MGM RESORTS
Show Booking Flow
The below project focused on improving the booking flow for shows, particularly on mobile devices. Initially, there were significant drop-offs in various stages, such as 38% on Seat selection, 53% on seat reservation, and 48% in checkout. Through iterative design changes, including a condensed calendar view and streamlining the booking process, we achieved a 44% increase in conversion rates. Most of the design enhancements were targeted at mobile platforms, where we reduced clicks and made it easier for users to navigate. These optimizations led to a more seamless user experience and improved conversion rates.
Timeline
From explorations to final designs in 5 weeks while working with multiple projects at the same time
Objectives
Reduce Drop-Off Rates: Minimize abandonment at key stages of the booking process.
Enhance Mobile Usability: Optimize the user experience for mobile platforms.
Improve Conversion Rates: Increase the percentage of users who complete the booking process.
Fall outs by Device
This category details the step-by-step approach taken during the project, including research, planning, design, development, testing, and optimization phases.
Research & Planning
Conducted market research to identify existing scheduling challenges and user preferences. Defined target audience segments and outlined key features based on user needs and market trends.
Design & Prototyping
Collaborated with designers to create intuitive user interfaces and interactive prototypes. Iteratively refined designs based on user feedback to enhance usability and visual appeal.
Development & Implementation
Leveraged agile development methodologies to build the scheduling app from the ground up. Prioritized feature development based on user feedback and technical feasibility. Implemented AI algorithms to analyze user behavior and optimize scheduling recommendations.
Testing & Optimization
Conducted rigorous testing across various devices and platforms to ensure compatibility and performance. Gathered user feedback through beta testing and iteratively optimized the app based on usability metrics and user satisfaction.
Based on our research, we developed a design strategy focused on simplifying the user journey and making the booking process more intuitive and mobile-friendly.
Condensed Calendar View
We redesigned the calendar to present a simplified view with clear, easy-to-select dates. This reduced cognitive load and made the process faster and more intuitive.
Streamlined Seat Selection
We introduced a visual layout that allowed users to easily identify and select available seats. By reducing the number of steps and providing clear visual cues, we made the process more user-friendly.
Optimized Seat Reservation
We simplified the reservation flow, reducing the number of clicks needed to reserve seats. This was achieved by grouping related actions and providing clear instructions at each step.
Simplified Checkout Flow
We streamlined the checkout process by removing unnecessary steps and distractions. The new design focused on guiding users through payment with minimal interruptions, ensuring a smoother experience.
All three legs of test have a positive lift in conversion rate with full confidence (>95%). Lift is persisting across all devices, all shows and first time vs repeat visitors.
Overall lift in conv rate for SBv2 experiences is +44.9% and lift in $ Rev Per Visit is +37.7%
