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% year-over-year growth, reaching 23 million visits and 64 million page views.

  • Boosted productivity by 80% through a redesigned location map and the addition of over 61 individual store pages.

  • Updated game, prize, and activity content monthly, with layout optimizations to drive higher engagement.

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 & Execution

I was assigned to overhaul the whole website. After evaluating several platforms, we have decided to 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.

The deadline was tight, with only a few months to relaunch. I quickly found and 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, offering key ideas and continuous feedback. It was like drawing a blueprint before building a house. The final site launched just one week after execution began and ran smoothly thanks to clear planning and communication.

Location map update

One major upgrade was the location map. We integrated third-party tools like Storepoint to power it, and it quickly became one of our most visited pages. It helped users find nearby and upcoming store locations across the country, especially as demand for in-person entertainment grew after the pandemic.

This page became essential as we expanded nationwide. All our stores are located inside mall complexes, and we wanted the experience to be smooth on mobile since over 85 percent of our visitors use mobile devices. When users open the map and allow location access, it shows the closest store right at their fingertips. Each store tag displays available activities, hours of operation, directions, and links to store and pricing information.

Adding pricing details directly on the store page was a big success. By 2023, our customer service data showed a high volume of calls related to pricing. I developed a system and page structure that allowed us to update prices quickly, which was especially important as we made several adjustments due to inflation.

Activity and Party Page

Round1 offers many indoor activities, and one of the most well-known is the arcade. We have a dedicated “What’s New” page that we regularly update, so adding new games and items is an important task.

I worked on a few challenging pages, especially the Party and Spo-Cha (Sport Challenge) sections. The Party page needed to appeal to both returning and new visitors. The first scroll is a key moment to capture attention, so we started with a highlight of the most popular party options. Then we introduced the variations we offer. At the end, we added a FAQ section to address common questions and reduce friction.

Spo-Cha is one of Round1’s signature activities that originated in Japan. Since the concept is still new in the U.S., I had to design a page that was both informative and appealing. We supported it with promotions and collaborations to boost engagement. As a result, we have seen steady growth in interest and participation.

Lastly

Special thanks to everyone who helped bring this project to life.

Redesigning the website was a complex task, but choosing Squarespace helped us maintain consistency and streamline the process. Over four years, it has been rewarding to see the site grow and support the company’s digital goals.

I worked closely with teams across the organization. IT handled coding, URL setup, Zapier integration, and customer support. Marketing provided copy and activity content, while development and real estate supported copyright needs. Other departments contributed details for activities, parties, and food offerings. I also partnered with the recruiting team on linking career page.

Externally, I collaborated with the Squarespace agency Week of the Website to design and launch the new site.

Tools included Adobe Creative Cloud, Canva, and ChatGPT. We used Storepoint, Zapier, Squarespace, and Mapbox to support core functions.