Why was it used:

We got a common understanding for the team and stakeholders: who our users are, what is critical for them, and where/when the scenarios take place. It will save time for subsequent research and set a focus for CJM, interviews, ideation, and success metrics.

Insights:

1. People often take pictures of the sector/columns – they are afraid to forget the place;

2. Visitors get lost when moving between atriums/floors;

3. People take screenshots of maps/store;

Visualization of Research Findings: Mallers User Research

4. The shortest routes and landmarks “along the way” are needed;

5. Often come “for an event” (show, children’s activity).

6. Groups with children often deviate from the route through entertainment areas/food court.

Why was it used:

To align business goals and prioritize functions that directly impact revenue and experience.

What we got:

agreed on KPIs, discussed target segments, limitations, prioritized functions, and identified those responsible at each stage.

Why it was used:

To collect benchmarks on navigation, offers, indoor maps, and loyalty and not invent obvious patterns.

Result:

Several competitor applications in the client’s region were selected and their functions were analyzed. Based on this consideration, 20 primary and 8 secondary functions were formed.

We paid special attention to the following list of functionality that can be added to Mallers application:

1. Registration: Include the possibility of registration via Email and social networks;

2. Onboarding: Add onboarding for new users to help them quickly learn the app;

3. Search: Improve the search function by adding the ability to filter and sort;

4. Navigation: Provide maps and directions for better navigation inside the mall;

5. Offers: Highlight and nicely visualize the current discounts page;

6. Parking: Expand parking functionality by adding smart parking and the ability to reserve a parking space.

7. Gift Cards and Rewards: Emphasize rewards programs and the ability to purchase gift cards;

8. Services: Expand the range of services, including a personal stylist, where possible.

Visualization of Research Findings: Mallers Competitor Analysis

Why was it used:

Gain a deep understanding of motivations, pains, and contexts (family visits, searching for discounts, fear of losing a car). Test assumptions with real stories.

Process:

When carrying out this activity, 2 methods — Interviews and Surveys were used. During the research period, 17 real and potential users of the app were involved in a 20-minute Zoom interview. In parallel, I conducted a survey using Google Forms among another 32 respondents.

Insights:

1.  Teenagers go to malls with friends mainly to shop, go to restaurants, or watch movies;

2. When users hear about discounts or sales at malls, especially during the holidays, they make sure to visit the stores and buy;

3. Users get referrals for offers from loved ones, so awareness of current offers needs to be raised;

4. Sometimes users find out about sales in the last few days;

5. Users interested in coming to look at the product and try it on. Sometimes it is difficult to find clothes in the correct size, so they are forced to buy online;

6. Users need information about available parking slots and the ability to find their car quickly.

7. 64% of users visit the shopping center once or twice a month;

8. 58% of users visited the mall only during the holiday months to buy gifts for their family and friends;

9. 37% of users visit shopping centers for fun.

Visualization of Research Findings: Mallers User Interviews