DIZENGOFF CENTER

While studying at Ruppin College, I created a user-friendly mapping app for Dizengoff Center. Designed for easy navigation, this app helps shoppers explore the mall and find shops quickly with real-time location tracking, perfect for those in a hurry.

overview

As part of my studies in the user experience course, I was tasked with designing a number of application screens. I chose to create Dizengoff, an application that will help customers with limited time to navigate the complicated complex, and enjoy updates on everything that is happening.

Problems

The mall is viewed as confusing and the signs and information stations are unhelpful. Live navigation is not available in the current app, and no solution exists for these groups. The main challenge is to boost mall attendance and profits.

GOALs

Simplify user experience by enabling easy location recognition, efficient navigation, and convenient access to services.
The strategy is to expand app downloads, attract new users, and boost revenue generation.

Competitive analysis

The research involved analyzing the key objectives and overall strategy of competitors through SWOT analysis, and studying leading apps from around the world for shopping malls to understand how they solve the issue of navigation and integrate solutions to increase profits.
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  • Map view by floor
  • Possibility to navigate the complex by sharing a location
  • App availability and compatibility for Android and iOS
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  • Information about the stores is not available
  • Some buttons are not working
  • Limited number of actions that can be performed
  • Navigation is not always available
  • Lack of indication of floor numbers
  • Inefficient search filtering
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  • Adding additional services related to navigation (parking services, games, special activities)
  • Adding store details and contact methods
  • More information about the complex and hours of operation
  • Expanding business activity through coupons and promotions
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  • Locating store location details online
  • Calling the store
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  • Online purchase option
  • A personal area for performing actions
  • Offers parking services, promotions and updates
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  • There is a map but no live navigation or indication of location or direction
  • Lots of users complain about crashes and incompatibility of the app depending on the screen
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  • Online purchase option
  • A personal area for performing actions
  • Offers parking services, promotions and updates
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  • The application is used as a trading site therefore, open to competition

Survey

My research started with knowing the target audience and their needs. I focused on the pain points of the users, especially regarding the ways in which they are used to find their way around the mall. I quickly realized that baiting mapping is very important to users trying to figure out where they are.

What time do you usually visit Dizengoff Mall?

This question was selected from the extended questionnaire

45-clock-time-outline
0 %
09:00-14:00
45-clock-time-outline
88 %
15:00-20:00
45-clock-time-outline
12 %
21:00-24:00

Is orientation around the Dizengoff Mall important to you?

This question was selected from the extended questionnaire

Yes, for specific things like bank, post office, vet, Doctor, attorney
Obviously, constantly losing the way there, anyway It's hard to find your way around
I don't mind, I can always go into the store the nearest and ask
I would walk around, explore and find out
I know the shopping environment so no thanks!

What are your interests in the Dizengoff complex?

This question was selected from the extended questionnaire

09:00 - 14:00
15:00 - 20:00
21:00 - 24:00
Shopping - 40%
Cafes & restaurants - 20%
Services (bank, post office, clinics) - 0%
Wandering & spending time - 6.67%
Cinema & movies - 13.33%
Food market & Designer market - 13.33%
Buying groceries - 6.67%

How's your navigation inside the mall going as you search for a specific store?

This question was selected from the extended questionnaire

I get discouraged quickly, prefer to arrive to another mall - 16.67%
Starts to turn around and try to figure out where I'm here - 50%
Looking at the signage and that's how I get acclimated - 16.67%
Checking on mobile and looking for directions - 8.33
Every area in the mall is familiar to me - 8.33

User Persona

User research identified a need for people to have an easier time locating stores and specific places. Additionally, it was found that a large portion of young people hang around the store and can be targeted as a potential audience for the application. A userflow map was created to aid in identifying potential users.

Shira Reuveni

Pain points

Save time by efficiently locating stores and parking in Dizengoff Center. Quick access to entrances and exits will allow for maximum enjoyment of the mall. Avoid getting lost while searching for important stores by planning ahead.

Goals

Maximize enjoyment and efficiency during leisure time with the family by locating high-quality brand stores and health product stores at the best prices. This allows for more freedom to move around and enjoy the experience without time constraints.

Brands

Find top-quality brand clothing and home decor products, including Fox, Levi’s, Top Ten, Super Pharm, Lalin, Nike, Apple, Tommy Hilfiger, Gregg Cafe, and McDonald’s. Yolo-Shop offers a variety of children’s brands.

Values

To locate quality products at good prices.

Hobbies

she spends her time on Friday mornings working out at the gym and in the pool, as well as shopping. She also visits Dizengoff Center at least once a week.

Shopping patterns

In most cases goes through social networks and price comparison sites, newsletters of consumer clubs and shopping vouchers.

Pain points

Challenges

Fears and concerns

Shopping patterns

In general, she tend to walk around the mall while using their mobile phones to keep up with social media and discover new things. she often check out store websites, dedicated applications, blogs, and newsletters to stay updated on everything that is new.

Hobbies

Nitzan Shaul

User flow

In order to make my design more focused and successful from the users’ point of view. I designed user flows for store search and save, navigation, finding deals and discounts.

Shira Reuveni - Userflow 1

Shira and her husband go to a wedding. Shira needs a new button-down shirt for her husband from Zara, but she wants to check for discounts. She is in a hurry and needs to find the quickest way to get to the store, as she also needs to pick up the children from school.

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Nonstop Updates

We strive to innovate when it comes to functionality. Our mission is to be the best, come and join the ride.

Nitzan Shaul - Userflow 2

Shira and her husband go out in the evening for A wedding.
Shira wants to buy her husband a new button-down shirt from Zara.
Shira knows what she wants to buy, and wants to know if there is any kind of discount on the desired item, Shira is in a hurry, so she also doesn’t have time to walk around the mall and wants to know the most efficient way to get to the store, since she has to pick up the children from school.

Sitemap

I’ve categorized the app’s content topics in the most user-friendly way to organize my app. Thanks to this sitemap, I was able to refine my app better.
Click on image zoom in

colors

I chose pink shades because they reflect positivity, which I think is very important for customers who “don’t lose the north” and are in a hurry. In addition, pink is a color identified in the graphic language of the mall.

Design system

The design of the app was inspired by mall apps from around the world, navigation apps, and Pinterest.

Wireframes & Prototype

After building the site map, I started sketching the wireframes of the main scenario. The wireframes were later tested by users in order to optimize the design.

final design

Final design of central seven pages in the user flow process shows all the way from the flash screen to the navigation screen when selecting the desired destination.

עמוד ספלאש
תפריט
עמוד ניווט
עמוד תוצאות
עמוד החנות
עמוד מפה
עמוד תרשים

Process conclusions

During the process, I realized that my research would bear fruit as I delved deeper into checking all the available options, also by arriving at the shopping complex and doing visual research.
On top of that, when I received opinions from colleagues and acquaintances, it helped me a lot in improving my insights into both the content of the app and the design, which changed quite a bit throughout the project.