MGM Room Booking, web design
MGM’s legacy booking engine was not built to adapt to the increasing number of mobile users, had an incomplete design system that was missing documentation, and lacking in developer tools. The website also had a poor user experience that led to a high drop-off rate.
CHALLENGE
Re-design the web booking flow to create an enjoyable experience for MGM’s guests. Reduce the design team’s friction with clear documentation and animatic/pattern libraries so that the team can ship faster. Increase speed of the technology by modernizing the architecture.
SOLUTION
RESULTS
Conversion rate increased by 28% and added $10.4M in revenue in its 1st year.
Customer friction
The previous experience contained too much information for users, leading to cognitive overload. This made it difficult for users to quickly scan the information and move forward.
Solution 1
Simplified the flow into digestible steps.
Solution 2
Reduced Room Card information to the core details.
Solution 3
Maintained a clear hierarchy so guests can find pertinent information at a glance.
Customer friction
The lack of price transparency was creating a frustrating experience for our users. They experienced sticker shock during checkout when they are hit with the resort fee and tax.
Solution 1
Broke down pricing so that users are crystal clear on price details.
Solution 2
Explicitly called out fees in the Calendar and in the Resort Cards.
Solution 3
Included real-time pricing into our calendar to ensure that it is both transparent and comparative
Usability testing
Phases
We conducted extensive usability testing for our designs and interactions to vet our decisions and iterate before launch. It was comprised of the following testing phases:
Findings
We were able to organize feedback by section of the Room Booking flow, providing the team with the pros and cons of the experience:
Survey
The post-test survey gave the users an opportunity to include any remaining thoughts and gave our team invaluable insights on glaring fixes that are needed and what people care about.
Next steps
The insights from usability testing gave our team clear list of elements to explore and improve. The prominence of certain frustrations helped us prioritize changes as well.
Desktop experience
Scott Baggett
Nick Boes
Eva Kang
Caroline Maxwell
Geoff Roseborough
Iesha Smith
Jimmy Walker
Superformula Creative Team
Marc Bartell
Willy Bravenec
Tim Moore
Glenn Newcomer
Clay Stein
MGM Creative Team
