Read the article here.

“The wayfinding system is especially important because we have a lot of out of town visitors who are coming into the city and we have a couple different grid systems … and it makes getting around downtown for someone who’s not familiar a little confusing.”

“The last thing you want to do when you’re driving is sit there and worry about being able to get to your destination without getting lost. It’s part about visitor experience.”

“It also shows that the community is making an investment in the downtown to make it more attractive for business. The wayfinding system is really geared to solving problems for merchants and businesses.”

“It’s a visual system, a uniform system, and will get rid of a lot of visual clutter that will be coming down as the wayfinding system goes up.”

“Another factor is that we’ve got signs throughout the surrounding area, which helps to highlight our location which helps the marketing component of our community as well.”

“I think people, when they come into a community and see attractive signage, receive a positive impression for how the community speaks about itself.”

“It says that we’re open for business; it’s a multi-tiered positive that feeds back on itself, encouraging economic development because business owners will say ‘the community is interested in us as well because they’re helping people get to our businesses.”

“The last thing you want is a visitor to your town becoming lost, being frustrated or frustrated when they finally find the business they’re looking for. This is the goal of the system.”

While this interview was done entirely without Corbin Design’s assistance, we couldn’t have said it better ourselves!

Special thanks to Nancy Berggren and the Bath City Beat for reporting this story.

*Some comments edited for clarity

The article also cites multiple research sources that demonstrate the return on investment for brand and wayfinding communications.

Summary excerpt: “Careful planning, thoughtful design and broad participation will ensure that everyone is prepared to represent an organization’s brand in a consistent way. Each person must take responsibility for understanding brand language, logic and tools so that he or she can become the embodiment of culture in ways that reassure, instruct and support the visitor. This ensures an organization effectively fulfills its caregiving mission in the communities it serves.”

View the article here.

Note that this is a browser-based e-magazine. The article begins on page 22.

The session takes place on Sunday, September 25, 2011 from 3:45pm to 5:00pm.

Corbin Design’s President, Mark VanderKlipp, is privileged to share the stage once again with Rachel Downey of Studio Graphique. While she will be covering the Experience Design portion of the presentation, Corbin will be demonstrating, via the use of videos, visuals and articles, how cities and institutions are making connections between physical and digital wayfinding.

Following is a list of companies and individuals we’ve contacted to help create the presentation. Colleagues all, they’ve expanded our view of the possibilities of the digital realm in terms of what’s being done today to enhance visitor experience by pushing the edges of technology, and what’s coming tomorrow. A list of relevant articles also follows each section header, where appropriate.

Thank you for attending the session and please let Mark know if you would like more information, or to see the entire presentation.

Links to Physical Environment

Reference: Geocentric

Contact: Jim Blakeslee <jim.blakeslee@geocentric.com>

Raleigh, NC Mobile App

QR Tags

Article: QR Tags Can Be Rigged to Attack Smartphones

Washington DC BID Mobile App

Augmented Reality

Reference: Winfield & Co

Contact: Vijay Mathews <vijay@winfieldco.com>

Location-Based Services

Retail Innovations: 3rd Ward Shopbox
- Retail Experience of the Future
- Despite The Hype, Smartphone Users Aren’t Buying

Coupons: Groupon

Check In: Foursquare
- Foursquare Baseball Article
- Creative Review Article: Location, Location, Location

Games: Loopt

Big Players: Google Latitude

Mapping: Map Doodles

Reference: Forge Media + Design

Contact: Gregory Neely <gneely@forgeinc.ca>

NFC: Near Field Communications

Reference: Mitten Communications LLC

Contact: Rob Franzo <rob@mittencom.com>

Gartner’s Hype Cycle Places NFC at ‘Peak of Inflated Expectations’

To read the entire article, click on “Demonstrating Return on Investment” on the cover page

Excerpts:

“Early on in the project, even before we retained Corbin to assist in our wayfinding initiative, we tried hard to find data, measures, metrics that we could use to validate our business plan. We had to come to terms with the fact that we couldn’t put a value on the patient experience, or our success in managing the degree of change we anticipated. We had to ask ourselves ‘Is it the right thing to do conceptually? Is it going to benefit our patients?’”

