How To Design A Good Wayfinding System?
Rethink your customer experience with a custom wayfinding system!
Many business owners measure their customer service experience with customer satisfaction indicators. A study performed by GFK found that 80% of customer service organizations use their customer satisfaction scores to gauge customer experience. To measure customer satisfaction, they calculate the number of customers whose expectations have been successfully met or surpassed by their products and services and compare it against the percentage of total customers.
However, customer satisfaction is not the only indicator of great customer experience. To make sure your business is providing a great customer experience, it’s important to understand the whole customer journey and optimize the multiple touch points your brand will have with each customer. This is where wayfinding signage (i.e., directional signs, directories, etc.) plays an important role in your marketing and customer retention strategy.
A well-thought-out customer experience can significantly improve brand relationships and directly impact customer loyalty. The goals of user experience are; meeting user’s needs, making products or services simple and accessible, and differentiating your brand by making the experience unique.
Meeting your customer expectations is a great start, but to truly grow your business and improve customer loyalty we encourage you to rethink your customer experience starting with a custom wayfinding system for your business.
To put together your wayfinding strategy, start by evaluating the customer journey from the place where customers arrive and the point where they leave your location. Analyze in detail each one of the stops and decisions your customers will be faced throughout their trajectory. Consider each touch point as an opportunity to make their experience pleasant and effortless. Walk their routes and evaluate the tools you have at your disposal to improve their experience.
As you trace your wayfinding strategy, keep in mind these design principles put together by MIT’s Computer Science and Artificial Intelligence Laboratory:
1. Establish an identity for each location: To make sure your customer always feels oriented provide enough information for each area. Giving each place identity is what will make each space distinguishable from others. The best way to do this is with wayfinding signage, and it’s much more than just nameplates identifying each area. Wayfinding signage can also be the entrance and exit signs, traffic control signs, directories, wall or floor graphics, and much more.
2. Set up landmarks of recognizable reference points: Signage companies offer many different types of wayfinding solutions that can work as landmarks or reference points for your business. The purpose of landmarks is to be memorable and highly visible reference points that can also be used to reinforce your brand. Some businesses chose monument signs, these are large signs usually sited in front of businesses to mark their location. These signs often become navigational landmarks.
3. Define transit paths: As people arrive at your location, it’s a good idea to help them reach their destination effortlessly. Imagine big locations such as malls, airports or hospitals. As soon as you arrive at any of these locations you will find access control signs and directional signs from the parking lot all the way to the area you are going to. Defining the path doesn’t mean using too many signs. It just means setting up a path that can be intuitively followed with little to no effort.
4. Don’t provide too many choices in navigation: To set up a coherent navigation path all you need to keep into consideration is organizing the trajectory in as few steps as possible. The customer should feel like each decision in their path is logical. The wayfinding strategy should address the architectural, physical, and hazard factors along the way. Professional signage companies understand the importance of visibility, special accommodation and safety regulations needed for business wayfinding signs. Signage experts will help you select the adequate amount of signage and the best locations to place it.
5. Use maps or directory signs: Depending on the size and structure of your business, you will want to help your customers understand the layout of your location. A directory sign is great for locations such as office buildings with multiple businesses or offices. Other locations may need a visual map to help the customer chose their own path.
To build strong and positive relationships with your customers, it’s important to create memorable experiences with few to no frustration points. Providing wayfinding signs at each decision point can help you significantly improve your overall customer experience.
For more information on directional signs, you can rely on the experts at Signs Now®.
By improving the navigation at your location, you can significantly enhance your customer experience. To find out how you can make sure the directional sign is placed in the right location, we offer an expert site assessment courtesy of Signs Now®. We have an array of Directory and Wayfinding Signs for all applications and budgets. And if you’re looking for a landmark, we also offer a variety of custom Monument Signs. We invite you to learn more about what Signs Now can do for you. To get started, contact us today.