FTHE FUT UR
NCE. RIE PE EX
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SHOPPING E H MAL T F L O
GIULIA FIORISTA MDES DESIGN INNOVATION 2014 GSA
FTHE FUT UR
NCE. RIE PE EX
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SHOPPING E H MAL T F L O
CONCEPT BOOK Giulia Fiorista MDes Design Innovation Glasgow School of Art 2014
content Concept description. Analysis of the environment. The ideation process. Touchpoints blueprint. The activities. The making process. Journey Step APP. Lazy points scores. Purposes & benefits. Feedback & reflections. Conclusion.
6 8 16 18 20 22 56 58 60 62 64
a soft sport playground in everyday (shopping) life.
Step UP Store consists of eight types of activities for all ages, spreading in the mall. These activities give an opportunity for customers to have fun and enjoy their free time in shopping centres. The “soft sport playground� is the theme that unifies all the activities; it gives the context, the pretext to start the experience.
~ Step Up! ~
CONCEPT DESCRIPTION
Step UP Store is not a gym. It consists of short and playful actions that enrich free time in shopping places and introduce a physical experience that challenges everyday laziness. Customers can interact with tools of the activities through a mobile application, creating an omni-channel experience of the space - something that is hoped to be the future of shopping places.
~7~
ANALYSIS OF THE ENVIRONMENT : INTU BRAEHEAD, GLASGOW.
A deep study of the space was an essential stage in identifying how shopping malls provide space for social interactions and leisure, and in investigating the experience offered to customers beyond shopping (in order to answer my main project question). While carrying my research at Braehead Intu, I have been able to design the Step Up activities to be closely linked to the site and to the local culture.
~ Step Up! ~
MANAGER LEVEL
UPPER LEVEL
LOWER LEVEL
I gave my focus on the first two levels of the main building, which are in fact the busiest ones when it comes to clients. Instead, the third floor houses the management offices.
~9~
ANALYSIS OF THE COMMON AREA.
WORKING AREA
MAP ESCALATOR MAIN PATHWAYS MAIN ENTRANCES STAIRS COMMON AREA
In a deeper analysis of the space, I studied the common areas and the main pathways in Intu Braehead, which are the areas that customers pass through when entering the three main entrances (two in the first level and one in the second) to the retail spaces. The two levels are connected through four escalators and a main staircase, which is located in the central square that gives a great space for physical and social interaction.
~ Step Up! ~
LOWER LEVEL
UPPER LEVEL
~ 11 ~
ANALYSIS OF THE RETAIL.
RETAIL The analysis of the retail was useful in defining the Step UP activities, that despite being in the common area, are designed to have a strong relationship with the stores.
fashion
gift /books
technology
health & beuty
sport
jewellery
food court home items
bank travel agency
LOWER LEVEL
UPPER LEVEL
~ 13 ~
PSYCHOGEOGRAPHY OF THE MALL
AREAS I noticed a connection between retailing spaces and customer behavior in the common area, which is the setting for the Step Up activities. I was able to identify four main different spaces dedicated to different purposes that were sometimes also overlapping one another: the family space, the food court in the north of the mall, the strolling areas and - mainly close to the entrances - the waiting space. At this point I defined 6 main characters for whom I wanted to design the Step UP Store-activities.
LOWER LEVEL ~ Step Up! ~
FAMILIES FOOD COURT WAITING STROLLING
UPPER LEVEL
PERSONAS
MEN WAITING
FAMILY IN EVERYDAY VACATION
SINGLE MOTHERS
TEENAGE GIRLS
WOMEN TEAM
COUPLE
~ 15 ~
THE IDEATION PROCESS
The process of analysing the environment that is synthesized through maps and graphics in this book, required a great amount of observation in the mall. This was done to understand the use of space beyond the original motives of its design. In the ideation of the activities, I could not ignore the purpose of a shopping centre, that is to invite visitors to a long stay, to make the most profit. For this reason analysis and observation was needed also during the concept definition stage; to ensure a connection between the design of the Step UP-activities and the economic purpose of a shopping centre.
