PLATFORM
Mobile
TIMELINE
February 2024 - June 2024
ROLE
Principal Product Designer & Researcher
CLIENT
MGM Resorts
.png)
Enhancing discoverability of MGM casino offerings for an optimal user experience.
The Problem
MGM customers often encounter challenges in efficiently accessing casino related information and navigating the diverse offerings within MGM casinos.
The current mobile interface lacks cohesive integration, leading to user frustration, missed opportunities, and a less-than-optimal gaming experience.
-
Favorable gaming times
-
Advertisements for classes and lessons for table games
-
Showcasing big progressive jackpot slots vs. other forms of slot machines (specific themes and names)
-
Upcoming Tournaments for table games and slots
-
Showcasing High limit rooms near player
-
Specific game types available to customer (Filter option)
-
Casino - promotions/drawings
Feature Prioritization with Stakeholders
To begin, I met with stakeholders to analyze the features that were prioritized based on business needs and goals. This is the list of features the team originally came up with:
Specific game types available to customer (Filter option)
Casino promotions/drawings
Showcasing High limit rooms near player
Upcoming Tournaments for table games and slots
Favorable gaming times
Showcasing big progressive jackpot slots (specific themes and names)
Advertisements for classes and lessons for table games
Exploratory Research
I began with an exploratory study to gain in-depth insights into user preferences and expectations for features and information within the casino discover tab of the MGM Resorts app.
This study allowed us to understand which features users prioritize and the specific content they expect under the discover casinos tab. The features previously prioritized by stakeholders were ranked by users.
Additionally, a survey was conducted to gather further information on how to make the discover casinos tab more user-centric.
Gaming rewards and incentives
-
In general, our users would expect to section featuring promotions, and special offers relevant to casinos.
Competitive Analysis
Next I analyzed our competitors a bit deeper to gather additional features and validate the user's preferred features with what was currently on the market. I evaluated STN Casinos and Winstar World Casino since they had implemented a lot of the features that our users wanted.
-
Game finder (Golden feature)
-
Information on table games and slot games
-
Promotions and offers
-
Jackpot winners and payout info
Solution
Provide MGM customers with access to casino game slot finders, table game information, tutorials on gameplay, promotional offers, and jackpot information within the casino environment.
Mid - Fi Prototype
Usability Testing Summary - Mid-Fi
-
Slot Game Search: The ability to search for slot games and view their map location is highly appreciated and unexpected, improving navigation.
-
Promotion Visibility: Quick access to casino promotions on the Home Screen incentivizes play and makes users feel valued.
-
Table Game Info: Easy access to table game information and rules boosts confidence and encourages exploration of new games.
-
Hot Jackpots: Viewing recent big jackpot payouts helps users choose games with better odds, enhancing their gaming strategy.
High-Fi Prototype
Usability Testing Summary - High Fi
-
Participants had an average completion time of 1 minute 7 seconds to search for a slot machine in the Slot Explorer, with a high clarity score for the search icon.
-
Understanding of terms like "Penny Slots" and "High Limit" on the Slot PDP was clear, with participants finding this information useful for their gaming preferences.
-
The exploration of Poker and Table games was intuitive for most participants, who found the categorization of games logical and the provided information highly useful.
-
All participants successfully navigated the Slot Explorer and Slot PDP sections, finding search functionalities intuitive and clear
KPIs and Success Metrics
Increase in Guest Spend on Casino Amenities:
-
Measure: Track the percentage increase in the average spend per guest on casino amenities (restaurants, entertainment, etc.) after the app integration.
-
Target: Achieve a 15% increase in average guest spend within 6 months of app launch.
NPS Score Increase for Casino Experience:
-
Measure: Monitor the Net Promoter Score (NPS) specific to the casino experience before and after app integration.
-
Target: Increase the NPS score by 20 points within 6 months of app launch.
Decrease in Guest Assistance from MGM Rewards Desk:
-
Measure: Count the number of assistance requests related to casino amenities at the MGM rewards desk before and after app integration.
-
Target: Reduce assistance requests by 30% within 6 months of app launch.
Increase in Guest Experience Using Way-Finder Feature:
-
Measure: Track usage metrics of the way-finder feature (e.g., number of times used, user satisfaction ratings) and guest feedback.
-
Target: Achieve a 40% adoption rate of the way-finder feature among app users and a satisfaction rating of 4.5 out of 5 within 6 months of app launch.
What I Learned
Maintain Clear Communication: Regularly communicate with stakeholders and team members to align everyone, gather feedback, and ensure design choices are understood and supported.
Embrace Iterative Design: Use an iterative process for continuous testing, feedback, and refinement to identify and address issues early, enhancing the user experience.
Stay Organized and Document Your Work: Keep detailed records of design decisions, research findings, and user feedback to maintain clear rationale, facilitate collaboration, and provide future reference.
Be Adaptable and Resourceful: As the sole designer, be flexible, leverage available tools, and continuously seek learning opportunities to handle various aspects of the design process effectively.