Company
Apple (Rekall)
Project
American Dream Mall
Background
American Dream Mall partnered with Apple to re-envision the in-person shopping experience
Responsibilities
UX Research
Visual UI Design
Date
Jun 2019 - Sept 2019
Brief Overview
Design Challenge
Re-envision what the in-person shopping experience can be. Partnering with Apple, the American Dream Mall aimed to be a state-of-the-art solution for in-person shopping and attractions. American Dream Mall is the 2nd largest mall in America—outside of its massive number of stores, accessibility to the stores and managing events and attractions had to be considered and personalized for each visitor.
Initial sketches
After extensive user interviews with visitors of the Mall of America (Sister Mall) and other in-person shopping experiences, we conducted multiple brainstorming sessions with stakeholders and Apples EDL (Experimental Design Lab) team. I produced the sketches below for approval from these sessions before moving into high fidelity designs for testing.
On-boarding Experience
Upon opening the application, customers can personalize their experience based on their interests, which will help provide a better experience on their home screen.
Personalized Home Screen
A personalized home screen will be presented to them based on the information a customer provided during onboarding. This screen would showcase Stores, Attractions, and info based on their location, leading Restaurants, and increased customer engagement by increasing discoverability.
Attractions
Detailed information for every available attraction and event is listed, with the ability to purchase and manage tickets/reservations. In addition to working tickets and reservations in-app, customers can add to their Apple wallet if they prefer to use their Apple watch for entry.
Itinerary Management
To increase app adoption, we wanted to provide a way for groups to manage their time at the American Dream Mall. Based on a customer's favorite retailers, reservations, or ticketed events, a "smart" itinerary will be generated based on the customer's location. In addition, this itinerary can be shared with family and friends, allowing groups to explore the mall individually without the concern of losing their party members.
Venue & Search
We reimagined the static directory & search experience by implementing an intelligent search feature to encourage discoverability and offer a personalized experience and an interactive guide showing the customer's current location.
Final Product Demo
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