Westfield Labs

I am a design consultant at Berkeley Innovation, a human-centered design consultancy at UC Berkeley. Me and three undergraduate design consultants were given the design challenge to "improve the shopping experience for millennials" at Westfield Mall in San Francisco. We conducted qualitative and quantitative research in order to understand different shopping behaviors and pain-points. After framing our own design challenge, we executed more than two cycles of usability research, gathered design ideas, and created interactive prototypes.

Step 1: Preliminary Research

We conducted stakeholder interviews in order to understand expectations and design project scope. Westfield Mall is losing a significant amount of revenue because millennials prefer shopping online over physically shopping at a mall. After understanding the problem at a high-level, we defined our research plan. We begun conducting interviews in order to understand how we might bring online, millennial shoppers to Westfield Mall. We conducted 5 in-depth user interviews in order to further understand the problem space. 

Step 2: Framing the Problem

While shopping online, shoppers encounter issues of product fit and lack personal secondhand opinions; while shopping in the physical all, users aren't able to quickly find items of interest (based on trends and upcoming events). After conducting a round of generative interviews we begun framing the problem with a "How Might We" question:

How might we save the time and energy shoppers spend waiting-in-lines and travelling from store-to-store to find items of interest?


Step 3: User Research

Our user research methods include intercept interviews with shoppers at Westfield mall, informal interviews with our peers at UC Berkeley, and remote interviews via google hangout. We recruited and conducted 15 user interviews, (5 high school students,  college students, and 5 post-grad adults). We ideated interviews questions to identify correlations between age, gender, number of hours spent at the mall, and shopper motivations. We created personas that represented the three general trends we noticed: 

We conducted a short round of in-depth interviews to understand more about the pain points and behavior of these three personas. We designed an interview script to understand their shopping, spending, and time management behavior.


Step 4: Turning insights into Designs


Step 5: Storyboarding, Wireframing, and Defining Features

Brainstorming User Flows: We mapped out the user flows that match user mental models as they navigate through popular e-commerce clothing stores. 


Storyboarding the Showroom Experience: We storyboarded the user's interaction with the mobile application and the physical showroom space in the mall.


Step 6: Prototype User Testing

After receiving positive user feedback on our storyboards and low-fidelity wireframes, we begun designing our prototypes in Sketch. 

We conducted a round of intercept user testing at Westfield mall. We tested users at the mall which  better understand millennial shoppers thought process as they browsed clothes. Here are our high-level insights from user testing our prototype: 



Step 8: Final Design

After identifying usability issues including terminology confusion and unclear call-to-actions, we designed our final prototype.