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.

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.

1. Hire a professional. While a lot about your workflow can seem obvious, there’s probably a lot of workarounds your staff are employing that they just don’t see day to day. We hired an architect (one of our project manager’s husbands) who knew enough about the business to make salient recommendations. He also saw ways to recycle existing building materials, office furnishings that we would not have seen.

Office workspace during renovation and construction

2. Negotiate with your landlord (if you have one). We were looking for alternate space downtown but our LL brought us a great deal and we negotiated a long-term lease. We consolidated our space and the LL sprung for the structural changes, including busting through brick walls. Our landlord also happens to be our bank, which made the negotiations a win-win.

3. Take advantage of your internal brains. When it came time to organize the space, our designers/PMs knew much more about storage, adjacencies, workflow, etc. than the architect. They had final say on their own workspace, locations of printers, mail stations, etc. We managed the project internally with our VP of Technology who dealt with wiring, server locations, etc.

The same space opened up, with masonry arches being constructed

4. We offered staff time for some of our designers to research, propose and build work tools. We sprang for a bunch of pizza and beer to get some of the dirty work done, including painting. We recycled thousands of pounds of old samples, project materials, project documentation, etc. Then we went through and did it again.

Fuel for hungry Corbin Designers

New space prior to move-in; we removed conference rooms and created an open office environment

5. Pay cash whenever possible.

6. Design for the ultimate solution. Because we watched the economy tank while we were implementing this plan, reality set in – but we still own the concept for our major team space and kitchen, private enclaves, etc. and hope to implement in the future.

7. At the same time, we were investing in technology tools to allow us to be less dependent on one physical space. We changed the culture and our internal policies to match that philosophy. And when the December blizzard hit Traverse City, we moved forward without a hitch.

8. Allow the redesign to be a reflection of your culture. Prior to this effort, we were separated into four suites divided by a public hallway. For some unknown reason, we were also primarily divided by gender. This redesign allows us to cross-pollinate, share ideas and even overhear conversations that build camaraderie and a shared knowledge base.

9. Reduce your footprint whenever possible. By design, our new floor plan incorporates more work stations and technology into a smaller space. We have incorporated room for future growth into the plan, primarily by reducing storage of unnecessary items and turning it into more productive space.

10. Make it fun!

The Quad Cities of Illinois and Iowa are home to many unique tourist destinations, such as Lagomarcino's.

The post features each mayor of the Quad Cities (actually five cities in two states) speaking to the value that the wayfinding system brings to their local area and the region as a whole:

1. “The idea for the wayfinding system has been a long time coming.  The system will be a wonderful addition to each city’s signage.  Not only will it assist visitors, but it will show the continued support the communities in our area have for each other. This is a progressive move that will benefit everyone.” City of Bettendorf Mayor Mike Freemire
2. “Wayfinding signage is a great idea for helping people navigate the riverfront and all the attractions the Quad Cities has to offer.  It’s another example of how cooperation among cities shows that we are all livable communities with a lot to offer visitors and residents alike.” City of Davenport Mayor Bill Gluba
3. “Those of us who have called the Quad Cities home all of our life know the boundaries of our cities, but for visitors it can be confusing.  The new Wayfinding system is an easy to understand, color coded system that will make our community more user friendly” City of East Moline Mayor John Thodos
4. “The new wayfinding system allows the Quad Cities to come together as one destination while preserving the unique characters of each community.” City of Moline Mayor Don Welvaert
5. “The Wayfinding System provides us with an excellent method of making the Quad Cities region more friendly and accessible to visitors to our area.  With our multiple jurisdictions and a river that runs east to west, the new signage will help newcomers find their way more easily, around our diverse and beautiful area.” City of Rock Island Mayor Mark Schwiebert

Corbin Design’s strategy involved developing a wayfinding icon that visually describes the orientation of the Mississippi to the cities in the region. This icon serves as a landmark of sorts, visibly identifying wayfinding elements from a distance.

For the complete story, including how community support and funding were managed, link to the blog post here:

People Get Lost and New Wayfinding System Will Fix That

Kudos to the Quad Cities CVB for the takeoff on our tagline!

Given that Traverse City is a year-round destination for shopping, festivals, epicurean events, outdoor recreation and all-around fun, the environment needed to respond to the expressed needs of visitors getting lost, and merchants who wanted to bring those visitors to their doors. Working with diverse community stakeholders, we identified three main downtown districts, connecting them with wayfinding signage.

Brightly colored sign types, most applied to existing streetscape elements, appear throughout downtown to direct vehicles to major destinations, parking, and between districts. Pedestrian-scaled guide signs feature key destinations such as the Visitor Center, restrooms and more dining and shopping opportunities. And detailed merchant directories give visitors all the information they need to create their own memorable experiences.

We’ve included just a few photos of the preliminary installation. This program has generated a lot of positive buzz on the streets of our fair city!

Applied to an existing lamp post, the system is both attractive and economical.

Map elements and a merchant directory (to come) guide visitors throughout downtown

Pedestrian guide signs move visitors between beaches, shopping and points of information.