UX/UI Redesign of the Westfield App
Client: Westfield, a leading shopping center company with over 80 malls in 12 countries.
Context: Westfield is reinventing itself as a new player in the leisure industry, with shopping as the main attraction. Through the redesign of the app, Westfield wants to become a modern, innovative, and leading brand that offers an augmented shopping experience wrapped in a layer of services and entertainment.
My Role on the Project:
I led the UX/UI team throughout the project, ensuring a cohesive and efficient design process. Facilitated workshops and client presentations, actively listening to and clarifying Westfield's needs and goals. Conducted user research to develop detailed personas and define user communities within the app. Collaborated closely with the UX designer to craft an ergonomic and user-friendly interface. Established the visual identity and artistic direction for the Westfield Club loyalty program, including content. Defined the app's visual style guide, colors, typography, illustrations, and photography. Developed the design system, creating reusable components to maintain design consistency. Designed high-fidelity screens and interactive prototypes to showcase the app's functionality and user experience. Executed A/B testing to optimize the user interface.
Problem:
#1 Customers don't use the app. How to encourage users to download the new app?
#2 How to increase user engagement with the loyalty program?
#3 How to collect customer data and insights.
Method Used:
- Workshops with the client
- Customer data analysis and persona creation
- User journey mapping
- Wireframing (UX)and testing
- Definition of the loyalty program's visual identity and content principles
- UI design, Design of the logo, design system,
- Agile project carried out on Figma
Goals:
#1 Create the loyalty program section of the new Westfield app
#2 Affirm Westfield's new positioning as a new player in the leisure industry
#3 Collect customer data for future monetization
Response:
Personalized content:
- Community approach: Users choose the tribe that best fits them and create a profile with their interests.
- Tailored content and rewards based on user preferences.
- Gamification and additional features based on tribe expectations.
Data collection:
- GPS tracking of visits
- Favorite stores and promotions
- Onboarding, games, and events
Result and Impact:
A new modern, user-friendly, and fun app that allows users to access their loyalty program and all its benefits. Enhances the in-mall experience with extra live, loyalty program, content, etc. Offers a smooth, simple, and intuitive user experience that allows users to prepare their visit, enjoy their time, and feel good.
Agency: Havas Paris
