SRF Presents: Perceptions of Signage & Wayfinding

Background

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The Sign Research Foundation empowers communities by supplying academic research on vibrant and effective sign strategies, systems, and codes.

We facilitate dialogue with architects, urban planners, developers, code officials, business owners, and designers to create more navigable cities, thriving businesses, and strong urban identities.

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Landscape Architects

Business Improvement Districts

Chambers of Commerce

Planning & Zoning Commissions

Facility Managers

OEM

Sign Company

Distributor

Client (Sign Buyer) Design Firm/ Branding Agency

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Audience Poll

Planning/Zoning/Code Enforcement

Sign Industry (Fabricators, Manufacturers, Distributors)

Design/Architecture

Sign Buyer (Retail, Hospital, Museum, Campus, etc.)

Other?

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RESEARCH & EDUCATION

Customer Acquisition Onboarding Planner

Education

SRF Roundtables: Planners & Permitters Wayfinding Research Highlights NSREC 2019Leslie Wolke, Founder, MapWell Studioleslie@map-well.com

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MAPWELLstudio Consulting Wayfinding Strategy & Technology, Visitor Experience, and Usability Research

Page 8 Two Twelve and MapWell Studio for NYU Langone Health

NYU Langone Health Usability Study February 14, 2019Digital Pylon: Directory

Participants expected the directory to be alphabetized, not organized by pathway and elevator. To find a destination on the directory, a visitor must scan as many as thirteen sections — the three first floor groupings at the top of the screen and ten listings by elevator.

% More than half the participants (56% or 9/16) voiced this confusion as they were searching for a destination.

% Participants found destinations that were only listed in the directory 57% of the time, compared to a 75% success rate for destinations that appear on the map.

USABILITY STUDY FINDINGS

I feel that the departments should be listed alphabetically with the corresponding color pathway, searching each pathway separately is confusing and time consuming

I would have expected alpha order, not elevator order

Is there a way to alphabetize?

I don’t understand organization of info... simple alphabetical list would be easier

RECOMMENDATION

Pathway-order presumes too much knowledge of hospital and how it’s organized. Reformat the directory as an alphabetical list with an alphabet sidebar control to jump to any section.

The Wayfinding Kiosk directories are alphabetized and have a sidebar control.

