What metrics would you use to evaluate MGM Resorts International's mobile check-in feature?

Introduction

Evaluating MGM Resorts International's mobile check-in feature requires a comprehensive approach to product success metrics. To address this challenge effectively, I'll follow a structured framework that covers core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context

MGM Resorts International's mobile check-in feature is a digital solution designed to streamline the hotel check-in process for guests. This feature allows guests to bypass the traditional front desk experience and access their rooms directly through their smartphones.

Key stakeholders include:

1. Hotel guests: Seeking convenience and time savings
2. MGM Resorts: Aiming to improve operational efficiency and guest satisfaction
3. Hotel staff: Looking to optimize workload and enhance guest interactions
4. Marketing team: Interested in leveraging the feature for competitive advantage

User flow:

1. Guests download the MGM Resorts app and create an account
2. They make a reservation through the app or link an existing reservation
3. On the day of arrival, guests receive a notification to check-in via the app
4. They complete the check-in process, including ID verification and payment confirmation
5. A digital room key is issued to their smartphone
6. Guests can proceed directly to their room, using their phone to unlock the door

This feature aligns with MGM Resorts' broader strategy of digital transformation and enhancing guest experiences through technology. It also positions them competitively against other major hotel chains like Hilton and Marriott, which have similar offerings.

The mobile check-in feature is in the growth stage of its product lifecycle. It has moved past the initial launch and is now focused on increasing adoption and refining the user experience based on feedback and data.