In late 2013, we approached our long-standing client, British Land, with a concept we believed would give them an edge over their competitors and provide an added-value service to their retail tenants. This concept originated after our client, the UK’s largest retail property landlord, set a seemingly simple challenge to their staff: “How can we get £1 from every shopper that visits our assets?”
Exploring the concept and establishing a storyboard
To help British Land understand the concept, we developed an animated video to bring the concept to life. After developing a storyboard and composing a script, we created a 3D shopping centre environment and commissioned a voiceover artist to help explain the finer details.
After a positive response from British Land, we were given the green light to embark on an in-depth user experience exercise, which began by conducting a thorough review of the competitor landscape.
As well as carrying out user research to better understand shopper behaviour and how technology can support existing retail habits, we visited five competitor locations to test their retail app solutions and scored each on a number of key criteria.
Our research confirmed that whilst there are apps on the market with similar features, all of those we tested delivered a sub-par user experience and provided neither the shopper, the retailer or the landlord with any tangible benefits.
These findings were then fed into our own UX solution, which enabled us to deliver an industry leading shopper app.
Custom illustrated centre maps were created that can be managed and updated through the CMS platform
To draw more people into the centres & increase reach we developed a special feature within the app, designing & animated a full set collectable monsters. The monsters have physical locations within the centres (set using iBeacons) allowing collectors to hunt them all down one by one while exploring their environment. Fun for the whole family!
“Sean, you're totally right - we should do a Monster Hunt.”
Fun for the whole family
Stayed tuned - this app is launching in March 2016
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