Criteria Low High

Improve user interface (public) 1 2 3 4 5

Improve user interface (admin) 1 2 3 4 5

Expand functionality (public) 1 2 3 4 5

Expand functionality (admin) 1 2 3 4 5

Improve system efficiency 1 2 3 4 5

Address current limitations 1 2 3 4 5

________________________ 1 2 3 4 5

________________________ 1 2 3 4 5

________________________ 1 2 3 4 5

Criteria Low High

Improve user interface (public) 1 2 3 4 5

Improve user interface (admin) 1 2 3 4 5

Expand functionality (public) 1 2 3 4 5

Expand functionality (admin) 1 2 3 4 5

Improve system efficiency 1 2 3 4 5

Address current limitations 1 2 3 4 5

________________________ 1 2 3 4 5

________________________ 1 2 3 4 5

________________________ 1 2 3 4 5

Criteria Low High

Improve user interface (public) 1 2 3 4 5

Improve user interface (admin) 1 2 3 4 5

Expand functionality (public) 1 2 3 4 5

Expand functionality (admin) 1 2 3 4 5

Improve system efficiency 1 2 3 4 5

Address current limitations 1 2 3 4 5

________________________ 1 2 3 4 5

________________________ 1 2 3 4 5

________________________ 1 2 3 4 5

Criteria Low High

Improve user interface (public) 1 2 3 4 5

Improve user interface (admin) 1 2 3 4 5

Expand functionality (public) 1 2 3 4 5

Expand functionality (admin) 1 2 3 4 5

Improve system efficiency 1 2 3 4 5

Address current limitations 1 2 3 4 5

________________________ 1 2 3 4 5

________________________ 1 2 3 4 5

________________________ 1 2 3 4 5

W

W

M

M

Criteria Low High

Improve user interface (public) 1 2 3 4 5

Improve user interface (admin) 1 2 3 4 5

Expand functionality (public) 1 2 3 4 5

Expand functionality (admin) 1 2 3 4 5

Improve system efficiency 1 2 3 4 5

Address current limitations 1 2 3 4 5

________________________ 1 2 3 4 5

________________________ 1 2 3 4 5

________________________ 1 2 3 4 5

Criteria Low High

Improve user interface (public) 1 2 3 4 5

Improve user interface (admin) 1 2 3 4 5

Expand functionality (public) 1 2 3 4 5

Expand functionality (admin) 1 2 3 4 5

Improve system efficiency 1 2 3 4 5

Address current limitations 1 2 3 4 5

________________________ 1 2 3 4 5

________________________ 1 2 3 4 5

________________________ 1 2 3 4 5

T

T

WWName

Mobile Web InterfaceDescription

The web site will auto-detect mobile devices and serve optimized

interface templates to those devices from a custom URL. Usage reports

will be generated by browser types.

Development Requirements

User interface design, browser detection, template development, additions to

web site reporting.

Name

Google-based Driving DirectionsDescription

As a replacement for the authored driving direction sets from major highways,

we will utilize Google to generate directions from/to any address. The Admin

will be able to override Google-generated routes.

Development Requirements

Google API integration.

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M

Name

Streamlined InterfaceDescription

Currently, visitors to the web site must follow a linear 5-click-minimum

process to generate a direction set. We will streamline the interface by using

fewer page-turns and by omitting currently-required steps like direction type

and arrival choices.

Development Requirements

User interface design, AJAX/DHTML development.

Name

Simplified Animation of DirectionsDescription

When a user generates a direction set on the touch screen, the left pane

highlights step-by-step written directions while the right pane plays an

animation of the red line moving along the path. We’ve found that this is too

much information for a visitor to process and not that helpful for them. A

simplified map animation is sufficient.

Development Requirements

User interface design, animation and development.

Name

Auto-Print DirectionsDescription

Currently, the visitor is given the option to print a direction set. In our

testing, we’ve found that all visitors want to print directions.

Instead of requiring an extra touch, we will automatically print all

direction sets.

Development Requirements

User interface design and development.

Name

Off-Campus DestinationsDescription

Currently, destinations are limited to those contiguous buildings as

defined on the M. D. Anderson campus. Destinations will not be limited by

the physical constraints of the campus.

Development Requirements

User interface design and development.

TT T

W

M

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MAPWELLstudio Software as a Service e: MapWell MicrositesMobile-friendly Web Platform

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Arkansas Arts Center

Cedars-Sinai Medical Center

Dell Medical School, The University of Texas at Austin

Good Samaritan Regional Health Center

MD Anderson Cancer Center

Memorial Sloan Kettering Cancer Center

New-York Presbyterian Hospital

NYU Langone Health

Oklahoma Health Center

Phunware, Inc.

Sign Research Foundation

Spectrum Health

Stanford Hospital & Clinics

Texas Medical Center

University of California San Francisco Medical Center

University of Chicago Medical Center

U.S. Department of Veteran Affairs

MAPWELLstudio Partners Page/Dyal

fd2s

Two Twelve

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Wayfinding Management: Models & Methods in Healthcare Environments

Digital Wayfinding Trends: Lessons Learned from Museums, Healthcare, and Transit Experiences | © Sign Research Foundation 1

Digital Wayfinding Trends: Lessons Learned from Museums, Healthcare, and Transit Experiences

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Research Questions How do healthcare administrators manage their ever-changing, multi-modal wayfinding systems?

What lessons can we learn from the largest, most complex systems and apply to others?

Wayfinding Management: Models & Methods in Healthcare Environments

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Seven administrators manage wayfinding and signage for over 60 million square feet

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Identify the role of a “wayfinding manager” tooversee all aspects of theinstitution’s wayfindingsystem. Position thoseresponsibilities nearConstruction or CapitalPlanning so that they are involved in all renovations or expansions of facilities.