TOUCHPOINTS BLUEPRINT
Step UP Store presents a new way to engage customers with the space and the shopping activity by providing a physical, in-mall experience - something that online shopping, the major reason to the decline of shopping centres, can not replace. The Step UP activities give the user an instant reward, e.g. by creating fun moments between family members or by giving the possibility to do something enjoyable while waiting. In a deeper engagement with the tools and the tasks, the user becomes aware of the common theme of all activities - physical movement. Users can download the Step APP application to their smartphone and increase the interaction with the tools. Step APP also gives statistics of the consumption of calories during a session. Customers have the possibility to take part in a 6-month scoring system to collect accessories that brand the initiative. For immediate enjoyment, all activities are accessible also without Step APP. Therefore there are many levels of involvement in the service, and customers are given the choice to choose their degree of participation.
NEW CUSTOMERS
~ Step Up! ~
OCCASIONAL CUSTOMERS
LOYAL CUSTOMERS
CHAMPION
ACTIVITIES
8 STEP UP SPOTS SPREADING IN THE MALL, CONNECTED TO THE SHOPPING AND RETAILING
DESIGNED TO DO SOFT PHYSICAL ACTIVITIES
TO GET
1. IMPROVE THE INTERACTION WITH THE ACTIVITIES. (E.G. TO CHOSE THE DIFFICULTIES OF THE ACTIVITY)
STEP APP
CONNECTED TO YOUR PHONE TO:
2. KNOW ABOUT YOUR PHYSICAL PERFORMANCE (HOW MANY CALORIES BURNED)
5. 3. SHARE ON SOCIAL NETWORKS YOUR PERFORMANCES, PICTURES AND VIDEOS
REWARD SYSTEM
SHORT TERM (DAILY SHOPPING TIME)
INSTANT ENJOYMENT GIVEN BY THE ACTIVITY TOOLS (E.G. PEDALS TO CHARGE THE BATTERY OF YOUR DIGITAL DEVICES).
4. CHECK YOUR SCORES AND OTHERS CUSTOMERS PERFORMANCES
COLLECT POINTS - LOSE LAZY POINTS - AND GAIN PRIZES
LONG TERM (6 MONTHS TIME)
~ 19 ~
ACTIVITIES MAP
ACTIVITIES The eight Step UP activities are located in 15 stalls located in different areas of the mall, in accordance with the previous analysis of the spaces. All of them are characterized by a variety of technologies, from the most simple ones to ones that most likely will exist in the future. One example is the augmented reality display, which hasn’t been integrated in this kind of environment before. Users can interact with the activity tools by using Step APP, which automatically detects the tool in question via bluetooth or WiFi. All Step Up activities are connected visually by a graphic path that runs on the floor throughout the shopping mall, facilitating the way for the customers. The technological aspect behind each activity projects Step UP in the near future and speculates on how it might influence and change the interaction between customers and the shopping space.
~ Steep Up! ~
RIDE N’ CHARGE TREAD-MAIL WALKSCAPE ROOM CATWALK TWIST LEAP OF FRUIT MUSICARMS SKIP THE ADS SHOP UNTIL YOU DROP!
LOWER LEVEL
+ + + + + ++ ++ +++++++ ++ +++ +++++ + +
++++++
+ + + +++
UPPER LEVEL
+ ++ + + +++++++ + + +++++++++++ ++
~ 21 ~
THE MAKING PROCESS
As explained more detailed in the following pages, each activity is defined by an equipment that I designed for a specific purpose. The study of each tool has been realized through sketches, technical drawings, technological studies and photographic collages. Even more importantly, through a three-dimensional prototype that I made, I had the possibility to further study each activity in terms of functionality and aesthetics. The model has been produced using a laser cutter and is made mainly of transparent acrylic, with some wood for the details. The prototype consists of the first two floors of Braehead shopping centre in a scale of 1:1000, and a reproduction of all eight Step UP activities in a scale of 1:20. All of the above are connected through colored wires and flags and mark the locations in the space. I found the prototype really helpful in the delivering stage; it communicates the concept in a more effective and involving way than just using drawings or rendering. Revealing the concept through the model makes the experience of Step UP Store tangible and vivid, almost real.
~ Step Up! ~
~ 23 ~
ACTIVITY 1: RIDE N’ CHARGE
“Men get bored shopping after just 26 MINUTES... women after 2 hours.” M. De Lacey, 2013
BEFORE JAMES WAITING FOR HIS BELOVED WIFE...
~ Step Up! ~
Ride N’ Charge is an equipment with pedals that create energy to charge users’ digital devices. It is designed to be integrated within the waiting area, on both of the two levels in Braehead, in front of the existing seating. By using Step APP, the equipment will be detected with and connected remotely to the users device via WiFi or bluetooth, giving live data of his performance.
