Dizengoff Center Service Design
Project Type
School project for service design course
Timeline
1 month
Contribution
Customer journey mapping
Service Blueprinting
Prototype
Validation study
Dizengoff Center was opened in 1977 and until today stands as one of Israel’s largest and most iconic shopping malls. Over time, the center has remained a place for both retail and social interactions, making it a key landmark in Tel Aviv. Inspired by Tel Aviv’s urban layout, the architect designed a complex that would function as a ‘city within a city’.
During my Master’s program, I participated in a Service Design Methodologies course where I collaborated with a diverse team of students to create an innovative service solution aimed at enhancing the visitor experience at Dizengoff Center. My primary contributions included mapping the customer journey, developing a future service blueprint, and creating prototypes to visualize our proposed solution.
Strategic Objective
To improve the visitor experience and navigation in Dizengoff Center to enable:
Visitors to reach their destination.
Increase business revenue for the shops.
DEFINING THE PROBLEM
The unique design of the Dizengoff Center prevents both visitors and shops to fulfill their goals. The spiral, multi-level structure often leaves visitors confused about their location within the mall, whereas shops may experience lower foot traffic due to these navigation challenges, reducing customer engagement and satisfaction.
Research Questions
Who are the Dizengoff Center shoppers? What are their motivations to shop specifically there and what are their pain points going to Dizengoff Center?
How do shoppers currently navigate Dizengoff center? What navigation tools or technologies do Dizengoff Centre shoppers prefer or find most helpful?
What are the needs/goals of other stakeholders of Dizengoff Center (i.e., management and shop owners) and how does the navigation and visitor experience impact these goals?
How do other shopping centers help their customers navigate through the center?
How do experts create successful shopping center experiences, and what challenges / limitations they are facing?
Key Insights
“I used to go every day after school…It felt like home to me when you went into the mall.”
- Linor
“It’s become a hangout spot for us oldies. I’m always bumping into someone I know.” - Shoshi
“Everything looks the same to me.” - Adam
We built an extensive research plan using several methodologies (Surveys, Interviews, Observations, Competitive Analysis). Ultimately, given the time constraints of the course, we completed 7 initial interviews and determined the following key insights:
Nostalgic Value - The mall holds deep emotional significance for many visitors, particularly those who have frequented it since childhood. It’s more than just a shopping destination; it’s a place filled with memories and a sense of belonging.
Social Hub - The mall functions as a social space where people, especially older visitors, come not just to shop but to connect with others.
Navigational Challenges - Despite its charm, the mall’s layout is a significant source of frustration. Many users find it difficult to navigate, with even regular visitors getting lost at times. The spiral design, while unique, contributes to a sense of disorientation, especially when trying to locate specific stores or exits.
Digital Tools and Wayfinding - The mall’s attempts to introduce digital tools, such as touchscreen maps, have not been effective in improving the user experience. Many visitors find these tools unreliable or insufficient in helping them navigate the complex layout of the mall.
Exploratory Atmosphere - The design of the mall encourages exploration, with many visitors enjoying the experience of wandering through its corridors and discovering new shops or events. This aspect is particularly appealing to those who enjoy the unpredictability and surprise of finding something unexpected.
DESIGNING THE SOLUTION
Dizengoff Center aims to be the premier destination for a seamless and enjoyable experience, catering to every visitor's needs with convenience, variety, and exceptional service.
Home
A space where comfort meets belonging
All-in-One
Everything you need,
all in one place
Productive
Find what you’re looking for with ease
Discovery
Enjoy exploring a world
of possibilities
Empathy
Exceeding expectations
at every turn
Current Journey Mapping
Inspired by the original goal of the Dizengoff Center architect to design a ‘city within a city’ we determined the best way forward was to use a mental model that makes sense to visitors - establishing a clear visual wayfinding system similar to street address, metros and airports. Keeping our research, insights, and future service vision in mind, we developed multiple value propositions:
Visually Enhanced Wayfinding - Implement a strong visual language and system that will help visitors orient themselves and navigate to their desired location, making their visit more seamless and less overwhelming.
Smart Entrance and Anchor Points - Rename mall entrances and leverage key landmarks as navigation anchors to help visitors confidently orient themselves when they enter and exit the center.
AR Connected Resources - Provide augmented reality resources, allowing visitors to get directions in real-time and discover all of what Dizengoff Center has to offer in one place.
Customized Experience from the Start - Allow visitors to plan their visit in advance, offering an enjoyable experience that they can look forward to before they even arrive.
Future Service Vision and Principles
Value Propositions
Future Service Blueprint
Prototyping
For the purpose of this assignment, we moved forward with prototyping one of the value propositions: Visually Enhanced Wayfinding
Validation & Iteration Process
3 iterations were made in total after each feedback collection
Building colors are efficient but a building letter is still needed
"The colors help, but when I saw the blue signs in the orange building, it threw me off."
Directional cues like arrows and floor markers helped clarify paths, especially near areas like bridges or stairs
"The big, bold signs make it so much easier to see from a distance where I should be heading."
Clear gate names help visitors use them as a starting point
"Now that the gate has a name and a number it’s so much easier to know where I’m coming from and where to enter.”
Future Experience
Full Implementation - Roll out the validated wayfinding system throughout the entire Dizengoff Center to improve navigation for all visitors
Integration with Digital Technologies - Explore the integration of the wayfinding system with digital applications, such as mobile apps or augmented reality, to provide real-time navigation assistance
Ongoing Evaluation - Continuously monitor and evaluate the effectiveness of the wayfinding system, adapting as necessary based on visitor feedback and technological advancements