Service Design: Cidade Matarazzo Super App Acessment by Wahalla
Wahalla, the innovation wing of Southrock with experience in supporting brands like Starbucks and Subway, tackled its first external project, Cidade Matarazzo, in São Paulo, Brazil. This project aimed to revitalize the historic Matarazzo Hospital into a mixed-use hub blending luxury, culture, and sustainability. Cidade Matarazzo envisioned becoming an urban green oasis, featuring luxury hotels, residences, cultural venues, and retail spaces, integrating historical charm with modern architecture. Crucially, the project sought to launch a comprehensive SuperApp, prompting Wahalla to design a tailored backend solution. This required a deep understanding of the app's vision and user tasks, ensuring seamless integration of diverse services into a single platform for an enhanced community experience.
Client: Cidade Matarazzo
Year: 2021
Project Overview
Cidade Matarazzo hired our team to assess and create the backend for a comprehensive super app. This super app aims to integrate all supporting apps and digital products to provide a seamless experience for users. Farfetch was tasked with building the frontend of the super app. The purpose of our project was to provide an assessment document outlining the requirements, resources, and costs needed for full implementation.
Role and Responsibilities
My primary role in this project was to facilitate workshops and strategize ways to understand the client's vision. Cidade Matarazzo, our client, envisioned a unique experience for its customers within its complex. My responsibilities included:
Capturing insights from the client and translating them into actionable strategies for the development team.
Documenting all points of interaction for each user and creating a visual document to guide our team.
Ensuring our team could understand the user interactions and how they relate to the various digital products needed to create the desired experience.
Given the tight timeline, we had only one month to complete the workshops and create the visuals. To achieve this, I led a team of three other designers who helped facilitate the workshops and assist in creating the visual documentation.
Client Vision and Strategy
Cidade Matarazzo's vision revolves around creating an integrated, 360-degree experience for all users of its complex. This includes not only the customers but also the staff. To achieve this, we aimed to offer a full experience that caters to various needs, divided into four key pillars:
Food:
Curate a diverse culinary experience, ranging from fine dining to casual eateries.
Ensure seamless booking and ordering systems.
Implement loyalty programs and personalized recommendations based on user preferences.
Develop POS software for restaurants integrated with other systems for a seamless experience.
Fashion:
Integrate high-end and boutique shopping experiences.
Enable virtual try-ons and personalized styling recommendations.
Develop a seamless payment and delivery system.
Ensure that fashion stores can access customer information, such as hotel room numbers, for personalized delivery.
Culture:
Offer access to cultural events, exhibitions, and performances within the complex.
Provide detailed information and booking capabilities for cultural experiences.
Create a community space for discussions and interactions related to cultural events.
Integrate cultural event systems with the super app for a comprehensive user experience.
Wellness:
Provide access to wellness services such as spas, gyms, and health consultations.
Develop personalized wellness plans and tracking.
Integrate appointment scheduling and payment systems.
Ensure wellness staff can access customer appointment details for personalized service.
Workshops and Stakeholder Engagement
To ensure we fully understood the client's vision, we conducted a series of workshops involving key stakeholders from Cidade Matarazzo. These workshops focused on:
Understanding the desired customer journey within the complex.
Identifying pain points and opportunities for digital enhancement.
Brainstorming additional digital products and services that could enhance the user experience.
Prioritizing features and functionalities to be included in the super app.
Outcome and Recommendations
Through these workshops and strategic sessions, we developed a comprehensive understanding of Cidade Matarazzo's vision. We proposed a range of digital products and services to support the desired 360-degree experience. These included:
A centralized customer relationship management (CRM) system to track and personalize customer interactions.
An integrated mobile app providing access to all services and experiences within the complex.
POS software for restaurants and stores, integrated with parking lot systems and other service management tools.
Advanced analytics and reporting tools to measure the effectiveness of the super app and identify areas for improvement.
Conclusion
The project aimed to transform Cidade Matarazzo into a digitally integrated environment where customers and staff can enjoy a seamless and personalized experience across food, fashion, culture, and wellness. By collaborating with Farfetch for the frontend and leveraging our backend development expertise, we worked towards creating a super app that aligns with Cidade Matarazzo's vision and enhances the overall user experience. My role was pivotal in capturing client insights, translating user interactions into a visual document, and ensuring our team understood how to develop the necessary digital products within the client's timeline. With a dedicated team of three designers, we successfully completed the workshops and created the visual documentation within the one-month timeframe. Although we did not develop the full project, our comprehensive assessment document provided a detailed guide for implementation and cost estimation.