RIDE N’CHARGE WHAT A SMOOTH RIDE!
APPLICATION SCREEN DURING THE WORKOUT, UPDATING LIVE ON YOUR PERFORMANCE.
CALORIES SCORE DURATION
power generator pack
LOWER LEVEL
APP
UPPER LEVEL 1/10th SCALE PROTOTIPO
~ Step Up! ~
ACTIVITY 2: TREAD-MAIL
“Chinese shopping centres offer ‘husband storage’ where bored men can wait reading while partners shop.“ B. Ashcraft 2014
BEFORE JAMES WAITING HIS BELOVED WIFE... READING THE NEWS.
~ Step Up! ~
Tread-mail is a treadmill that allows customers to have a walk while reading the news on the screen in front of them. As well as the previous activity, this machine is designated to be in the waiting area. It combines the common habit of sitting and reading or using devices as phones and tablet, with the simple activity of taking a stroll.
TREAD-MAIL JUST WALKING THROUGH THE NEWS...
APPLICATION SCREEN DURING THE WORKOUT, UPDATING LIVE ON YOUR PERFORMANCE.
CALORIES SCORE DURATION
touch screen
power generator pack
APP
PROTOTIPO
1/20th SCALE
~ Step Up! ~
ACTIVITY 3: THE WALKSCAPE ROOM
“Girls teens make almost 40% more trips to the mall than shoppers in other age groups do.“ J. Baker 2010
BEFORE SARAH, MISHA AND BRENDA ON A SATURDAY NIGHT...
~ Step Up! ~
The Walkscape Room is a round closed space located in the first level of the mall. Designed for teenage girls as primary users, it can be used as a “staging” room, a space to take pictures and have fun. When the user starts to walk on a treadmill in the centre of the room, the augmented reality display on the wall activates, and a mirror image of him is embedded into the surrounding landscape background. With Step APP, the user can also choose his prefered background from templates or even upload it from his own gallery. When leaving the room, the user will receive photos and videos of himself from his session, which he can publish on social media. Having enough space on the sides of the treadmill, The Walkscape Room can also work as a fitting room. The augmented reality screen is one of the main technologies predicted to take part of the future of the retailing space. This technology has already been used in experimental non-commercial fitting rooms, e.g. the CyberFit, a dressing room developed by Adidas that uses a screen to fit clothes virtually.
FIT-WALK ROOM WHEN IS MY TURN ? SEND ME YOUR PIC!
APP SCREEN BEFORE THE WORKOUT, TO CHOOSE AND UPLOAD THE BACKGROUND OF THE ROOM.
webcam
augmented reality screen ”CyberFit”
treadmill powered charging
~ Step Up! ~
ACTIVITY 4: CATWALK TWIST
“75 percent of 12- to 19-year-old girls reported that their mothers are “very involved” in shopping together.“ M. Panfell, 2014
BEFORE
Catwalk Twist is a 7 meter long platform on which the user can walk on, reinterpreting the idea of a fashion parade. The user walks on the platform according to the instructions given by its interactive led floor. “Follow the stars”, “don’t smash the fruits” and “go back” are some of the basic instructions of the game. The level of difficulty can be set with Step APP. This activity is designed to be positioned in the hallway on the first floor, starting from the main entrance and reaching until the central common area. It has been placed there due to the fact that in this area there are mainly fashion stores. Catwalk Twist is designed as entertainment for women, groups of young girls and, why not, mothers and daughters together.
CATWALK TWIST
LISA AND HER DAUGHTER BRENDA... WATCH OUT MUM, HERE I GO!
~ Step Up! ~
APPLICATION SCREEN BEFORE THE WORKOUT, TO CHOOSE A LEVEL OF DIFFICULTY.
APP
GAME SETTINGS smash
INSTRUCTIONS
PROTOTIPO
interactive led floor with touch sensors
1/50th SCALE
~ Step Up! ~
ACTIVITY 5: LEAP OF FRUIT
60% of the respondents in the research had a meal at the mall and enjoyed the food court environment the most. Primary reearch engagement.
BEFORE CHRIS AND HIS FATHER TIM IN A FRIDAY AFTERNOON...
