Convenience Is Everything
“Shopping malls are here to stay, but they require 
e-commerce DNA to be embedded in their bricks and mortar.” Emaar Malls App of the future will be the industry-leading benchmark for customer convenience across global Mall Operators.
Dec 2018- Feb 2019
OVERVIEW
While I was working at TribalScale, we had this amazing opportunity to help Emaar designing the next generation of customer shopping experience in their Dubai Malls. The existing version of the application has a poor User Experience and lacks most of the functionalities. The vision is to deliver value through heightened convenience and personalization, helping them save time, provide meaningful promotions, and build loyalty during every step of their customer journey.
MY ROLE
Working as a Product designer, working with our strategy team in Dubai and collaborate with other stakeholders to design and visualize the end product.
SKILLS
User Research, Journey Mapping, UX & UI Design, Brand experience and identity design, Animation.
Personalized Selections
Nour is able to input her preferences into the Dubai Mall application to allow curated content based on her likes and dislikes. View personalized newsfeed, set preferences for dining, entertainment, & retail options, get offers based on these preferences her previous spending activity.
Online Reservations
While browsing through her Instagram newsfeed, Nour sees an ad for an event at Dubai Mall sponsored by Sephora. She could RSVP for this event, save promotional offers, share invites with her friends and also reserve parking spots in advance.
Loyalty Program
Once Nour is ready to pay at Sephora, she opens her profile on the app to get quick access to her information. The sales associate scans the barcode and immediately has access to Nour’s loyalty points, home address, and the exclusive promotional offer.
AR Wayfinding
After shopping at Sephora, Nour decides to grab lunch. She finds her favourite sushi restaurant and uses the AR wayfinding system. As she makes her way to the restaurant, she is reminded that the Dubai Fountain show will begin soon. She is simply using the AR feature to navigate through the mall and see the personalized suggestions.
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Home Delivery
Nour scrolls through her news feed on the app and gets a notification that her order is getting delivered. She can now be prepared to receive her purchase.
