Interactive wayfinder for Dubai’s luxury mall

A hand holding a smartphone with a view of a map of the store in it

Level Shoes: Designing an interactive wayfinder for Dubai’s luxury mall


Level Shoes is a globally recognised retail concept and destination dedicated to the world of designer footwear. The vast 96,000 square-foot space is a mall within a mall department store that sits inside the Dubai Mall. It was conceived as the ultimate one shop experience, featuring 40 boutiques from luxury brands and 4 multi-brand pavilions, each with its own curated ranges. The vast catalogue of products and designer brands in their store meant that shoppers weren’t able to find what they wanted. Level shoes approached the agency (Start JG) to see how they could improve their customers understanding of their in-store distribution, and at the same time provide a world-class experience that would inspire purchase.

The entrance to Level Shoes store in the Dubai mall

What I did

The proposal was to distribute multiple touchscreen devices in-store to allow customers to sample real NFC tagged products, showcase super-detailed 3D HD shoes to browse and help them find their way in a map to brand boutiques and multi-brand departments.

  • As Lead UX Designer I was fully responsible for the information architecture, user experience and overseeing the user interface and interaction design
  • Created lean personas and scenarios, user flows and other UX deliverables
  • Ran collaborative workshops with the product manager, client representative and the technology team to identify the ‘red routes’ and define the overall functionality of the product and help scope the project.
  • Created wireframes and a low-fidelity prototype with InVision, which allowed me to quickly put together the main screens so that they could be reviewed with the stakeholders and then quickly iterated based on their feedback.
1) Feature prioritisation based on frequency and number of users. 2) 3D map of the store, to visualise the placement of the kiosks in-store.
  • Reviewed the work of visual designers to ensure it reflected the information hierarchy and intent of the wireframes
  • The animations in the map visualisation and wayfinder were a key part of the experience. I had to define and make sure that the timing, easing, movement, pauses and transitions were all spot-on and work closely with the developers until they achieved the desired results.
  • I also planned and carried usability testing, including testing the final product on the actual totem stand. Taking into account the average height of shoppers, we decided that the position of the screen was too hight and modified it to make it more accessible to users.
1) Testing the height of the screen and touch areas 2) Mockup of the app with the app version of the wayfinder

Client: Level Shoes
Agency: Start JG / Connected Retail
Project date: 2016