~ Step Up! ~
Leap of fruit is an interactive trampoline that allows customers to order a smoothie in a playful way, designed especially to entertain kids and families. The equipment consists of a trampoline in front of an augmented reality screen. When the user starts to jump on it, fruits randomly appear on the screen and move around continuously. Users have 20 seconds to jump and catch the fruits that at the end of the session will be the ingredients of their smoothie. Finally, the smoothies will be automatically ordered in one of the bars at the food court, where the activity is located.
LEAP OF FRUIT CATCH THEM ALL!
APPLICATION SCREEN DURING THE WORKOUT, UPDATING LIVE ON YOUR PERFORMANCE.
GO AND GET IT!
webcam
augmented reality screen
trampoline
APP
PROTOTIPO
1/20th SCALE
~ Step SteepUp! Up!~~
ACTIVITY 6: MUSICARMS
“Increase the duration of stay in a mall and improve shopping dedicating to the family experience.“
Musicarms is a weight equipment designed to entertain adults and children together. A parent can activate the tool, while his child has fun sitting in the basket carried up and down by the exercise of the adult. A speaker integrated to the equipment begins to play music when the exercise starts. The volume of the music increases or decreases depending on the performance. This activity is designed to be located in the vicinity of the food court in the ground level, and in a large area of the second floor in front of a toy shop; both comfortable spaces for families to have a rest.
K. Heiberg 2014
BEFORE
MUSICARMS
CHRIS AND HIS FATHER TIM ON A FRIDAY AFTERNOON...
CHRIS, LISTEN TO THIS!
~ Step Up! ~
APP SCREEN DURING THE WORKOUT, UPDATING LIVE ON YOUR PERFORMANCE.
CALORIES
speakers
SCORE DURATION
weight sensors
APP
PROTOTIPO
1/20th SCALE
~ Step SteepUp! Up!~~
~ 47 ~
ACTIVITY 7: SKIP THE ADS
“72% of customers at Intu Braehead are women.“ C. O’Neill, 2014
BEFORE
Skip The Ads consists of a simple screen that displays a rotating skipping rope. This activity is designed to be easily integrated into the existing advertising totem. A webcam captures the image of the customer passing by at a certain distance, who gets attracted by his image on the screen, and can decide to start jumping the virtual rope. At the end of the performance, the tool will send the skipper a picture taken during his session. This activity is located in many stalls in both levels of Braehead, replacing the old advertising totems.
SKIP THE ADS
LISA AND SARAH HANGING AROUND...
WOW! BRINGS ME BACK!
~ Step Up! ~
APPLICATION SCREEN AFTER THE WORKOUT
SHARE YOUR PICTURE & PERFORMANCE
webcam augmented reality screen starting spot
APP
PROTOTIPO
1/20th SCALE
~ Step Up! ~
~ 51 ~
ACTIVITY 8: SHOP UNTIL YOU DROP!
“Give joy to customers, involving people of all ages and status.“ N. Gault, 2014
BEFORE SUNDAY MORNING AT THE MALL...
Shop Until You Drop! consists of an interactive giant screen located in the main central area of the mall, where a large number of people can participate simultaneously from both levels. The purpose of the game is to fill the shopping bags moving on the screen until they burst into particles. In order to play, the user needs to download the application and use his smartphone as a racket, by hitting with it in the direction of a shopping bag. It is not a competitive, but a cooperative game, where people can decide to play together to fill the same bag. It is designed to entertain families and customers of all ages that want to have a moment of fun with their beloved ones or even strangers. Shop Until You Drop speculates on the possibility of using smartphones as controllers. In this case, the phone uses a combination of built-in accelerometers (already existing in the devices) and infrared detection to sense its position in a threedimensional space. This design allows users to control the game with physical movements.
SHOP UNTIL YOU DROP! THAT’S FUN!
YES!
~ Step Up! ~
LOWER LEVEL
APPLICATION SCREEN DURING THE GAME, UPDATING LIVE ON YOUR GAME PERFORMANCE & GOAL. APP
UPPER LEVEL
PROTOTIPO
GIANT SCREEN DISPLAY, RESPONDING TO THE SMARTPHONE CONTROLLER.
built-in accelerometers and infrared sensors ££
£
£
£
£
sensor bar on the giant screen £
£
webcam
~ 55 ~
STEP APP JOURNEY The development of a mobile application was important in order to bring together the Step UP activities into a single system of interactive experiences for shopping centre clients. The user journey explains briefly the function of it through the use of one of the activities; despite each of them may work slightly differently, the basic functions are always the same.
