Marsa Boulevard: From Discovery to Loyalty

visit stages designed

explore mode and wayfinding

valet parking and rewards

Context

Marsa Boulevard is a mixed-use waterfront destination in Dubai with a very diverse audience.

The challenge

Bring interactive digital tools into the visit so physical and digital touchpoints work together, from discovery through to loyalty.

What I did

I led the experience strategy and concepts:

• Audience research and personas
• End-to-end visitor journeys: before, during and after the visit
• Before: curated discovery, smart itinerary and RSVP
• During: AR explore mode, wayfinding, real-time offers
• After: notifications, community highlights and rewards
• Concepts such as VIP valet parking, digital postcards and gamified cultural content