Klepierre Shopping Malls

User Research, Insights, Experience mapping: Identifying opportunities for new Service concepts


Context

Klepierre is not a well known name to the general public, however it is a French real estate investment trust and Europe?s second-biggest publicly traded mall operator. Founded in 1990, it focuses on the ownership, management and development of shopping centers across Continental Europe. Klepierre approached DigitasLBi to help organise a one-day workshop with their major brand marketing managers to re-imagine the shopper experience throught two lens: Digital information and Entertainment. In particulqr they wished to have customers inform the process via a series of vox-pop videos, as wel as have them present during the one-day workshop. Budget was very tight but we went the extra mile to ensure we had quality insights from real customers.


User research: Interviews and shadowing

I planned a series of interviews and shadowing sessions with Klepierre shopping mall customers. We followed customers on a typical day trip to the mall, then interviewed them to understand their behaviour.

 

Analysing observations to gather insights

I used a transcription service to extract all the interview data in text format and highlighted all the interesting details related to our research subjects. Then I clustered the observations around the key research areas, and across key moments of the experience as they emerged.

 

 

Synthetising learnings in an Experience Map

Finally I synthetised interview observatons using a graphic representation of their experience, illustrating key moments and pain points. Each pain point is also an opportunity for improvement.

 

 

 

 

 

Other workshop materials

For the workshop I printed the above Experience Map in a large format, 4 by 1,5 metres, and a small set of posters to highlight key insights from the research. A video was also made highlighting kley insights via different interview excerpts.The pain points on the Experience Map were particularly useful as triggers to imagine new products or services that would overcome the pain points and solve them in highly superior ways.