UX/UI Design & Webflow Development
End-to-end design and Webflow build for a premium KL lifestyle venue, translating an established brand into an immersive, conversion-focused digital experience with CMS-managed events and WhatsApp-led enquiry flows.
- When
- Nov 2025
- Type
- Tools
- Link
- www.lanetwentythree.com ↗
Scope: UX Strategy · Information Architecture · UI Design · Webflow Development · CMS · SEO · Post-Launch Support
Project Overview
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.
The Brief
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.
My Approach
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.
Design Decisions
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.
Development
Built and launched in Webflow. Responsive across desktop and mobile. CMS configured for events, tags, categories, and ticket redirect links. Basic SEO setup for discoverability. Performance optimised with rich media in place — the site is image-heavy by design, so load time required deliberate attention.
Post-launch, I remained available for support, copy tweaks, and CMS training. The handover was structured so the client team could manage the site independently from day one.
Outcome
Lane Twenty Three has a website that holds its own next to the venue. It’s not a placeholder or a glorified PDF — it’s a live, maintained digital presence that showcases the full venue experience and converts that interest into direct leads.
Before the website, Lane23’s event promotion lived across multiple links — different platforms, different entries, no single home. The site consolidated all of that: one URL they can put on socials, send to guests, and update themselves via CMS. Every event, every booking flow, every VIP enquiry — one place.
The site is currently live at
Lane 23 | Kuala Lumpur’s Premier Lounge & Nightlife Destination ↗
Reflection
Working with an established brand is a different design challenge than building from scratch. The creative freedom is narrower — and that’s the point. Every decision has to be justified in terms of whether it serves the brand’s existing equity, not just whether it looks good in isolation.
What I found is that constraint clarifies. When you can’t reach for a new colour palette or invent a typographic voice, you have to get very precise about layout, hierarchy, and interaction logic. That precision is what made this project interesting — and what I think makes the final site work.