Scope: UX Strategy · Information Architecture · UI Design · Webflow Development · CMS · SEO · Post-Launch Support
Lane Twenty Three isn't a venue you stumble into. It's a destination — a premium lifestyle and entertainment space in KL with a strong, established identity and the kind of clientele who expect a brand to hold itself to a standard. That context matters, because it defined the entire project brief: don't reinvent. Translate.
The website didn't exist in any meaningful form. What did exist was a brand with real visual weight — photography, an event culture, VIP room experiences, and a reputation in the KL scene. The challenge was taking all of that and turning it into a digital experience that felt just as intentional as walking through the door.
Build a premium web presence that showcases the venue, drives event discovery, and converts interest into direct bookings — without disrupting the brand or making it feel like just another lifestyle website.
No off-the-shelf templates. No generic event listing pages. This needed to feel like Lane23.
https://www.lanetwentythree.com/
I started with the brand, not the brief. Before touching Figma, I spent time with Lane23's existing photography, tone, and offline experience. The visual language was already strong — my job was to channel it, not compete with it.
The core strategic decision early on: WhatsApp over forms. Venue bookings are high-intent, relationship-driven actions. Lane23's clientele don't want to fill in a 6-field enquiry form and wait 48 hours. They want a fast, human response. Every conversion touchpoint was designed to drop users into a direct WhatsApp conversation — reduced friction, faster close.
From there, I structured the experience around three distinct user intents: discover the venue, browse upcoming events, and make a booking enquiry. These aren't the same journey, and the IA reflects that — the nav and page hierarchy keep each path clear without requiring the user to navigate between them constantly.
Imagery-led layouts, not copy-led. Lane23's photography does the heavy lifting. The design system gives it room to breathe — wide editorial blocks, minimal copy, CTAs that don't compete with the atmosphere. The rule of thumb: if a section is fighting the photography for attention, the section loses.
Events as a living section, not a static page. Upcoming events are managed entirely through a Webflow CMS. The client's team can update, add, and archive events without touching the code. This was a non-negotiable — a venue running regular events can't wait on a developer every time a flyer changes.
VIP rooms got their own moment. Early wireframes buried the VIP offering mid-page. Moved it up. For a significant portion of Lane23's target clientele, VIP room access is the reason they're on the site. Treating it as secondary would have been a conversion mistake.
WhatsApp as the CTA, everywhere. No dead-end contact forms. Every enquiry flow — tables, events, VIP, general — resolves into a WhatsApp thread. The design makes this feel natural, not cheap. It's positioned as concierge access, not a fallback.