Westfield Shopping App

Westfield at your fingertips

Westfield wanted to connect with its visitors through a digital experience that would help guide visitors in our centers and allow us to present them with relevant content, enhancing the shopping experience. Through user research and market data, we were able to create the Westfield Shopping app. Since its initial launch, we have successfully integrated account and indoor positioning features. Now, with over a year of being out in the wild, we have some strong data to help iterate upcoming versions.

Project Goals

• Provide a native solution for our mall directory and routing platform

• Create a digital presence cohesive to our brand and web products

• Integrate ticketless parking feature, UK

• Define and implement Google Material Design patterns on our Android platform

Role and Responsibilities

• Senior UX/UI Designer

• I worked closely with a team of designers, engineers and product managers here in the US, Brazil, and in the UK on a daily basis in an Agile environment

• Conducted user research, data analysis, and A/B testing

• Created native app pattern libraries and UI kits cohesive to the brand for iOS and Android

• Produced interactive prototypes for new interaction concepts and user flows

• Created sketches, wireframes, and documentation throughout the process

How we worked together

The team was based on the Squad model, where you have high level players from every discipline together on a close team. We had weekly sprints, daily stand-ups, and tracked progress in JIRA. At the start of a project,  we had initial guidance from our center markets for product features and priorities. We then would assess requests and provide guidance on next steps/solutions. We would begin the sprint with a retro from the last sprint and tie up any loose ends. Stories and time estimates were then created against work tickets and we would begin the actual work. Based on the sprint goals, I would work closely with engineering (sitting right next to them), or with engineering and design for collaboration. We found that getting engineering involved from the very beginning is an absolute must.

So, what happened?

We launched 4 apps for 75 malls, across 4 countries, US, UK, AU, and NZ. Successfully integrated our new api's and data management system. Center markets will have the ability to curate content on the app in an easy, scalable way - Something that was not possible on older versions. Since it's release, we have been tracking user behavior and have found some really interesting data. Some of which confirms our assumptions, and some that can really help reshape the digital products at Westfield.

CASE STUDIES