Project Overview

• Role: Lead UX/UI Designer & Experience Consultant
• Services: UX Research, B2B Service Blueprinting, UI Design, Prototyping
• Industry: Commercial Real Estate / Shopping Centers / Retail Operations
• Tools: Figma, Miro, Usability Testing

1. Context & The Challenge

Parque Arauco is one of the leading shopping mall developers in Latin America, managing hundreds of commercial tenants across multiple properties.

The Problem:

Communication and operational management between mall administration and store tenants (store managers, staff, contractors) relied heavily on manual processes, email chains, and legacy portals. This caused operational delays, lack of visibility in maintenance requests, and administrative friction for daily store operations.

Key Pain Points Identified:

• Fragmented Communication: Urgent announcements, policy updates, and compliance tasks were easily lost across unstructured channels.
• Complex Request Workflows: Store managers struggled to submit maintenance tickets, work permits, or marketing requests and track their real-time resolution status.
• Low Mobile Engagement: Portal interfaces were not optimized for store managers who operate primarily on handheld devices on the sales floor.

2. My Approach & Process

I led the redesign of the Tenant Operations Platform to unify communication, streamline daily requests, and digitize administrative interactions.

Phase 1: Discovery & Service Mapping

• Conducted contextual interviews with store managers, regional retail leaders, and Parque Arauco operational admins.
• Created Service Blueprints to map the front-stage (tenant actions) and back-stage (administrative approvals) interactions for critical workflows.

Phase 2: UX Architecture & Flow Optimization

• Redesigned ticket submission journeys, reducing required input steps for routine requests by half.
• Developed a centralized notification center to ensure critical operational notices were acknowledged promptly.

Phase 3: Design System & UI Development

• Built a clean, modern B2B component system in Figma following Parque Arauco’s brand guidelines.
• Prioritized high contrast, clean data layouts, and responsive mobile views to support fast-paced retail staff.

3. Key Solutions Implemented

• Tenant Dashboard: A personalized operational hub displaying pending approvals, active maintenance tickets, and store notices at a glance.
• Streamlined Request Center: Self-service modules for work permits, marketing approvals, and facility management with clear status tracking.
• Operational Announcement Feed: A targeted broadcast tool ensuring time-sensitive updates reach the right store personnel instantly.

4. Impact & Results

• Operational Efficiency: Streamlined ticket creation and approval workflows, significantly reducing processing times for tenant requests.
• Improved Adoption: Enhanced mobile responsiveness allowed store managers to complete administrative tasks directly from the sales floor.
• Enhanced Transparency: Provided real-time visibility into request statuses, minimizing follow-up support calls to mall management.