Transforming commerce, loyalty, and identity at MGM Resorts
Increased conversion, streamlined onboarding, and unified guest experiences across a complex, multi-platform ecosystem.
Overview
As Design Director, I led cross-functional design across MGM Resorts’ Commerce, Loyalty, and Identity experiences—spanning web, mobile, and on-property platforms. Partnering closely with product and engineering leadership, I helped define a more connected, end-to-end guest journey while contributing hands-on to key flows that improved conversion, streamlined onboarding, and elevated the overall user experience.
The Opportunity
MGM’s digital ecosystem had evolved across multiple teams and platforms, resulting in fragmented experiences across booking, account management, and loyalty. This created friction in critical moments like sign-in, registration, and checkout—impacting both conversion and guest satisfaction.
My Role
I led design direction across multiple workstreams, aligning teams around a unified experience vision while partnering closely with product and engineering leadership. In parallel, I contributed hands-on design to key flows, ensuring quality and cohesion in what ultimately shipped.
Approach
We focused on simplifying complex flows and creating a more cohesive system across touchpoints:
Streamlined sign-in and registration into a unified experience
Reduced friction across booking and checkout flows
Improved pricing clarity and transparency
Introduced more consistent interaction patterns across platforms
Outcome
The result was a more intuitive, connected experience that improved conversion and reduced friction across the guest journey, while creating a stronger foundation for continued product evolution.
The reimagined loyalty program resulted in Customer Loyalty Program of the Year, 2022 Global Gaming Awards
The new Identity/Account experience improved authentication and onboarding flows, increasing registration success by 17.7%, login success by 18.6%, and activation by 12.4%
The improved mobile check-in experience reduced flow complexity by 83% and increasied adoption from 15K to 121K monthly users
Credits
VP, Design: Vidya Ramamurthi
Design Director: Jimmy Walker
Lead UI Designer: Geoff Roseborough
Sr. Product Designer: Camilla Aubrey
Sr. Product Designer: Diana Pop
Sr. Product Designer: John Clark Cochran
Product Designer: Octavia Romano
Product Designer: Erik Maxwell
Product Designer: Daniel Musa
Sr. Content Strategist: Jonathan Miller
Lead Illustrator: Ashley Smith
Motion Designer: Rakesh Patel
