Rodrigo G Cardoso
User Experience Design Lead
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Global Gaming & Hospitality Company
PROJECTS: Salesforce Platform & Unified Customer Profile Research & Design
ROLE: UX/UI Design Lead
DURATION: 14 months
TOOLS: Sketch, InVision, Salesforce Lightning, Microsoft tools, Jira
The Problem
Problem 1:
First-line employees spend most of their time interacting with customers, answering questions and recommending attractions and activities. As part of the Discovery & Reinvention team, I was tasked with researching which employees interface with customers on a daily basis, what kind of interactions do they have, where the interactions take place, for how long do the interactions last, and what kind of information do they need to know to provide a successful interaction. Figure out a way to push that information to employees at the time of the interaction.
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Problem 2:
The company consistently creates large-scale marketing campaigns for all 16 of their brands that involves several departments. However, today, these campaigns are largely managed offline using spreadsheets and even binders. Our task is to create an online tool, leveraging Salesforce lightning cloud, to digitize and enable every department to contribute and track marketing campaigns.
The Resolution
Create a unified customer profile app.
The Discovery & Reinvention team is a small team that consists of a Product Owner, a CX Business Strategist and myself - UX/UI Designer. I also worked as a strategist and Business Analyst in researching, interviewing and coming up with functional and non-functional requirements.
As part of my research, interviewed dozens of employees, facilitated 3 workshops, created user stories for each employee role and uncovered features for each to create a customized Unified Customer Profile that each employee would have access to as they interact with guests.
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Interviewed employees from several departments - POD, DM, Production Studio, Table Games, Special Events, Email, Interactive Marketing and Call Center.
From these interviews, I created Archetype and Persona cards that were later leveraged in our design thinking workshops.
Created 3 Journey Maps and a spreadsheet detailing all customer touchpoint and requirements needed. This feature map helped inform the features to build into the app customized for each employee role.
Create a marketing campaign tool - Contact Strategy 2.0.
Also tasked with discovering a better way for the marketing teams to ideate, create and execute marketing campaigns for all the brands and properties, using the Salesforce platform. This included understanding how the different business teams currently work on creating and executing on marketing campaigns, identifying their pinpoints and envisioning a campaign flow inside Salesforce that will enable all business teams to co-create and execute on campaigns quickly and efficiently - all digitally in one platform.
The Impact
The employee mobile app has provided a foundation that will allow us to push enormous amounts of data to employees and, ultimately, gain brand differentiation, guest loyalty, and a unique and delightful guest experience.
The project ended before we could build an MVP to test out the employee app due to the client company changing ownership. Hopefully, leadership will see the value to the company and restart the project.
The marketing campaign tool in Salesforce was successfully tested and launched within the clients pilot market.
Contextual Inquiries
Interviewed employees from several departments - Slot attendants, restaurant servers, desk agents, cage cashiers, spa concierge, VIP hosts, account development hosts, table games supervisors, shift supervisors, valet, front desk agent, etc...
Archetype and Persona Cards
created a PPT deck with Archetype cards for each department as well as Persona Cards for each employee.
Employee Features Mapping
Mapped out all Caesar employees features based on tasks and customer touchpoints
For each employee type, mapped out all touchpoints during a guest's interaction with the brand; pre-trip, guest arrival, in-room, in-trip experiences, departure, and post-trip.
Customer Journey Mapping
Created Journey Maps for 7 customer Personas to help identify where employee touchpoints occur
PROFILE
49 year-old Business Owner who lives in New York.
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BEHAVIOR
Chris comes to Vegas 1-2 times per year to see a variety of shows. He spends $10K on average per trip on a luxury suite, fine dining and a little bit of gambling on the tables. He is fashion-conscious and a world traveler.
PROFILE
27 year-old professional football player who lives in New York City.
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BEHAVIOR
Aaron has made a trip to Caesars Palace twice before. He is an extremely high worth customer who has spent at least a million dollars on each of his visits to property. He tends to not book his trips in advance. Aaron enjoys table games and fine dining.
PROFILE
34 year-old Project Manager who lives in Los Angeles by herself.
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BEHAVIOR
Michelle works long hours and doesn’t typically go out much. She is independent and tech savvy but also an extrovert and enjoys
getting away with her friends whenever time allows.
Design Thinking workshops
Participated in 5 Enterprise Design Thinking Workshops. 3 of which I was the lead facilitator.
A few workshop outputs examples:
Workshop Statistics
Archetype Summary
Employee behavioral landscape
Big ideas prioritization grid exercise
Winning Big Ideas to Move Forward
High-fidelity Mock-ups
Examples of the employee app to facilitate customer interactions. Customized based on role. The app features were based on employee role.
“Rodrigo has been invaluable to our team. He had instilled his value in the customer who consistently praises the work that he does and regularly assigns high value and high importance work to him. He has led workshops and executive interviews and collaborated with the rest of his team to drive the vision for the platform forward. He has engaged in new tools, and has spent time understanding the Salesforce ecosystem to provide additional value.
Rodrigo has delivered work at such a high caliber, it has enabled us to put IBM and Bluewolf branded collateral in front of their executive team which further increases our stickiness within the account."
Kyle Tuominen - Delivery Manager
Contact Strategy 2.0 Marketing Campaing Tool
Helped design a marketing campaign app on Salesforce that enabled all departments to plan, share assets, and coordinate on marketing campaigns for all brands across the world.
