MGMRI PDP

I collaborated with MGM's head of the design to develop a cohesive strategy to unify the PDP's across all of MGM's 13+ properties starting with the Entertainment PDP.

CHALLENGE

Challenge: How can we reimagine the PDP to better communicate MGM's unique set of offerings?

I was tasked with revamping MGM's product detail pages (PDP) from a basic information hub to a compelling sales tool. The previous PDPs lacked key details such as multimedia, location information, and in-depth event or offer information. We set out to create a new PDP that would sell MGM's offerings by weaving strong and dramatic storytelling into the very foundation of the design.

Business objectives

Optimize mobile web and desktop for more efficient booking experience.
Unify MGM digital experience with Indigo design language.
Enhance visual storytelling to increase engagement and conversion rates.
Personalize the experience with data-driven recommendations and up-sell opportunities.

SOLUTION

Solution: A scalable PDP template that includes video, motion and rich media

The final solution transformed MGM's product detail pages (PDP) into a visually stunning and informative experience. A new Hero Media Player was introduced to showcase the drama and imagery of each event or offer at the top of the page. To ensure guests had easy access to location information, an interactive map was included along with step-by-step directions to the event. Additionally, to help guests discover similar offers they may enjoy, relevant recommendations were added at the bottom of each PDP. The end result was a PDP that effectively celebrated MGM's offerings and helped guests find what they were looking for.

Business outcomes

+$7.4M in annualized entertainment revenue (+$2.5M margin)
+$2.4M in annualized attractions revenue (+$864K margin)
+4% conversion rate (mobile web)

DESIGN WALKTHROUGH

A "Hero Media Player" optimized for mobile

I worked with the Engineering team to develop a Hero Media Player that presents a visually appealing introduction to our offerings on the page. This player showcases the key elements of our entertainment and attractions through a combination of video and photographic highlights.

Final design delivery of the hero media player area on mobile web and desktop.

DESIGN WALKTHROUGH

Flexible, dual-purpose media gallery

I crafted an interactive image gallery that invites guests to explore visual stories. By simply clicking on a gallery collage located below the Hero Media Player, guests can view imagery in a media gallery modal that brings MGM entertainment offerings to life. This feature is especially valuable for showcasing MGM offers that lack video accompaniment. Guests can take a closer look by clicking on any image for a focused lightbox viewing experience.

Example of the media gallery modal page that appears when interacting with the photo-collage module.

Enhanced resort wayfinding tool

I designed a new wayfinding tool to enhance the guests' experience at MGM's events. The tool provides clear, step-by-step directions to the venue, complete with parking information and a Google Map view of the event location. This makes it easier for guests to find their way and arrive at the event with confidence.

❌ Old parking directions

The previous wayfinding system was inadequate, with outdated parking directions and a confusing text-based approach to finding event locations within the resort. This made it challenging for guests to navigate the sprawling and complex resort.

✅ New, dynamic wayfinding tool

I designed a new wayfinding tool that simplifies the process of finding your way to the event venue. With step-by-step directions and up-to-date parking information, guests can confidently navigate the resort with ease. The tool also includes a Google Map view, giving guests a visual aid to complement the written instructions. This solution enhances the guest experience and eliminates the frustration of outdated and confusing wayfinding information.

The new wayfinding tool simplifies the process of finding your way to the event venue. With step-by-step directions and up-to-date parking information, guests can confidently navigate the resort with ease.

RESEARCH & SYNTHESIS

Design strategy: Atomizing the trip-building experience

I collaborated with MGM's head of the design to develop a cohesive strategy to unify the PDP's across all of MGM's 13+ properties. Previously MGM guests were incentivized to stay on property and purchase experiences at a single resort. Standardizing the PDP's allowed MGM to start incentivizing more cross-property purchases and guest exploration. Through careful research, analysis, and collaboration with key stakeholders, I developed a new PDP design that combined the best elements of each property's individual PDP design, resulting in a unified, cohesive product experience for all MGM guests.

Previously MGM guests were incentivized to stay on property and purchase experiences at a single resort. Standardizing the PDP's allowed MGM to start incentivizing more cross-property purchases and guest exploration.

These are examples of early design explorations I created used in a concept study conducted in collaboration with our design research team.

The following slides show the outcomes of a stakeholder ideation workshop where our cross-team partners across Entertainment, Marketing, Product, and more identified problems with the legacy PDP and potential solutions both for the business and customers.

DELIVERY

Documentation, delivery, and QA

I developed comprehensive design specifications for this project to assist the Discovery Engineering team in efficiently and accurately implementing the designs. This approach not only streamlined the build process, but also reduced the risk of technical debt and the amount of time required for QA testing.

I developed comprehensive design specifications for this project to assist the Discovery Engineering team in efficiently and accurately implementing the designs.

Zoomed in area of documentation for the new booking module I designed which included a contextual quick-link to an upsell opportunity for "MGM Concert Packages" which included a room, dining options, and concert tickets.

Team acknowledgement

The success of this project would not have been possible without the contributions and support of my amazing team members.

Gwendolyn Saito, Senior Product Lead
John Clark Cochran, Senior Design Lead
Peter Gorgenyi, Senior Engineering Lead
Derek Staley, Senior Program Manager
Joey Fife, Junior Product Lead
Anke Hennen, Director of Marketing
Benjamin Hubble, Executive Director of Marketing Tech. Dev.

Designing a video player and PDP for dramatic storytelling