MGM Resorts International - Casino Gaming Offers
Noelle Cheatam
Spearheaded the integration of casino gaming offers into the MGM rewards mobile app. This project involved designing a user-centric solution that simplified access to player-specific gaming offers and created a cohesive journey throughout the mobile experience.
View Full Case Study and Solution here: https://www.noellecheatam.com/mgmcasinooffers-list
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.
Competitive Analysis
I initiated my process by analyzing our competitors, 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:
Detailed offer redemption
Offer filters
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.
Sketches from the team and Miro board after Crazy 8's exercise.
Key ideas and features from session
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.
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.
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.
Study participants aged 25-65 years old. Participants were frequent casino players.
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.
Key insights from study:
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).
Initial Design explorations
During the design exploration phase of the UX project, I focused on highly feasible and impactful solutions 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 insights from usability testing of initial design
The usability test confirmed that the new interface provides an intuitive way for users to view, access, and interact with casino gaming offers, significantly enhancing ease of use.
Participants reported a smooth navigation experience and a clear 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.
Core Experience and Final Design
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Posted Jun 6, 2024
Led design, vision & product direction for integrating casino gaming offers/rewards into MGM mobile app. Human-centered design for captivating interfaces.
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