Dubai Mall is the world's largest retail and entertainment destination — located in the heart of Downtown Dubai, adjacent to the Burj Khalifa.
With over 1,200 retail outlets, 200 dining options, and a total floor area exceeding 500,000 square metres, the mall attracts over 80 million visitors annually. Beyond retail, it houses an aquarium, ice rink, VR Park, and the Dubai Fountain — making wayfinding and digital discovery critical to the visitor experience.
Dubai Mall needed a digital experience that matched the scale of the world's largest retail and entertainment destination.
The challenge
Dubai Mall is the world's largest retail and entertainment destination — 1,200+ retail outlets, 200 dining options, an aquarium, ice rink, and VR Park, all in Downtown Dubai.
With so much on offer, visitors needed help navigating, discovering promotions, and planning their visit, while retailers needed their offers to surface. The digital experience had to bring order to enormous scale.
My approach
I approached the work product-first — starting with heuristic reviews to find where the existing experience created friction, then moving through wireframes, prototypes, and high-fidelity visuals.
The focus was on wayfinding, easy access to promotions, and clearer customer journeys across web and mobile.
Conducted a structured heuristic evaluation of the existing Dubai Mall digital experience — identifying friction points across navigation, search, promotions, and wayfinding.
Synthesised findings into prioritised opportunity areas — focusing on the visitor journeys with the highest friction and the greatest impact on shopper satisfaction.
Moved from low-fidelity wireframes through to high-fidelity prototypes — iterating on navigation patterns, store discovery, and promotional content surfaces across web and mobile.
Delivered high-fidelity designs and specifications ready for development — covering desktop, tablet, and mobile breakpoints with consistent patterns throughout.
Redesigned the primary navigation and directory experience — making it easier for visitors to find specific stores, dining, and attractions within Dubai Mall's vast complex.
Improved the surface area and discoverability of retailer promotions — giving shoppers clearer access to deals and giving retail partners better visibility for their offers.
Designed a mobile-first visitor journey — optimised for in-mall use, giving shoppers quick access to the map, store finder, and event listings while on the go.
Redesigned the homepage experience — creating a destination-worthy entry point that surfaced events, attractions, and featured retailers in a hierarchy that worked across all devices.
Projects shown include live work, pitch deliverables, and design produced as part of embedded or collaborative engagements. Some work was completed as part of a wider team. Deliverables reflect the scope and direction at the time of engagement — the live experience may have since changed, launched in a different form, or not proceeded to production. All brand assets and trademarks shown remain the property of their respective owners and are displayed here for portfolio reference only.