2. UX in real life
UX is everywhere. In a spoon, an umbrella, a cup of coffee, a song, a banknote, Netflix, even a relationship.
A UX case study
UX case study: AOEN Mall
1. AOEN Mall Overview
Aeon Co., Ltd. (イオン株式会社, Ion Kabushiki gaisha; sometimes styled as ÆON) is one of Japan's largest retail companies, operating Aeon hypermarkets, Aeon Mall and Aeon Town shopping centers, as well as Daiei, MaxValu, Maruetsu, and My Basket supermarkets. The company also runs Ministop convenience stores, Welcia drugstores, and Aeon Cinema movie theaters.
2. The Multi - Format Strategy
AEON Mall's multi-format strategy is designed to cater to a diverse range of customer needs by offering a variety of retail experiences within a single brand umbrella:
City center: Mini-stop, Mini-SM
Urban Areas: Supermarket, GMS
Suburbs: Shopping Center
We'll take an in-depth look at the third format - suburban areas- and explore the shopping center experience in these regions.
3. Competitors
Vincom Mega Mall, Big C, Lotte Mart
4. Market Shares
AEON Mall holds a significant share of Vietnam's shopping center market, capturing around 10% of the large-scale retail space, with a growth exceeding 18% in recent years. Its strategic locations in major cities like Hanoi and Ho Chi Minh City strengthen its competitive position in the market.
5. SWOT analysis
We will be focusing on these 3 main factors in AEON Mall's strengths:
Services for families shopping, playing, choosing model Mori
New retail model (one stop complex mall)
Affordable and high-end product price segment
6. Business Strategy
Retail companies often adopt three well-known business strategies:
Kaze: Targeting teens
Outlet: Emphasizing discounts
Mori: Catering to families
While in Japan, AEON adopted the Kaze strategy, targeting teens as their primary segment. However, in Vietnam, AEON has shifted its focus to the Mori strategy, designing their shopping centers specifically to cater to families.
❓Why
This is due to the increasing affluence of households in Vietnam. Learn more here.
Middle-class growth, urban migration, and declining birth rates have led to smaller, wealthier households. In 2022, there were 15,386,852 households with a monthly income above US$644 (VND 15,000,000), totaling 54,749,213 people.
UX design of AOEN Mall
The beauty in UX design of AOEN Mall
AEON Mall designs its shopping centers with a focus on the family segment, offering a one-stop complex retail model (that promotes extended visits) that includes both affordable and high-end products.
Although we explored many fascinating UX case studies for AEON Mall in the lesson, I'll highlight those that interested me the most.
Walkable Area
🪴 Plants along the walkways: The concept of 'Biophilia,' which aligns with human nature, suggests that incorporating greenery enhances visual comfort and promotes interaction among family members.Ư
🪑 Seats throughout the shopping center: Strategically placed to encourage longer visits, these free seating areas allow visitors to rest anytime during their shopping experience.
👶 Baby-friendly carts: AEON Mall carts are specially designed to accommodate babies, made from high-quality plastic and tailored for different age groups (0-3 and 3-5 years). This design makes it easier for parents to navigate around the mall with their children and encourages longer visits.
🛗 Seats inside the elevator: The elevator is designed to accommodate up to three shopping carts and features backrests and seating. Take a rest even inside of the elevator, why not?
🍙 Food court: The food court area at AEON Mall acts as a strategic attraction to draw in customers. By appealing to the senses of smell and sight, it creates a memorable experience that enhances consumer confidence and encourages increased use of AEON Mall’s services.
🗺️ The Layout structure: AEON Mall's one-way layout ensures that visitors can explore the entire shopping center efficiently without missing anything or getting lost.
Parking Area
🅿️ Large parking spacing: Whether you visit AEON Mall on a regular day or a holiday, ample parking is always available for you and your family, demonstrating that AEON Mall's parking facilities are designed to accommodate a large volume of visitors.
😎 Designated parking for SH and Lead motorbikes: Research indicates that many users of SH and Lead motorbikes are middle-aged women with children, who often carry groceries and are absent-minded that may forget their parking spots. These designated spaces are designed to better accommodate their needs and enhance their shopping experience.
Restroom Area
🚽 The toilet itself with a baby holder: The restrooms are equipped with thoughtfully designed baby holders, offering parents a convenient and safe place to care for their babies. This feature enhances both the comfort and functionality of the facilities.
🤱 Diaper changing area: The restrooms also include a dedicated diaper-changing area, designed for convenience and ease. This space provides a clean and comfortable environment for parents to change their baby's diapers, further enhancing the family-friendly amenities at AEON Mall.
🪞 makeup area: In the women’s restroom, dedicated makeup corners are provided so that women can freshen up at their convenience without occupying space at the sinks.
🧻 Paper: With this innovative toilet paper holder, AEON ensures that users never run out of toilet paper.
What can we learn from AEON Mall's UX design?
🌟 AEON Mall truly understands the needs of their target segment: families with children.
🤩 To be honest, this is the first time I've noticed such unique and thoughtful designs from a shopping center.
Key Takeaways
