City of Dreams Macau - Step Into Luxury with a Sleek New UX & UI Experience

CHALLENGES

As one of the top integrated resort destinations in the world, City of Dreams (‘COD’) Macau attracts high-end tourists to its immersive luxury experiences. However, its existing website was too plain to be in line with its brand perception. COD was in need of a more modern website that would display its world-class offerings in a more intuitive way, making it easy for clients to navigate and book their desired experiences.

The existing website was a typical text-based layout that cataloged hotel, dining, and entertainment options in a lengthy list style. Incongruent color shades and design patterns across different pages, in addition to poor transitions, not only compromised brand consistency but also resulted in a poor user experience.

Additionally, COD’s overly simplistic and inefficient content management system (CMS) made it difficult to manage and update content efficiently. The lack of flexibility in the CMS not only slowed down maintenance but also created challenges in implementing an effective SEO strategy. With a non-user-friendly interface, handling technical SEO elements became cumbersome, limiting the website’s search visibility and overall performance.

PROJECT OVERVIEW

Diverse Illustrations to Enhance Brand Identity

Melco Resorts engaged DigiSalad to revamp three of its websites, including COD, to overcome existing challenges and enhance the user experience. As was done when COD launched and dazzled the market, we set our sights to craft one that would dazzle users in terms of engagement and innovation.

Our design experts leveraged seamless transition effects and dynamic graphics to ensure smooth transitioning of content between segments to enable principal content to be more highlighted. The website was also transformed to a new, cool-hued colour scheme that added vibrancy without sacrificing elegance or a perception of luxury.

Stepping onto the COD website is now like embarking on a high-end digital ride, where each move is smooth, immersive, and personalized to provide a high-end feel. This is in line with our vision — to deliver a visually compelling and highly intuitive surfing experience coupled with a boost in brand presence via the new interface.

WEBSITE FEATURES

An Enhanced More Intuitive & Engaging User Journey

On going through the structure of the website and hierarchy of pages, we minimized the process of booking and navigation. Previously, the booking button was placed deep in detail pages, making it hard to spot in poor contrasting coloration.

Today, users can book straight from home or listing pages in one-click, and most of the details required, including check in / check out date and number of guests, also get highlighted in primary pages to cut short unnecessary redirects and provide a smooth and efficient process.

Quick Navigation Among Melco Resorts’ Properties

Users can navigate City of Dreams Macau, Altira, and Studio City easily in one smooth integrated process. The brand icon at the top, and the bottom icons in footer provide instant entry to sister properties, making it easy for visitors to view all resort and entertainment options under Melco Resorts.

The experience is optimized for different devices:

• Desktop and tablet users – Instant access to call and booking options in the top menu.

• Mobile users – Quick access to hotels, dining, entertainment, and bookings through buttons in the fixed bottom menu, adopting a design approach inspired by mobile app navigation. This ensures an intuitive experience for users familiar with app-based interactions.

Improved Search Experience

With so many entertainment, dining, and retail options available, a strong search function is a given. Where there was no option to search for specific venues or experiences on the old site, the new one has a search function at the top of each page, making it a flash to find what you need to find. Furthermore, individual filter searches in key areas such as restaurants, events, and shopping allowed quick browsing of related information.

The list structure was also overhauled to limit default results per page to allow for more convenient perusal. Furthermore, users can easily filter and order listings to quicken the process of discovery.

SOLUTIONS IMPLEMENTED BY DIGISALAD

Balancing Brand and User Experience

The official website is the key medium of brand portrayal, the new COD website balances brand elements — Visual,  Typography, Patterns, and Colors — in design. The elements get organically integrated in design, presenting unique brand elements without sacrificing on the user's experience. All of it blends coherently without intrusiveness. For example, the top-level menu is shown when needed and disappears when scrolled, making it easy for users to dive into the vibrant universe of COD and enjoy a more sophisticated browsing process.

Enhanced Interaction & Booking Experience

Asides the layout, the process of booking was also overhauled to allow more interaction. For example, the booking buttons were strategically repositioned — rather than being placed deep within detail pages, they are now easily accessible across all relevant sections, making it a hassle-free process of booking. Furthermore, key details such as the number of guests, room preferences, and date are auto-populated, eliminating manual entry and making the process hassle-free.

Furthermore, visual enhancements such as dynamic banners and smooth scroll effects deliver a more immersive, friendly, and easy to navigate yet aesthetically pleasing view experience.

Refined Visual Identity

The new design delivers brand consistency and a premium feel, reinforcing that COD is a high-end destination. Better typography, optimized spacing, and enhanced readability make the content easier to digest.

By strategic use of interactive elements and motion effects, the site delivers a refined yet immersive experience, keeping users engaged while reflecting the brand’s luxurious appeal.

CONCLUSION

The new COD website successfully transforms the digital experience, making it sleek, intuitive, and highly engaging. By simplifying navigation, enhancing search functionality, and adding interactive elements, the new website is now easy to explore, discover, and book.

Not just is this redesign a more powerful digital presence for COD, it also serves business goals straight up in terms of engagement and conversion.