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A mobile application that will provide real-time assistance services to visitors of large-scale shopping centers, including directions and promotional information, tailored to their in-the-moment needs.

01 INSPIRATION.

FLOOR PLAN AND STRUCTURE

Currently, navigation systems provided by shopping malls are far from satisfying. Although popular mobile applications can provide directions to the mall, they are virtually useless once you get there and are looking for specific needs within the mall.

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Shopping:445 Dining:182 Services:35

To help solve this problem, I would like to create an interactive, frustration-free system to allow visitors to easily navigate their way through any shopping mall.

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Dinner 1

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EXAMPLE The Google Maps app can lead visitors to the location of the shopping mall. However, it is rarely able to provide practical navigational assistance once the user is in the mall.

DEFINE VISITORS

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Dinner 15 Desset 5 Fastfood 1 Entertainment and leisure 2

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Not helpful in the building 7F

02 RESEARCH. I choose Super Brand Mall as an sample case study to demonstrate the capabilities of the interactive navigation application. Based on my research and my personal experience, I believe that Super Brand Mall has most of the obstacles and challenges typically faced by large-scale shopping malls.

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ABOUT SUPER BRAND MALL

30 million Visitors per year

250,000 Square meters

400+ Brands

80% Chinese 20% overseas tourists

13 shopping floors 1 coworking space

20 new brands in 2019 50 new brands in 2020

B1

Dinner 6 Personal care 6 Entertainment and leisure 1 Services 1 Children’s entertainment 1

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Children’s 7 Fashion 7 Dinner 7 Services 4 Children’s entertainment 1 Dessert 1 Photography 1

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Personal care 3 Bank 2 Dinner 1 Supermarket 2 Services 2 Optical 1

B2

Services 6 Fashion 37 Dinner 5 Shoes 1 Optical 1 Bag 1

Fast food 2 Children’s 1 Dessert 1

NEWCOMER (0-3 visits) New to the building, unfamiliar with the floor plan and structure of the building.

Services 4 Dessert 1 Bag 9 Coffee 1 Fashion 26 Shoes 11 Personal Care 1 Jewelry, watches and clocks 1 Fashion 61 Optical 2 Children’s 2 Dessert 2 Coffee 1 Shoes 1

Classified by number of visits

Bag 2 Services 3 Dinner 2 Personal care 2

REGULAR VISITOR (10+ visits) • • • •

Typically people who live or work nearby Familiar with the structure and floor plan of the building May still need directions to specific stores or restaurants Need informational updates about new stores and upcoming events

Classified by consumption target

Optical 1 Western food 1 Dinner 1 Fashion 20 Jewery, watches and clocks 4 Shoes 28 Personal care 4 Personal care 9 Bag 1 Coffee 3 Shoes 1 Ice cream 2 Fashion 4 Dinner 3 Jewelry, watches and clocks 7

1. TOURISTS People who are only stopping by for food or shopping once.

NEEDS: Get around the building as smoothly and easily as possible. Will look to mall directories to help them decide where to go. 2. SPECIFIC VISITORS People who have specific destinations.

NEEDS: Navigate to the specific store / restaurant as quickly as possible. B3 Coffee 1 Dessert 1 Fast food 1 Supermarket 1 Dinner 2

Service 2

3. REGULAR VISITORS Local residents who live nearby and spend lots of time in the building.

NEEDS: Get updates about new stores and upcoming events.events.


PROBLEMS 1. CONFUSING DIRECTORY MAPS

B. OUTDATED INFORMATION

Directory maps inform people where they are and what shops are available, but sometimes they end up causing visitors even more confusion. Without readily accessible help, visitors can become frustrated and may even opt to simply leave the mall.

2. FOOD

Due to the limitations of printed media and the rapid pace with which new shops may be opened, directory maps are often outdated. Shoppers who are not conscious of this possibility may easily get confused.

