CMP
CMP Lifestyle Mobile Application
Creating a trendy and engaging OMO (Online-Merge-Offline) digital membership experience.
- # Member Mobile Application
- # Mobile Application
- # Admin Backend
Integrating diverse spaces with offline interactions to showcase the lifestyle aesthetics of CMP .
CMP Group focuses on the Taichung Calligraphy Greenway business district, managing popular venues such as CMP Eslite Green Park Avenue, Golden Green Park Avenue Mall, and PARK2 Caowu Square. Additionally, in Q3 of 2024, CMP plans to unveil the CMP Art Museum, CMP Forest, and Taichung CMP Intercontinental Hotel, aiming to transform the Caowu Greenway area into an ideal lifestyle hub, akin to Japan’s Roppongi.
As services expand, the original app has become increasingly insufficient. To meet the demands of new openings and upgrade existing membership benefits, CMP collaborated with Goons to develop a new digital service model. Through comprehensive research on mall operations, customer experience, and physical venues, a strategy for the app's revamp was derived. This led to the reconstruction of the service image, innovative ideas for membership tools, and the integration of information, services, and promotions from various venues. The goal is to comprehensively enhance the digital experience for CMP members.
Goons Design’s role
- Initial venue research
- APP revamp strategy
- UUI/UX design
- Dual-platform APP development
- Backend development ✕ TWJOIN Technology
Breaking service boundaries, creating a new district pass.
Customers visiting Taichung's Calligraphy Greenway are accustomed to strolling between CMP Eslite, the green corridors of the Calligraphy Greenway, nearby boutique shops, and areas like the Golden Sixth Market. Many also stop for a break, chat, or meal at PARK2 and Citizen Square.
Previously, the CMP membership app mainly provided information about in-mall counters, events, and point collection/redemption, which not only fell short in showcasing the overall area’s unique character but also lacked incentives beyond point-based interactions.
With this latest revamp, Goons has broken away from the notion that the app only serves the purpose of mall point collection. Now, customers can access real-time "cross-venue" information, experiencing the energy and atmosphere of the entire district. Through the scanning tool, users can sign up for offline events, claim discounts from various merchants, and enhance OMO (online-merge-offline) interaction. The app also integrates consumption tracking and membership benefits across all CMP lifestyle brands, expanding from a single-store shopping experience to a comprehensive district-wide lifestyle experience, fulfilling the vision of a "district pass."
How can CMP's unique brand and experience be showcased in app design?
Whether it's architectural design, environmental planning, product selection, or event organization, CMP consistently goes to great lengths to create refined and delightful experiences for every customer, from the overall design down to the smallest details.
To highlight CMP's unique brand value, Goons takes inspiration from social media platforms by using extensive photo carousels, allowing users to visualize the space in advance. Through a curated homepage, information about events, art exhibitions, specialty stores, and selected reward items is presented to users, inviting them to engage in a journey of browsing and exploration.
How can data be integrated across systems to create a more user-friendly digital experience?
Since the membership app needs to interface with multiple systems, it is essential to consider cross-system data integration for a better user experience. For example, if the event page needs to display both participating merchants and exclusive reward products, data must be extracted and correlated from various systems, such as those storing event information and merchant data.
In this project, Goons’s development team frequently collaborated with CMP's IT team and third-party system teams to align on processes and specifications. They established a data middleware platform to integrate data across systems, then used the platform’s API to connect with the app. This approach not only enhances the user interface experience and data transmission efficiency but also improves maintenance efficiency for future iterations.
Interface Design
From traditional markets within shopping malls, museums, and department stores to luxurious glamping experiences, CMP brings people a vision of the good life. Following this core concept, the interface is designed with whitespace and light to capture every beautiful moment of daily life, allowing users to feel relaxed and delighted as they interact with it.
Centered around a refined lifestyle, experience the unique ambiance of CMP.
Before beginning the design process, we made an on-site visit to CMP to immerse ourselves in the flow of people, the natural atmosphere, and the architectural ingenuity. The unique ambiance makes the everyday feel extraordinary. Therefore, we centered the design around a refined lifestyle, incorporating the sensory experiences of the moment, bringing the interplay of light and shadow into the visuals to echo the physical space.
In addition to echoing the physical space, the design also emphasizes a balanced proportion between information and space. A generous use of whitespace conveys a relaxed and elegant attitude, offering moments of pause in daily life, allowing users to read comfortably and with ease.
High-recognition, minimalist linear icons are used to prevent visual clutter on the page. The icon outlines feature finer lines than usual, with segmented strokes echoing the whitespace, enhancing the sense of breathing space and deepening the overall feeling of a relaxed atmosphere.
Creating CMP's unique character and ambiance through photos of physical spaces.
Integrate members from different fields Information and related rights
Integrate CMP neighborhood activities and business information
Capture customers’ offline behavior by scanning QR codes
This revision aims to integrate the rigid needs of each brand's membership operations and the soft situations of customer interaction in various fields. It not only needs to integrate multi-party system revision and optimization, but also needs to consider the experience scenarios of multiple business types and customer groups. Through the system and APP tools provide consistent processes and services to realize and expand a cross-regional member ecosystem. I am very happy to complete it with such a strong partner as Goons Design. In the future, CMP Group will continue to explore more imaginations of a better life with you, so stay tuned!
Because of this project, I went deeply into the CMP neighborhood, and after experiencing its different appearances, I hope that the beauty and variety of CMP can be reflected in the experience of the App, and even add an extra dimension to the customers who come to CMP. A surprise and fun! Next time you go to CMP, don’t forget to open the app to see what fun there is 🥳
The new design and development architecture, as well as exquisite micro-interactions and effects, have made us all grow a lot. We hope that users will also like our efforts 🤞
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