User preferences center feature
Overview
Enhance guests digital experience
through personalized product recommendations powered by their preference inputs.
Project Objective
Create an experience that enables guests to set their preferences for their stay at MGM Resorts ranging from
dining choices to entertainment and room booking.
Business Goals
Customer Engagement: Encourage users to spend more time on the website by
providing a personalized and enjoyable experience. And increase repeat visits by tailoring offerings based on user preferences, fostering a sense of loyalty.
Revenue Growth: Drive additional revenue through targeted recommendations and
upsell opportunities aligned with user preferences. Optimize room occupancy and restaurant bookings by offering personalized recommendations.
Data Insights: Gather valuable customer data to analyze trends and preferences. Use data-driven insights to refine marketing strategies and
improve overall customer experience.
My role
Project lead
We conducted competitive analysis to understand what other hospitality brands are doing in terms of preferences, and we held a series of user interviews to understand participants attitudes relating to sharing preferences about various aspects of their stay & their willingness to provide that input.
For mobile web, we are leveraging a series of modals for the easiest navigation—giving guests the ability to jump between categories, answer questions in an efficient way. For an MVP release, we anticipate launching with the categories rooms, dining, entertainment, & nightlife.
Figma Prototypes (Access may be limited)
A preferences list item will live on the MGM Rewards app profile menu as well as in the profile dropdown in the global nav on desktop and mobile web. This approach allows us to easily add in this new feature into an existing experience without disruption.
User flows & research helped us identify areas where we might invite guests to share their preferences; on of those being in the MGM Rewards app onboarding experience for first time users.
There are several areas within the discovery experience where we can enhance the users experience. On the homepage, we can share product recommendations based on things users have shared they like.
We can apply that same thinking to our category pages. In this case we are showing recommended restaurants at the top of the page.
On product detail pages, we have designed a module for cross-sell opportunities that can be personalized for each user.
After booking an experience, we have another excellent opportunity to up-sell recommended products based on preferences.
We heard from our user interviews that guests want to share preferences while they’re already in the mindset of planning a trip. They want us to make their trip planning experience easy. We can leverage their preferences data in a meaningful way that improves their digital and in-person experience.
