Zorlu Mall & Performing Arts Center is a major complex in Istanbul, featuring an upscale shopping center, hotel, cineplex, residences, offices, and the country’s largest performing arts venue. I was tasked with designing an app that included a store directory, wayfinding, and a QR reader for discounts and rewards.
Collaborating with the Zorlu marketing team, we analyzed their existing quantitative data during a month-long discovery phase. Combined with qualitative insights from 100+ in-person interviews conducted on-site, we uncovered key customer pain points. This research informed the creation of user personas, helping us focus on real user needs for the app.
Type was set in Whitney Screen Smart in 3 weights. This font was chosen because it is malleable enough to match the Zorlu Center aesthetic while also being optimised for the screen.
Wanting to portray a minimal and elegant aesthetic in order to keep with the branding of Zorlu, a primary blue hue was used more as a highlight and accent color. The blacks, whites, and grays were all comprised from different tones of the primary blue in order to keep a consistent look and feel throughout the app.
Over 40 custom icons were used in order to perpetuate the feeling of exclusiveness and chicness established by type and colors.
After getting approval on type & colors, lo-fi wireframes were created and tested in order to quickly ascertain the quickest and easiest steps users would be able to use in order to reach their goals.
Through our research, we learned that a big problem of the previous app was the difficult sign up and login processes. The user would have to get a text code each time they wanted to login, which was extremely tedious. Working with developers, we eliminated that step and tried to helps users understand the functionality of the app while also showcasing a bit of personality through relevant illustrations through our onboarding process.
Based on prior research and user testing, we created five home screen cards: STORES for the directory and maps, REWARDS for exclusive offers, QR for scanning and offer history, EVENTS for upcoming concerts and shows, and WI-FI for instant connection to Zorlu’s free internet.
A simple, clean interface lets users search or scroll to find stores, restaurants, and more across the shopping center. Filters cover 15 categories like womenswear, electronics, and food & drink. Unexpectedly, Zorlu gained a new revenue stream by monetizing collected user search data.
Wayfinding was a major challenge at Zorlu Center due to its complex layout. To solve this, we deployed over 200 beacons enabling indoor navigation via users’ smartphones, guiding them to stores, restrooms, parking, and more. A ROUTE button was added throughout the app, letting users quickly open the map from relevant screens.
The Rewards section engages users with current promotions at participating stores. We built a detailed CMS with guidelines on photo dimensions and copy length, enabling Zorlu’s marketing team to easily update offers internally.
Zorlu prioritized QR scanning as a core app feature. Users can quickly scan QR codes for discounts and rewards across the complex, where participating stores are equipped with QR generators for seamless scanning.
We built a CMS for upcoming shows and events, enabling Zorlu’s marketing team to easily update the Events section by inputting a few key details, which seamlessly integrate into the app—just like with Rewards.
A fly-out menu under the bottom “More” button gives users quick access to secondary options like their profile, wallet (QR transaction history), settings, and more. It also includes a Wi-Fi reconnect feature, allowing users to easily restore connection when navigating away from the home screen.
A key priority was enabling quick, hassle-free Wi-Fi access for Zorlu Center visitors. Research revealed many users admired Starbucks’ seamless Wi-Fi system in Istanbul, so we modeled a similar experience with one important difference: users must sign up for the app to access free Wi-Fi.
This requirement served as a strategic incentive, helping Zorlu build a valuable user database while driving app registrations and engagement.
Although a profile screen wasn’t part of the initial plan, user testing and A/B testing revealed users expected one and felt frustrated when it was missing. In response, we designed a profile section to store personal information, invite friends, and access settings, including a sign-out button—enhancing user control and fostering a sense of security.
The Zorlu World App was awarded with the App of the Day award immediately after launch. There were over 11,400 downloads within the first six months of release. Finally, high ratings and mostly positive reviews also helped confirm its successful launch.
