Mission objective
Define multi-segment customer journeys for a city-scale destination—uniting lifestyle, business, culture, and retail into one integrated experience.
Context & Background
New Murabba is poised to become Riyadh’s defining landmark of the future, a city within a city built to support Saudi Arabia’s Vision 2030 goals of economic diversification, cultural enrichment, and urban transformation. With a footprint of 19 km² and the iconic Mukaab at its core, this new downtown will serve residents, tourists, entrepreneurs, and citizens alike.
TCXA was selected as the strategic CX partner to bring customer-centric structure to this monumental development. The mandate: help shape a seamless, emotionally resonant, and multi-sector experience from the ground up.
The Challenge
Unlike a typical hospitality or retail brief, New Murabba required orchestrating a layered, omni-sector experience across dozens of verticals—retail, dining, entertainment, amenities, business, arts, and culture—while planning for visitor needs that don't yet exist.
Key questions guided our work:
- How can we make such a vast environment feel intuitive, personalized, and human?
- How do we build for diverse segments—Saudi families, HNW residents, global tourists, business travelers, artists—without fragmenting the experience?
- What must the journey look and feel like in 2027 and beyond?
We also had to align internal stakeholders early, ensuring experience-led thinking was embedded into planning, infrastructure, and design decisions.
TCXA's approach
TCXA led a pre-opening CX program rooted in future behavior modeling, service design, and strategic orchestration:
Persona Development & Segmentation Strategy : We defined detailed personas covering the full spectrum of future visitors, from local families exploring weekend shows, to high-net-worth individuals seeking curated retail and wellness, to global executives attending MICE events. Each profile was built using cultural insights, projected needs, and behavioral archetypes.
Customer Journey Mapping Across Sectors : We built end-to-end visitor journeys across all major sectors (retail, dining, amenities, culture, nature, business), capturing every phase: discovery, to arrival, and return. These journeys were crafted from the visitor’s perspective, ensuring frictionless transitions, immersive moments, and service anticipation at every step.
Omnichannel Experience Architecture : We mapped physical and digital touchpoints across channels—onsite, mobile, digital signage, booking tools, and staff interactions—creating a unified and adaptive service layer that connects the built environment with guest needs in real time.
CX Alignment Framework : To align teams, we developed a cross-functional CX framework: shared vocabulary, sector-level matrices, experience KPIs, and playbooks enabling internal coordination, decision-making, and piloting. This allowed early testing of ideas and experiences during the build phase, not just post-launch.
Results
While still in the pre-opening phase, New Murabba now benefits from a foundational CX structure capable of guiding execution for years to come:
- Clear visitor vision across all customer segments—supporting differentiated journeys without siloing the experience.
- Integrated design and service touchpoints rooted in omnichannel delivery, cultural resonance, and user anticipation.
- Stakeholder alignment that bridges master planning, brand, operations, and tech—ensuring seamless transitions from vision to experience.
TCXA’s approach is helping bring humanity, coherence, and intentionality to one of the most ambitious mixed-use developments of the decade. A destination of the future, designed with the visitor at its core.
