Customer experience and omnichannel strategy & concept work for a mega mall.

Project: Define the connected customer experience, identify opportunities and develop a future-proof roadmap for a Mega Tourism 'Retailment' Destination in New Jersey.

Process: In this 10-week engagement, our multidisciplinary team had two strategists, two experience designers, one creative director and one technologist. We started by conducting user intercepts in malls, gathering insights around technology use and observations of user flows in space. We created customer journey maps and ideated against service moments.

My roles and responsibilities: My responsibilities included user interviews, market research, competitive audits, stakeholder interviews and leading the overall experience ideation. I pushed the team and the client to think of user needs and pain points in context, on and off the property. We used several service design methods and deliverables to craft a holistic experience.

MARKET RESEARCH

USER RESEARCH

EXPERIENCE STRATEGY

CONCEPT DEVELOPMENT

SKETCHING

CLIENT PRESENTATIONS

WIREFRAMING

Using the physical space as ideation tool

From day one, I plotted the blueprint of the mall space and started mapping renderings, user activities, possible pain points and needs. How can we think of a user with two children who is at the opposite end of the mall and is looking for the cinema? This way of keeping real context in mind enabled us design to support user flow in the space.