Caesars Entertainment
Total Vegas
The purpose of this project was to redesign an old site and attract organic traffic from search engines and social media promoting the different outlets from Caesars Entertainemnt.
The purpose of this project was to redesign an old site and attract organic traffic from search engines and social media promoting the different outlets from Caesars Entertainemnt.
Caesars Entertainment owns more than forty-five casinos and resorts around the world.
From their corporate offices in Las Vegas, Nevada, the Digital Marketing team oversees all the company's websites. Nevertheless, due to the volume, each resort is responsible for upload and maintain its content. Eventually, this created tons of non-relevant content with a lack of quality with our websites.
Total Vegas is the site for Las Vegas region market to promote different outlets (restaurants, hotel rooms, events, pools, etc.) Totalvegas.com was a outdated site and it became a repository for different types of content, loaded with text and without a proper strategy to attract traffic or increase conversion.
Our competitive analysis showed how newer sites implement navigations and findability. Similar sites like Vegas.com provide easy to use features to filter and browse diverse categories in hotels, restaurants, and shows.
Our CMS is controlled by more than 45 different properties across the country, 10 of them in Las Vegas, where most of the visits traffic is received. Any new addition to our CMS library of components would have to be compatible with previous content components and also incorporated into different sites.
The users will be landing on this website on different landing pages, mostly after searching terms like "Las Vegas restaurants" or "Las Vegas sushi restaurants". From these pages, the user will discover the different categories and options to browse and discover, every time one step down the funnel, until booking a table, a show, or a hotel room.
No Relevant Content.
Create a SEO content strategy that will drive organic traffic.
Old UI Components
Design new UI components that will enhance newer trends and can be scalable in the company's next resorts websites.
No Budget
The time and work managemnet between teams has to be planned to take advantages of any resources we have.
During this stage, we explore creating components that could feel like the others used in the Caesars Entertainment sites. Maintaining a holistic experience across all our websites, but with a modern twist.
Working with the SEO & Content team we were able to define the information architecture that would fit best our goal. Creating categories based on the most popular search keywords will drive traffic into our detail pages and hotel pages.
From the beginning of this project, I organized frequent meetings with the involved teams, SEO, Content, Development, E-Commerce, CMS, and Design. The purpose was to bring everybody's expertise to the project and create a product that not only satisfies our guest but meet the company's expectations and ours.
This step helped me define the modularity and scalability that newer components would need to fit in old and recent websites. With bases on atomic design, one small component will become a bigger one when combined with another to create enhanced functionality.
Based on atomic design, I designed the bases for base UI components, image aspect ratio and card tiles carousels.
I created page layouts for each section or navigation level throughout the entire site. Each section will engage the user with larger image components, short and concise easy-to-read text.
The foundation to build the refreshed UI components was simplicity, clarity, and scalability. Components, such as the cards, offered a 16:9 image ratio that fits well for multiple screen views, clear typography hierarchy, and subtle drop shadows to accent hover-effects.
Cards of different sizes provide many levels of visual hierarchy. When put together, we have a more robust component that will engage and allow discoverability in the user.
The navigation bars were redesigned for a more minimalistic design. To improve navigation and discoverability for second-level sections, we implemented an icon-rail menu.
The new 2 level navigation allows more direct and quick access to content. The secondary navigation uses large icons to identify categories.
Built from the ground up, the head titles are located at the beginning to provide relevant information to users and goo improved search results positions.
From small cards to full-width feature components, when combined, the new UI components form better organisms for the user to interact with.
Total Vegas was launched in 2018 attracting organic traffic into a better-designed experience. The images speak for themselves, short and relevant titles were added, along with new and responsive components, and old components revamped.Taking key points from different teams, we built a better product that satisfies the user and the teams from our company. Traffic was up 13% and room booking conversion had an increase in the final stage of the conversion funnel.
