UX/Service design - The Belmont Forum

The Belmont Forum

An outstanding shopping mall experience

Content

Project overview

Client brief

Design thinking process

Empathy

Define

Ideate

Prototype

Test

Final design solution

Project overview

Role

UX/Service design university project

Group work during during the first four week during empathise phase

Duration

August - November

Context/Background

With the inherent growth of digital technology and online shopping, e-commerce has become a fierce competitor to the shopping mall retailers. The preferences of consumers
making their purchase while being at the comfort of their home have impacted the way shopping mall operates. Retailers are now seeing e-commerce as a threat to their
business. The accessibility of almost any item online with the benefit of sales discounts and being available 24/7 hours has been the choice of many people with a busy
schedule. Shopping mall plays an essential role in our society; it helps us purchase product or services where consumers can receive their item on the same day with the

possibilities to inspect the items before purchase. It also helps families and friends to relax and spend time together while buying their product or service. Shipping cost and waiting time for product delivery is a massive disadvantage for customers shopping online.

Problem Statement

The problem is not the shopping mall but with the overall concepts which has not been updated for years. With the impact of digital technology and online shopping, the traditional shopping mall has been impacted negatively due to being unable to compete against what online shopping is providing. Online shopping provides the opportunity for consumers to access anything that they need 24/7 within the comfort of their home.
Besides, parking is one of the various issues for the user, without enough choice in terms of product and services and no entertainment people do not see the mall as it should be.
Providing free Wi-Fi with 4hours of free parking is not enough to attract the customers to the mall. They need to be engaged and connected, and we need to bring a sense of
community to the mall.

The desired outcome will be to change the shopping mall concept of grocery and clothing shopping to a leisure resort concept with various entertainment ongoing throughout the year.

"How might we create a leisure experience that cannot be offered online?"

The mall will provide a considerable number of services to the community. The services not only will be in forms of entertainment but also with various sales and discount with accessibility and convenience to the mall. There will also be various touchpoint to provide the service such as an app, concierge service, booking stall and self-service screen for the user to interact.

Research: Understanding the target audience of the Belmont Forum

Demographics

Empathise phase - Onsite Interview

Segment - 18 - 60 years

Questionnaire

1. How do you normally go to the shopping mall?

2. Can you share how you feel before and after you get to the mall?

3. Can you walk me through from when you left your house to now?

4. How did you get here? What emotions did you have driving/parking/walking? Stories and emotion

5.Tell me a story about a great/horrible memory you have at the shopping mall?

6. Can you share a story about the experience you had shopping with another person?

7. What is your favourite part of being in a shopping mall? What is your least favourite?

8.Can you tell me about a memorable interaction with a store employee? Variation of shopping experience

9. Do you shop online? Can you tell me a story of a best/worst/last online shopping experience that you had? What was particularly good/bad about it?

10.Does social media influence what and how you buy? Can you tell me a personal story related to that? Can you tell me a personal story related to that? Cultural and social

11. What do you see as the roles of shopping mall in our society today? Why?

12. From your opinion, will this change soon? How so?