Elevating digital experience for Resorts World Genting's domestic non-gaming customers
Resorts World Genting (RWG), a premier destination in Malaysia known for its casino offerings, sought to establish a tailored-made and Seamless digital experience for its domestic, non-gaming customers who are seeking a short getaway from their busy lives, particularly in the post-pandemic era.
ROLE
UX Designer
CLIENT
Resorts World Genting
TIMELINE
Dec 2021 - Mar 2022
CHALLENGES
How can we design a highly personalised and fuss-free digital experience that enhances the stay of domestic, non-gaming customers at Resorts World Genting?
OBJECTIVES
To identify the pain points, gaps, and opportunities within Resorts World Genting’s digital platforms, with the aim of enhancing its digital experience for its domestic, non-gaming customers during a three-month engagement with frog Design.
APPROACH
→ Research
To gain a comprehensive understanding of Resorts World Genting’s current digital landscape, we conducted a five-week research initiative that included the following activities:
Audit Review
Analysed past reports to gain an initial understanding of identified challenges and user personas, helping to establish a foundation framework.
Audit Report
Desk Research
Evaluated the digital platforms in detail to assess existing capabilities and identify gaps or potential areas for improvement.
App Evaluation
Competitor Analysis
Deep Dives
Conducting five deep dives and one-on-one interviews with key stakeholders to understand current processes, pain points, blockers, and team’s wish list.
Persona Validation
Further explored established user personas, prioritising 3 out of 8 for a deeper understanding and validation.
Established User Personas
To ensure that our strategy and features effectively represent the domestic, non-gaming market, we crafted our focus on these key prioritised personas:
Prioritised Personas
Family Adventures
Wants a fuss-free family vacation and be recharged for the week
Experience Seeker
Wants to chase the latest social media trends or experiences with their friends
Couples Escape
Wants a memorable escape with their partner, that cannot be obtained from city life
→ Key Areas of Concern
Based on the findings and insights gathered from the audit reports, desk research, business deep dives and one-on-one interviews, we identified six key areas of concern that were repeatedly highlighted:
Cumbersome hotel booking process (Website & App)
Insufficient personalisation (Website & App)
Lack of clarity on promotions and combo offers (Website & App)
Missing search and filter functionality (Website & App)
Limited information for trip planning (App)
Absence of directories (App)
→ Strategy and Design Principles
To create a captivating experience for all domestic, non-gaming customers, the team established three core design principles to guide the development of the proposed features:
OUTCOMES
frog successfully developed a high-level concept report that outlines our UX strategy and a customised super app experience, integrating all of Resorts World Genting’s offerings at customers’ fingertips. This approach enhances accessibility and convenience, creating a true escapade above the clouds and providing customers with the break they deserve.
→ Creating Signature Moments with You, For You
Drawing from the insights gathered, the strategy and design principles established, the team proposed ten key features and functionalities to enhance and elevate Resorts World Genting’s mobile app offerings.
→ Optimising the Hotel Booking Experience
Resorts World Genting subsequently emphasised the need to optimise the customer hotel booking experience further, recognising it as a crucial feature to drive direct bookings through the mobile app. Based on our research, we identified the following key pain points in the current hotel booking flow:
• Hotel name not displayed upon selection
• Unclear room availability
• Non-functional digital 60° room view (Feature availability is inconsistent)
• Unintuitive "Book Now" / "Book This Room" call-to-action
• Insufficient information regarding new features such as digital check-in and digital
keys to encourage customer adoption
• Short session timeout (less than one minute)
In collaboration with the Resorts World Genting team, we revitalised the in-app hotel booking experience to ensure seamlessness, simplicity and personalisation.
Additionally, we tailored hotel packages to include popular activities and attractions, streamlining pre-arrival planning for customers and enhancing sales across Resorts World Genting’s offerings.
REFLECTION
Be immersed and informed firsthand: As the design team was onboarded later in the project, we missed crucial stakeholder deep dives, one-on-one meetings and persona validation sessions. Participating in these sessions firsthand would have provided valuable insights into clients’ pain points, challenges, and requirements.
Improving stakeholder management: Enhancing stakeholder management is essential for balancing their expectations with the needs of end users. Effective communication and alignment can lead to more successful outcomes.
Importance of comprehensive research: Conducting thorough desk research and competitor analysis early in the design process is vital. This approach enables use to remain informed about industry trends and propose best-in-class design solutions for our clients.
Be receptive and adaptive while leading: While having a clear design direction is important, being open, receptive, and adaptable to team members’ input is equally essential for effective leadership. Embracing diverse perspectives fosters collaboration and innovation
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