Transforming group-wide customer experience in Emaar
Multiple departments, multiple business verticals, 18 months of engagement and many great products
From research of real-time behavior in Dubai Mall sales kiosk, to data management consulting, to Emaar One App
- Properties - Hospitality - Entertainment - Retail
- Journeys for the Emaar One - U by Emaar Website (CX) - Design for Reel Cinema - Design of the Sales Kiosk - Happiness Center Revamp - Broker Direct App - Salesforce Employee Journeys
- Happiness Center Research - Sales Kiosk Research - Designs & UI - Wireframing - Journey Mapping - Mystery Shopping - Customer Research - Solution Design - Modelling (Data)
Context, Approach & Methodology
In 2018 Emaar launched a transformation program. That's where we have started with a small project of a Sales Kiosk research.
Emaar was the developer number in the Middle East for decades. Having built many iconic structures in prime locations in Dubai, they capitalized on the equity of the most reliable, luxury and innovative developer in the Middle East.
Alongside the main development portfolio Emaar focused on other areas such as Hospitality, Retail and Entertainment.
The most iconic projects would include The Dubai Mall, Burj Khalifa, Address, Rove & Vida hotels, communities like Emirates Hills or Downtown.
Our team has worked with at least 8 stakeholders in different business verticals delivering solutions that would become the future of Emaar.
- Emaar One: ideation and journey mapping, effectively the kick off of the project was done by our team. - U by Emaar: the new web platform was co-developed with a digital agency, loyalty team & Emaar IT. Our role being CX. - Broker Direct: unfortunately, didn't fly while we were on board. Was based on our journey mapping input & support. - Reel Cinema: the new info screen in the newly transformed outlet in Dubai Mall was designed & delivered from A to Z. - Happiness Center: a behavioral research was provided to ensure service consistency and quality - Sales Kiosk: another behavioral research to understand how the traffic in Dubai Mall reacts to the kiosk (external context) and how people convert outside and inside (internal context). Based on this we have came up with a design philosophy of the future Emaar Sales Kiosks - Salesforce Implementation: employee pain points mapping to define how the future solution set up can help them - EDM Strategy: full-fledge approach to group EDMs
What did we achieve?
Defined what the app should do, interviewed customers and created a plan for the future solution, including journeys.
Cleaned up the communications and created a strategy that was clearly stipulating what type of comms should be sent and when.
Provided key pain points of employees to ensure smooth & relevant implementation of the solution considering needs of call center, customer care and other departments employees.
Customer Happiness Center
Reviewed the traffic flows, research profiles of people attending, analyzed touchpoints to provide an enhancement plan.
U by Emaar
Supported the stakeholder and the digital agency to align the future web portal to the customer experience profile of Emaar.
Created the wireframes and the design of the new screen aligned with the transformation plan and new processes in the Dubai Mall's Reel Cinema outlet.