About the project
Iguatemi Fortaleza is one of the largest and most luxurious shopping malls in Fortaleza, Ceará, Brazil. With over 400 stores across three levels, it is a major hub for shopping, entertainment, and leisure in the city.

Problem
Visitors often struggle to find up-to-date information about stores, services, and events in large shopping centers. Printed maps can be outdated or unclear, and real-time updates on promotions or events are often missing. The goal was to create a tool that would help users plan their visits more efficiently and enjoy a better overall experience.

Solution
The solution was a mobile app offering real-time information on store locations, services, events, and promotions. The app focused on usability, fast access to information, interactivity, and enhancing the shopping experience through a user-centered design.

Contributions

User research to identify pain points
Persona development
UX flow and wireframe planning
Visual design
Usability testing

Process

Research
I began by interviewing the mall manager to understand the users’ profiles, expectations, and needs. I also analyzed market trends and similar apps to gather ideas and define the most demanded features. From there, I created user personas to guide the design decisions.

Planning
Based on the research, I mapped out user flows, sketched wireframes, and defined the app's main features—such as search by store/service, navigation to bathrooms and ATMs, event info, and promotional alerts.

Visual Design
I designed a clean, intuitive interface using a consistent visual system to ensure easy navigation and a pleasant experience.

Testing
Before launching, I conducted usability tests with frequent mall-goers to gather feedback and make final refinements. I collaborated closely with the mall manager and the development team to ensure the product met user expectations.

Implementation
After design approval, I supported the development team with detailed specs and interaction guidelines to ensure successful implementation.

Results & Challenges

While the mall manager provided useful strategic input, it was crucial to validate the design with end users. Usability testing with actual mall visitors helped ensure that the solution addressed real needs. Another technical challenge was integrating features like parking availability into the app, which required collaboration with the mall’s existing systems.

Key Learnings

This project reinforced the importance of testing ideas with real users—not just relying on management’s perspective. I also learned how valuable competitive analysis can be when identifying must-have features. By understanding what users expect from similar apps, I was able to prioritize functionality that truly mattered.

Skills

User Research, Mobile UX, Flow Mapping, Visual Design, Usability Testing, Persona Design

🛍️ Shopping Mall App for Navigation & Services