Product Design. Animation.
MGM Resorts: Room Booking
Reimagining the room booking experience for the modern age.
MGM's booking flows were deployed on top of a proprietary, monolithic web platform that was missing critical documentation, developer tools, and end-to-end automation. Guests were dealing with a user experience that made it difficult to compare rooms and pricing across all of the MGM properties.
We researched, designed, and tested an all-new, simplified user experience for guests while keeping open the ability to explore without having to step out of their flow and start over. Users can more easily compare rooms and resorts, shop from a calendar with pricing built in, and find the guaranteed lowest rate available. Additionally, we transformed a monolithic architecture into a decoupled and open-source single-page application architecture.
CLIENT
MGM Resorts International
Year
2020 - 2021
AGency
Superformula
Role
Design Lead, Animation
1: The User Experience
Improving Cognitive Overload
Information overload makes it difficult for users to quickly scan and find their path forward
Digestible Steps
We broke down the flow into simple digestible steps with clear actions forward
Premium Details
We reduced Room Card info to core details, removed promotional information, and used strikethrough pricing to indicate value quickly.
Clear Hierarchy
We gave the details a clearer flow of importance to allow guests to find the information they need at a glance.
2: Creating Clarity
Pricing Transparency
Users experience sticker shock when they’re hit with unexpected resort fees & taxes, especially when comparing prices with other sites like Expedia.
Crystal Clear Pricing
Pricing is displayed as clearly and as early as possible in the flow.
Explicit Fee Callouts
Displayed in the calendar and on resort cards
Realtime Pricing
The calendar persists throughout the flow to make pricing both transparent and comparative without losing your position in the flow.
3: Bringing it aLl together
Improving Comparability
Users are looking for the best bang for their buck by comparing experience and prices when shopping for a room with MGM Resorts.
Access to All Resorts
Created greater brand equity and more purchase opportunities for customers by displaying all resorts with respective pricing and offers for quick comparison.
Comparable Calendar
Instantly updated pricing on the persistent calendar when changing rates or resorts and other stay values to assist users with comparison shopping.
Resort Details
Gave users easy access to deeper resort & room details through full-screen overlays while decluttering the core steps to book.
Results
A more transparent and simplified user experience combined with a modern technology stack has returned big results. We saw a significant boost in conversion rates and can iterate and release updates at a significantly higher pace to get even better results long term.
28%
Higher conversion
+$10.4M
Added Revenue in 1st year
10x
Increase in speed of deliveries
50
Releases in first year
Superformula Creative Team
Scott Baggett, Nick Boes, Eva Kang, Caroline Maxwell, Geoff Roseborough, Iesha Smith, Jimmy Walker
Development
Superformula
MGM Creative Team
Marc Bartell, Willy Bravenec, Tim Moore, Glenn Newcomer, Clay Stein