Case Study: A Multi-Location Escape Room Website Redesign

Welcome to our case study on the escape room website redesign, focusing on the UI/UX design and development for a multi-location escape room company.

In this comprehensive case study, we'll illustrate how our expert team at Escape Room Marketer strengthened the online presence of an industry-leading escape room company, significantly boosting their revenue through our Escape Room Website Development service.

Project Details

Client: All In Adventurers

Project Goal: Escape room website redesign for All In Adventures, a giant escape room company that has escape rooms in multiple locations across the US, ensuring that the website has a strong online presence, easy navigation to browse any location, a user-friendly booking process, and a stylish landing page with a compelling call to action.

Key Challenges or Constraints:

• Enhancing user experience
• Streamlining booking process
• Improving visual appeal
• Ensuring responsiveness
• Boosting performance metrics
• Increasing user engagement
• Standing out in a crowded marketplace

Back Story

Before diving into our escape room website redesign case study, let's first spotlight the backstory!

All In Adventures, formerly Mystery Room, is an industry-leading escape room company that operates in 22 locations, mostly in the eastern part of the United States.

From 2020 to 2022, at Escape Room Marketer, we served them with our Google Ads, Microsoft Ads, Social Media Ads, and Social Media Management services.

By the end of 2022, they changed their name from Mystery Room to All In Adventures and decided to strengthen their online presence by developing a new multi-location website with an enhanced user experience and maximized conversion rate.

And it was Escape Room Marketer who spearheaded the escape room website redesign, transforming the website of All In Adventures into a digital fortress.

User Research and Competitive Analysis

Let's begin our escape room website redesign case study by exploring the extensive user research and competitive analysis conducted during the early stages of the All In Adventures project, which helped tailor the website to meet the diverse needs of its target audience.

As a result of our thorough research, we identified four primary personas based on demographic and behavioural insights. The four personas are as follows:

1. Family

• Demographics: Typically parents aged 30-45, with 1-3 children.
• Needs: Seek family-friendly escape room experiences that are engaging and safe for children.
• Goals: Looking for entertainment options that promote family bonding and problem-solving skills. 

2. Kids

• Demographics: Children aged 6-12.
• Needs: Fun and exciting escape room challenges suitable for their age group.
• Goals: Enjoy interactive experiences that stimulate curiosity and creativity.

3. Young Adults

• Demographics: Individuals aged 18-30, either college students or young professionals.
• Needs: Social and engaging activities to do with friends or colleagues.
• Goals: Looking for unique and memorable experiences that provide excitement and challenge.

4. Corporate Groups

• Demographics: Companies or organizations planning team-building events.
• Needs: Escape rooms that encourage teamwork, communication, and problem-solving among colleagues.
• Goals: Organize memorable team outings that foster camaraderie and collaboration.

By understanding these personas, Escape Room Marketer was able to redesign an escape room website for All In Adventures, that effectively catered to the unique desires and expectations of each demographic group, enhancing user engagement and satisfaction through our targeted escape room website development service.

Design Process

As soon as persona identification was done, our expert team of designers started the design process immediately. During the process, they went through the following steps:

Initial Ideation

The design process for All In Adventures' website began with collaborative ideation sessions to align with their brand identity and business objectives. Key design elements and features were conceptualized to enhance user engagement and reflect their immersive escape room experiences.

Digital Wireframes

After initial ideation, concepts were translated into digital wireframes, serving as blueprints for the website's structure and layout. These outlined essential elements and facilitated early stakeholder feedback to refine the user interface (UI) before development.

Prototyping

Approved wireframes were then transformed into interactive prototypes, simulating the user experience (UX). This stage ensured functionality, navigation flow, and usability were tested point by point, integrating features like booking systems and game descriptions.

Design Solutions

At this point of our case study on escape room website redesign for All In Adventures, we’ll explore how we implemented the design solutions that emerged from the initial ideation, digital wireframes, and prototyping phases.

Home Page

The homepage was crafted as an engaging entry point, showcasing immersive visuals and a clear call-to-action, directing visitors to explore games, book experiences, or discover nearby locations. It serves as the central hub for users to begin their escape room journey with ease.

The design emphasizes quick access to essential information, helping users get excited about their visit from the moment they land on the site.

Navigation/Hamburger Menu

In this escape room website development project, we optimized the website's navigation with a user-friendly hamburger menu, providing intuitive access to all sections and escape room categories.

The hamburger menu was strategically positioned for easy visibility, allowing users to effortlessly browse through game options, events, locations, and additional resources without overwhelming them with too many choices at once.

Multi-Location Menu

As All In Adventures serves people in 22 locations in the USA with their fun activities and adventures, we designed a multi-location menu ensuring easy navigation to browse any of these 22 locations.

This feature allows users to quickly find and select their nearest or preferred location, enhancing the overall booking experience. The menu was built to be scalable, accommodating future expansion to new locations without compromising usability.

Booking Process

A seamless booking process was implemented in this escape room website redesign project, allowing users to easily select dates, times, and room preferences, enhancing convenience and user experience.

The booking system was integrated across the site, ensuring that users could access it from multiple entry points, including the homepage, game cards, and event pages. The streamlined process reduced friction, enabling quicker reservations and minimizing the likelihood of user drop-off.

Visual Design

The visual design in this escape room website redesign project emphasized immersive imagery and thematic elements, crafting a captivating atmosphere that reflects the thrill and excitement of escape room adventures.

Game Card Design

Distinctive game cards were designed to highlight each escape room's theme, difficulty level, and key features, aiding users in choosing their preferred experience.

These cards were visually appealing and informative, offering a quick snapshot of what each game entails. The design was intended to make it easy for users to compare different options and make informed decisions about which room to book.

