Station Casinos, a leader in Las Vegas entertainment, faced challenges in delivering a seamless guest experience. Through extensive user research and value stream mapping, I identified key pain points like confusing reward processes, inconsistent account management, and fragmented booking experiences. By applying design thinking and lean methodologies, I developed solutions to streamline signups, enhance point redemption, personalize offers, and simplify booking flows. These efforts resulted in a more cohesive and engaging experience across all digital platforms and touchpoints.

About Station Casinos:

Station Casinos is the leading provider of gaming and entertainment in Las Vegas, Nevada. Station’s properties are regional entertainment destinations and include various amenities, including numerous restaurants, entertainment venues, movie theaters, bowling and convention/banquet space, as well as traditional casino gaming offerings such as video poker, slot machines, table games, bingo, and race and sports wagering.

Station Casino Guest Experience Discovery

Casino member customer value stream mapping. Conducted User Research and current state analysis of Casino Guest customer experience to identify pain points and areas to improve the guest experience from Guest, Player, Shopper, Foodie, Event Goer, Health & Wellness.

User Personas

• Customers: Casino Guest, Sportsbook Player, Table Games Player, Slots Player, Shopper, Foodie, Event Goer, Health and Wellness.
• Casino Front Line Members: Hospitality, Casino Floor, Events, Maintenance, Food & Beverage, Management / Operations
• Casino Corporate Members: Marketing, Player Development, Human Resources, Operations, Hospitality, Leadership

Utilizing Product Discovery, Lean User Research and Design Thinking I was able to Identify 90 Problem statements across, User Experience, Performance, Promotion Accuracy, Vendor Integrations, Legacy platforms, App Rationalization, Data, Team Member knowledge and processes

Current State:

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Guest Pain Points:

• Confusing process for redeeming points, especially for slots, with inconsistent updates and error
• Inability to use points as partial payment or combine them with discounts at shops.
• Lack of visibility and clarity on points/status redemption options via web or mobile.
• Inconsistent presentation and management of account information across platforms.
• Difficulty finding account information and slow, error-prone tab loading.
• Redundant requests to enter my|BoardingPass number even when logged in.
• No option to use points/credits towards hotel bookings.
• Hotel offers primarily received through mail or casino hosts, not integrated online.
• Inconsistent account terminology across platforms.
• Information overload and disconnected experience across different platforms.
• Limited options to view offers, promotions, and events, especially on mobile devices.
• Inability to book services or make reservations using points/credits.
• Directed to third-party websites for booking amenities, creating a disjointed experience.
• Confusing and uncommon terminology used in booking processes.
• Lack of clarity on points validity for various services.
• Generic and public offers that don’t feel personalized.
• Inconsistent design and user experience across different applications.
• Uncertainty about needing to visit a rewards center for specific redemptions

Solutions:

• Simplify Guest Signup: signup across 6 platforms to improve the consistency in guest experience, reduction in barrier of entry on additional Casino services, and  improve customer sentiment. Resulting in a reduction in
• Improve Speed and Accuracy of My Casino Earnings: Provide clear terminology and definition of Credits, Points, Coins, vs Old Points. Create consistency in experience and speed across all channels. Introduce gamifications to impact guest behavior.
• Points Redemption: Enhance user experience by ensuring consistent design and functionality across all channels, simplifying points redemption processes, and providing more flexible and accessible points usage options both in physical locations and online.
• Member Status: Using gamification to encourage member engagement by showing progress towards status goals, and crafting a branded experience that highlights exclusivity for higher status members.
• Account Management: Ensure a seamless account management experience by unifying design, user flow, and terminology across all platforms, enabling users to view and update account information consistently across all channels, and enhancing the performance of edit/update functions on mobile apps.
• Guest Earning Education: Clearly define and communicate what guests can earn, ensure consistent design and terminology across all platforms, educate guests on earnings and their relationships across different channels, and consolidate all earning details into a single, easily accessible location.
• Streamline Offers: Streamline and unify the presentation of offers across all channels, making it easier for guests to view, understand, and utilize their offers. Provide a comprehensive and consistent experience by integrating offers into the CMS, displaying them on all digital platforms, promoting them during gameplay, and directly attaching them to guests cards or QR codes to encourage engagement and repeat visits.
• Member Planning Experience: Develop a unified system for guests to easily view and plan offers, promotions, and events across properties with a consistent design and user flow.  Enable guests to customize their calendars, add events to their member account, and receive notifications for upcoming activities to encourage repeat visits.
• Hotel Booking Personalization: Integrate Guest account details throughout the booking process, display in-context points/credits earned, and allow offer redemption and reservation linking to Guest account.
• Seamless Onsite Guest Experience: Allow guests to view and redeem their points/credits for services like spa, dining, and entertainment, enable online booking and ticket purchases, and display personalized redemption options upon logging into their boarding pass account.

Simplify Guest Signup

With over 50,000 New Signups per month our current my|BoardingPass signup process is interrupting our Casino Guest Experience

Guest Challenges

• Multiple points of signup: Frontdesk, Rewards Center, Website, App
• Multiple accounts: Kiosk/Slots, SCLV.com, Palms.com, STN Sports, STN Play
• Multiple methods to “login”: Card, Username, Email, ID, PIN and Passwor

Personalization Experience

Impact

• 15x Improvement on guest time on task
• 6X Improvement in duplicate accounts (6 accounts to 1 account)
• 1 standardized authentication method across all channels
• Reduction in Guest friction(Hotel, Casino, Slots, Sportsbook, Dinning

Opportunity

• Increase Guest play
• Increase Engagement and Improved
• Guest ADW (average daily worth)Increase return visits
• Increase Online PlayIncrease wagering account signups
• Decrease un-carded play and improve Guest analytics
• Decrease reward center wait time

Hotel Reservation in 45 seconds or less

Challenge:

Reservations conversion rates are not meeting Hotel online booking targets.  How might we reduce users time on task and move account creation to the reservation completion in order to increase conversions.  

User Impact

• 3X Improvement by eliminating user friction points within booking flow from 9 steps to 3.
• Reducing time on task by ~27 seconds
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Booking Flow Recommendations

• Move Rooms, Rates and Guest to the Start of the Flow
• Display Room Results as List View
• Display Room Amenities within List View
• Ability to Filter Room Results
  • By Date
  • By Price
  • By Amenities
  • By Promotion
  • By Property

• Ability to Booking Multiple Rooms
• Display Summary Above the Fold
• Capture Personal Information and Payment Method
• Member Express Reservation
• Create Login at Confirmation
• Add Special Requests at Confirmation