Majid Al Futtaim's Digital Ecosystem

Majid Al Futtaim is an Emirati holding company based in Dubai. This family-owned conglomerate owns and operates shopping malls, retail, and hotel establishments in the Middle East and North Africa.

I collaborated with the Digital Labs team to conceptualize Majid Al Futtaim’s ambitious digital ecosystem within their world-renowned malls, focusing primarily on F&B. To maximize the product's potential, we worked closely with Majid's researchers and internal data architects to identify opportunities. Our main goal was to create a world-class customer experience that seamlessly integrates the digital and physical worlds.

In partnership with Digital Labs, Majid Al Futtaim embarked on a journey to redefine the future of entertainment, shopping, and dining experiences in their iconic malls throughout the UAE. Our mission, supported by a team of brilliant creatives and technologists, was to challenge conventional paradigms and envision beyond the immediately visible. Although there wasn't a specific problem statement, the initiative was a testament to Majid Al Futtaim's commitment to being a leader in customer experience innovation.

The subsequent designs highlight a comprehensive solution encompassing a customer-facing application and its integration with Point-of-Sale (POS) and Yield Management Systems, all designed to elevate customer experiences to world-class standards.

Our design process began with storyboarding to visualize the customer's journey. One key concept illustrated the use of license plate recognition technology at mall entrances. This innovation would alert the customer service team to prepare pre-ordered items, ensuring a seamless and personalized experience. Another storyboard highlighted the capability for customers to place emergency orders directly to their seats, enhancing convenience and satisfaction.

The customer-facing application is a pivotal component of our digital ecosystem. It allows users to effortlessly book entertainment tickets and place urgent food orders to their seats. This app is a gateway to a personalized, efficient, and enjoyable mall experience, empowering customers with control and convenience at their fingertips.

Integrating vehicle registration data, the POS system anticipates customer arrivals, enabling immediate order preparation. This feature enhances efficiency and ensures customer satisfaction by delivering fresh, ready-to-serve orders upon arrival.

The system analyzes food ordering trends, demand, and customer feedback, facilitating efficient inventory management and menu optimization, aligning offerings with customer preferences for an enhanced dining experience.

Focusing on thematic meal packages and promotional strategies, this system component aids in strategic decision-making for yield management, enabling unique dining experiences and aligning with market trends.

The Majid Al Futtaim project resulted in a series of transformative features, bringing a new era of customer engagement and convenience within their malls. Key innovations included the integration of license plate recognition for personalized order preparation, the ability for customers to place emergency orders directly to their seats, and the development of a comprehensive digital ecosystem that connected customer-facing applications with backend systems. These solutions were not just about solving existing problems but were designed to leapfrog current market offerings, setting new standards in customer experience.

This project's success emphasized the power of imaginative thinking and collaboration in addressing complex challenges. By combining creative ideation with practical implementation, we delivered a future-ready solution that not only aligns with Majid Al Futtaim’s vision but also positions them as a leader in revolutionizing the retail and entertainment sectors. Our work has set a benchmark in the industry, showcasing how innovative digital solutions can create memorable and efficient customer experiences, aligning perfectly with the company's ethos of delivering exceptional services.