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User Research for Successful Wayfinding

by | May 23, 2024 | Collective Insights

There are many ways that wayfinding “works”. On a foundational level, it creates the framework for how visitors will flow through different types of environments and is a critical navigation guide in all public spaces. Superlative wayfinding, however, is much more than this; it creates a meaningfully elevated experience by ensuring this flow operates at a higher level of resonance for a diverse range of people and supports their ability to move through spaces intuitively – without friction, without confusion; with ease, clarity and delight.

The not-so-secret technique for crafting exceptional wayfinding begins with the awareness that to create something new, you must start with a blank slate. To do this within the context of wayfinding, a tried and true foundational practice is to step back from what we think we know about our environment, and connect with visitors directly to find out their perspective within the context of a user research study.

Unfortunately, while the benefits of this practice are well known and objectively proven, the speed of business, cognitive anchoring, bias, and blind spots can compel the exclusion of user research in the rush to complete the project. Too often this is to the detriment of the final output and can create unintended negative consequences. As passionate advocates of the visitor experience, below we share some key considerations on successful wayfinding strategy, design, and implementation that puts the visitor first by beginning the process with user experience research.

WAYFINDING RESEARCH HAS FOUR PRIMARY GUARDRAILS

  1. Start with empathy: Empathetic research is grounded in finding out what truly needs solving before you start solving
  2. Ask the right questions:  It’s critical to to design the research strategically so that the insight gained meaningfully uncovers the unknown unknowns
  3. Ground research design in the HOW: Our research northstar is calibrated to discover the nuances of HOW people want to experience a space. Through that insight, we are then able to empirically ground the wayfinding design process with the specific feeling of moving through a given environment that we hope to foster.
  4. Embrace the process: The more complete the research process, the more we understand how to design a strategically resonant experience

RESEARCH METHODS

There are two primary methodological modalities within the UX process: qualitative and quantitative. Qualitative research is an exploration and discovery practice that asks “open” questions in a live human-to-human format. For example, intercepts within the space; walk throughs. This practice helps uncover audience perspectives, habits, needs, and desires within an environmental context that may be outside of our existing awareness. It is most commonly used at the beginning of the research process, so that there is a broad understanding of the landscape before narrowing focus with quantitative measures. Qualitative research can also be used after the quantitative phase, to confirm the resonance of the final insights and anticipated path forward.

Quantitative research helps to further define and focus the insights learned in the qualitative phase. It asks “closed” questions  (e.g., a 5 point scale question in a survey) that generates clarifying and defining data. It validates hypotheses at scale, and provides reassurance that the insights gained in the qualitative phase apply to a diverse range of the anticipated visitor population.

WHAT SUCCESS LOOKS LIKE

It is true that testing can be uncomfortable. Done well, it uncovers new information and demands some degree of concept iteration. However, this is all the more reason to do testing. It helps create the most aligned experience while also often preventing future costly iterations that can occur when untested wayfinding is produced and implemented. Moreover, testing generates a range of macro benefits:

  1. Increase in return visitors: When people feel safe and there is an ease to getting to their destination, they will return
  2. Increased word of mouth: When they have a ‘good experience’, they will tell their friends
  3. Maximize the experience: When people complain about wayfinding, they’ve missed the experience you’ve built for them
  4. Increase in usage: A positive user experience results in positive ‘word of mouth’ experiences
  5. Absence of a negative: Increase in perceived experience because wayfinding was not an issue

Ultimately what’s the true value of a successful user tested and vetted experience? Not having to do it again!

Reach out to connect with us and investigate whether User Research could be right for your project. Additionally, collaborating on the visitor experience beginning with the initial project kick-off can help align work streams across partner agencies further upstream and maximize your return on investment. We can help you consider unique wayfinding solutions for you and your visitors. See our portfolio for examples of projects or drop us a line at hello@viacollective.com to connect with us and discuss your project.