1. Wayfinding Administrator Job Description

Collaborating with Design & Construction and Medical Center administration, this individual will be responsible for maintaining

the accuracy and integrity of the wayfinding system (Pathway) on Parnassus, Mount Zion, and Mission Bay sites as well as the

possibility of future Medical Center sites. Specific responsibilities include:

• Identifyingfacilitieschanges,bothtemporaryandpermanent,thatwillaffectPathway.

•Meetingwithpracticemanagers,projectmanagersanddesignteamstounderstandcapitalimprovementprojectsandrelay

theimportanceofaccuratelymodifyingthePathwaysystemtorespondtorelevantprojects;participatinginCICmeetingsto

speak to wayfinding issues.

•ManagingallwayfindingchangesasprojectsinthePathwayWayfindingManagementTool(PWMT)andassociatedtools—

fromnoticeofthechange,throughsignpackagesandpunchlistreports,andassessingtheimpactofoverlappingprojects.

See next page for descriptions of tools and resources.

•ManagingtheapprovedwayfindingnamesforalldestinationsintheWayfindingManagementToolandcommunicatingany

changes to other departments.

• CoordinatingwithSigns&Graphicstoproducesignsandcoordinatingwithvendorsforsignagefabricationandinstallation.

• CoordinatingwithCampusandMarketingonanyinitiativesthatimpactwayfindingandwayfindingtoolssuchasmaps.

• Coordinatingwithdepartmentsresponsiblestafftrainingandinternalcommunicationsinordertoinformstaffofchangesto

the system.

• Analyzingusageandusabilityofthewayfindingsystemwiththeaidofreportsfromthemanagementtoolwithaneyetoward

improvements and enhancements to the system.

Required Skills•MinimumofaBachelorsdegree,preferablyinarchitecture,facilitiesmanagement,orconstructionadministration.

• Tenyearsworkexperienceinenvironmentalgraphicdesign,architecture,constructionadministrationorfacilitiesmanagement,

preferably in a healthcare or academic setting.

•Mustbeself-motivatedandself-directed.Thispositionrequiresextremeattentiontodetailandtheabilitytomanagemultiple

ongoingprojectsoveranextendedtimeframeofmonthstoyearsinduration.

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2. Inaugurate a permanentwayfinding committee with participants from patient-facing departments, facilities, and marketing to monitor and continually improve all aspectsof visitor wayfinding.

Wayfinding CommitteesIn Healthcare OrganizationsAn fd2s White Paper

Page 5 © 2008 fd2s inc. All rights reserved.

Recommended Wayfinding Committee MembersThe ideal size and makeup of a wayfinding committee will vary widely from one institution to

another, depending on the size, service offerings, and organizational structure of that institution.

In most cases, however, the committee will consist of representatives from some combination

of the following departments (listed here along with the unique knowledge or skills they bring to

the committee):

Department Represented Unique Committee Contributions

Senior Executives Financial resources

Ability to help rally support across the institution

Design and Construction Knowledge of delivery process for construction projects

Knowledge of current construction schedules

Knowledge of long-term master plan

Facility Support Services Understanding of policies and processes for sign maintenance

Marketing Knowledge of brand and identity issues

Knowledge of patient and visitor demographics

Internal Communications Access to internal communications tools that could be used to support wayfinding efforts

Development/Fundraising Understanding of donor recognition needs in existing and planned facilities

Key Clinical Departments Knowledge of challenges faced by patients and caregivers

Representation of front-line hospital employees

Security In addition to knowledge of security-related signage issues, security staff often play a key role in disseminating wayfinding information from security or information desks.

Parking Understanding of limitations and opportunities associated with current valet programs or self-parking facilities

Volunteer Services Like security staff, volunteers typically field large numbers of wayfinding inquiries, and they are likely to continue to play a role in the success of future wayfinding initiatives.

