Project Goals

Increase Traffic to Booking.
Explore the breadth of MGM offerings.
Engage users  to view MGM’s resort portfolio.
Spark interest in learning more and enrolling into the MGM Rewards program.
Create more engagement throughout the page, below the fold.

Research Questions

1. How might we design a Homepage that will likely increase conversion for booking?
2. How might we determine which concepts will encourage discovery among our guests?
3. How might we encourage guests to explore the property portfolio of MGM?
4. How might we spark interests in others to learn more about the Loyalty Program?

Research Tests
Desktop & Mobile web concept tests
Next click test
Quantitative study (100 people)
Qualitative test (15 people)

Accomplishments

This page was a finalist for the Webby Award for Best Responsive/Adaptive Design for Mobile. Now our goal is to win an award with our latest Vega design (coming soon)!

Desktop & mobile web wireframes
Desktop & mobile web final designs
Improved booking widget
Strengthened stakeholder partnerships
Gen3 design language applied
Improved user experience

Team
John Clark Cochran, Senior Product Designer, Project lead
Camilla Aubrey, Product Designer
Gwendylyn Saito, Project Manager
Fanya Young, Senior UX Researcher


My Role

Wireframes
Mid-fidelity refinement
Research collaboration and test support
Design input & support
Presentation and communications company wide
QA process development support


Results after launch | December 2023

1. The homepage redesign had a +20 million annualized incremental revenue & +25% traffic to booking flow

2. 9% overall increased conversion

3. 10.8% “Add to Cart”

4. -7.5% Bounce