Vicinity Centres
Enhancing the mobile experience at Chadstone Shopping Centre
Executive Summary
Driving a mobile transformation at Chadstone Shopping Centre
Our partnership with Vicinity Centres to overhaul the Chadstone Shopping Centre app represents a strategic blend of user-focused mobile app design and sophisticated technology integration. This case study illustrates how Inlight's agile methodology and proficiency in mobile product development have improved the user experience, simplified indoor navigation, and boosted app adoption. These enhancements signify a substantial advancement in evolving retail experiences through mobile technology.
The challenge
Navigating retail complexity
Post-pandemic changes in consumer behavior highlighted the need for a more integrated digital and physical shopping experience at Chadstone, the largest shopping centre in the Southern Hemisphere. The existing app was not meeting consumer expectations, with limited functionality that failed to facilitate an optimal user experience, particularly in navigating Chadstone’s extensive retail offerings when at the centre.
The Objectives
Ambitious goals for an enhanced shopping experience
- Develop a reliable indoor wayfinding system to help visitors navigate the centre effectively.
- Enhance overall app utility with features like real-time traffic insights, parking assistance, and a centralised service booking system.
- Elevate the user experience to increase app downloads and repeat usage.
Designing The Chadstone App was all about crafting a user experience that bridges the gap between digital convenience and physical shopping. By integrating thoughtful design, we've managed to enhance real-time utility for shoppers at Chadstone.
Maddi Skeggs
Senior Designer - Inlight
The Strategy
Smart technology choices
Inlight utilised React Native to develop a flexible and scalable app framework, allowing for the integration of third-party services like Airship for marketing automation, Waivpay for seamless payments, Storyblok for content, Algolia for search, and Bluedot and MappedIn for precision indoor navigation.
User-centric design
By considering functional personas and key journeys, Inlight crafted an intuitive user interface that addresses the real-time needs of Chadstone’s visitors. Key features included a simplified and smart wayfinding system, dynamic rewards and offers tailored to user preferences, and a comprehensive analytics suite to measure engagement and refine future user experience updates.
MVP Approach
Prioritising impact: a focused feature roll out
Focusing on the most impactful features first, Inlight delivered a streamlined app that provided immediate benefits while laying the groundwork for additional functionalities to be rolled out in subsequent phases. We are now working with Vicinity Centres on a phased delivery model to evolve the mobile experience and continue to deliver more value to Chadstone visitors.
Outcomes
Levelling up the Chadstone shopping experience
Enhanced User Experience:
The redesigned Chadstone app drastically improved the in-centre experience, simplifying navigation and decision-making processes for visitors. This was reflected in heightened user satisfaction and an increased engagement rate across the app.
Increased Adoption:
Following the launch, the Chadstone app saw a significant 58.9% increase in downloads year-to-date, demonstrating its enhanced value and indispensability to users.
Industry Award and Recognition:
The success of the app was recognised in the digital community, with it becoming the winner of the 2024 Australian Web Awards for mobile app development.
