This case study is an attempt to address the decline in attendance in traditional malls across america. As mall chains attempt to adapt to become more attractive to Generation Y, Z through alternate layouts event spaces, shop owners are still reporting lackluster sales throughout the year.
To redesign the current Westfield Mall experience into an interactive, digital experience through the use of optional augmented reality and various QOL improvements to attract a new demographic of customers while rewarding its current loyal customer base.
We designed an omni channel retail experience to accomodate the mall of the future.
My Role: Project Manager | UX/UI Designer (led the design of the mobile app)
Team: Jessica Kim, David Kim, Catherine Purcell
Tools: Sketch, Axure, Invision, Photoshop, Whiteboard, Pen and paper
Platform: Mobile, Kiosk, Smart Mirror
We wanted to know why people were not going to the mall as much as they used to. We first took a look at ourselves as a starting point. We then conducted 2 contextual inquiries by following real users through their experience.
We sent out surveys to qualifying individuals to get a deeper understanding in people's shopping habits and how current shopping options made them feel. We were able to identify pain points and frustrations which led users to shop online rather than in store.
Have to set aside time to visit the mall
Walking from store to store unsure if they have your size
Dealing with lines to make a purchase
No way to know what a store has in stock
Finding a parking space and remembering where you parked
Although our research confirmed that mall experience was inconvenient, all of our participants said the same thing when it came to WHY they still visit the mall.
You've got the touch
The act of touching an item gave buyers confidence or helped them avoid a bad purchase. Online shoppers risk having to go through returns and dealing with customer service which can result in an inconvenient return process.
We utilized whiteboard design challenges, pen, paper and a lot of post-its to define our features and site maps
Malls are steadily allocating more space towards events to encourage people to stay long after the mall has closed down. Large department stores are becoming more like restaurants and smaller boutiques are trying to give their users a personalized experience where personal buyer assists you while serving you drinks. The Caruso Group (The Grove, The Americana) has been successfully creating built environments that draw in a crowd and keep them there mainly due to their themed shopping experiences. Assuming that this trend continues, we have designed for a mall with no more retail store fronts. A mall without stores.
What we will be dealing with is a mall with specially designed fitting rooms that can be reserved ahead of time. Shopping centers can become social places with restaurants cafes and theaters taking up most of the visible space with personalized fitting rooms allow customers to touch and try on what they want from any brand they want.
Creating our Persona
We developed mary to demonstrate how a young shopper who is tech savvy and has a busy schedule would shop using the new Westfield experience.
Omni channel retail experience
Kiosks like these will be available all throughout the mall, whether at a restaurant or out in one of the social spaces. Users can also shop from home through the westfield app and reserve a personal fitting room in advanced.
Personalized fitting rooms will include smart mirrors where the user can see how an item of clothing would look on them with simple hand gestures. Selected items could be brought to the room to physically try on items as well.
Sketching & Wireframing
Having users go through our paper prototypes allowed us to gain insight on clarity and ease of use. We reworked our iconography and added labeling to our final designs to create affordances that users would understand.
Our kiosk was presented as a long scroll that would slide as the user "touched" different icons and our phone app was presented as a booklet that followed a narrative user flow.
Try the mobile app
We plan on bringing in some visual aids on mall layout to help communicate our vision.
Things to come:
renders of proposed social spaces
showing kiosks in the environment
site plan of this proposed mall
Thank you for taking the time to read through our case study! This project was a great exercise in imagining what the future may hold and in seeing the complexities and strengths of an omni channel retail experience. We hope you enjoyed reading through this as much as we did in making it.
Got any feedback or insights? I'd love to hear what you have to say! I'm constantly working on improving this project so click the button below and drop me a line!