PHARE DES MAMELLES Mk II
Introduction
Problem:
The Phare des Mamelles is a night club located in Dakhar, Sénégal. As part of a communication project at University, we were contacted by Phare des Mamelles to concieve a new communication strategy to secure their position in the local market and lure new consumers but also boost consumption during and outside of the events hosted there.
The main clientele is young / middle aged wealthy locals and foreign businessmen & women on business trips so I had to conceive something that would be attractive to all audiences.
Solution :
My answer to the problem is the Phare des Mamelles application. Its purpose, be your personal experience assistant for everything related to the Phare des Mamelles whether that be your Thursday night afterwork, a Friday night disco, an all-out Saturday Penthouse experience or a relaxing Sunday Brunch overlooking the Atlantic Ocean.
The application features a redesigned logo and a much more modern minimalist design
Redesign objectives:
The main activities of the night club were based around two essential events:
1. Night Club evenings
2. Sunday Brunch
Until now they were all mixed amongst each other and there wasn't much coherence between the activities.
My goal is to give each activity / event its own identity whilst adding new functionalities like a personal profile to accompany the assistant experience and a fidelity program for those who are already loyal but also to attract new members who fall into the same target group.
The welcome screen is purely the launchpad for the rest, here there will be a brief introduction than can also be used as message box for new information that needs to be communicated to the users. The welcome screen also provides social media shortcuts to Instagram & Facebook for those who want to have access to photos or discussions.
At the bottom you'll find the navigation bar, each logo has been designed to give a personalized identity to each current activity but also the new functionalities we will be adding to the experience.
From left to right you have: Club / Brunch / Contact / Calendar / Profile.
My Profile
The personal profile will add new functionalities to the global experience here, users can upload a profile picture choose a status to reflect their personality. The status will be used to push certain events based on what they have chosen.
From the profile screen, members will have access to events they've marked as "Interested", "Advantages" which makes up the new fidelity program and the reservations they've made in app for upcoming events.
The "Interested" screen will allow users to see what events they've marked but also allow them to access more information about the event, share the event with friends or other people but also reserve tickets for events
"Advantages" will allow members to use cumulated points (1pt per 1000 FCFA spent through the app and at the club) to get free drinks, discounts at brunches and free entry.
All reservations made through the app will show up in a dedicated part of the profile section where uses have access to a digital ticket with a QR code to be scanned. For the IOS version, the goal would be to add tickets to the Apple Wallet as Businessmen tend to use the app for Flights and other tickets / passes.
Calendar
The calendar will be one of the core components of the application. Members will have direct access to the upcoming events in chronological order for easy navigation with the possibility to see all events in a sub menu.
Coming back to the personalized experience, there is a dedicated section called "For you" which will use in app learning based on events that the member has reserved tickets for or has marked as "Interested" to propose a personal selection of events for the member.
With the IOS version, as well as having Apple Wallet functionalities, Apple Pay will also make up an important part of reserving tickets thanks to the easy use and secure payment in phone. For other users, we hope to provide other payment options like Paypal and regular Credit / Debit Cards.
Club
Considering the club is by far the most important activity of the night club, it's divided up into 3 separate nights:
- Thursday which is more of an afterwork experience with live music
- Friday is very much a Funk, Motown & Disco vibe
- Saturday is an all-out Clubbing Experience
So, we've created a dedicated environment for each night A to make the access to information easier for the members and B to emphasise the identities of each activity / experience.
Each screen will display a brief description of the event, followed by a poster of the next upcoming event. Each night will have specific advantages members can claim tailored the specifics of each night.
Brunch
The "Brunch menu will use similar characteristics as the club screens. Users will have access to the menu on their phone and access to tailored / themed brunches where they can once again: get more info , share, mark "Interested" and reserve.
Contact
The contact menu will provide the basic information as in telephone and address with shortcuts to the user's phone app / maps app.
The screen will provide short cuts to social media and the website.
Thanks for reading!
Feel free to give feedback
