Client EMAAR - The Dubai Mall | Timeline November 2017 - January 2018 | Industry Retail Shopping |
A technology that benefits both clients and customers by enhancing the visibility of mall tenants and increasing footfall, while also providing an easier wayfinding experience through digital assistance via an interactive directory. This smart platform offers an elevated customer experience.
Summary
Project Outcomes | We deployed a total of 82 digital directories across 40 distinct locations within The Dubai Mall. From the deployment date in January 2018 until June 2018, the user count reached 2,950,000, averaging 17,900 users per day. The daily average number of clicks was 53,800, totaling 8,800,000. |
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Team (Nearbuy Group) | John Kenneth - Creative Director Robert Ramos - Graphic Designer, UI/UX Designer 1 Account Manager 3 Developers 1 Software Engineer 1 Autocad Engineer |
Services | UX/UI Design Graphic Design |
Deliverables | Mockup Designs and Presentation Deck for Bidding Wireframes Clickable Prototypes UX Research and Testing Iconography 3D Map Design |
The Client
Situated in the heart of the renowned Downtown Dubai, famously referred to as 'The Centre of Now,' stands The Dubai Mall. This iconic establishment holds the distinction of being the world's largest and most frequented destination for retail and entertainment, attracting over 80 million visitors in the year 2014 alone.
Covering an impressive total internal floor space of 5.9 million square feet, The Dubai Mall boasts a substantial gross leasable area of 3.77 million square feet. Housing more than 1,200 retail establishments, including the prominent Galeries Lafayette and Bloomingdale’s as anchor department stores, along with a diverse array of over 200 dining and refreshment options. Beyond its remarkable retail offerings, The Dubai Mall delivers an unparalleled fusion of premium shopping, exquisite dining, top-notch entertainment, and leisure attractions that are truly world-class.
The Problem
The client's current directory system was outdated and failed to effectively engage mall visitors. To resolve this issue comprehensively, a rebranding effort was imperative. Moreover, there was a crucial need to incorporate state-of-the-art wayfinding technology to facilitate precise store navigation within the mall.
Furthermore, the mall management aspired to establish a unified kiosk solution that beyond conventional navigation functionalities. This kiosk would not only offer navigational support but also to broadcast event announcements, showcase individual store discounts and promotions, highlight upcoming store openings, and provide general mall-related information.
Before Static map and listing in a lightbox display | After Interactive digital map navigation |
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My Role
UI/UX Design and Graphic Design
The Approach
Nowadays, almost everyone is familiar with operating a mobile phone, effortlessly navigating between various apps using simple hand gestures. In line with this familiarity, we have designed a user-friendly interface that mimics the ease of manoeuvring handheld mobile devices. This touch-based interface empowers users to effortlessly swipe between pages, granting them full control over the directory at the touch of their fingertips.
Enhancing the overall user experience, we ensured that the new "Touch Map" fulfils their every need, whether it's locating a store, facility, or staying updated on the latest offers and events. But its capabilities extend even further – allowing users to download the map to their phones by scanning a QR code from the screen is just the beginning. Here are some of the key features:
A 3D interactive map of the entire mall that provides visitors with a clear, three-dimensional visual walkthrough.
Multi-language options (including Arabic, French, Dutch, Mandarin, etc.).
Accessibility mode tailored for physically challenged visitors.
Wayfinding functionality from one location (A) to another (B), complete with a multi-floor view.
SMART SEARCH, an advanced search feature that evolves in sync with the user's experience and the mall directory.
Ability to apply tags and conduct tag-based searches.
Search options for Amenities such as Prayer Rooms, Baby Rooms, Toilets, ATMs, and Guest Services.
Search functionality based on Points of Interest.
Search by Brand names (e.g., Samsung, Armani, etc.).
Search by Store names.
Search by Products (e.g., phones, curtains, etc.).
Auto-correct suggestions during searches.
Categorised searches (e.g., Men's Fashion, Women's Fashion, etc.).
Auto-Complete/Suggested Search while typing.
Predictive search based on user profiles and past search history.
Ability to provide ranked search results.
Proximity-based results (Prioritising outcomes based on the nearest distance).
Detour planning (e.g., navigating around closed-off paths).
Location promotion capabilities.
Display of advertisements.
Location-based journey planning (directions oriented from a selected starting point).
The Process
After securing the bid, our team focused on refining the winning layout design for the digital kiosk. I proceeded to draft the entire user journey using wireframes, starting with hand-drawn sketches and advancing to clickable high-fidelity prototypes to evaluate the workflow with my team.
Given our company's specialisation in wayfinding solutions, we leveraged existing benchmarks and guidelines derived from past user research data to ensure the creation of a user-friendly interactive directory software. To validate our concepts, we conducted internal testing using life-sized screens to precisely gauge button sizes, readability, and overall usability. We also tested the hardware, verifying the tap-ability of the kiosks.
As the development team immersed themselves in coding, constructing the 3D map, and inputting data into the CMS, I focused on enhancing the visual elements such as iconography, buttons, and overall aesthetics. Additionally, I have to create a presentation deck for stakeholders to review of both the appearance and functionality.
Following the initial deployment of the kiosk within the mall, I conducted a field research, meticulously observing mall visitors as they engaged with the digital directory. This process involved noting their interactions with the kiosk, tracking the time each user spent, and identifying any potential usability discrepancies.
🔎 Closer Look at the UI Design from presentation deck
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The Result
We provided a total of 82 digital directories in 40 different locations in The Dubai Mall. From the day of deployment in January 2018 until June 2018, number of users reached 2,950,000 with a daily average of 17,900 users. Average number of clicks per day is 53,800, total of 8,800,00. The feedback we've received overall is positive and encouraging.
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