series of evolving mascots.
This gamified approach makes achievements more visible and transforms collecting bonus points into a clear sense of progression. Users can see their current level, unlock new mascots, and stay motivated to return to the app.
Expected outcome: higher engagement, stronger retention, and increased customer lifetime value (LTV)
Unlocked levels are fully revealed, while locked ones remain hidden. Showing them from the back sparks curiosity and encourages users to keep progressing to unlock the next mascot
5. Quick Action Cards
We brought key user actions to the home screen as interactive cards, including game statistics and bowling lessons, with many more planned for the future. The available cards can also be personalized based on each user’s role and preferences
Additional Content for Players
We expanded the game statistics with personal bests, match history, and performance trends. The app evolved beyond lane booking, giving players a way to track their progress and improve over time
Validation
We didn’t rely on assumptions alone. Every concept was validated through usability testing with existing users and additional Pathway studies involving people who had never used Brooklyn Bowl before. If a flow or interface scored below 80% comprehension, we continued iterating until it met our success criteria