“We knew that we should be concerned with the amount of staff time spent giving directions, but maybe we weren’t going to find a piece of data to validate this. Instead, we saw the potential improvements to the patient experience as an important part of our outward value proposition, and our internal core values. We then proceeded with managing costs and maximizing the value of the outcomes as the design process rolled out.”

Gundersen Lutheran's wayfinding system includes an interactive physician directory and static directories for wayfinding support

Once the team and tools were in place, a system of wayfinding signage could be designed and implemented. Rather than using old technology consisting of vinyl sign materials and considerable labor costs, Corbin designed a new system of interior signage using printable inserts. With this in-house capability, Gundersen Lutheran has seen significant improvements since the initial installation: Houser estimates that at least 50% of the original signage inserts have been redone at least 2 or 3 times. “If we hadn’t had that ability, we would have paid for new signage 2, 3 or 4 times over.”

Theresa Besse, an interior designer, adds: “The biggest time and money saver has been the methodology that was implemented for updates to signage. Prior to this new program launch, we used to try every way imaginable, hoping to stumble across a solution. Today, when a signage change is brought to our attention, we have the necessary tools to help identify weak points in communication, and make improvements to the systems that support communication rather than attempting to reinvent the program.”

“I can tell you that our customer service department finds the results of your work PHENOMENAL” Kari Houser, Director of Construction and Facility Planning, Gundersen Lutheran

Directional signage works in tandem with visual landmarks on patient floors

To quantify the return on the investment from an interior signage standpoint, supporting the old program using their internal sign shop was costing in excess of $55,000 annually for materials alone. In 2009, the first year the program was fully implemented, materials costs dropped to just over $15,000. But materials costs are not the only indicator of success; Houser says that “the methodology put in place is delivering a qualitative value far in excess of what we ever spent on signage.”

The success of the wayfinding program has had broad implications throughout the organization. Armed with the proper knowledge and tools, the Wayfinding Team works each day to build awareness of the importance of multiple communications to support the patient experience.

With all of the changes that Gundersen Lutheran has been making, it’s difficult to quantify the specific benefits of the wayfinding system. But the success of this program is due to the broad approach that the team took to the entire range of wayfinding communications, and the individual responsibility of people within the organization to build on the patient experience. The Gundersen Lutheran team has built a flexible infrastructure to manage the intricacies of massive change while always staying true to their mission and values. And that, for them, is priceless.

OHSU's Marquam Hill Campus

In May, 2011, Oregon Health & Science University (OHSU) selected Corbin Design to conduct an assessment of existing wayfinding conditions and develop a comprehensive exterior and interior wayfinding master plan for their Marquam Hill and South Waterfront campuses. The work will focus on the primary patient care buildings and academic buildings, and external circulation on the campuses.

Because Portland, OR is a city known for its focus on public transportation, the scope of the project includes wayfinding for arrivals via public transportation, bicycle, private vehicle, delivery vehicle, and foot traffic. Corbin Design’s recommendations will include creative wayfinding solutions across media, including signage, print and digital communications.The primary patient care buildings at this location include approximately 2,000,000 square feet in nine buildings:

• OHSU Hospital
• Doernbecher Children’s Hospital
• Hatfield Research Center
• Kohler Pavilion
• Physician’s Pavilion
• Sam Jackson Hall
• Multnomah Pavilion
• Casey Eye Institute
• Portland Aerial Tram
• Center for Health & Healing
• Future Projects in planning phase

The primary academic and research buildings at this location include approximately 2,100,000 square feet in ten buildings:

• Mackenzie Hall
• OHSU Auditorium
• OHSU Student Center
• School of Nursing
• Richard Jones Hall
• Baird Hall
• Biomedical Research Building
• Childhood Research and Development Center
• Biomedical Information Communication Center (Library)
• School of Dentistry

For more information on OHSU, go to www.ohsu.edu

The New York State Center of Excellence in Bioinformatics & Life Sciences was launched in 2002 as a joint effort of research institutions, government, industry and philanthropic organizations to create a hub of life sciences expertise in Upstate New York.

In advance of developing an exterior wayfinding signage standard for the many entities that reside within the Buffalo Niagara Medical Campus (BNMC), the campus partners took the unique step of challenging Corbin Design to help frame the scope and deliverables of a comprehensive wayfinding plan, to better define the objectives and outcomes of such a process.

