Website Redesign Concept
Average Joe’s Website Redesign: From Online Brochure to Night-Out Decision Engine
How a local entertainment venue’s authentic identity was reorganized into a clearer, event-first digital experience.
Average Joe’s already had the ingredients of a strong local brand: nearly 20 years in Laredo, karaoke, live music, pool, sports, and a welcoming neighborhood atmosphere. The redesign focused on making those strengths easier to discover — and easier to act on.
● Concept redesign — no measured performance results claimed
Industry
Local entertainment & hospitality
Scope
Research, UX strategy, IA, visual system, key pages
Primary goal
Make it easier to choose a night and visit
Status
Concept demonstration
The opportunity
A strong business whose online presence didn’t fully express its local appeal.
The original website explained the venue, displayed events, and shared real photos — but its structure required visitors to piece together the experience across several pages. The most important customer question: What is happening tonight? — did not drive the main journey.
BEFORE · Original About page — venue-led, not visitor-led
BEFORE · Original events listing — calendar-first, hard to scan
The goals
Five things the redesign set out to do.
01
Put tonight’s activity and the weekly lineup first
02
Clarify the different ways visitors can enjoy the venue
03
Use the business’s local history to build trust
04
Create a faster mobile path to directions and arrival
05
Build reusable content patterns for events and promotions
Before & after
Reorganizing the same strengths.
Before
Proposed
General venue information led the journey
Tonight’s event and weekly lineup lead
Calendar/listing-centered event discovery
Tonight, upcoming, recurring rhythm, and filters
Business-page navigation
Visitor-centered choices and actions
History lived mainly on the About page
The 20-year story becomes a visible trust
Gallery was a separate destination
Real atmosphere supports the full journey
Contact/footer path
Event choice → directions → visit
AFTER · Tonight at AJ’s leads; Pick Your Night organizes the options
AFTER · A scannable weekly rhythm visitors can plan around
The redesign strategy
Built around The Neighborhood Stage.
A digital expression of a familiar local venue where the crowd is part of the show. The homepage begins with the night ahead, then helps visitors choose an experience, scan the weekly rhythm, understand the venue’s history, and get directions.
01
Lead with the decision
The hero, “Tonight at AJ’s,” and the weekly lineup answer the visitor’s immediate question before general company content.
02
Organize around experiences
“Pick Your Night” turns karaoke, live music, games, and pool into recognizable choices for visitors.
03
Make local history useful
The 20-year story becomes proof that Average Joe’s is part of Laredo’s nightlife.
04
Create a reusable event system
Event cards, filters, and a recurring weekly rhythm support ongoing programming without redesigning the page.
05
Shorten the path to arrival
Directions, hours, age requirements, and event CTAs reduce friction between discovery and an in-person visit.
Events as a business system
From event listing to a repeatable programming system.
The proposed Events experience separates tonight, upcoming events, and recurring programming. This makes the page more useful to visitors while giving the business a repeatable structure for publishing karaoke nights, live music, watch parties, and special events.
Tonight
Upcoming & recurring
Event filters
Weekly rhythm
Get directions
Atmosphere as proof
Show the experience, feel the venue.
Real photography becomes part of the appeal. Guests, performers, karaoke, pool, and nightlife are used throughout the proposed experience to show what a visit feels like — future guests and return customers love to see smiling faces all over, rather than relying on promotional claims.
The business case
More value without adding more content.
This concept demonstrates how a website can create more value by reorganizing existing strengths around the decisions a customer needs to make: choose a night, find an event, understand the experience, and get there.
01
Clearer conversion path
A direct route from discovery to choosing a night and getting directions.
02
Stronger local differentiation
The 20-year Laredo story positions AJ’s as an institution, not just a venue.
03
Easier content maintenance
Reusable event patterns let staff publish new nights without rebuilding pages.
04
Better support for local discovery
Event-first structure and clear location details aid local search and arrival.
Outcomes shown describe intended value, not measured results.
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