Aprtment Life
Web redesign case study rethinking a hospitality brand’s booking and membership experience.
Client
Type
Year
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Problem
Very little ticket revenue was coming through the website, and keyholder subscriptions were low. The site wasn’t doing the job of converting visitors into either.
Iteration
Rebuilt the booking and subscription flow with conversion as the explicit goal, from information architecture down to CTA placement, rather than treating the site as a brochure.
Solution
A redesigned website built around the two things that actually make money for the business, ticket sales and keyholder subscriptions, with a clearer path to both.
Outcome
The new site is being implemented now with those goals built in from the start, rather than bolted on after the fact.
This is the proposal:
Summary of changes and what they optimize
Hero (removed YouTube embed, added a real headline) Replaced a raw video embed with player chrome and a broken logo with a clear headline and value proposition. Optimizes first impression and bounce rate, a visitor now understands the brand and its offer in seconds instead of hunting for context.
CTA hierarchy (Keyholder as the primary action) Made "Become a Keyholder" the filled, high-contrast button instead of "Login," and gave events a clear secondary CTA. Optimizes for the business's actual goal: membership conversion, not just account creation.
Membership section (Keyholder perks made visible) Surfaced four concrete perks, half off tickets, exclusive mixes, early access, and music submission, that were previously hidden behind an unexplained lock icon. Optimizes conversion into paid membership by making the value obvious before anyone's asked to commit.
Events section (real photography, clearer booking path) Replaced generic marble-texture cards with the brand's own event photography and fixed the mismatched "buy tickets" icon. Optimizes the path from discovery to purchase, less friction between seeing an event and booking it.
Gallery ("see through the keyhole") Added a dedicated section giving atmosphere and social proof without relying on stock imagery. Optimizes for desire and FOMO, the actual emotional lever this brand runs on, which the original site had none of.
Sign-up flow Rewrote generic "send me updates" copy into a clearer value exchange. Optimizes email capture by giving people an actual reason to hand over their address.
Footer and copy consistency Replaced placeholder SaaS-template links with the brand's real footer content, and fixed a spelling inconsistency in the brand name. Optimizes trust and polish, small details that signal whether a site was actually finished.