MGM Loyalty, Identity & Commerce
Optimizing customer retention and adoption
Client
MGM Resorts International
Role
Product Designer
Team
MGM Loyalty, Identity & Commerce
Jimmy Walker (Design Director), Jonathan Miller (Sr. Content Strategist), Travis Killion (Commerce Product Manager), Sangheeta Sreekumar (Loyalty/Identity Product Manager), Larry Lovan (UX Researcher), Commerce engineering team, Identity engineering team, Data Analytics Team
MGM Loyalty, Identity & Commerce
Optimizing customer retention and adoption
Client
MGM Resorts International
Role
Product Designer
Team
Team
MGM Loyalty, Identity & Commerce
Jimmy Walker (Design Director), Jonathan Miller (Sr. Content Strategist), Travis Killion (Commerce Product Manager), Sangheeta Sreekumar (Loyalty/Identity Product Manager), Larry Lovan (UX Researcher), Commerce engineering team, Identity engineering team, Data Analytics Team
Overview
I worked with cross-functional partners in Loyalty/Identity & Commerce to improve key flows and design new experiences, leading the new Sign-in/Join guided path and the first Join While Booking launch
New sign-in and Join
New sign-in and Join
New sign-in and Join
A simpler and streamlined path for customer retention and adoption
Problem
MGM's multiple identity systems made it difficult for customers to sign in, causing duplicate accounts and frustration. Without clear activation steps, many users were leaving the platform, and mobile lacked a native path altogether
Solution
A unified entry point (Sign in or Join) to guide all users through access, activation or sign-up
Process
I partnered with the Identity PM, engineering teams, and content strategy to redesign the account access, activation, and creation flow across web and mobile, improve messaging and clarity of CTAs to reduce customer attrition, align with platform-specific requirements like email verification and biometrics, and update web interfaces to the Vega Design System
Results
The redesigned path resulted in an initial average increase of 20% success rate for account access, activation and creation
Problem
MGM's multiple identity systems made it difficult for customers to sign in, causing duplicate accounts and frustration. Without clear activation steps, many users were leaving the platform, and mobile lacked a native path altogether
Solution
A unified entry point (Sign in or Join) to guide all users through access, activation or sign-up
Process
I partnered with the Identity PM, engineering teams, and content strategy to redesign the account access, activation, and creation flow across web and mobile, improve messaging and clarity of CTAs to reduce customer attrition, align with platform-specific requirements like email verification and biometrics, and update interfaces to the new Vega Design System.
I partnered with the Identity PM, engineering teams, and content strategy to redesign the account access, activation, and creation flow across web and mobile, improve messaging and clarity of CTAs to reduce customer attrition, align with platform-specific requirements like email verification and biometrics, and update web interfaces to the Vega Design System
Results
The redesigned path resulted in an initial average increase of 20% success rate for account access, activation and creation
Join while Booking
Join while Booking
Join while Booking
Increasing customer loyalty through the digital booking experience
Problem
The process for becoming a member of MGM Rewards was separate from the digital booking experience: there was no easy access to account sign up during booking for customers
Solution
An integrated sign up process as part of the digital booking flow, allowing customers to become MGM Rewards members
Problem
The process for becoming a member of MGM Rewards was separate from the digital booking experience: there was no easy access to account sign up during booking for customers
Solution
An integrated sign up process as part of the digital booking flow, allowing customers to become MGM Rewards members
Problem
The process for becoming a member of MGM Rewards was separate from the digital booking experience: there was no easy access to account sign up during booking for customers
Solution
An integrated sign up process as part of the digital booking flow, allowing customers to become MGM Rewards members
By integrating sign-up into the booking flow, users could access MGM Rewards benefits throughout the journey, from entering their email when selecting a room to adding personal details at payment. A pre-checked “Join MGM Rewards” option made completing sign-up and booking seamless within the same flow
Process
I first mapped the customer journey to identify where MGM Rewards sign-up could be integrated, then updated UI and copy to encourage completion of the booking while highlighting the value of becoming a member
Results
After launching to 100% of Las Vegas room bookings, Join While Booking drove a 22.3% lift in room conversion and a 23% sign-up rate, nearly one in four customers joining MGM Rewards, tripling the projected conversion KPIs
Outcome
More than 20% increase in new MGM Rewards members, joining the program through the digital booking experience
The current Join While Booking implementation is projected to generate an additional $8.7M–$14.8M in annual margin while significantly expanding the loyalty member database
Process
I first mapped the customer journey to identify where MGM Rewards sign-up could be integrated, then updated UI and copy to encourage completion of the booking while highlighting the value of becoming a member
Results
After launching to 100% of Las Vegas room bookings, Join While Booking drove a 22.3% lift in room conversion and a 23% sign-up rate, nearly one in four customers joining MGM Rewards, tripling the projected conversion KPIs
Process
I first mapped the customer journey to identify where MGM Rewards sign-up could be integrated, then updated UI and copy to encourage completion of the booking while highlighting the value of becoming a member
Results
After launching to 100% of Las Vegas room bookings, Join While Booking drove a 22.3% lift in room conversion and a 23% sign-up rate, nearly one in four customers joining MGM Rewards, tripling the projected conversion KPIs
Outcome
More than 20% increase in new MGM Rewards members, joining the program through the digital booking experience
The current Join While Booking implementation is projected to generate an additional $8.7M–$14.8M in annual margin while significantly expanding the loyalty member database