INTRO
A wayfinding app designed to help visitors navigate the Mall of America — the largest indoor mall and theme park in the country. Because MOA draws visitors from across the country and around the world, many of whom are unfamiliar with the space, I focused on designing an experience that was simple and intuitive regardless of a visitor's background, while still meeting the specific needs of different visitor types.
CATEGORIES
APP DESIGN | UX DESIGN | USER RESEARCH
YEAR
2025
PROCESS
I began by researching who visits the Mall of America, and what their goals and pain points typically are when navigating a space of that scale. From there, I developed user personas representing three major visitor types, which I used to guide design decisions throughout the rest of the project.
PROCESS
Using those insights, I designed the navigation app to solve visitors' key pain points, while staying aligned with MOA's existing brand identity. This included mapping out full user flows for how a visitor would navigate to a destination, as well as designing the kiosk navigation screens used throughout the mall.
