GRAZIE - VENETIAN RESORTS

A redesigned loyalty program website for members.

VENETIAN RESORTS WAS IN A PROCESS TO OVERHAUL THE ENTIRE SYSTEM AROUND THE LOYALTY PROGRAM. IN ORDER TO MATCH THE ENDEAVOR, OUR TEAM PROVIDED NEW DESIGN FOR MEMBERSHIP SITE WHERE MEMBERS CAN EASILY CHECK BENEFITS AND OFFERS.

What is the purpose of loyalty program for Casino?

Loyalty program also known as rewards program is a marketing strategy to encourage consumers to shop more by giving back special benefits and offers. For casino, this is especially important because retention of customers is one of the bloodline for casino business model. Casino will always have an edge over gamblers so more money spent by gamblers mean more money for casino.

Since this is such a crucial market for the establishment, it was necessary for Venetian Resorts to streamline onsite loyalty program experience even further and to redesign branding and the digital experience for a fresh look.

Redesigned site offers cohesive look with the current Venetian design system and mobile friendly web experience for members to check their special offers and benefits anywhere in the world.

LANDING PAGE

Landing page where users can navigate necessary information to sign up and log in.

SIGN UP

Onboarding for new member sign up.

SIGN UP CONFIRMATION

Once user successfully signs up, she is greeted with welcome message with offer cards.

DASHBOARD

Quickly scan your accrued comp points, offers and benefits.

OFFER LANDING PAGE

User can filter and aggregate available offers.

OFFER DETAIL PAGE

Article page that contains all the necessary information about the offer. You can redeem the offer by clicking "Book" button that opens up the overlay.

REDEEMING OFFER

Here are overlays showing steps to redeem the offer. There are three states; zero state, redeemed state and expired state.

MY ACCOUNT

User can edit his account information and retrieve tax documents.

EARLY DESIGNS

Hear are some design interations.

RETROSPECTIVE

Post coronavirus, hospitality industry is the sector that got hit the hardest. Parent company of Ventian Resorts' , Sands group, market value plummeted to about 40% since the beginning of 2020. Hilton group announced that they cut 25% of their entire workforce in June. Night life industry will never be the same again as well. It is still hard to believe how one disease can trigger a domino effect in our society in such a grand way.

Service industry heavily relies on human interaction to leave positive memories on consumers mind. However, in an absence of enough human interaction, I wonder how casino industry is dealing with a challenge that doesn't seem to go away anytime soon. Gaming part of casino can be translated to digital realm but you just can't ignore other entertainment values that you can only get by being at the physical space.

What kind of new incentives would casino provide to its members so they would return to the establishment after this pandemic is over with? This is definitely one of the biggest challenges that service industry is dealing with and ones that can adapt fast to this new world will be the testament to a social darwinism.

ROLE: DESIGN LEAD

TEAM: WONJUN SONG, CAELIN CACCIATORE, DIDIMA ARRIETA MARTINEZ, DEBORAH LEE, VINCENT AU, JONATHAN LIANG