A World-Class Digital Experience
With fifteen separate properties located throughout the world, each with their own digital presence and organizational challenges, MGM Grand Resorts International didn’t have the infrastructure or expertise to offer a truly world-class digital experience to their guests. As one of the largest gaming and hospitality companies in the world, they knew they needed to engage guests throughout the customer lifecycle by providing the right content, at the right time, on the right channel - every time. In order to bring MGM Grand’s guest experience vision and digital strategy to life, they needed a best-in-class technology and marketing platform that would allow them to manage content efficiently in order to serve relevant content to guests across multiple touchpoints.
A Flexible Model for Managing Content
Because of the complexity of their business and their need to add and remove content quickly, they needed a flexible content model that would allow them to manage and update multiple content types across their platform seamlessly through their content management system. To help achieve that goal, I worked closely with user experience experts, information architects and business analysts to break down content into distinct, usable content types. By mapping out the required elements of each content type and the business rules that governed how they were displayed to users, we made it easy for non-technical users to update and manage content.