1.
2.
Lia is a young glaswegian, shopaholic woman.
3.
...she logs in to Step APP.
~ Step Up! ~
After some shopping in Braehead, her smartphone is almost out of battery. She is a frequent user of Ride’N Charge, and also this time...
4.
Her smartphone detects automatically the Step UP equipment, via bluetooth.
5.
6.
While she pedals, the application gives live updates on her performance: calorie consumption, timing and scores.
Now it’s time to go. Before leaving she always publishes her performance on social networks.
7.
8.
Lia can also check her and other users’ scores…
...and the position of the other Step Up activities.
9.
10.
The application locates her position, and when Lia leaves from Braehead...
...she receives a push notification on the cumulative performance of the day. 45 calories...could be better! ~ 57 ~
BRANDING THE EXPERIENCE : LAZY POINTS SCORES
By using the app, one has access to a scoring system that is based on Lazy Points. Mirroring the principle of calorie-burning, a new user starts with 5000 Lazy Points. Then, depending on his usage of Step UP activities, he will gradually start losing these points, and progress in the rankings. The user can win gadgets and accessories when reaching certain stages in his score. He can also keep up with the scores of other users via Step APP. The aim of the score system is to brand the experience; making users aware of other customers, their performances and winning gadgets, it’s possible to create the feeling of being part of a bigger community of participants.
~ Step Up! ~
The concept of the score system was fully shaped after speaking with Nick Gault, one of my main stakeholders. Originally, I envisioned the reward system being one of the main motivations for customers to participate in the Step UP activities. After speaking with Gault, I understood that the immediate enjoyment given by a singular activity is perhaps significantly more attractive than the scoring system; nevertheless, this could still be a good method for the branding of the initiative.
5000 £ 3000 £ 800 £ 500 £ 300 £ 50 20
£
£
5
£
£AZY POINTS
0 CHAMPION!
~ 59 ~
£
PURPOSES & BENEFITS
CUSTOMERS’ BENEFITS
ENRICHMENT OF FREE TIME
ENRICHMENT OF THE WAITING AND DOWNTIMES IN THE MALL
SCORES SYSTEM
SPORT CONTEXT
GIVE ENJOYMENT AND FUN
GIVES THE FEELING OF BEING PART OF THE INITIATIVE, OF A LARGER TEAM OF PLAYERS.
GIVES EXPERIENCE OF SHORT DAILY PHYSICAL ACTIVITY
}
ACTIVITIES
~ Step Up! ~
Step UP Store is designed for shopping centres as a package of experiences that can be integrated in their existing facilities. All the experiences are designed to be customer centered. Therefore, Step UP store focuses to benefit both malls and customers, thus enriching customers’ experience and the economy of the shopping centre, in a mutual exchange. (Enjoyment of customers -> longer permanence -> more consumption by customers -> profit for shopping malls)
ACTIVITIES
TECHNOLOGICAL ASPECT
ACTIVITIES DESIGNED TO BE IN STRONG RELATION WITH THE RETAILING, COMPLEMENTING THE SHOPPING EXPERIENCE.
INTEGRATION OF SMART TECHNOLOGIES AND INTERACTION WITH THE ENVIRONMENT, PLANNED TO BE PART OF THE FUTURE SHOPPING EXPERIENCE
THEY ENSURE A LONGER PERMANENCE OF CUSTOMERS THAT LEADS EVENTUALLY TO HAVE MORE PROFIT.
}
FIRST STEP TO CREATE AN OMNI-CHANNEL EXPERIENCE, GIVING A PHYSICAL ENJOYMENT THAT ONLINE SHOPPING CAN’T REPLACE. REFURBISHMENT OF THE EXISTING ENVIRONMENT INSTEAD OF CREATING NEW CENTRES (INTU WILL INVEST 10 BILLION £ IN REFURBISHMENT IN THE NEXT 10 YEARS).
SHOPPING CENTRES BENEFITS ~ 61 ~
FEEDBACK & REFLECTIONS.
