Simon Property Group is a commercial real estate company, the largest real estate investment trust (REIT), and most importantly to this project - the largest mall operator in the United States. They came to us in need of a partner who could deliver a first-of-its-kind, online mall of the future. After a few attempts to create the marketplace internally and with other outside vendors, they needed a change in direction and a single partner with the scale and prowess to overcome some of their largest business, technical and ultimate experience challenges.
My role was to closely partner with Product Management and Engineering to intimately understand the business model and constraints within their technology stack and to define and create an experience that ultimately became their first piece of digital real estate. Leveraging Mirakl, Two Tap, Spreedly and Hybris B2C Commerce - we were successful in launching their “5th platform” as CEO, David Simon refers to it. This “5th platform” allows their customers to shop from over 300 retailers from anywhere in the world, no longer constrained to physical locations, where each of those retailers still handles the transaction and fulfillment – while Simon benefits both from gaining a percentage of that revenue and further building out their customer data set.
I led the Creative Experience track with a team of UX and Visual Designers that worked to create 5 User Journeys, 3 Primary Personas, Over 200 Responsive Clickable Prototypes, 325+ Visual Designs, with a Design System and Experience Principles which kept all teams grounded in what we were solving throughout the engagement.