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WYNN LAS VEGAS & ENCORE RESORT

OVERVIEW

In an industry which thrives on consumer experience, the Wynn Las Vegas & Encore Resort app does not meet today’s standards in offering the user a delightful digital experience. When tasked with improving an interactive product, I chose to explore the ways in which the mobile extension of this iconic Las Vegas brand could be re-imagined to provide value for both the business and resort guest.

PROJECT DETAILS

Role
Ideation, Research, Visual Interface, Prototyping

Tools Used
Sketch, Marvel POP, Principle, FlowMapp, InVision, Optimal Workshop, Adobe CC

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"Excellent new design (vs the existing site). I really liked the presentation website, outlining the design process. Great job with the UI kit, inclusion of personas, a prototype and other user research that is so important in a true redesign project. Great job!"
- Michael Palmer, Executive Creative Director at Quarry

"The Wynn Las Vegas resort app really elevated the user experience to a new level. Insights from the user research and competitive analysis were applied with an eye to both user experience and developing a competitive advantage for the business. Restraint in carrying existing visual elements from the corporate website over help provide a seamless customer experience. With iconography that is clear and aids navigation, and placing dining reservations, concierge assistance and the valet at users’ fingertips, one would expect this app to both enhance the customer experience and improve the company’s bottom line."
- Caroline Bruckner, Director, Design Strategy at Ove Brand | Design

THE PROBLEM

The Wynn is the preeminent luxury destination in Las Vegas, and the winner of the most Forbes Five star awards in the world. The current mobile experience is frustrating, confusing, and overlooks the wants and needs of the guest.

THE SOLUTION

This re-design initiative focuses on crafting a product to drive brand loyalty and awareness, customer engagement, opportunities to increase revenue, encourage user retention to promote future and return visits, as well as position the product to have a competitive advantage in the resort app marketspace.

DESIGN CHALLENGE

How might the Wynn Las Vegas app be re-designed to generate new business, increase brand sentiment, enhance the user experience, and become more intuitive for the user?

PRODUCT RESEARCH

PRODUCT RESEARCH

WHAT DOES THE CURRENT EXPERIENCE LOOK AND FEEL LIKE?

WHAT DOES THE CURRENT PRODUCT EXPERIENCE LOOK AND FEEL LIKE?

WHAT DOES THE CURRENT EXPERIENCE LOOK AND FEEL LIKE?

I began this project by looking at the current Wynn app to understand what content is featured and what the current user experience is like. I wanted to understand how this product might be used before, during, and after someone visits the resort, and what purpose it serves. As I interacted with the app I began to encounter different pain points which became the starting point in identifying how the product could be improved, these insights included:

I began this project by looking at the current Wynn app to understand what content is featured and what the current user experience is like. I wanted to understand how this product might be used before, during, and after someone visits the resort, and what purpose it serves. As I interacted with the app I began to encounter different pain points which became the starting point in identifying how the product could be improved, these insights included:

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PRIMARY RESEARCH

UNDERSTANDING WHICH PRODUCTS LAS VEGAS TRAVELERS CURRENTLY USE AND WHAT PURPOSE THEY SERVE

UNDERSTANDING WHICH PRODUCTS LAS VEGAS TRAVELERS CURRENTLY USE AND WHAT PURPOSE THEY SERVE

To understand the landscape a bit deeper, I created an online questionnaire to provide insights into how likely Las Vegas residents and travelers are to use a resort app and what features they feel would be useful. The questionnaire was issued using SurveyTandem.com and the r/LasVegas and r/SampleSize Reddit groups. The questions focus on how likely guests are to use a resort app, whether or not they've used the Wynn app or competitor products, what challenges they've experienced, and what features could enhance their travel experience. The responses varied and showed that people who have tried the Wynn app found it to be a painful experience, and that most resort apps have little purpose for the user once their trip is over.

To understand the current app landscape a bit deeper, I created an online questionnaire to provide insights into how likely Las Vegas residents and travelers are to use a resort app, and what features they feel would be ideal in a resort or travel app. The questionnaire was sent out using SurveyTandem.com and the the r/LasVegas and r/SampleSize Reddit groups. The questions focus on how likely guests are to use a resort app, whether or not they have used the Wynn app or competitor products, what challenges they've experienced, and what features could enhance their travel experience. The responses varied and showed that people who have tried the Wynn app found it to be a painful experience, and that most resort apps have little purpose for the user once their trip is over.

