Booking & platform rebuild

Selling the vision

The DMP framework deck was created for the MGM Executive leadership, and individual Property Presidents to help explain the complexity and benefits of the platform as we began designing for MGM Grand. The presentation included a variety of diagrams detailing how the platform would scale across Content Management, Personalization, and Transactions for all MGM Resort properties.

Visualize the experience

Executive leadership at MGM Resorts paid SapientNitro to create media rich versions of what the platform experience could be for property leadership before design & development.

Both animatics were created in parallel. While elements were taken from both, the first exploration was believed to be too avant-garde; most of the concerns came down to creating and managing assets for this richer experience.

The second animatic uses a variety of tiles to create a complex grid system. The end-product was powered with Adobe Search & Promote, and allows MGM ultimate control over how they promote content. These grids can be changed dynamically by inbound search, external input, time-of-day, and more to provide the best experience and highest conversion for each individual resort.

Partner & off-shore alignment

With a large team of stakeholders at MGM, every page, component, and interaction across the site needed to be meticulously documented for approval. We had daily stand-ups with the internal tracks (Design, Development, Content Strategy, and Business) to ensure alignment as we created the platform. This also helped streamline our sprint delivery to SapientNitro off-shore for development.

Empowering distinct brands

Instead of building a different digital experience for each of the 13 MGM properties, our strategy was to build one flexible platform to easily enable cross-marketing efforts. So while every property would sit on the same foundation, each site would feel like its own unique and branded experience.

Reimagine booking

A significant part of our work on this project was to re-imagine how guests could easily book & manage their Room, Show, and Dining Reservations across all devices. This system had to leverage several different transaction engines, each with their own limitations, as well as integrate into the MGM Resorts loyalty program M life.

Tourists are all mobile first

Each component was designed independently from the page across all viewports, ensuring ultimate flexibility. The biggest challenge was ensuring the new Booking Engine would still have clear calls-to-action across all viewports.

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