In the stage of the delivering of the project, I went back to my stakeholders, asking feedback and opinion on Step UP Store. In this sense Nick Gault had a very significant role. He is specialized in the design and planning of this type of experiences for Intu, which owns shopping centres all over UK. He found particularly interesting the idea of indoor sports pop-up activities that create a sort of playground in the mall. He was amused and excited about the design of each activity, as result of the analysis pursued in Intu Braehead. Nick was also pleased to hear about technological integration in the existing environment, thinking also that possible future upgrades would be very easy to be implement on each activity. But more than interested in the details, he was very keen in understanding the “system” of Step UP as a whole package of experiences. He suggested the possibility of a rotation scheme, in which all the activities can move across all Intu’s shopping centres in UK. In fact it is very important for Intu that this kind of events and experiences are common in all the shopping centres, in order to create new “rituals” among local people throughout UK.
~ Step Up! ~
Regarding the reward system, Nick was a bit skeptical. He pointed out that its department is not interested in giving discounts or gift cards to their customers. Money don’t give the motivation to prolong the stay of customers in the mall. Instead, it is the enjoyment of the experience that gives it. For this reason, I left out my initial idea of giving discounts as prizes in the reward system, limiting it just to gadgets and accessories, which he found good as part of the initiative. On the other hand, Nick was very impressed by the idea of “staging” in the shopping centre, such as the possibility given to customers to take pictures in fake background projections. This could be a successful detail that he suggested to develop. Unfortunately, the definition of the activities took me a long time, and only in the very last weeks of the project I could start to ask for feedback. It would have been ideal to start it before, as I could have developed the concept accordingly.
}
NICK GAULT National Account Manager Intu UK - London
“Sport is a good way to bring people together. Especially in the summer we organize many initiatives related with sports as games and races.”
“The concept of pop-up sport activities could be really enjoyable.”
“The integration into the existing space of the mall could be a good idea to overcome the bad weather.”
“New activities could be designed and could possibly be installed in rotation, changing during the year, going from a mall to another (thinking of Intu UK).”
“Giving information of your performance on your calories consumption could be easily implemented with other data on your performance and health.”
~ 63 ~
“The reward system could give a nice motivation to enjoy Step UP, but most likely “staging” in the mall - taking pictures, videos, sharing your performance - will be the real great reason to start the activities. I would love to develop this detail.”
LOOKING BACK & CONCLUSION
After an overall reflection I’m quite satisfied with the project, although there are many things that could have gone differently, and even better, especially in terms of process method. For example, after the desk research I struggled with the analysis phase. Filtering the important information and leaving out the less important data was a very challenging task to accomplish on my own; sometimes everything
~ Step Up! ~
seemed crucial, pieces of a whole big puzzle that was hard to narrow down. During this stage I realized how difficult it can be to pursue individually an objective design-led research. The biggest risk was losing track of the objective and having logical process overtaken by personal interest. For this reason, despite that this was an individual project, I found it really important to have a continuous exchange with my course-mates.
The stage of the concept ideation was a quite enjoyable one, in which I was able to summarize my synthesis in 8 concepts stimulated by a “what if?” provocation session. Looking back, at this stage i could have asked for some suggestion from my stakeholders regarding my first thoughts on the final concept. For the future I would love to have a much more deeper relation with experts and people, especially during the concept development phase. The design development stage was perhaps the most gratifying for me. Again, also this stage was quite hard to develop on my own, this time for a practical reason: the
amount of work against the time available. Eventually, I’m quite satisfied with the final concept of Step UP. With all the time available, I’m happy with the level of definition of each activity, although I would have loved to dedicate more to the design of Step UP Store as an overall package of experience, as suggested by Nick Gault. At this stage I felt more at ease, and I wasn’t hesitating anymore about my personal capability towards the project, and my role as a designer. The feedback of Nick Gault gave me confirmation that Step UP could really become the successful “future of the shopping mall experience”.
~ 65 ~
aknowledgment I would like to thank all those who helped me during this academic journey, and especially in this third stage of the course. I want to thank my mentor Elio Caccavale, for his support, constructive criticism and continuous encouragement to do better, pushing me in the right direction that led me to Step Up. I want to thank Irene Bell, Iain Reid, Emma Murphy, Stuart Bailey and Gordon Hush for their feedback during the interim reviews. I want to thank Intu company that allowed me to accomplish my research in Braehead shopping centre, where also the staff was very kind and helpful. I would also like to thank all the stakeholders, experts and general public who took their time to speak to me, and all the fellow students of MDes Design Innovation and MSc in International Management for their input and support.
Thank You!