A scalable design framework and flexible CMS that drives bookings across Station properties.
Role: UX Director, Creative Lead
Deliverables: User Research, Information Architecture, Wireframes, Prototypes, Module Library, Functional Specifications
Station Casinos has a broad portfolio, ranging from small, hole-in-the-wall casinos, up to luxury properties. They needed a new CMS to power a consistent membership experience.
Our team at AKQA built a scalable and flexible suite of modules for AEM that allowed for the bare utility and ease of management needed for lower-tier properties, and could also flex to allow premium content and interactivity for luxury properties.
We also unified the booking and account experiences across the Station ecosystem—making it easier to book packages and rebook rooms.
Our IA was based around the concept of the “experience modes” uncovered in our initial research: stay, play, see & do, and eat & drink. These ladder up to the primary user motivations for visiting any station properties.
Our design framework consisted of a suite of modules that could be used in either a “classic” or “elevated” mode depending on the tier of the property.
Our clients at Palms wanted us to flex our creative muscles even further. We took the baseline elevated modules we’d designed and added even more motion and components from the branding we’d developed, and our content team wrote headlines and sourced imagery for the site.
We explored a number of ways motion could be used to bring to life the experience of being in the space at Palms.