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3. Invest in a formalized system of Sign Standards and tune processes and departments to enact, support, and administerthose standards across theinstitution and its satellitelocations.

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4. Evangelize the positive impact of improved wayfinding tools across the institution and educate staff members how to give directions using the institution’s wayfinding logic and vocabulary.

M

LElevator UElevator U

EmergencyHospitalValet

Parking

Get to the Building

After reaching the primary pathway, visitors can follow it to the landmark nearest their destination. If they do not know what landmark to look for (a specific building or a Landmark Elevator), they should follow the Pathway to the nearest Information Desk.

Get Information

At Information Desks and at Landmark Kiosks, there are maps, signs, and interactive touch screens for use in loc- ating the Landmark Elevator nearest the visitor’s destination.

Pocket Maps may be kept for future reference. More than just a map, Pocket Maps include written directions and a directory of destinations and amenities.

Staff members at Information Desks orient visitors in the use of Pathway. Takeaway Custom Route Maps are also available for the purpose of highlighting the most direct route to a certain destination.

Blue Pathway signs and, at Parnassus Heights, a blue dotted line on the floor clearly identify the primary pathway. Visitors should be informed that sometime the path to the right building or Landmark Elevator leads outside and across a street.

After arriving at the appro- priate landmark, they can refer to signs and /or maps to find the floor of their chosen destination.

Find the Destination

After arriving on the correct floor, visitors can follow the overhead and wall signs to their destination.

Get to the Site

You may give visitors verbal directions to the site by telephone. Or you may refer them to pre-appoint- ment materials they might have previously received.

Encourage them to visit the Pathway website, where they can create and print customized directions to prepare for their journey.

After reaching the site, they should use directional signage to find parking. Once parked, they can follow signs to the primary pathway.

3 5Follow Pathway to the Landmark4

External Route Maps are available from referring clinics and from the website.

Vehicular Signage directs drivers to Emergency, Hospital, and Parking entrances.

Exterior Kiosks offer directions to buildings and Landmark Elevators and also have a map to orient visitors to the site.

Landmark Elevators, along the Pathway, are locations for visitor information. They are marked by letters of the alphabet, as in the symbol shown above identifying Landmark Elevator A.

Spoken directions should include instructions to follow the Pathway to a building or Landmark Elevator then follow the signs to their chosen destination. Here is an example to help a visitor navigate from the Hospital to an appointment in Medical Building 1.

Touch Screen Kiosks show and print customized walking directions between any two points on a site.

Wall Directories list the destinations served by each elevator.

pathway.ucsfmedicalcenter.org

Wall Maps provide a visual perspective of a visitor’s location. The site view on the right side of the map shows the Pathway, other buildings and the locations of all Landmark Elevators. The detail view on the left side of the map shows nearby departments and amenities.

1 2

“Follow the Pathway outside and across Parnassus to Elevator A in Medical Building 1. Your destination will be on Floor 4.”

What to Tell Visitors about Using Pathway

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5. Document and track all aspects of the existing sign system —sign locations, messages, sign types, and destination names—to gain efficiencies in sign projects and to sustain the accuracy of the system as a whole.

The AquariumMain Building, Floor 1

The ForumMitchell Building, Floor 3

The ParkMain Building, Floor 2

The Tree SculptureMays Clinic, Floor 2

The Café CornerMain Building, Floor 1

The FountainMain Building, Floor 1

The StarCPB, Floor 2

Elevators A through GMain Building

The Art GalleryMain Building, Floor 3

The GazeboMain Building, Floor 3

The SundialMain Building, Floor 2

Elevators P through UMays Clinic and CPB

Access Landmarks Produced by Communications Offi ce, May 2006

FacultyCenter

�otary�ouse

CP�Floor �

�ays Clinic Floor �

Skybrid�e to�ain �uildin��The Art Gallery

Shuttle Stopon Floor �

Skybrid�e to �ain �uildin��The Gazebo

Other �uildin�s

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6. Employ visitor research tools like surveys on a regular basis to evaluate the effectiveness of wayfinding tools and to improve the overall visitor experience.