A. LOCATION • Directory maps are usually only located near elevators or escalators • May be 50-100 meters away or more from the shopper when needed • It can take several minutes just to find the directory map • Some signs actually create more confusion EXAMPLE

A These pop-up dessert stands located on the stage platforms are not clearly marked on the directory map.

The restaura image appe difficult to re each floor.

C. THE VISUAL DESIGN OF THE MAP

Some signs actually create more confusion.

The visual design of the map does not adequately highlight the shopper’s current location. Also, searching shops by matching numbers on the map to the list below is time-consuming and inconvenient.

C. T


D MAP DOES NOT WORK

3. COMPLEX BUILDING STRUCTURE CAUSES CONFUSION FOR VISITORS Each floor has a different layout, which makes it difficult for newcomers to navigate their way through the mall.

A. The arrangement of the map is unclear.

ant map is arranged in rows from left to right, with each restaurant earing one by one after its respective floor number. Not only is it ead, but it does not tell visitors the restaurant’s specific location on

This wide ramp is helpful to those who have already been to this mall many times are are familiar with it, but it can create confusion for newcomers. Visitors who are not familiar with the mall may easily lose their way in such a large and complicated layout.

B. The food images are all similar. Visitors have a hard time figuring out what type of cuisine is offered in each restaurant.

The board is inconvenient for visitors looking for specific types of food.

Escalators are not located in the same place on each floor, which forces visitors to spend a long time figuring out how to get to the top floor using the escalator.


03 USER INTERVIEW & INFORMATION.

I conducted 11 prospective user interviews with shoppe Super Grand Mall. As expected, all of the shoppers com Grand Mall, and look forward to an improved experience

1. THE BIGGEST COMPLAINT Hard to find specific store/ restaurant

Directionary Inquiry Stand EXAMPLE Directionary Board

Instructions are not clear The numbering system of the map is not working Difficult to find one when needed

Too large -scale The architectual structure is confusing

Traffic

Too far away from subway station Hard to find taxi / bus stop when leaving the building

Difficult to understand current location / direction

The board only provides directions to certain floors and not to specific places. Must walk back to a key landmark if getting picked up by a friend.

Too crowded

Dining waiting lin too long.

Not enough trash cans

Elevator is too crowded.

The division of stores in different categories is not clear

Not enough escalators availa

Difficult to find restrooms Easy to accidentally walk in the wrong direction. May walk in circles for 10 minutes without finding the exit. In a hurry to get to the top floor, but can’t find a quick and convenient path to get there.

The shopping mall’s interior design is outdated Signs are not clear

Hard to find parking

Hard to find areas to rest or take a break

Must go back 200 meters just to thr out the trash.


3. NUMBER OF VISITS

ers in Shanghai, China who have visited mplained about their experience with Super e.

ne is

2. SOLUTION / SUGGESTIONS

Visual Design

able.

Location of boards

0 row

More interactive functions Renovate the interior on a regular basis Real-time application guide

Improve organization of store locations and group similar stores closer together

Reorganize layout to prevent overcrowding

3

10+ times 3 people

8

Ask for directions from store employees

Improve Directory board

REASON

Digitalize board to easily keep mall info up-to-date Ref. Google Map

1-3 times 8 people

People typically go to the shopping mall that is closest to their home. They will usually only go to other malls for special occasions, such as meeting friends or attending events. There is no middle ground.

4. DURATION OF EACH VISIT 3+ HOURS

5 People

2 HOURS

3 People

1 HOUR

3 People

REASON Shoppers spend a lot of time in the mall on each visit. As such, it is necessary to improve the rest and break areas.

5. USE OF INQUIRY STAND 2

9

USED 2 people

REASON The inquiry stand is not very accessible or convenient for visitors.

