Mall of the Emirates: Bringing the Mall Online

During COVID-19, Mall of the Emirates needed to bring its distinctive shopping experience online within a very tight deadline.

We needed to integrate a complete marketplace into the existing website and app, bringing multiple brands into one coherent experience—from product discovery and browsing to basket, checkout, and delivery.

Customers explore brands, discover products, manage their basket, and complete checkout through a connected shopping journey across the website and app.

Intuitive navigation supported both purposeful shopping and discovery, while purposeful motion provided feedback and continuity. Connecting checkout with delivery extended the experience beyond payment, helping customers understand how their purchases would reach them.

I led design across the complete purchase journey, connecting the ambition for digital transformation with the detailed decisions needed to launch under time pressure.

I prioritised the essential shopping flow, giving the squad a clear framework for decisions and focusing design effort on the transitions between browsing, basket, checkout, and delivery. Consistent interface patterns kept the experience coherent across both platforms and established a foundation for continued improvement.