Digital Experience

Round One Entertainment

My Role

In 2020, I led a full website overhaul. This update significantly reduced costs of operating, improved content accuracy, and streamlined internal workflows. It has been supporting Round1’s continued growth in the digital space.

  • By 2024, we achieved 49% YoY growth and scaling to 23M visits and 64M pageviews.

  • We are 80% boost in productively, such as new location map page and 61+ individual store pages, cutting support costs and improving workflows.

  • Streamlined internal workflows, supporting business growth in the digital space.

IT team - coding support, setting up URL, Connecting application with Zapier. Customer support.
Marketing Team - wording and acitivity information
Development / Real Estate - Copyrights
Other departments - activities information, party information, food and drink information
Recruiter - Career page

Tools - Adobe CC, Canva, ChatGPT,
application - Storepoint, Zipper, Squarespace, Mapbox

Data up until 2024

History

When I joined Round1 in April 2019, the website was built and managed by an external vendor using WordPress. While functional, it became a bottleneck during the COVID-19 pandemic in early 2021. With stores temporarily closed and regulations changing frequently, content updates—especially pricing—became urgent. However, even small changes could take 1–2 days due to vendor delays. also, Round1 goal is to open 100 stores by 2030. It was clear that operation of website need to be capable of updating contents whenever and however we want it.

Research

I was assigned to overhaul the who website. After evaluating several platforms, we transitioned to Squarespace due to its ease of use and accessibility for non-coders. While I had couple development experience, many others on the team did not, making Squarespace the most practical option.

Process

Deadline was only a few months to relaunch. I partnered with a specialized agency, Week of the Website, and provided detailed mockups and feature requirements. Over two months, I worked closely with their team, and the final site was launched within one week of execution. One of the biggest enhance functionality we focus was location map. We integrated third-party tools like Storepoint to power the location map, which quickly became one of our most visited pages. It helped users find nearby and upcoming store locations nationwide, especially as public interest in in-person entertainment surged post-pandemic.

Improvement Timeline

2019 – Initial Site Audit

• Discovered heavy dependency on external vendor (WordPress)

• Identified slow update cycles as a long-term risk

2020 – COVID Impact

• Urgent need for content flexibility as regulations shifted weekly

• Assigned to evaluate CMS alternatives → Chose Squarespace

• Led collaboration with agency to relaunch site

• Built new system to support rapid content updates (live in 1 week)

2023 – Pricing System Overhaul

• Noticed 90% of support calls were pricing-related

• Manual updates across 55 stores became unsustainable

• Introduced tag-based pricing system (Pattern A, B, C)

• Reduced update time from weeks to hours

• Integrated price buttons into location map via Storepoint

2024 – Measurable Growth

• Location map became 2nd most visited page

• Support calls dropped, bounce and exit rates improved

• 49% YoY web traffic growth achieved


The Location Map page became our second most viewed page after the homepage, with:

• Average view time: 40 seconds

• Bounce rate: 65.63%

• Exit rate: 28.77%


rates are very healthy and above average for the exit rate.