Game Details Page

An appealing game details page was designed for each game, featuring three bite-sized sections on the STORYLINE, PLOT, and MISSION, providing engaging sneak peeks into the game without spoiling the fun.

The page layout ensures users can easily explore each game's unique aspects, building excitement and anticipation for their adventure.

Event Card Design

Distinctive event cards were designed to showcase each escape room's unique theme, special events, and key features of different types of events including Birthdays, Bachelor Parties, Corporate Events, etc.

These visually engaging cards provide a concise summary of the experience, allowing users to quickly understand each event and encouraging further exploration.

Event Details Page

An event details page was designed for each type of event, featuring three bite-sized sections on WHY TO CHOOSE ALL IN ADVENTURES, HOW TO MAKE IT MEMORABLE, and WHAT TO EXPECT.

These visually appealing pages were designed to engage users by offering rich content that sparks their curiosity and excitement. The layout was optimized for readability, ensuring that all key information is easily accessible and visually organized.

Gift Card Landing Page

A dedicated gift card landing page was designed in this escape room website development project for easy purchase and gifting options, accommodating both individual and corporate customers.

The page was crafted to appeal to gift buyers by highlighting the versatility and appeal of escape room experiences as memorable gifts. Clear calls-to-action and simple purchase steps ensured a smooth transaction process.

Responsiveness

The website was optimized for responsiveness across various devices, ensuring consistent performance and user experience on desktops, tablets, and smartphones.

Every design element was tested and refined to adapt seamlessly to different screen sizes, providing users with a uniform experience regardless of the device they used to access the site.

Mobile Responsiveness

Since most adventure lovers search for escape room activities using their mobile devices like smartphones and tablets, making an escape room website mobile-friendly is crucial. So, we especially focused on the mobile-friendliness of the site, optimizing loading times, touch navigation, and visual layout to ensure that users could easily browse, book, and engage with content on smaller screens.

This approach ensured that the mobile experience was just as immersive and functional as the desktop version.

Copywriting

At this stage of our escape room website redesign case study, let’s talk about the copywriting process.

Escape Room Marketer’s expert team of copywriters employed strategic techniques of copywriting across the entire website of All In Adventures, creating clear communication that resonates with families, kids, young adults, and corporate groups.

They integrated high-search-volume keywords in each and every copy following SEO best practices to boost search engine visibility and prompt bookings, gift card purchases, and corporate event inquiries.

Our copywriters also maintained a consistent brand voice, reflecting All In Adventures' commitment to fun, challenge, and unforgettable experiences.

Implementation and Testing

After designing solutions and crafting compelling copy, our next step was implementation. In this escape room website redesign case study, we meticulously integrated these elements to ensure a seamless user experience and effective functionality.

During implementation, our team went through the following steps:

Collaboration with Developers

Once our designers and copywriters were done with their jobs, they collaborated closely with developers to ensure seamless integration of design concepts and functionalities into All In Adventures' website.

Ensure Pixel Perfect Design

Paying attention to detail, our team implemented a pixel-perfect design, maintaining visual consistency and quality across the entire website.

Responsive Design

A responsive design approach was implemented to ensure optimal viewing and interaction across a wide range of devices, from desktops to smartphones.

Admin Panel

An intuitive admin panel was developed to facilitate easy content management and updates for the All In Adventures' team, ensuring efficiency in operations.

Booking Process Testing

Thorough testing of the booking process was conducted to validate functionality, usability, and reliability, ensuring a seamless user experience from reservation to confirmation.

Loading Speed Testing

We conducted a thorough test on the loading speed of All In Adventures’ website and optimized the loading speed to enhance the user experience by minimizing waiting times and maximizing site performance.

Usability Testing

Usability testing sessions were conducted to gather feedback from users, enhancing navigation, clarity, and overall user satisfaction.

Performance Testing

Performance testing was performed to assess website speed, responsiveness, and stability under varying traffic conditions, ensuring optimal performance at all times.

Mobile Performance Testing

We also conducted thorough testing on the mobile performance of the website of All In Adventures, and found it well-performing on every mobile device.

Security Testing

Comprehensive security testing was conducted to safeguard user data and protect against potential vulnerabilities, ensuring a secure browsing environment.

Results and Impact

The results and impacts were truly remarkable! Our escape room website development service maximized All In Adventurers’ user engagement, conversion rate, business impact, and revenue as follows:

User Engagement

The redesigned website led to a 90% increase in average session duration and a 76% decrease in bounce rate, indicating that visitors were spending more time exploring the site and finding the content engaging.

Conversion Rate

The streamlined booking process resulted in an 82% increase in conversion rates. More visitors were turning into paying customers, booking their escape room experiences directly through the website.

Business Impact

The improvements to the website boosted All In Adventures' business significantly. The site saw a 90% increase in organic traffic, and user-friendly design elements enhanced overall customer satisfaction.

Strong Revenue Growth

The combination of increased user engagement and higher conversion rates contributed to a 75% rise in bookings and a 45% increase in gift card sales, leading to robust revenue growth and a more profitable business.

Conclusion and Learnings

This escape room website redesign case study emphasizes the successful collaboration between Escape Room Marketer and All In Adventurers, which resulted in the effective UI/UX design and development of a multi-location escape room website, boosting user engagement, increasing conversion rates, and enhancing business growth.

Key takeaways from this case study include the convenience of a multi-location booking module, which broadened audience appeal, and an intuitive system for arranging games, events, and gift cards, which enhanced user experience and increased conversions.

These insights underscore the importance of a well-executed escape room website redesign that caters to diverse user needs, boosting engagement and driving revenue growth for All In Adventures.