Taubman
- AgencyMxM
- RoleProduct designer
- Date2014
In 2014, I designed the user experience for a series of iOS and Android apps for the Taubman Malls. The goal was to help customers learn more about available stores, find them on the maps and other landmarks, and navigate to them. A secondary goal was to cross-promote deals and mall events.
The technology
The backend utilized newly invented beacons to orient users and enable turn-by-turn directions and pinning parking spots on the map. It also included ways for users to favorite stores for easy access on a map, create multi-store itineraries, and a filtration system to help users narrow the scope of their search down to amenities and store categories.
Exploratory videos
We used these video animations early in the design process to sell the vision to the client. The sketch-like presentation helped focus the conversation on functionality and the user experience. We chose this approach to demonstrate the app’s experiential nature and communicate how it assists users while shopping.
The results
We launched the app for several Taubman-owned malls inside and outside the United States. The apps received positive press locally and internationally for its then innovative usage of beacon technology and turn-by-turn directions.