Information Design Critique

Information Design at the local shopping mall

This is an analysis of the information design techniques used by a Wilmorite Property in the Finger Lakes Region of New York State as well as some recommendations to improve the customer experience. This shopping mall has an annual attendance of over 9 million (Wilmorite, 2012, p. 2).

The Website

             The website has 6 main headings

                              1.            About us

                              2.            Directions/Hours

                              3.            Stores

                              4.            Coupons/Specials

                              5.            News

                              6.            Events

http://www.eastviewmall.com/

The website also features several social media outlets including Twitter, Facebook, Pinterest, etc, sharing current sales events. But most importantly, the store information is fairly easy to find. You can browse stores by category or you can type in a specific store and it will show you the location on the mall map as well as a link to the store’s website.

Mobile App

The website also features a free downloadable app with specials, sales and event details as well as a mobile map which is a great way to connect with customers, especially the younger, smart phone crowd. The interactivity of the app will engage customers and increase their level of loyalty to this mall, as well as the loyalty program which awards points for certain purchases that can be redeemed throughout the year on a variety of products and services.

The Exterior

The mall property is 1,300,000 square feet that includes, the mall itself at 525,000 square feet as well as several other standalone stores on the property and there are a total 6,380 parking spaces (Wilmorite, 2012, p.3).  The main mall has been expanded upon over the years and some of the entrances are naturally, newer than others.

(Photo courtesy of Flickr)

The Interior

Maps

Throughout the vast mall, there are small standing kiosks that have a printed, backlit map of all the stores with a listing of all of the stores with a coordinating number to locate on the map.

(Photos courtesy of Flickr)

Overhead signage

There are only overhead signs and “crossroads” and the signs only list the main department store that waits at the end of a long corridor of stores.

(Photo courtesy of Flickr)

Aesthetics

The mall is bright and inviting with high, glass ceilings, large, furnished vestibules to take a break, a beautiful carousel, water fountains throughout and of course 11 fast food restaurants available in the food court.

(Photo courtesy of Flickr)

Opportunities for improvement

The mall is lovely, but it is suited only for consumers that like to wander around and spend hours at the mall.

There are so many stores that finding your destination QUICKLY  is difficult and  although the mall layout isn’t too complicated, when you are a shopper that has a particular destination in mind and you just want to get in and out as quickly as possible (me), the maps and signage are not comprehensive enough.   

I rarely go to the mall and when I do, I don’t want to browse, I have a purpose and I just want to get it quickly so before I go, I always access the website, find the store I need and try to determine the best entrance (suggestions to make that experience better below).

Exterior

When you approach the mall, there are several entrances, at the main department stores (Lord & Taylor, Macy’s, etc.), the food court and directly into aisles within the mall. Unless you enter through a department store, there are no markings although the map on the website indicates that there are lettered entrances.

I would suggest that each entrance have a large sign indicating what stores are accessible from that entrance so that it can be seen from the parking lot. The listings for each entrance should also be added to the mobile app and the website as well.

Website/Mobile App

         When I was perusing the website, what I wanted to be able to do is select one or a handful of stores that I wished to visit and then a personalized map that I could load onto my phone or print would indicate the best entrance and the actual walking paths to use to get to my stores of interest in the most efficient way possible.

         Interior

The mall map on the website serves its purpose, but I don’t particularly like the same map posted throughout the mall aisles.

If the center aisle maps could be like the one on the website where you could type in the store you want to visit and it would lay out the path for you; it would be a much more efficient user experience. 

    Information Interaction Design Theory

Wilmorite has done a great job of creating a pleasing atmosphere and  is clearly successful considering over 9 million shoppers visit annually, but it appears that no research or thought has been put into how to attract or improve the shopping experience of someone like me that dislikes crowds and doesn’t browse.

Wilmorite should conduct an analysis on consumer preferences both within the mall and outside of the mall (surveys) to better understand what the consumers are looking for so they can better enhance the user experience. The greatest opportunities seem to be with the mobile app and website where programs can be created that engage the consumer by providing information, interaction and sensorial design which will “create valuable, compelling, and empowering information and experiences” for users (Shedroff, 1994, n.p.) .  

Wilmorite can use the concepts of wayfinding to provide users with a better destination experience so that they know where they are, where they want to go and how to get there.

References

Shedroff, N. (1994). A Unified Field Theory of Design. Retrieved April 2014, from http://www.nathan.com/thoughts/unified/index.html

Wilmorite (2012). Eastview victor, new york. Retrieved April 2014, from http://www.wilmorite.com/Data/Documents/Eastview%20Sell%20Sheet%202012%20Letter.pdf