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When towns or cities recognize they have a wayfinding need – usually because they discover that visitors are constantly lost or that potentially popular visitor destinations are being underutilized – their first inclination is to install more signs. This is not surprising of course, since wayfinding is, after all, the practice of helping people to find their way, and signage is the field’s most obvious, long-standing tool.

But while signage may be an important part of the solution, taking such a narrow view of both the objectives and parameters of a wayfinding program will severely limit its potential benefits. An effective wayfinding program will actually consider much more than just signage, and if done correctly, it will have benefits that go far beyond simply helping people find their destination. A holistic approach to wayfinding will look at every possible point of contact with a user of the system, from the time they begin contemplating and planning their journey until they reach their final destination. The result will be something more than just great wayfinding. It will actually play a leading role in shaping the overall experience of visitors, which is a critical component of a strong, valuable brand.

The Experience is the Brand

Before we talk more about the relationship between wayfinding, user experience, and brand, some definition may be in order. A brand is much more than just a logo, tagline, and color palette. In its broadest, most valuable sense, a brand is actually an organization’s promise to its customers, who in the case of a town or city would be visitors and residents. When a brand is managed effectively, every contact point with a customer – whether it is a web site, a conversation with a visitors center volunteer, or a directional sign – is viewed as an opportunity to reinforce the brand promise.

And what is the brand promise? In today’s hyper-competitive marketplace, sophisticated organizations are increasingly seeking to differentiate themselves by moving away from traditional promises like speed, quality, or value, and instead putting the focus of their brand promise on the “experience” of using their product or service. Companies are devoting significant resources to improving the experience of using their products. They now look at everything from the design of the product to how it is packaged and delivered, the effectiveness of the instructions, and what kind of ongoing support is provided – all from the viewpoint of the user. Then they create marketing campaigns that feature the promise of this carefully planned and designed experience.

These same principles can be easily applied to the challenge of differentiating a town or city in the minds of potential visitors. In the world of municipalities, examples of experiences that could form the basis for compelling brands might include: a cosmopolitan world of arts and fine dining; a romantic retreat; a journey back in time; an opportunity to commune with nature; or a family-oriented adventure. The process of selecting the right experience for your community – while too involved to describe in great detail here – will involve a combination of user research (to determine how people currently view you), a thorough inventory of what your community has to offer, and some soul searching on how you want to be viewed by potential visitors. Those who have done this know that it is a challenging process, and that establishing a focus includes the sometimes-painful decision to eliminate efforts that are outside of this area of focus, but the long-term benefits can be substantial.

How Wayfinding Supports the Brand

When looked at in these terms, it is easy to see the role that an effective wayfinding program plays in building a community’s brand. The experience is the brand, and wayfinding – especially when defined as more than just signage – is a critical part of the visitor experience. Unlike a theme park or retail center, a municipality does not have total control of the visitor experience, and the components of your wayfinding system are likely to be your primary visitor touchpoints and your best opportunity to reinforce your message. Obviously, they reinforce this message with their appearance and messaging, but equally important is their content (which destinations are highlighted, etc.) and their functionality (do they offer the appropriate level of support and ease-of-use). A place that promises a laid-back, small-town experience might have a more subtle, low-key wayfinding program, for example, than one that promises a high-traffic, fast-paced, family adventure.

To ensure that a wayfinding program lives up to this challenge, it is important to first develop a very thorough understanding of where you have an opportunity to reach out to visitors, and what sort of information they need at each of these touchpoints. A skilled consultant will do this by observing and documenting the behavior of actual users, as well as by undertaking “naive” arrival and navigation exercises, during which they will approach the experience from various user viewpoints. These techniques are essential to getting beyond the preconceptions that the consultant and client representatives may have at the beginning of the project. The way you think your visitors behave – or even how they tell you they behave – might be quite different than reality, and an intense period of immersion in the actual experience is the best way to uncover the truth.

Elements of a Wayfinding Program

Throughout this process, it is important to take the broadest possible view of the elements that make up the wayfinding program. These include:

• Web site – Do you have a separate web site dedicated to the needs of visitors, or is visitor information buried within the city’s larger site? Does the site offer easy-to-use maps and directions?
• Printed materials – Do the materials you send to potential visitors make it easy for them to plan a trip, and tell them what to expect when they arrive?
• Visitors center – The design of the center and the services it offers should reflect the desired experience, and volunteers should be skilled at providing directions and advice that support this experience.
• Districts or pathways – Creating distinct zones or corridors (highlighting concentrations of arts facilities, historical sites, significant architecture, entertainment/sports venues, etc.) within a city can assist with wayfinding and also highlight the presence of relevant attractions.
• Signage – In addition to wayfinding signage, this could include interpretive exhibits, custom street identification and regulatory signs, and seasonal or event-specific pageantry.
• Other “placemaking” elements – Everything from architectural gateways and landmarks to street furniture and transit shelters can be designed to create a sense of place and reinforce the desired experience.

The Wayfinding Master Plan

Following the initial research, or “discovery,” phase, the next step will be the development of a long-term wayfinding master plan, which will ideally be integrated with a broader visitor experience strategy. This master plan should identify the components that will make up the wayfinding program, and explain the role that each plays in enhancing the visitor experience. If the plan is too large for immediate implementation, it should include a phasing strategy that prioritizes elements based on their potential impact, and ensures that the program is implemented without creating gaps in the experience.

The master plan should also include a strategy for testing major components of the plan before they are fully implemented. Wayfinding tools that look good on paper sometimes fail in the real world, so before committing the resources required to roll them out over a large area, they should be mocked up and installed in an actual location as part of the final design process. Their aesthetic appropriateness and functionality can then be evaluated, and the reaction of actual users can be observed and documented.

Implementing the Plan

The next step will be the actual implementation of the elements of the wayfinding strategy. This process will include the design and fabrication/installation of recommended wayfinding components such as signage and other environmental enhancements, as well as the creation of interactive tools and printed materials. In addition, there may also be operational issues that will need to be addressed as part of the strategy. These could include things such as training for visitors center staff, creation of a special “wayfinding hotline” phone number, or partnerships with other area communities or organizations.

Even after the initial implementation is complete, the wayfinding program should be viewed as an organic project. It should be reviewed regularly for effectiveness, and should be updated as appropriate to meet the changing needs of users. Budgets for these ongoing activities should be discussed in your master plan. And if you will be using your own in-house signage capabilities to make updates, these capabilities should have been evaluated early in the planning process to ensure that municipal personnel will be able to maintain the quality of the new system.

As you can see, creating a truly effective municipal wayfinding program – one that achieves its functional goals and supports your community’s brand message – is a significant undertaking. When viewed as an opportunity to reshape the visitor experience, however, rather than just a signage problem, it is clear that it is a challenge worth taking seriously. The first step is to assemble a diverse, forward-thinking team, which should include Convention and Visitors Bureau staff, Public Works employees, business and community representatives, and senior local officials. This group should then select a consultant that understands the importance of the visitor experience and knows that effective wayfinding requires something other than just more signs. With this team, and a long-term commitment to the project, you will be well on your way to changing the way visitors experience your community, and building a stronger, more valuable brand as a result.

This entry was posted on Monday, April 6th, 2009 at 5:00 am and is filed under Urban Wayfinding. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.