Wynn Las Vegas
Marketing Preferences
When adding a new opt-out option to the Email communication page, I had the chance to enhance the entire Preferences page with a user-centered approach, setting the bases for future updates.
When adding a new opt-out option to the Email communication page, I had the chance to enhance the entire Preferences page with a user-centered approach, setting the bases for future updates.
The "Do not sell my data" laws were about to be made effective, causing the need to update the member profile's communication preferences page. The request was for a quick fix only looking to comply with the new guidelines.
The page was originally created without following any usability guidelines or information architecture. Abandoned, adding any more features to the existing layout and structure will cause confusion and frustration to the guests.
During our initial research, we found out some of the usability standards across the competitors' sites. Elements such as a "Select / Unselect All" are present and long item lists with Radio Buttons or Checkboxes as interactive forms; making a simple form complex.
As a side project, I was developing the Desing Management System, and thanks to this project we were able to identify and include new elements that previously we havent thought into consideration.
Whether from an email link or from the member's profile page, the guest can access and modify their mail or email communication preferences. When accessing from an email link, the guest doesn't need to authenticate but can't access any of its member's information. If logged in, the guest can modify all the preferences and contact info and points and balances.
Old layout that makes hard to add new elements
Redesign the entire experience collaborating with development teams to build a scalable and practical page.
Lack of visual and information hierarchy.
Apply DSM styling for text and create visual hierarchy by implementing the right UI components.
During wireframing, I experimented with accordions to accommodate the information better, reducing reading fatigue showing only the information needed for each form.We introduced new UI components, such as a toggle switch and pills.
Our DSM included text styling with the brand font, Avenir Next, this font is packed with different weights that helped us create levels of hierarchy with Titles, subtitles, body, and footnotes.
In order to accommodate these different arrays of UI components, I had to identify each one not just by its visual aspect, but by its behavior and how can make the user feel. This helped us to properly select the right components while creating a visual hierarchy.
Its commonly used to turn off entire sections. I placed the switch as a top-level hierarchy and included a label for easier understanding.
These one help choose from a list of options. The checkmark feels like a personal touch, which can make feel the guest like he or she made a personal choice.
The pills allow multiple selections and they don't need to be organized in lists or groups, this helped create a difference between what checkboxes and pills can select.
In order to accommodate these different arrays of UI components, I had to identify each one not just by its visual aspect, but by its behavior and how can make the user feel. This helped us to properly select the right components while creating a visual hierarchy.
The experience was tested before its launch with excellent results. A 100% of the users followed and completed the main tasks without a problem. The collaboration with the development team was great from the beginning, this helped reduce any frictions.A trade-off that occurred was that due to the back-end technical limitations and small scope of the project, a "Save Changes" button had to be used, opposing the usability practice of the switch component.
