Sun International is one of Africa’s largest tourism, leisure and gaming groups and operates or has an interest in a total of 18 resorts, luxury hotels and casinos. They are on a mission to create magical experiences for its customers while remaining cost-effective and efficient during a time of national financial difficulties and shifting behavioural habits.
I was tasked with further developing the current system to suit the shifting needs for Sun Interntional Head Office, Fusion ( the in-house creative agency ), the On-Property Marketing Team and the SI Online Team.
Lack of organizational synergy + competitive market + rising costs + lack of innovation and development strategies + large scale.
Sun International has 18 properties, a central head office and a vast array of internal and external stakeholders, each with unique needs and challenges.
With an ever-competitive environment, there is a need to keep costs as lean whilst developing both brand and property awareness.
As I began working on gathering insights, it became increasingly clear that a huge pool of data and empathizing was needed to clearly define each stakeholder’s needs and ensure that a clear direction was defined and aligned upon before we commenced. I proceeded to host various Empathizing and Interview Sessions, as well as supplement with current research into large-scale property creative systems, UX principles and consumer needs within the gaming and hospitality industries.
*Many sticky notes were used ( and recycled )
Through research we identified multiple challenges in the enviroment as alongside the internal challenges Sun International faced.
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© Kyle Goulden 2022