Survey Data

What was your first impression when you entered the campus? (n=43)• Wayfinding uncertainty 27.91% (n=12)

What was your first impression when you entered the building? (n=45)• Wayfinding uncertainty 35.56% (n=16)• Wayfinding confidence 22.22% (n=10)

What helped you find your way the most? (n=45)• Signs 60% (n=27)• Information Desk 33.33% (n=15)• Staff 31.11% (n=14)• I’ve been here before 15.56% (n=7)

0

2

4

6

8

10

12

14

16

18

Strongly Disagree

Disagree Neither Agree Nor Disagree

Agree Strongly Agree

When arriving on the Concourse, it is clear to me where I need to go next to get where I

am going.

Column1

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7. Fulfill visitors’ expectations by integrating wayfindingguidance in digital tools like the institution’s website and app.

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Research Questions What are the most innovative digital wayfinding systems across the landscapes of museums, hospitals, and transit systems?

Do they really help people find their way?

Digital Wayfinding Trends: Lessons Learned from Museums, Healthcare, and Transit Experiences | © Sign Research Foundation 1

Digital Wayfinding Trends: Lessons Learned from Museums, Healthcare, and Transit Experiences

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User Experience

System Management

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User Experience 1. Blend physical and digitalwayfinding into one cohesive experience.

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2. Look for ways to provide context along the journey.

PLAYFINDINGUser Experience

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User Experience

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3. Lessen the cognitive load. User Experience

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4. People are willing to trynew things in low-risk situations.

User Experience

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5. Right-size the technologyfor your visitors and yourenvironment.

User Experience

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1. Start with a goal to servea specific audience —do not start with the declaration: “we should have an app.”

System Management

We rely on our smartphones, but getting us to...> learn about > download> grant permissions> and remember we have it...is nearly impossible

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2. Experiment and observe.

SXSW

System Management

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3. Commit staff and funds tolonger-term visions.

System Management

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4. Collaborate with experts. System Management

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Thank you.Many thanks to the members

of the Advisory Teams,

interviewees, and colleagues

who contributed to these studies.

Sapna Budev

Brian Carlson

Andrea Montiel De Shuman

Vijay Mathews

Wayne McCutcheon

Jon Orcutt

Teresa Cox

Jennifer Kovacs Silvis

Anna Sharp

Steven Stamper

Joseph J. Strauss

Steven Tarnoki

Jacob Vanstaalduinen

Robert L. Wolke

Sara Pasch

Anna Crider

Jennifer Snyder

Laura Varacchi

Alyssa Wright

Mary Dietrich

Tom Federico

Amber Felts

Scott Garner

Virginia Gehshan

Natalia Gil-Hurtado

Sylvia Harris (in memoriam)

Barbara Huelat

Jason D. Luthy

Marlene Parrish

Mercedes Perry

Let’s keep the conversation going: leslie@map-well.com

Perceptions of Signage and Wayfinding

Sign Codes that EncourageCreative Design

Linda Edwards, AICP, Former Planning Manager, Town of Gilbert, AZ

Linda Edwards, AICP602-910-4108linda.edwards3@icloudcomPlanning Manager Retired from Gilbert, AZ 18 years

AZ Dept of Commerce and AZ Dept o Transportation Environmental Planner 8 yearsLove to travel, cook, ski and just being at home with my two kids, two grandkids and husband and Bella, our pug!

