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Digital Experience Modernization (copy)
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PHASE
STRATEGY & PLANNING
Stakeholder discovery (GE, IT, Marketing)
AEM audit & content inventory (250 pages, 5.7K items)
Optimizely platform architecture & integration strategy
Casino personalization roadmap (Phase 1 & future)
Consolidation strategy (MysticLake + MysticLakeCenter)
EXPERIENCE DESIGN
UX research review & IA / sitemap
Wireframes — Mystic Lake (consolidated) & Little Six
Design system & component library (co-created with in-house)
Visual design — key templates & personalization states
Accessibility & responsive design review
ENGINEERING & VALIDATION
Optimizely CMS environment setup (dev/stage/prod)
Content model & component build
Front-end implementation (Mystic Lake + Little Six)
Integrations: Envoy, CMP, Ticketmaster, OpenTable, Medallia, Attentive
Azure B2C / SSO & preference center logged-in state
GA4/GTM, search & SEO tooling configuration
PERSONALIZATION ENABLEMENT
Optimizely personalization setup & segment design
Phase 1 use cases (basic geo/segment-based)
Offer integration (Light & Wonder Envoy / BICM)
Personalization QA & marketer enablement
CONTENT & DATA MIGRATION
Content mapping & cleanup plan (AEM → Optimizely)
URL & redirect strategy (preserve SEO authority)
Migration scripts & DAM/CDN linking
Content migration execution & QA
Form rebuild & data warehouse (MS SQL) wiring
CHANGE MANAGEMENT & ADOPTION
Role-based training plan & curriculum
Live + recorded training sessions (10-15 editors)
Documentation & playbooks (governance, publishing)
Editor enablement & dry-run
INFRASTRUCTURE PLANNING & LAUNCH
Production cutover plan & SMSC IT Change Mgmt submission
DNS, redirects & back-out/rollback rehearsal
Hypercare — Week 1 (critical monitoring)
Hypercare — Weeks 2-3 (defect triage & tuning)
May
Jun 26
Jul 26
Aug 26
Sep 26
Oct 26
Nov 26
May 26
Jun 2
Jun 9
Jun 16
Jun 23
Jun 30
Jul 7
Jul 14
Jul 21
Jul 28
Aug 4
Aug 11
Aug 18
Aug 25
Sep 1
Sep 8
Sep 15
Sep 22
Sep 29
Oct 6
Oct 13
Oct 20
Oct 27
Nov 3
Nov 10
Project kickoff & governance setup
Discovery sign-off & SOW alignment
Design approval (Tiffani Allen / Sam Rook)
Sprint 1
Sprint 2
Production deployment & launch (pre-Dec 15 IT freeze)
Digital Experience Modernization (copy)
PHASE
May 26
Jun 26
Jul 26
Aug 26
Sep 26
Oct 26
Nov 26
May 26
Jun 2
Jun 9
Jun 16
Jun 23
Jun 30
Jul 7
Jul 14
Jul 21
Jul 28
Aug 4
Aug 11
Aug 18
Aug 25
Sep 1
Sep 8
Sep 15
Sep 22
Sep 29
Oct 6
Oct 13
Oct 20
Oct 27
Nov 3
Nov 10
STRATEGY & PLANNING
Stakeholder discovery (GE, IT, Marketing)
AEM audit & content inventory (250 pages, 5.7K items)
Optimizely platform architecture & integration strategy
Casino personalization roadmap (Phase 1 & future)
Consolidation strategy (MysticLake + MysticLakeCenter)
EXPERIENCE DESIGN
UX research review & IA / sitemap
Wireframes — Mystic Lake (consolidated) & Little Six
Design system & component library (co-created with in-house)
Visual design — key templates & personalization states
Accessibility & responsive design review
ENGINEERING & VALIDATION
Optimizely CMS environment setup (dev/stage/prod)
Content model & component build
Front-end implementation (Mystic Lake + Little Six)
Integrations: Envoy, CMP, Ticketmaster, OpenTable, Medallia, Attentive
Azure B2C / SSO & preference center logged-in state
GA4/GTM, search & SEO tooling configuration
PERSONALIZATION ENABLEMENT
Optimizely personalization setup & segment design
Phase 1 use cases (basic geo/segment-based)
Offer integration (Light & Wonder Envoy / BICM)
Personalization QA & marketer enablement
CONTENT & DATA MIGRATION
Content mapping & cleanup plan (AEM → Optimizely)
URL & redirect strategy (preserve SEO authority)
Migration scripts & DAM/CDN linking
Content migration execution & QA
Form rebuild & data warehouse (MS SQL) wiring
CHANGE MANAGEMENT & ADOPTION
Role-based training plan & curriculum
Live + recorded training sessions (10-15 editors)
Documentation & playbooks (governance, publishing)
Editor enablement & dry-run
INFRASTRUCTURE PLANNING & LAUNCH
Production cutover plan & SMSC IT Change Mgmt submission
DNS, redirects & back-out/rollback rehearsal
Hypercare — Week 1 (critical monitoring)
Hypercare — Weeks 2-3 (defect triage & tuning)
Project kickoff & governance setup
Discovery sign-off & SOW alignment
Design approval (Tiffani Allen / Sam Rook)
Sprint 1
Sprint 2
Production deployment & launch (pre-Dec 15 IT freeze)
