Royal Neva - karaoke club and lounge in the center of St. Petersburg

Project Overview

Royal Neva is an upscale entertainment venue in St. Petersburg, offering fine dining, live entertainment, and private event hosting. The brand combines Russian cultural elements with modern luxury, catering to affluent locals and visitors seeking an exclusive nightlife experience. The website needed to reflect the venue’s elegant ambiance, presenting its menu, upcoming events, and space rental options. Target audiences include Russian-speaking patrons and international guests (site in Russian and English). Key values are hospitality, entertainment, and refinement.

Task

Rebuild a bilingual site with pixel-perfect UI, a streamlined booking funnel, and analytics instrumentation.

Royal Neva is a premium karaoke club with art deco interior, VIP-halls and show programs. A space for parties and exquisite gastronomic evenings.

Process / Approach

Audit & Benchmark → Personas & Journeys → IA & Wireframes → High-Fidelity UI → Pixel-Perfect Frontend → Interaction Design & JS → Performance Tuning → GTM & Automation → QA & Launch

We conducted a comprehensive UX and technical audit using heatmaps, session replays and analytics to identify friction points. From those insights we defined audience personas and mapped user journeys, which guided the information architecture and wireframes aimed at streamlining the reservation funnel. The visual design was refreshed with an Art Deco-inspired palette and refined typography to reinforce the brand’s premium character, and microcopy was optimized for clarity. We built the site in Webflow with mobile-first, pixel-perfect layouts, repairing any layout issues (for example, fixing a z-index bug on the datepicker). Subtle GSAP-driven micro-interactions were added to enhance the user experience. Performance optimizations included converting images to WebP/WebM, lazy-loading assets, and inlining critical CSS. Lastly, Google Tag Manager was configured to capture reservation events and we implemented lightweight automations to assist with booking management.

Scope of Work

Completed a comprehensive UX and technical audit, identifying friction points and redesigning the booking journey. Designed mobile-first responsive layouts in Figma and rebuilt the site in Webflow with pixel-perfect execution. Implemented a restructured booking widget and CMS-driven content for events and menus in two languages (EN/RU). Enhanced the digital experience with refined GSAP interactions and bilingual content delivery. Configured Google Tag Manager with event tracking for form steps, CTAs, and reservation flows. Optimized for SEO, improved metadata and alt structures, and ensured fast performance across devices for a premium user experience.

[ highlights ]

Full UX audit & heatmap analysis
Premium UI redesign with pixel-perfect build
GSAP animations & interactive booking widget
SEO optimization & performance improvements
Event tracking & analytics integration

[ technologies ]

Webflow

JavaScript

GSAP

[ role ]

UX/UI

Motion

Development

Graphic design

Open the livesite

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Results & Impact

The redesign transformed Royal Neva into a cohesive, conversion-focused digital product that matches its premium positioning. Key outcomes: bookings via the website increased by +33%, site traffic rose by +35%, and ROI improved by +25%. UX and automation improvements sped up manager handling of requests by +30%, reducing manual overhead and closing the loop faster. Beyond raw metrics, the product now has a consistent visual system, reliable interaction patterns and a frictionless booking funnel — positioning Royal Neva as a modern, trustworthy, and conversion-ready Art-Deco nightlife brand in St. Petersburg.

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