David Setyawan C & B Design Chia-Chun Wang

So Glad this is InteractiveI’ll Get There

Wow, this History is Fascinating

How do I get this approved?

q Government Signs, including signs erected by the Town for government purposes.

q Signs located entirely inside the premises of a building or enclosed space, other than Window Signs

q Signs on a vehicle

q Signs protected by state statute

q Traffic Control Device Signs

Sign Exemptions

Tools that Shape the Wayfinding Package

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General Plan – Vision, Goals, Implementation Strategies

Zoning-Sign Code-Regulatory

Sign Plan – uses Vision and Goals, Code criteria, and Design Guidelines

Guidelines/Special Area Plan/PAD/Historic District/Master Plan

Richmond, VA Canal Walk

Wayfinding is an InvestmentEncourages people to walk to nearby destinations – more commerce

Provides information on other things to do and see – tourism

Is seen as part of a quality streetscape –helps to brand an area

Most successful when integrated into bus shelters or benches

Sign code – allow flexibility especially when interior to a project.

Shoppers equate Sign Quality to Store and Product Quality

Embrace best available

technologies

Include all the

Stakeholders in Changes

Source: www.signresearch.org

Tour…the good, bad

& ugly

READY? IT’S TIME!

ü Know the Purpose

ü Establish the Team

ü Learn

ü Draft-Share

ü Implement Consistently

ü Don’t Stop

Wayfinding at all levels

It’s not just

Words

Promote economic

Vitality

Rethink Master

Sign Plan

34%

Energize the team-graphics

work

Success = no

surprises

Heritage Sign Plan Master Sign Plan Comprehensive Sign Plan

For projects within the Heritage District

Allows for flexibility with sign standards

For projects not within the Heritage District. Most Commonly Used.

Single or multi-tenant commercial or office uses

Large complexes exceeding 40 acres

Multi-tenant buildings

Multi-building complex for a single commercial use

Stand-along buildings exceeding 100,000 square feet

Non-residential complexes with multiple buildings

Projecting signs require approval from the Redevelopment Commission

Multi-tenant commercial, office, or employment uses

Mixed-use developments

Indoor or outdoor entertainment/recreation uses

Hotels and commercial lodging, malls, hospital….

Town of Gilbert Sign Package Options

Staff approves with the following findings:

q The project is consistent with the LDC and applicable design guidelines;

q The project is compatible with adjacent and nearby development; and

q The project design provides for safe and efficient provision of public services.

Administrative Approval Comprehensive Sign Plan

…..these regulations have been prepared with the intent of enhancing the visual environment of the Town and promoting its continued wellbeing, and are intended more specifically to address….. aesthetics, traffic and pedestrian safety, economic development, effective communication, historical character, identification of goods and services, compatibility with surroundings, reduction of visual clutter, zoning district considerations, scale, integration and design, maintenance and safety…….

Purpose Statements – Use them to Justify Creativity

Wayfinding in a compact urban setting needspedestrian and vehicular signage.

Integrate with the Streetscape:

ArchitectureSignsLightingMuralsStreet bannersPublic artRoadwayWalkways

q Be familiar with the bigger picture – vision, guidelines, exceptions, options

q Use materials and designs that connect to the past yet honor the vibrant

future and technology

q Develop a plan that reaches out 5-20 years if appropriate

Take Aways

q Use Administratively approvals for changes and updates

q Assist with sign code updates if you are the first to propose a new type of project,

create a sign that is not identified, etc.

q Develop a realistic timeline for analysis, stakeholders, recommendations, design,

planning, implementation and development

Take Aways

Thank YouSign Research Foundation

for the Resources

The Economic Value of On-Premise SignageBest Practices in Developing Sign Regulations

Profiles of Sign Regulations in Multiple Communities and EnvironmentsSigns and the Downtown Experience

COMMUNICATE THE DATA

COMMUNICATE THE DATA

COMMUNICATE THE DATA

2019-2020 RESEARCH GRANTS• Sign Conspicuity and Legibility• GPS and Physical Signs • Best Practices in… (C-Stores, Banks, Chain Hotels)• How Cities Justify and Finance New Sign Systems• Retail Disruptors & Signage• Smart Signs - Smart Cities• Illumination Standard for Static Signs• Database of US Sign Ordinances and Analysis of Trends

across Community • Sign Code Practices for Historic Districts• Sign Regulations That Encourage Creative Design