PLATFORM
Mobile
TIMELINE
August 2023 - February 2024
ROLE
Principal Product Designer
CLIENT
MGM Resorts
Revolutionizing the integration of casino gaming offers into the MGM Rewards app.
The Problem
Currently, MGM rewards members face a significant barrier in accessing player-specific casino gaming offers. These offers are confined solely to our web platform and only available as perpetual offers, restricting awareness and convenience for users who engage through multiple channels, including mobile devices and other digital interfaces.
This limitation not only impacts the user experience by preventing seamless access across different platforms but also leads to underutilization of available incentives, diminishing the overall effectiveness of our rewards program as it relates to casino gaming.
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Competitive analysis
I initiated my process by analyzing Boyd and Resorts World casinos, I established a benchmark for the essential UX features required to remain competitive in the market. This analysis included reviewing design patterns to ensure our product aligned with industry standards and user expectations.
This process helped identify the minimum standards our product needs to meet to effectively compete. Some of the noticeable feature trends included:
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Detailed offer redemption
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Offer filters
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Easy access to offers
Feature prioritization with stakeholders
I then took the market trends that were analyzed to stakeholders to pinpoint essential features that align with MGM's business needs and objectives. This collaborative effort was crucial to ensure that the resulting design not only satisfies user needs but also supports MGM's strategic goals.
I conducted a crazy 8s workshop with some stakeholders across the platform, loyalty and other teams to generate potential feature that could be incorporated into the final solution.
Key ideas and features from session
1
Personalization and Relevance: Several ideas focus on tailoring the user experience to individual preferences and behaviors. This includes using a roulette mechanism to gamify and personalize offers, displaying offers based on the user's last search or showing offers similar to those previously engaged with.
2
Ease of Access and Visibility: Suggestions include implementing a carousel on both the home screen and rewards tab to make offers visible immediately upon app launch.
3
Engagement and Motivation: Creating a sense of urgency by displaying offer expiration dates encourages users to act quickly.
Exploratory research study
After collecting stakeholder requirements and considering the business's proposed solutions, I initiated an exploratory research study to determine if these suggestions also resonated with the users' needs and preferences.
Introduction and Methodology
The study aimed to explore how casino players access and understand gaming offers using moderated interviews, conducted remotely via the Userzoom platform.
The interviews covered various aspects of accessing, comprehending, and interacting with gaming offers at the casino.
Participants and Process
Nine participants aged 25 to 65 with gambling experience were recruited from diverse backgrounds to provide a range of perspectives.
The user interview process involved detailed questions about gaming habits, motivations, the impact of offers, and expectations from mobile apps for casino offers.
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Initial Design explorations
During the design exploration phase of the UX project, I focused on highly feasible and impactful solutions as there were time constraints, to create an intuitive way for users to view, access, and interact with casino gaming offers. This approach involved refining features that enhance user engagement and streamline the experience of managing gaming incentives.
Key discoveries from usability testing of initial design
The usability test confirmed that the interface provided an intuitive way for users to view, access, and interact with casino gaming offers, significantly enhancing ease of use. Participants reported a smoother navigation experience and a clearer understanding of offer details, leading to a more satisfying interaction with the platform.
The testing indicated that users would benefit from a feature that tracks offers they have already viewed and provides a quick way to revisit those offers.
High-Fidelity Prototype
CORE EXPERIENCE AND FINAL SOLUTION
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Research Conclusion
There is a valuable opportunity to enhance the appeal of gaming offers for casino players by both highlighting and simplifying how these offers and rewards are viewed and managed.
The study found that players prioritize transparency in offer details, the redemption process, expiration dates, eligibility criteria, and a simplified presentation of the fine print. These insights guided the selection of essential features for the MVP (Minimum Viable Product).
#1
Participants varied in their frequency of casino visits and game preferences but commonly appreciated gaming offers such as free play and complimentary tickets.
#2
Insights also revealed participant expectations for how gaming offers could be displayed in an app, emphasizing the need for easy access to offers, clear redemption instructions, and personalized promotions.
#3
The study highlighted the importance of promotions and offers in motivating casino visits and how these factors impact players' decisions.