NOT USED 9 people

Voice Control: Siri

6. ON-DEMAND SERVICES Timely Promotion Info

7 People

Free WIFI

5 People

Free Guide

5 People

Timely parking info

2 People


04 UX MAP.

EXTENT OF FRUSTRATION

ROUTE STATE

MING LIU

Age 30

Housewife

Frequency of visit The first time

PROBLEM

GOALS Meet with a friend at a certain store in the mall on a Saturday afternoon.

SOLUTION

ENTER THE MALL

LOOK FOR CERTAIN STORE

Enter the mall through a side entrance on the third floor

Try to find a certain fashion store to meet her friend

Unfamiliar with the building

Read directory map to figure out the route

WALK AROUND THE MALL

After meeting her friend, sh browse around other clothi hoping to purchase some c clothes for the following se

There is a sports brand on her left, and a digital camera store on her right

There is no directory map or escalator in immediate view

Without a directory map, inquiry stand, or proper signage, she doesn’t know how to find any specific stores

The architectural layout is not intuitive. She can’t figure out the way to the . store and gets lost.

The directory map does not i where she is or in which direc facing. She goes in the wrong

Confused by arrangement of stores

It’s hard to find a directory map, inquiry stand, or appropriate signs, and she gets lost.

She gets lost, walking all the down to the lobby on the gro floor, waiting for her friend to

The directory map does not indicate where she is or in which direction she is facing. She goes in the wrong direction.

She is confused by the store rangement, and can’t find w casual clothing stores are lo

The elevator is so crowded.

The mall is generally overcro

It’s hard to find a trash can, has to hold her empty water a very long time.

Can’t find the stairs, escalators, or elevators

Too crowded.

Place inquiry stands and/or directory maps at all entrancess

Implement a real-time application guide to provide basic information about the mall

The mall is generally overcrowded.

Provide more directory maps

Improve the visual design of the directory map

Improve the visual sign of the map.

Implement a real-time application guide to help visitors familiarize themselves with the mall

Improve the signage system so that fewer people are aimlessly wandering around the mall without enjoying the services there.

Implement a real-time appl guide to organize stores into categories, display current pr information, and route visito specific places.

Improve the signage system fewer people are aimlessly w around the mall without enjo services there.


LOOK FOR RESTROOM

he wants to ing stores, casual ason.

indicate ction she is g direction.

e way ound o find her.

LOOK FOR A SEATING AREA TO TAKE A BREAK

FIND A RESTAURANT TO EAT

She needs to use the restroom.

She needs to have some food.

LEAVE THE MALL AND GO HOME

After walking for several hours, she need to take a break. She wants to sit and rest for a while.

.

She wants to leave the mall and go home.

.

The information on the signs are not obvious or clear.

It is hard to find an specific signs pointing to the restrooms.

The directory map is hard to find.

The list of restaurants on the directory map does not indicate what type of food each restaurant serves.

The lines are too long.

• •

Hard to find the nearest seating area.

There are not enough seats in the seating area.

Hard to find the nearest exit and signs are unclear.

Do not know where the bus stops or taxi stands are.

Exits are too crowded to walk out of the building.

es’ arwhere the ocated.

owded.

and she r bottle for

e directory

Make signs larger and place more signs around the mall.

Improve the visual design of the directory maps.

lication o different romotional ors to

Implement a real-time application guide to help guide visitors to the closest restroom.

Implement a real-time application guide to organize restaurants by cuisine, map the locations, and guide visitors to the desired restaurant.

m so that wandering oying the

Use an application to make reservations in advance.

• •

Provide more seating areas. Implement a real-time application guide to show where the seating areas are.

Implement a real-time application guide to lead visitors to the nearest exit and locations of nearby public transportation.

Improve the signage system so that fewer people are aimlessly wandering around the mall without enjoying the services there.


05 DESIGN CONCEPT.

PRODUCT REFERENCE 1. NAVAR - Chat-based AR navigation app

TARGET USER The product should assist all types of users, including both first-time and regular visitors, in easily navigating through the mall and fulfill their informational needs.

Navar is a chat based agumented reality navigation app.

