Cevahir Mall Website User Experience Design

Cevahir Mall is one of the largest and oldest shopping malls in Turkey, offering a variety of services, including retail shopping, dining, entertainment, events, and personalized customer experiences. The objective of this project was to redesign Cevahir Mall's existing website to enhance user experience and usability.

B2C

B2B

Retail

Visit Website

Userspots Team Thor, 17 Weeks, 2019

Role

UX Researcher, UX Designer

Methodologies

Research, Competitive Analysis, Data Analysis, Wireframe, Usability Testing

Tools I Used

Problem Statement

Cevahir Mall’s existing website struggles with usability challenges that make it difficult for users to find information about services, events, and store campaigns. In addition, since there is no CRM integration, users cannot create personal accounts and stores cannot create their own campaign within the system.These issues create a frustrating experience for visitors, which can lead to decreased engagement, lower traffic, and missed opportunities for the mall’s retailers and service providers.

Question

How can the redesigned Cevahir Mall website successfully resolve the identified usability challenges to deliver a more intuitive, engaging, and satisfying user experience for both first-time visitors and regular users?

Solution

Perform thorough usability testing to pinpoint the specific issues that users encounter on the Cevahir Mall website. The redesign will aim to create a seamless experience across all devices, ensuring that users can easily access the services, events, and store information and campaigns they need.

Research & Analysis

To understand customer needs and desires, multiple meetings were held to prepare for the project and define the problems.

Loyalty Program: Creating a user profile for loyalty program
Blog: A dedicated blog area to share news, stories, and updates that can engage visitors and keep them informed.
Website Visit Motivation: Enhance the website’s content to motivate users to visit, ensuring it offers value and resonates with user interests.
Brand & Store Visibility: Improve the visibility of brands and stores within the mall, make it easier for users to discover and explore.
Floor Plans: Provide detailed floor plans to help users navigate.
Transportation Map: Include a transportation map that shows various ways to reach the mall, making it easier for visitors to plan their visits.

Various information was provided by the company:

Analytics were shared and reviewed
User research and other analyses conducted by the company was reviewed

After stakeholder meetings, market research conducted on similar websites and apps for benchmark and analyzed 15 different websites and apps. Flows such as sign up, customer identification, campaigns & events, blog, floor plans, brands and stores, transportation maps and services were studied.

"Access store details, events, promotions, and navigation—all from a single, streamlined app integrated interface"

Usability Testing

After understanding the problems, the first step was to conduct usability tests on the existing website to detail the issues.

Usability Testing Plan

Determining Topics to be Examined and Expected Learnings

Searching and exploring stores, campaigns, and restaurants
Searching, listing, exploring, and registering for events
Reading blog
Signing up and creating a profile

Determining Methods and Participants

Determining the number and profiles of participants
Determining the devices (web or mobile)
Determining the test duration and structure

Determining Tasks

Determining pre-interview questions
Determining scenarios and questions
NPS Surveys

Based on the survey data, 6 user selected according to shopping mall experience levels and shopping habits than conducted usability tests.

Some modules was not understood by users like ongoing campaigns.
Users did not have a habit of reading blogs. They generally preferred platforms like YouTube to access content related to style, lifestyle, travel, etc.
The store detail page was found to be user-friendly.
In the store search and filtering scenario (e.g., wanting to find out which stores at Cevahir sell bags), users tended to first type "bag" in the search field located in the header.
In the Bank and ATM section (when stores are located on multiple and different floors), categorization by floor can be implemented with separate headings.

Along with the above, various adjustments were made, wireframe flows were finalized, and UI designs were completed. Additionally, dashboard screens were designed for corporate use. This allows companies to create their own brand campaigns.