This scope of work included research with representatives from individual campus partners to better understand each entity’s specific assets and challenges, and how they relate to the overall campus visitor experience. Undertaking this research process helped us describe the BNMC features that make this wayfinding project unique from other medical campuses.

We then developed a document that frames the challenges to be addressed, and outline the recommendations for a successful placemaking and wayfinding system for BNMC. We reviewed these recommendations with the campus partners, and provided a detailed proposal of process and costs for the larger wayfinding signage program. Recently we’ve been informed that the second phase of the project should begin in late summer, 2011.

Our three primary objectives detail:

• First, how the BNMC entities will be organized, establishing protocols for sharing information both internally and with campus visitors;
• Second, clarifying terminology and wayfinding logic on the campus itself, and
• Third, designing the tools that will carry that information, including print, electronic and signage media.

Kari Bonaro, Director of Communications & Government Affairs at BNMC, complimented Corbin on our process to date: “This is the farthest we’ve ever gotten in talking about a shared wayfinding signage program. It’s a testament to your team and process that we’re moving forward with the project!”

More information:

The BNMC is cultivating a world-class medical campus in downtown Buffalo, NY as the premier address for clinical  care, research, education, and  entrepreneurship. Find out more about  our 120-acre campus in the heart of a great city.

For more information on the Association or the conference, go to www.michigandowntowns.com

While the majority of contributors to this article are vendors, Corbin’s point of view on design and integration of these elements into the bigger picture is critical to understanding the role of digital signage elements for healthcare facilities.

In fact, with our clients, we stress that healthcare facilities should be in the business of providing better content, not in purchasing expensive digital infrastructure which is often quickly outdated. Now more than ever, the tools that will allow users to create their own journey to a healthcare facility are in the hands of consumers; it’s the institution’s job to assure that proper information is given at all points of decision, whether before, during or after the visit is complete.

Excerpts from the article:

Most experts agree that integrating digital and conventional signage requires careful planning. Mark VanderKlipp, president, Corbin Design (www.corbindesign.com), Traverse City, Mich., offers the following suggestions to facilitate the design process:

Use consistent terminology. Make sure that every tool used for wayfinding consistently speaks to the visitor regardless of its format.

Use materials that match other wayfinding information in the hospital. By doing that, facility professionals create a pattern of elements that people learn to access for information. Use of color, typography and accents such as wood or aluminum should keep the wayfinding system visually consistent.

Update content on a regular basis. A team should meet regularly to keep electronic signage updated, by creating content based on patient needs and projecting a positive message as part of the hospital’s brand.

“Interactive elements provide almost limitless opportunities to put information in the public realm,” Vander Klipp says. “This information can become visual noise if not managed properly.”

Link to the article here.

Link to the full article here (PDF format).

Excerpts from the article:

It’s important to note that wayfinding is a communication challenge as much as it is a signage task. Certainly signage plays a significant role, but there are many potential ways to reach a visitor prior to their arrival with relevant, reassuring messages. Verbally, each of these must be speaking in the same way. Visually, use of a similar graphic approach to mapping and the presentation of information will build familiarity with the program and make wayfinding tools recognizable, whether online, in a mobile device or on a sign.

Regions are realizing that a shared approach to attracting business, resident and tourist dollars will be a net benefit. Overcoming competitive obstacles is always a difficult part of the process, since towns and destinations may have been competing for the same tourist dollars, sometimes for generations. It is important to shift thinking to the old adage that “a rising tide lifts all boats”: if more visitors are drawn to the region, everyone will profit. This can be a significant cultural hurdle, one that must be overcome by all stakeholders at the beginning of the process.

A consolidated approach to wayfinding unifies a region both verbally and visually, and gives visitors the tools they need to navigate successfully. Most importantly, the information provided to a visitor can make them feel like an “insider:” if they feel competent and confident, they are able to discover unique events, attractions and destinations on their own. When they do this, they’re much more likely to share this positive experience with family, friends, colleagues, neighbors. At the same time, wayfinding can build awareness among residents to all that their region has to offer – tools used in wayfinding programs are not only intended for visitors from far away! In most instances, local and regional visitors (within 30-50 miles) are the primary audiences for wayfinding.