Details
Table of Contents
Overview
The Aventura Mall VIP Program rewards loyal, high-spending customers at Aventura Mall, ranked among the best U.S. shopping centers and named "Best Mall" by USA Today. With over 300 stores and 50 restaurants, including luxury brands, it is located in one of South Florida’s wealthiest areas, attracting both affluent locals and international visitors
Value Proposition
The Aventura Mall VIP App connects members to the exclusive, invitation-only VIP Loyalty Program, offering premier benefits, exclusive events, brand launches, and top-tier amenities like complimentary valet service, all in one seamless experience. It also provides personalized invitations, store details, dining options, and intuitive wayfinding.
Timeline
Project Duration: 5 Months
Role's Responsabilities
Product Strategy, User & Market Research, UX/UI, Visual Design, Usability and Testing, Art/Design Direction
Tools
Figma, Adobe Creative Suite, UserTesting, SurveyMonkey.
Deliverables
Competitive Analysis, User Surveys, Interviews, Personas, User Flows, Wireframes, High-Fidelity Mockups, Prototypes, Usability Tests and Findings, Marketing Assets.
Goal & Objectives
The app delivers real value by solving problems, simplifying tasks, and bridging digital and physical interactions. It’s guided by research, empathy, and continuous iteration to ultimately meet user needs and drive business objectives.
Market Research
User Journey Mapping
Mapping the user journey revealed key emotional and procedural pain points. VIP members were most concerned about how easy it would be to register and keep their status. To ensure the app’s success, it had to ease these worries without adding new friction.
User Flows
Creating user flows helped me map the steps users take to achieve important taks, ensuring a clear and intuitive path.
Information Architecture (IA)
Based on research, surveys, and user flows, I created a sitemap that outlines the Aventura Mall VIP app's structure, hierarchy, and content organization, providing a high-level overview.
Low-fidelity Wireframing
Low-fidelity wireframe flow and prototype testing with stakeholders, team members, and real users on UserTesting helped identify task expectations and refine key elements like iconography and navigation, allowing for early issue resolution and preventing costly fixes later.
Establishing Visual Design
The design aesthetic draws inspiration from the established Aventura Mall's institutional brand, prominently featuring blue as its primary color with pink as a secondary color. Blue, symbolizing trust, reliability, and professionalism, aligns perfectly with our goal of conveying these qualities effectively.
UI Kit
Once a cohesive visual style is defined, creating a UI Kit and design system becomes essential for ensuring consistency across digital platforms. This framework provides a set of reusable components and design principles that embody the brand’s identity, streamlining workflows and enhancing the overall user experience.
UI Design - High-Fidelity Mockups
As a result of carefully defining user flows and structure, then integrating visual components, high-fidelity mockups play a crucial role in bringing the final design to life. They ensure a cohesive, intuitive user experience by maintaining visual consistency and usability across all screens.
High-Fidelity Prototypes
High-fidelity prototypes provide users with the most realistic experience, showcasing both flow and functionality while allowing for iteration and refinement. The prototypes below show the most important features of the app.
Marketing Assets
Our marketing efforts, including targeted email campaigns and event promotions, focus on highlighting the app’s features, exclusive offers, and upcoming events. Personalized messaging increases relevance, while event promotions encourage participation and app engagement. These initiatives help drive downloads, boost user interaction, and improve long-term retention.
Aventura Mall VIP Splash & Support Page
A marketing page boosts visibility and builds trust by showcasing the app’s value, while a support page helps users with issues and builds confidence. Both are key for app store approval and user satisfaction.
Usability & Test
Key Performance Indicators
35% of the 3-month download goal within the first month post-launch, demonstrating strong early adoption and momentum.
60% onboarding conversion rate (CVR), indicating users completed onboarding.
40% engagement rate (ER) with VIP features, with an average session duration of 3 minutes
Event participation increased by 30%, driven by app notifications and reducing reliance on email and cold calls
Increased event participation boosted foot traffic and repeat visits to the shopping center
VIP members increased average spending by 20%, driven by app engagement
The app supported and enhanced other mall programs and amenities, such as Styling Services, contributing to overall revenue growth for the shopping center
Through ongoing user testing, rapid iteration, continuous improvements, and targeted marketing initiatives, we drive growth and consistently measure the app’s success to drive higher user satisfaction and retention.
Takeaways
