Entertainment Booking

Web Design, Motion

Full Mobile Prototype

MGM Resort’s direct booking experience for its wide range of entertainment offerings was losing a lot of traffic to external booking sites where a portion of revenue had to be shared.

We needed to modernize the booking experience and focus specifically on a mobile-first approach. Shifting booking traffic to MGM’s direct booking experience would be an instant win and increase in revenue - without any change in attendance.

Challenge

We modernized the booking experience by creating clear, uncluttered steps to select seats, paying close attention to a simple but elegant mobile experience that puts the guest in control.

Solution

Client

MGM Resorts

Agency

Superformula

Year

2020-2021

Role

Principal Designer

I

Customer Friction

Creating an Elegant Mobile Experience

The previous mobile experience was inefficient and cumbersome for guests to use, resulting in almost no mobile conversion. We knew going into this project that focusing our efforts on an impactful mobile experience would be worth the effort in creating a direct booking experience that delighted guests.

We focused our UX and design execution on a mobile-first approach simplifying the experience to very distinct steps and sub-steps to help walk the user through the flow.

Old Mobile Experience

The old mobile experience makes navigation and seat selection unnecessarily difficult by forcing the desktop experience into a tiny screen and expecting the guest to work harder.

Maximizing Mobile

Mobile-first UX and design focus simplifies the experience to specific, intentional steps to help walk the user through the flow.

Full Mobile Animatic

Mobile Section Selection

The mobile experience starts with section selection, and provides focus states on the map as the user explores, providing context for where seats are located within the venue and helping break steps down to digestible chunks when real estate is limited

Selecting Seats Using The List

Easy-to-Use Map

Map navigation is simplified by allowing guests to view a filtered section/seat list that references the map, or focuses the map in as much real estate as possible for users to pinch/zoom/pan freely.

Selecting Seats Using The Map

II

Customer Friction

Full Desktop Experience

The old desktop seat selection flow lacked a modern experience and didn’t maximize the use of real estate to truly immerse the guest in the process in planning their trip.

Old Desktop Map

The old seating map is small and constrained, making seat selection extremely difficult.

Immersive Seat Selection

Expanding the seating map to full-screen and maximizing the space makes the map easier to read and navigate.

Full List of Available Seats

Displaying all available seat groups based on price range, section selection, and ticket quantity in one place simplifies and streamlines the process.

Seat Selection Using List

Enhanced Map Navigation

Providing a venue navigator and seat-view images gives the guest more context as they select seats directly on the map

Seat Selection Using Map

III

Customer Friction

Engaging Event Schedules

The old event schedule pages offered minimal information - so if a guest skipped the event detail page or is dropped directly into the booking flow from a deep link, they missed vital information that would help them know if the show was right for them.

Old Event Schedule Page

Old experience lacks valuable details that let the user make an informed decision on the show or event they are viewing.

Event Detail Overlay

Adding an event detail overlay offers deeper descriptions, photo galleries, videos, and accolades to help the guest make an informed decision.

More Visual Experience

Adding a larger visual “poster” lets the user know where they are and improves the ability to feature a video trailer of the show.

Nick Boes
Eva Kang
Geoff Roseborough

Superformula Creative Team

Willy Bravenec
Marc Bartell

MGM CREATIVE TEAM