The Bowlery
A concept for a new kind of bowling experience
Project Overview
The Brief
Bowling is often seen as outdated, both in its design and digital interfaces. For my BA project at DMJX, I set out to reimagine the bowling experience for a modern audience, one that values design, convenience, and atmosphere.
My Approach
I began by identifying key user pain points — clunky UIs, awkward experiences, and an overall lack of cohesion in traditional bowling alleys. Inspired by the rising popularity of hybrid activity bars, I designed a service concept that combines bowling with a stylish bar and seamless digital touchpoints.
The Challenge
The challenge was to redesign the bowling experience — from outdated graphics and clunky systems to an integrated, modern and engaging journey. How could a night of bowling become seamless, fun, and design-driven?
The Solution
I created a full-service design concept for a hybrid bowling bar. The digital touchpoints include an in-lane touchscreen system for ordering drinks and customizing gameplay, plus a mobile-first booking experience for users to plan their visit ahead of time.
The Experience
The interface is clean, modern, and playful — inviting both regular bowlers and newcomers. The branding and motion design help shift the perception of bowling to something more current, vibrant, and worth revisiting.
Technical Implementation
Touchscreen Interface
At each lane, players can order drinks, change game settings, and interact with the experience through a custom touchscreen UI — making everything feel personal and effortless.
Mobile Booking
The mobile-first booking system allows users to reserve lanes, invite friends, and order drinks in advance — streamlining the journey from planning to playing.
Visual Language
The identity combines bold type, modern colors, and smooth transitions to create a friendly yet premium feel. It positions The Bowlery as more than a bowling alley, it's a night out destination.
Final UI Prototype
Explore the interactive prototype designed in Figma, showing the touchscreen interface and mobile booking flow.
Project Outcomes
- Successfully completed my BA in Visual Communication at DMJX
- Delivered a fully branded concept blending digital interfaces and physical experience
- Showcased how modern design can reshape perceptions of outdated industries
- Highlighted the potential of design to revitalize overlooked cultural spaces
Team & Credits
Concept & Design
Nicklas Stampe Raabjerg
Institution
DMJX - Danish School of Media and JournalismExplore More Projects
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