Design and develop a mobile app with technical partner, WeesWares, for Jewel Changi Airport mall to enhance visitors’ physical mall experience.
Co-creation workshops were held to understand business requirements and define the key functionalities of the app. Together with product owners, content writers and the marketing team, we defined the overall app structure and came to a consensus regarding the design approach.
With the themes selected during the workshops, we started with design research and conceptualising. Since Jewel was built to be an iconic landmark in Singapore, we wanted the app to have a unique design to match up to the brand’s name.
We experimented with multiple design concepts in order to bring out Jewel’s uniqueness. However, we had to balance creativity with scalability and make sure that future content updates would not take too much effort.
The prototype was validated with users to find out how it can be further improved. We also wanted to understand their experiences, decision-making process and the motivations they have before they visit shopping malls or attractions.
Our team went onsite to Jewel Changi Airport to identify opportunities for the app that could address the new normal in the post-COVID landscape, as well as to validate the usability of the wayfinding function in the app on actual grounds.
Usability testing was conducted on the live app with 10 participants to find out what was and was not working well for them. We also wanted to understand how the app can address users’ concerns when they are visiting malls during the COVID-19 pandemic.
Based on the usability findings, we prioritised and recommended usability fixes to improve the current app. We also conceptualised new ideas for the team’s future consideration and implementation.
We designed the consumer-facing Jewel app which included flows and high-fidelity mockups, along with a written report with user research findings and design recommendations.
As Jewel offers various ticket types (single, bundle, tour, discounted tickets) for multiple age and user groups, we established a complex ticketing flow through a prototyping and wireframe design process. This ensures a clear ticketing flow for a cohesive check-out experience.
The visitor takes the onboarding quiz when they first download the app. They will receive recommendations on attractions, dining and shopping options that are tailored to their preferences.
Jewel exclusive attractions, promotions, events, shops and restaurants are featured at the homepage of the app to assist visitors in decision-making when deciding to make a trip to Jewel.