At Dubai Mall, the world’s largest shopping destination, Shariq’s work covered everything from parking analytics to app launches to social listening.
Parking analytics and wayfinding. Combined WiFi access point data with camera-based parking capture to understand a real mismatch: shoppers heading to a store on one side of the mall were often parking on the opposite side, simply because they didn't know a closer entrance existed. Mapped where people actually parked against where they actually shopped, then worked with the engineering team to integrate the findings into the mall's app as a navigation feature, letting visitors set their destination before leaving home and get routed to the right parking area automatically.
App activity tracking. Owned the full digital measurement layer behind the parking and navigation work, WiFi data, heat mapping, and in-app behavior, tracked and reported as one connected picture rather than separate data sources.
App relaunch. Led analytics for the phased rollout of Dubai Mall's redesigned app, tracking engagement on the App Store and Google Play at each stage, 10%, then 20%, and onward. The rollout paused more than once for iteration based on what the data showed, with usage patterns directly informing what changed before the next stage shipped.
Website migration. Led analytics through a full website modernization, from pre-migration groundwork through post-launch measurement. Before launch, identified top-performing pages and traffic at risk, working with the SEO team on redirects to protect existing rankings. The new site launched through incremental A/B testing against the old one, with real-time adjustments based on results. After launch, built the full tracking layer for the new experience, a far larger surface than before, including a complete shop catalog and shopping journey, plus the parking-to-store wayfinding feature carried over from the earlier parking analytics work, tracked and reported to mall management on how visitors were actually using it.
Social listening and sentiment. Used Sprinklr to track sentiment around Dubai Mall and benchmark it against roughly seven of the world's top malls, including Mall of America. Built this into an incident-response system, tracking mentions in real time and routing anything urgent, from safety concerns to service complaints, to the right team. In one case, the system caught a customer's public complaint about a refund issue with a luxury retailer before it escalated, the complaint was routed directly to the team who resolved it.
