Overview
In today's digital age, the retail experience is no longer confined to physical spaces. With 'Rappo Phygital,' Pathfinder Global set out to bridge the gap between the physical and digital retail worlds, creating an app that not only helps users discover malls and brands but also offers a rich, gamified experience. The goal was to provide instant gratification to users, encouraging engagement through points, badges, and rewards.
Understanding the Vision
The vision behind Rappo Phygital was clear: create an app that enhances the mall-going experience by seamlessly integrating digital rewards and services. Users needed a way to discover brands, order directly from stores, leave reviews, and even manage mall services like parking -all from their smartphones.
A key focus was on instant gratification. In an era where users expect immediate rewards, we aimed to build a system that satisfied this demand while fostering loyalty through a well-crafted gamification system.
Research & Insights
The project began with a deep dive into user behaviors and preferences. We conducted surveys and interviews with frequent mall-goers to understand what would make their shopping experience more engaging and enjoyable.
Key findings:
- Users loved the idea of earning rewards for their actions
- Convenience was paramount -finding information, ordering, managing parking
- Instant gratification drove engagement and repeat visits
Designing the Gamification System
At the heart of Rappo Phygital was the gamification system. I mapped out how users could earn points, badges, and rewards, creating a system that was both rewarding and motivating without feeling overwhelming.
Points Earning Actions
- Visiting a store
- Scanning a QR code
- Making a purchase
- Leaving a review
- Completing challenges
Rewards System
- Redeem points for discounts
- Free items from favorite brands
- Exclusive offers and early access
Badges were awarded for completing specific challenges, such as visiting multiple stores in a day or making a certain number of purchases.
Building the User Experience
With the gamification system in place, the next step was to design the overall user experience. The app needed to be intuitive, visually appealing, and easy to navigate.
Discovery Feature
The discovery feature was designed to help users easily find malls and brands. I created a clean and simple interface where users could search for stores, browse categories, and access detailed information about each brand.
Ordering Feature
For the ordering feature, the goal was to make the process as seamless as possible. Users could browse products, place orders directly through the app, and schedule pickups or deliveries -all while earning points.
Mall Services
The app included features for accessing mall services: parking availability, spot reservation, and payment -all from within the app. Users could also leave reviews and feedback, earning more points in the process.
Prototyping & User Testing
I created high-fidelity prototypes using Figma, which allowed us to test the app's functionality and gather feedback from real users.
User testing revealed:
- Gamification elements were highly engaging
- Testers enjoyed earning points and badges
- Navigation needed to be clearer
- Ordering and service processes needed streamlining
In response, I refined the user interface to make navigation more intuitive and simplified the steps required to complete key actions.
Outcome & Impact
Upon launch, Rappo Phygital received positive feedback from both users and mall operators.
Results
- Positive feedback from users and mall operators
- Increased foot traffic and engagement for malls
- User appreciation for instant gratification through rewards
- Successfully bridged physical and digital retail experience
- Fostered user loyalty through the rewards system
Key Highlights
Target Users
- Frequent mall-goers
- Shoppers seeking rewards and convenience
- Mall operators
Key Features Designed
- Gamification System (points, badges, rewards)
- Discovery Feature (find malls and brands)
- Ordering Feature (browse, order, schedule pickups)
- Mall Services (parking, reservations, payment)
- Reviews & Feedback system
Tools Used
- Figma (high-fidelity prototypes)
- User surveys
- User interviews
- User testing
- Gamification design
- QR code integration
Reflection
Rappo Phygital was more than just an app; it was a reimagining of the mall experience. By focusing on instant gratification and user engagement, we were able to create a platform that not only enhanced the retail experience but also fostered loyalty among users. The success of Rappo Phygital underscored the importance of blending digital innovation with real-world experiences, making shopping more rewarding and enjoyable for everyone involved.