Meeting GuestsWhere They Are
A renewed physical space called for an equally progressive guest experience.
Broadway Shopping Centre, owned and operated by Mirvac, is one of Sydney’s busiest and best-performing retail destinations. After a major interior renovation, Mirvac identified that its existing guest services were no longer meeting the expectations of modern customers. The traditional service desk model felt static and siloed, and did not reflect how people wanted to navigate or experience the space. CraigWalker was brought in to reimagine the guest experience and design a more proactive, seamless, and human-centred approach.
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The project in numbers
31Hours of observations and customer walk‑alongs
8Service safaris
20Experiences designed
Understanding First: Ethnographic Research as a Starting Point
To design an experience that truly met the needs of Broadway’s diverse guests, we began by observing and listening. The Craig Walker team undertook 31 hours of in-centre research, including walk-alongs with a wide range of people, from parents with newborns to international students and individuals with accessibility needs. This immersive, ethnographic approach was supported by on-the-spot conversations with guests, in-depth interviews, and co-creation workshops. Together, these activities helped us build a rich picture of how people moved through the centre and where moments of friction or confusion occurred. We let real experiences guide the process, using what we observed and heard to carefully shape the service model’s structure, language, and physical presence.
A Layered Service Model, Built to Move With Guests
To bring the new guest experience to life, we developed a layered service model that meets people at key moments in their journey through the centre. Touchpoints were distributed throughout the centre, replacing the static desk with a network of services designed to be visible, approachable, and easy to access. From quick problem-solving to community hire and food delivery, the service model is made up of clearly defined interactions that respond to real guest needs. Each was supported by storyboards and design briefs, giving Mirvac’s teams the tools they need to implement the service with clarity and consistency. Together, these tools support a consistent, guest-focused experience that’s easy to deliver and meaningful to use.
