Room Booking

Web Design, Motion

MGM's booking flows were deployed on top of a proprietery, monolithic web platform that was missing critical documentation, developer tools, and end-to-end automation. Guests were dealing with user experience that made it difficult to compare rooms and pricing across all of the MGM properties.

Challenge

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
Transformed a monolithic architecture into a decoupled and open-source single-page application architecture

Solution

Live Booking Flow

Client

MGM Resorts

Agency

Superformula

Year

2020 - 2021

Role

Principal Designer

I

Customer Friction

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

Reduced Room Card info to core details

Removed promotional information

Used strikethrough pricing to indicate value quickly

Clear Hierarchy

Gave details a clearer flow of importance to allow guests to find the information they need at a glance.

II

Customer Friction

Pricing Transparency

Users experience sticker shock when they’re hit with unexpected resort fees & taxes, especially when comparing prices with other sites like Expedia

Sticker Shock

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.

Desktop Animatic

III

Customer Friction

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

Only information provided for each resort is a short description
Users have to go back and forth to compare dates

Old Resort Selection Page

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.

IV

Final Thoughts

Results

+28%

Conversion Rate

+$10.4M

Added Revenue in 1st year

Scott Baggett
Nick Boes
Eva Kang
Caroline Maxwell
Geoff Roseborough
Iesha Smith
Jimmy Walker

Superformula Creative Team

Marc Bartell
Willy Bravenec
Tim Moore
Glenn Newcomer
Clay Stein

MGM CREATIVE TEAM

Superformula Team

Development