2. MU

Museu tool for large-s guide t

GOALS • Provide a more visually interactive way to guide people in the mall. • Assist users in getting to their desired location on-demand (for example, users can get immediate directions to the restroom, cinema, parking lot, and specific stores). • Provide a clearer hierarchy of information, organized in any number of ways (for example, sort restaurants by different types of cuisine, etc.).

FUNCTION Chat-based system which can provide recommendations and suggestions, coupled with an AR map helping users navigate to any desired location.

AR system can orient users and direct them to any location in the mall, as well as help users find public utilities nearby.

Sync promotional information

Visitors are able to browse current promotion information, so that they would never miss any sale or promotion.

Classification system of stores and restaurants.

Stores of the same category can be mapped on the application so that users know exactly what to expect on any given floor.

INSIGHTS

PROS

Real-time augmented reality (AR) navigation guide

CONS

FUNCTIONS

• Chat-based system is very user-friendly as users are able to interact with the system and easily obtain the exact information that is needed. • AR-based map is designed exclusively for this shopping mall, helping users to navigate through different floors. • Some screens can become too wordy and it’s inconvenient for users to read large chunks of text while walking to certain locations. • Navigation app must be as simple and direct as possible.

FUNC

A locat to orien and se It can a visitors audiov about


06 INFORMATION ARCHITECTURE

USEUM APP

ums use applications as a useful r visitors to navigate through a scale space, and also a personal to the museum’s collection.

CTION

tion-aware map helps visitors nt themselves in the museum ee which art pieces are nearby. also suggest routes that suit s’ interests and provide visual or text commentary the artwork.

Bookmarks

Store Info AR Map Navigation

Sort by cuisine

Food Clothing Cosmetics

Label

Restroom

Shoes

Seat area Promotion Detail

Parking Lot

Events

Taxi

Exhibition

Bus

SPECIAL CATEGORY

PROMOTION

Subway

SERVICE MAP

MOBILE APP

Jewelry, watches and clocks

Personal Care Children List of stores

Entertainment and Leisure

Keywords

Supermarket

QUICK SEARCH

STORES MAP

GUIDE


07 USER FLOW USER FLOW 1.0

ITERATION

SUGGESTION 1. Promotions should be the primary emphasis on the homepage. 2. Always provide a “back” button so that users can easily go back to the previous page. 3. Integrate the search function so that it is always available whenever needed. 4. Move “General Information” to the “Facilities” menu and replace it with “Promotions”. 5. Give recommendations for search terms. 6. Add more functions and information on parking. 7. Provide recommendations from similar stores (likely competing brands) at the bottom of the page to help shoppers compare products before purchasing. *The suggestions that have been highlighted are the ones been taken in action.


USER FLOW 2.0 Main Page

Search

Search Results

Quick Facilities Shortcut

Select Store

Share Info

Guide to spots on other floors

Guide Route

Guide An interactive map to guide visitors to their desired destination

Stores

Store Category

Store Info

Stores A full list of all of the stores contained in the mall, sorted by various categories. The guide can navigate around spots on different floors. Facilities

Mall General Information

Facilities A list of all of the public facilities that visitors might need, including restrooms, parking, etc.

Parking

Share Information Users can share a specific store/spot with friends, which can shorten the time needed to find a place to meet.

Visitors can use the app to pay for additional parking time. Promotion (Events)

Promotion A list of all of the special events and promotions happening in the mall. Visitors can browse the list to find what interests them the most.

Promotion (Promotion)

Restroom


08 UI DESIGN

09 U

Look for

LOCATIO


USER SCENARIO

promotional info

ON: HOME

Look for a specific store

Pick a restaurant for lunch

Look for restroom

LOCATION: THE ENTRANCE of THE SHOPPING MALL

LOCATION: IN THE SHOPPING MALL

LOCATION: IN THE SHOPPING MALL

Super Brand Mall  
Super Brand Mall  
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