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PRIMARY RESEARCH

LISTENING TO USER FEEDBACK:
CONVERTING PAIN POINTS INTO SOLUTIONS

LISTENING TO USER FEEDBACK:
CONVERTING PAIN POINTS INTO SOLUTIONS

In addition to the questionnaire feedback received, further insights were revealed from the reviews posted in both the US and Canada App Stores, as well as preliminary information available through App Annie. The general nature of the comments point towards a need for

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COMPETITIVE ANALYSIS

WHAT MIGHT WE LEARN FROM THE COMPETITION?

WHAT MIGHT WE LEARN FROM THE COMPETITION?

A competative analysis provided deeper insight into how the Wynn app currently stands in comparison to competitor products offered by resorts in a similar space. This analysis considered the visual treatment, interactions, and overall user experience, to identify the strengths, weaknesses, opportunities, and threats for each product. This not only showed what that competition is doing well and what features could be integrated to enhance the product experience, but also highlighted common trends with regards to features which the user may anticipate as being standard today.

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CONTENT AUDIT

HOW MIGHT THIS PRODUCT ESTABLISH A COMPETITIVE ADVANTAGE IN THE MARKETPLACE?

A high-level content audit was conducted to gather the features offered by the current app and website, and compared against the competition and ideal features indicated in the online questionnaire. This showed where there was room for innovation provided a foundation to start focusing on what features to include, what to omit, and were information may be redundant. This process became a starting point in recognizing missed opportunities to increase revenue, different features to entice guests to download the app, and opportunities to encourage users to continue using the app following their trip as well. Further consideration was given towards the needs of local residents and how this product may find a meaningful place in their lives as well.

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CARD SORTING

UTILIZING GLOBAL INSIGHTS TO DESIGN AN INTUITIVE NAVIGATION PATH

Using OptimalSort, a remote card sorting study was created and distributed using SurveyCircle to attract participants aged 21+ from around the world. This approach was used to gather insights from those who are eligible to participate in everything Las Vegas has to offer, and to understand how different people from across the globe might associate the various features with each category. Since a pre-defined set of categories was apparent, a closed card sorting technique was used to recognize how users feel the content and features should be organized into each category. This helped to design the workflow, menu structure, and overall navigation paths to ensure the final product understands the users' expectations and key information can be located with ease.

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MOSCOW METHOD

PRIORITIZING PRODUCT REQUIREMENTS TO SATISFY CONSUMER NEEDS

To ensure the content and features are relevant to what the users wants and needs, the MoSCow Method was used to help prioritize the information, features, and new technologies this product is being designed to offer. This technique is ideal to help determine the greatest and most immediate business benefits early in the product development phase. A global approach was utilized to ensure the perspective of a global audience (the resort guest) is accurately considered. Using Google Forms, a questionnaire was created for participants to select which category each feature belonged under. Participants were located using SurveyCircle and the r/LasVegas Reddit group as well.

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PRODUCT GOALS

RECOGNIZING THE INTERSECTION BETWEEN BUSINESS AND DESIGN TO ACHIEVE PRODUCT GOALS

To ensure the user experience of the product is aligned with business objectives, product goals were determined to identify usability goals and develop the UX vision and strategy of the product.

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USER PERSONAS

WHO IS THIS PRODUCT BEING DESIGNED FOR?

Using the primary and analytical research, personas were created to represent the users this product is being designed for. This helped to understand and empathize with those who might engage with the product, who might benefit from using it, and to also ensure that multiple user groups were taken into consideration. The personas created represent three core segments which include: The Business Traveler, The Family Traveler, and The Luxury Traveler. 

JOB STORIES

FRAMING HOW CONSUMERS MIGHT ENGAGE WITH THE PRODUCT BY DEFINING MOTIVATION

Using Alan Klement’s model for replacing the user story with the job story, multiple stories were created to frame customer motivations, events, and intended outcomes based on the user personas created. While the personas help to understand who this product is being designed for, the job story helps to focus in on the needs of the consumer and the context of use.

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SITE STRUCTURE & USER FLOW

HOW MIGHT THIS PRODUCT BE STRUCTURED TO SUPPORT THE GUEST IN AS FEW KEYSTROKES AS POSSIBLE?

At this stage in the process I began to organize the pieces of the puzzle to create a site structure that supports the user's goals more efficiently and effectively. I began thinking about how this product could be designed to improve the discoverability of key features, how the customer's interaction with the product could work, and how they might accomplish the various "jobs" without friction.

