End-to-end Product Design • Research | 6 min read
Designing Delight
The Mall App That Topped Charts
Client
Emaar – Dubai
Role
Senior UX Designer
Overview
Dubai Mall’s mobile app needed a digital makeover to match its world-class presence, as the world’s largest shopping destination’s app had fallen behind, offering little more than a basic directory. As a solo designer, I transformed this outdated app into an indispensable companion through visitor journey mapping and strategic feature prioritization, evolving it from a static listing to a dynamic guide that solved real visitor pain points.
The redesign delivered exceptional performance metrics that validated the user-centered approach:
• 4,722% increase in search feature usage
• 2,968% rise in map interactions
• #1 in the App Store with zero marketing
• Seamless consistency across diverse brand experiences
• Enhanced visitor satisfaction across all touchpoints
The true success lies in how the redesign fundamentally changed how millions experience the world’s largest mall—before, during, and after their visit—proving that thoughtful UX can transform physical experiences through digital touchpoints.
The Challenge
Elevating the World’s Largest Mall Experience
Dubai Mall isn’t just a shopping center—it’s a global landmark that spans over 13 million square feet, houses 1,200+ retail outlets, and welcomes 80 million visitors annually. Yet despite this physical grandeur, its digital presence was stuck in the past, creating a jarring disconnect between the mall’s world-class reputation and its digital experience.
As the sole UX designer tasked with this transformation, I faced a daunting mission: reimagine the entire digital experience to match the mall’s prestigious status—all within a tight 6-week timeline from research to final delivery.
My initial analysis revealed multiple areas crying out for improvement:
Design Challenges
• Outdated Interface
The app felt like a website awkwardly fitted into a mobile frame, with clunky interactions and an outdated overall experience.
• Visual Inconsistencies
The form fields were unclear, the information hierarchy was lacking, and critical information was disorganized.
• Findability Failures
Visitors found it difficult to access essential features like parking assistance and store directories due to poor information architecture and excessive navigation.
Understanding the Visitor’s Journey
From Frustration to Opportunity
To transform the mall app effectively, I needed to grasp the visitor experience—not just the issues, but their significance. The mall was a complex ecosystem filled with emotional and practical challenges.
Through contextual inquiries, I uncovered pain points and opportunities. I observed families struggling with maps, tourists repeatedly asking for directions, and shoppers wandering in search of specific stores.
In interviews with 12 diverse visitors, it became clear that while everyone wanted to enjoy their time at the mall, many felt overwhelmed. One visitor summed it up well: “This place is amazing, but I spend half my time just trying to figure out where I am.”
Mapping the Journey
Through this research, a comprehensive journey map emerged, highlighting critical pain points at each stage:
• Planning the Visit: Visitors struggled with outdated information and lack tools to plan
• Arriving at the Mall: Upon arrival, they faced traffic, unclear signage, and parking issues, causing stress
• Malling Experience: Shopping was hindered by decision fatigue and language barriers
• Exiting the Mall: Exiting the mall was frustrating due to difficulties in finding vehicles and navigating the lot
• Following Up: Absence of feedback mechanisms and loyalty rewards left visitors feeling disconnected after their visit
The Vision
Reimagining the Mall Companion
With a deep understanding of visitor pain points, I recognized an opportunity that transcended simple app redesign. This wasn’t about creating a prettier directory—it was about fundamentally reimagining what a mall app could be.
From Static Directory to Dynamic Companion
• Create an intuitive, feature-rich experience
• Actively support visitors before, during, and after their mall visits
• Shift from passive information repository to active assistance
Experience-Based Information Architecture
Rather than organizing the app by feature type—the conventional approach—I structured it around the natural flow of the visitor experience. This experience-based information architecture represented a fundamental shift in thinking.
Strategic Feature Prioritization
To manage a tight timeline effectively, we prioritized features that maximized value based on user research and business goals. Key features included an Intelligent Search for easy access to products and services, an Interactive Mall Map for navigation, and Comprehensive Directories to aid visitor decisions. Parking Assistance addressed common pain points, while timely Offers and Events enhanced experiences. A Rewards Program incentivized loyalty and encouraged repeat visits.
This strategic focus tackled critical user issues while supporting business objectives.
Want to dive deeper into the process?
I’d be happy to walk you through our research findings and design exploration that shaped this transformative solution.
The Solution
A Seamless Journey Companion
The redesigned app transformed the visitor experience through thoughtful design that addressed the pain points at every stage of the journey. Here’s how the solution came to life:
Intuitive Navigation
Clear, purpose-driven structure organized around the visitor journey—pre-visit, visit, and post-visit
Smart Search
An intelligent search function that helped users find not just stores, but products, facilities, and services
Interactive Map
Detailed indoor navigation with search capabilities and points of interest
Parking Assistance
Real-time parking availability and car location features to reduce common frustrations
Loyalty Rewards
An engaging rewards program that increased repeat visits and enhanced customer satisfaction
The Impact
Setting New Standards for Mall Apps
The transformation of The Dubai Mall’s mobile app delivered results that exceeded all expectations, setting new benchmarks for what a mall app could achieve.
Extraordinary Engagement Growth
4,722% Increase in search feature usage
Search became the primary navigation method, reflecting improved usability
2,968% Increase in map interactions
The interactive map became an essential tool for confident exploration and navigation
2,202% Increase in shop directory engagement
Visitors spent more time discovering the mall, boosting intentional visits and foot fall to overlooked areas
1,464% Increase in entertainment feature usage
Families and tourists used the app to enhance their experience of the mall’s attractions
These metrics weren’t just digital vanity numbers—they represented real changes in visitor behavior that translated directly to improved experiences and business outcomes.
Business Value Creation
App Store Success
Organically acheieved #1 position in the App Store with zero marketing push
Information Architecture Excellence
The experience-based architecture provided a lasting foundation for success, allowing the app to evolve without major restructuring while remaining resilient to changing design trends.
Customer Satisfaction
By addressing visitor journey pain points, we transformed the mall experience, resulting in higher satisfaction, longer dwell times, and increased return visits.
The redesigned app didn’t just improve a digital touchpoint—it fundamentally enhanced how millions of visitors experienced the world’s largest mall, creating value that extended far beyond the screen.
Lessons Learned
Design Under Pressure
This project taught valuable lessons about designing under tight constraints—insights that continue to influence my approach to complex design challenges.
User-Centered Prioritization
• When time is limited, focus on features that solve the most critical user problems
• Correct identification of pain points enabled confident decision-making
• Targeted approach delivered more value than addressing everything superficially
• Success evident in engagement metrics—we solved problems that mattered
Developer Partnership
• Early and constant collaboration with developers prevented technical surprises
• Integrated technical considerations from day one
• Parallel work streams accelerated delivery while ensuring robust implementation
• Balanced design ideals with technical realities
Information Architecture First
• Solid information architecture established before diving into visual design
• Organizing around visitor journey rather than feature categories created an intuitive experience
• Architecture’s strength allowed the app to evolve visually without requiring restructuring
• Created lasting value beyond initial release, proving good structure outlasts visual trends
Crafting Exceptional Experiences
This project demonstrates how thoughtful design thinking and execution can transform frustrating experiences into delightful ones, even with tight timelines and technical constraints. By focusing on user journeys and pain points, we created an app that not only serves its purpose but exceeds expectations.
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