Spatial strategy and design of a commercial center info desk
Klépierre commissioned us to produce the main internal information touchpoint of its shopping center in Caserta, Italy, an occasion to align customer expectations, that weekly use the desk to learn about new promotions and ask directions, with the strategic marketing goals for senior managers.
The project involved the design and making of a permanent info booth, also involving customer-facing operators to integrate the analysis of customer flows and aspects of ergonomics.
What we did
Research and Mapping Flow and Experience
The project started with a three days consultation workshop for the analysis of the current information services of the shopping center. We mapped the information ecosystem, understanding how the different actors- staff of the center, managers, and executive of Klépierre — play their role in the creation of the content and the operations. We fed the results of the consultation in a participatory design workshop with twenty design students from the nearby Second University of Naples to explore new technological possibilities for the implementation of the desk.
In the second phase, we run a co-designed workshop focused on the structure and space management of the desk. We ran a series of experiments to test its usability and integration in the current work processes of the operators. This led to the physical prototyping of the structure of the Info Desk, working alongside the client’s technical team to adapt it to the requirement of the space. In the process, we pitched back the idea to both users and staff to collect feedback and iterate our prototype.
We produced and hands-on installed the full-scale artifacts with the help of a Fablab, that was possible to live prototype. The interior of the desk was iterated multiple times to adapt to the evolution of the devices in use. We finally included the wayfinding graphics for the exterior panels and installed the final structure and devices. We monitored its integration and processes for a piloting period.
We stewarded the management and the operators of the info point, as well as working on the production and installation of the artifacts with the help of a Fablab.
By involving both internal and external stakeholders we establish collaborative practices that the client applied to other innovation projects, even not related to physical spaces.
The process allowed for an increase in social value and visibility through its participatory process while reducing costs by 70%.
For space-based services, co-design works across strategy and prototyping, acting as a glue between different production processes and providers.
- Improving service experiences
- Facilitating new ways of working
- User research
- Spatial and Industrial Design
Vincenzo Di Maria, Senior Service Design & Educator