THE SHOPPING MALL EXPERIENCE
DESIGN RESEARCH & SPACIAL EXPERIENCE DESIGN
12 WEEK PROJECT
This project combined service, experience and product design to develop a concept to enhance the experience of shoppers at the INTU Breahead Shopping centre in Glasgow. The project was undertaken in collaboration with the brand experience team at INTU Group, seven consumer behaviour experts, and the citizen consumers at the shopping mall itself.
The challenge of the project was to design the conditions to encourage customers to stay longer at the Shopping Mall area, by introducing new memorable experiences.
We took a user-led design research approach to this challenge. This involved spending two weeks observing customer movements and behaviours inside the shopping mall environment, and designing and deploying a number of research tools to gather rapid qualitative data directly from customers to learn more about them, and their desires.
The final outcome was a service called Step UP which consists of short and playful activities that people can interact with as they journey through the shopping mall. The interactions provide a physical experience that rewards users by creating fun moments to capture, and share via social media. Customers can interact with the products and activities through a mobile app, and cash in rewards over periods of time, encouraging them to spend more time in the shopping mall area, and come back to visit in the future.
Image Above: FarmVille game, inspirational concept.
'PEOPLE DEVELOP A SENSE OF ATTACHMENT, AFFECTION AND EVEN IDENTITY IN MALLS DESPITE THEIR COMMERCIAL PURPOSE. THIS DEPENDS ON HOW PEOPLE SPEND THEIR TIME THERE BESIDE SHOPPING: TEXTING, TAKING PICTURES, COMMUNICATING THROUGH DIFFERENT MEDIA'.
Joel Stillerman, Sociologist at Grand Valley State University