MAFII

As part of a team project, we set out to reimagine the customer service experience across Majid Al Futtaim’s City Centre malls by exploring how service is delivered across physical desks, call centers, and digital platforms.

Through interviews, live testing, and in-mall observation, we uncovered a fragmented ecosystem. Service quality varied across touchpoints, with customers often navigating between channels for simple queries. A clear tension emerged: younger audiences preferred fast, self-service solutions, while Millennials and older customers relied heavily on call centers, leading to long wait times and operational strain. At the same time, gaps in multilingual support, navigation, and service awareness continued to impact the overall experience. 

Response:

We developed MAFII, an AI-powered chatbot designed as a centralized, intelligent service layer across Majid Al Futtaim’s City Centre malls. MAFII streamlines everyday interactions, enabling customers to access instant information on store locations, timings, services, and navigation, while reducing dependency on call centers and in-person desks.

Designed to be intuitive, accessible, and multilingual, MAFII bridges the gap between efficiency and personalization thus handling repetitive queries while allowing human staff to focus on more complex, high-value interactions.

The result is a more integrated and scalable customer service ecosystem for City Centre malls, enhancing responsiveness, reducing friction, and delivering a seamless experience across every touchpoint.