Motives Online Party

Wireframe | UI Design | Visual Design

About the Project

The business identified an opportunity to introduce a social feature to the site that would allow their customers to schedule virtual parties as a way to introduce the motives brand to their friends. The objective was to acquire more customers through this channel.

The Problem
Acquire more customers by delivering a way for customers to host virtual parties that would introduce their friends to the motives brand.
Discovery
This was a brand new feature that did not have many competitors to reference. Based on business needs, I started to identify components that be needed to create this experience and started to collect documentation on best practices for those types of componenets. I also recruited a few internal associates that fit the persona to ask questions.
Design
The design aligned with the established Motives styleguide. This started as a wireframe to establish a structure and used as a tool to discuss feature function with engineering.

The overall design does is pretty complex with many steps to start a party and anyone invited potentially being overwhelmed with all the options.

Without a formal testing program at the company, there was not a lot of confidence that users would be happy with what was delivered. Company leadership were very pleased with the results though.
Main Takeaways
If I was going to redo this project, I would have explored breaking down the party builder UI into steps so that its easier to follow. I would have also performed guerilla testing with people who would be similar to our customers in order to test and learn.
Increased mobile booking conversions by 150% for four casino properties exceeding business goals. Introduced UX Design, using wireframes and user flows, to shape the final solution. Contributed to the omnichannel strategy for a rebrand of the ace | PLAY players club using stakeholder feedback, customer observation, and focus groups to deliver a simple view of their account and progress. Maintained quality and efficiency in the design of digital marketing content such as web banners and emails. Designed more than 120 views for the player account snapshot using data from customer observation. This experience was incorporated into the website, mobile app, casino floor kiosk, and weekly mailers.