American Dream’s Digital Experience
The AD Digital Guest Experience is part of the holistic experience offered by American Dream and all its development and retail partners. This digital transformation requires American Dream to fundamentally change the relationship model that typically exists between mall operators, retailers and customers. With the digital experience,
Customers become guests, by receiving more personalized and in-time service.
Staff become associates, enabled with tools and information to deliver a human touch.
Retailer become partners, with more engagement with business and service ecosystem.
American Dream becomes the host, with the duty and oversight of benevolently connecting people, places, offerings and information.
UX and visual designer
My role
Duration
3 months in 2016
Deliverables
Proof of concept of user journeys and interactive prototypes
Search & Wayfinding
Accurate and personalized guide
The Search feature will be encompassing and expansive, available throughout the mobile, web, and digital directory experiences. Guests will have the ability to search by keywords, brands, categories, store names, and more. Search will take into account location and proximity, and results can be viewed seamlessly on the map.
Parking & Validation
Frictionless entry and exit
American Dream is located 4 miles from Manhattan and is projected to attract 40M annual visitors. Streamlined parking is key to a great experience at American Dream. Traditional parking systems utilize friction to ensure compliance. The elevated experience provides a means for guest recognition (an account with a registered license plate and credit card) for a seamless, welcoming entry.
Folio & Payments
Convenient and secured digital wallet
The tap-to-pay function of wristband has created a separate digital wallet for the expenses at theme parks from retailers. The guest will feel more freedom to spend during their shopping experience. The folio owner can easily enable tap-to-pay functionality for their family members.
Ticketing & Reservation
Early engagement
Studies show that consumers have evolved away from shopping in-store, and expect to have many/most buying decisions already made before they make the journey.
Browsing current events and attractions
is immersive; flowing seamlessly into purchasing tickets. Guests are presented with curated recommendations designed to guide their shopping, entertainment and dining experience at American Dream.
Store Directory
Portal to explore, search and share
American Dream’s website and app provides seamless experience of favoring and sharing of events and details, ticketing, placing reservation, finding destination and concierge service.
With 12 fully supported localizations, guests can easily get the details of stores, events and restaurants in their native languages. American dream’s website and app creates an immersive digital experience for customers.
On-demand Guest Service
Elevation of guest experience
American Dream Guest Services deliver comfort and convenience throughout the guest journey, by maximizing enjoyment of their shopping and visiting experience and minimizing mundane logistical considerations.