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LOW-FIDELITY PROTOTYPE

TESTING THE USER FLOW, FUNCTIONALITY, AND ERROR DETECTION

With the site structure in place I began to sketch out different screens and user flows for each job story, which was then converted into an interactive prototype using Marvel's POP app. This phase allowed ample room to annotate and work through the logic of how the content and navigation should flow. Preliminary user testing with the paper prototype also provided quick insights into the user's interactions and reactions to the product, their responses to various features integrated into the design, and whether or not they could complete key tasks quickly and with ease. The outcome of this early testing phase showed where changes needed to be made, such as a more personalized dinner reservation process and re-evaluating which the tools should be placed in the tab bar along the bottom. Comments were also made about the position of the guest check-in option which initially I felt was a great tool implemented by other resorts, but people who tested the app felt it could be placed under a guest account option instead.


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DESIGN SYSTEM

BUILDING A COHESIVE BRAND EXPERIENCE

The goal of the interface design was to ensure the app felt like a companion product to The Wynn's newly re-designed website. To maintain consistency and ensure design components could be handed over seamlessly to a development team, a modular design system based on reusable components was created. Every component can be rearranged and combined with others while maintaining brand and design consistency and recognizable UI patterns for the user.

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CURRENT ITERATION

A NEWLY DESIGNED PRODUCT TO ENHANCE THE WYNN LAS VEGAS & ENCORE BRAND EXPERIENCE

This re-designed product strategically considers how guests navigate through their phones and in what context to best suite the needs of the consumer. This current iteration of the product helps guests to seemlessly check-in / check-out of the resort, allows the guest to feel a personal connection to the Wynn's core services, utilizes technology to enhance the guest's experience, and also acts as a utilitarian product for non-guests as well, allowing local residents to easily purchase show tickets and make dinner reservations with ease. With consideration for how the user would move through the app, each visual touchpoint was design to follow consistency and create delight, while common interaction patterns that users are already familiar with were followed to make for an intuitive user experience. 

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SIMPLE ROOM RESERVATION WITH ENGAGING FEATURES

Customers are no longer re-directed to the website or prompted to call the resort to make a room reservation. The new design provides customers with access detailed amenity information, multiple accommodation photos, as well as an interactive room features floor plan as they place their reservation with ease.

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QUICK CHECK-IN AND DIGITAL ROOM KEY EXPERIENCE

Digital Key is a convenient option for resort guests to access their room within minutes upon arrival. Guests now have the option to use their mobile device to conveniently unlock any door that would regularly be opened with a key card, from their room or suite to the fitness center and more. 

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DINING SUGGESTIONS AND IN-APP RESERVATION SYSTEM

In a resort as large as The Wynn and Encore, deciding where to eat can be a tedious task, especially with more than twenty different options to choose from. To help guide the guest's dining needs, this newly designed product offers suggestions based on mood, time, experience, and more.

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PERSONALIZED CONCIERGE ASSISTANCE

Designed with the needs of busy guests in mind, this personalized concierge service allows the customer to tailor their needs by messaging specific areas of the Wynn's concierge service within the app. From housekeeping to wake-up calls, or even special requests, guests are now able to converse with the right representative while waiting for their luggage at the airport, in a meeting, or while getting in an extra hand at Blackjack at the casino.

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INNOVATIVE VALET TECHNOLOGY

The re-designed Wynn app is geared towards helping guests use their time as efficiently as possible. Instead of waiting at the valet stand, customers are now able to get one more hand in at the casino or pick up a quick bite to eat before leaving the resort with an innovative valet service built into the product. From using QR code technology to a menu of additional options such as a fuel-up request, car wash, or vehicle service, the new product is designed to benefit both the business and customer in a variety of ways.

REFLECTION

THE MOST INNOVATIVE SOLUTIONS CAN EMERGE WHEN YOU HAVE WELL-DEFINED CONSTRAINTS AND VALID CONSUMER NEEDS

The process of re-designing a pre-existing product compared to an original concept requires a different approach, one more aligned to solving a complex puzzle and making pieces fit rather than a creating an original product from concept to final iteration. When people are also familiar with a brand and have an idea about what to expect (in this case a five-star experience), meeting and exceeding expectations, and ensuring the users' mental model is aligned with the product architecture is equally challenging.

As a long-time fan of Las Vegas and the Wynn brand I wonder what the outcome of a re-design like this could potentially do for the company? Would deeper engagement with the app on the consumer side align with company goals? What other opportunities might exist that could be turned into a viable revenue stream? On the development side, what are the technical constraints? What newly added features could realistically be implemented? Taking a large amount of content and ideas and distilling it into a simple solution that users find delightful is a challenging undertaking, but in many ways this has been my most gratifying endeavor to date.

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