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当前位置:首页 > 杂志 > 2019年10月杂志_可触碰的数字化导视标识



Wayfinding has evolved quite dramatically with the overall adoption of digital signage and the evolution of inter-activity for an enhanced user experience. In turn, indoor mapping technologies have greatly advanced how wayfinding is affecting numerous verticals. Accessibility in daily life is crucial, and using digital signage for wayfinding has assisted many.



The average individual spends as much as 75 per cent of their time indoors. Information about who, where, and what is around someone has become standard fare. In today’s digital age, consumers demand real-time, accurate, and relevant information at their fingertips. Most people are familiar with outdoor wayfinding, to the point it has become second nature for some. Indoor wayfinding, however, is beginning to catch up to its outdoor counterpart in terms of user adoption.



Online retailers are continually delivering an experience that is efficient and personalized; one consumers have become accustomed to. As a result, consumers are now seeking similar benefits when shopping in brick-and-mortar stores. To date, this experience has been significantly more difficult to replicate within a physical location.


What is wayfinding and how is it implemented?



Wayfinding is the use of products to provide navigation and information to consumers about a given product, location, or service. Used well, wayfinding is much more than simply moving people from point-to-point as efficiently as possible. Evolving from (and now including) static signage, wayfinding is used in any number of industries to bring the digital experience into physical locations. The goal of good wayfinding is taking into account design and brand extension while providing information. Ultimately, however, it needs to be intuitive and helpful enough that people will want to engage with it.



Wayfinding also plays a part in the larger conversation around property and asset management. If not used properly, it can complicate these processes. On the other hand, when it is used correctly, organizations can see a dramatic increase in time savings. Understanding the overall layout of a facility can help with decisions about everything from leasing to maintenance to directing customers for the purpose of sales.



What are the benefits?



New technologies are always being launched, tested, and improved upon.(新的技术在不断的推出,测试和改进)

Wayfinding can also help provide valuable information regarding emergency and safety procedures. Having clear and direct information, directions, and policies, in case of an emergency, can assist in ensuring the safety of all customers and employees. In addition, wayfinding can help provide cost savings through up-to-date safety information that is publicly available. This helps to avoid fines or even legal repercussions, as well as protecting efficiency if emergency personnel need to be directed around or to a specific location on a property.


Accessibility also ensures every customer can be reached and assisted, guaranteeing their experience is accommodating to their needs. More than simply directing routes to elevators or avoiding stairs, being able to showcase clear and concise routes with helpful symbols can eliminate any language or cultural barriers that may exist.


On digital wayfinding platforms, directions can be easily translated into a number of languages, and visuals can assist with the hearing impaired, allowing for ease of use for every user.



When wayfinding is properly implemented, there is a clear return on investment (ROI) for businesses. Static signage in different types of venues used to be the norm. This signage can be expensive to create, and even more expensive to update, as frequently as required due to changing circumstances. That said, digital platforms allow businesses to ensure the most up-to-date information is displayed to visitors. In the retail industry, shoppers are able to get to their destination faster (and in better moods), allowing them to spend more time in the stores. In hospitals, employees spend a significant portion of time providing directional assistance. By implementing a self-serve platform for patients and visitors to find their location, employees are able to spend their time more effectively.


How does it affect the user experience?



Wayfinding not only helps people get where they need to go, but can also be part of a larger, holistic approach to interaction and customer experience. For instance, think of wayfinding as another means of interacting with customers, a touchpoint to directly affect their experience. Removing frustrations and streamlining their journey to and through an organization can have a number of implications on their perspective of a brand. It can improve their overall perception, allow them more time to explore the location, its product offerings, or even increase their purchase via add-ons and recommendations.


User experience (UX) refers to the overall design of a product or service; however, it is more than this. UX covers every way a customer interacts with a brand—even at the psychological level. How brands are presented has psychological implications, including reactions to the design and actual use of a product; therefore, it is key to have a clearly outlined plan for the entire process.



By streamlining user experiences through physical- and digital-brand touchpoints—fully capturing every touchpoint possible allows users to form a connection with a brand before, during, and after their interactions. Leveraging this increase in brand equity is crucial.



Where is it used?



Real-time usage of digital wayfinding has become the standard.(可触碰的数字化导视标识使用广泛)

Wayfinding can be used in any number of industries, as there are few public spaces where people do not need assistance navigating. While retail centres may be the first example that comes to mind, wayfinding has also had a marked impact in airports, education campuses, public venues, and healthcare.


Healthcare campuses, including hospitals and medical complexes, have a clear need for the implementation of wayfinding. Healthcare campuses usually involve a number of buildings when large-scale, or one building with very small and difficult-to-locate departments on a more individual scale. Also, healthcare campuses rarely have one continuous building style. Often, as additional departments and clinics are added over the years as a result of new funding or donations, it can further complicate the ability to get around.


Visiting a hospital is never a pleasant endeavour, but feeling lost and upset on arrival only serves to exacerbate the issue. Visitors to these locations are often under duress and need to make it to specific departments as quickly as possible. Quick and efficient processes are the bread-and-butter for healthcare services, as these are key to ensuring daily operations run smoothly and being able to see as many patients as possible. Reducing stress also has a dramatic impact in assisting with this, as it allows procedures and appointments to proceed as smoothly as possible.



Accessibility needs to be considered in all industries but it is paramount for the healthcare industry. While accessibility should be taken into account during the design stage of constructing a building, wayfinding can help supplement in areas where it is not the main focus. In a healthcare campus, showcasing the most accessible route is key to ensuring all patients are able to navigate with the least amount of time and effort possible.



An example of wayfinding implementation that was discussed and planned for during the design process is at the Hudson Yards, a 1,672,254-m2 (18 million-sf) luxury retail property in Manhattan, N.Y., which contains everything from hotels and shops to offices and residential buildings. Positioned around the ‘Vessel,’ an interactive art installation and landmark, Hudson Yards wanted to ensure the entire property was accessible and easily mapped out for new visitors in its 2019 phase-one launch. Once the entire project is complete, it will encompass more than 11.3 ha (28 acres) of prime real estate. With an established wayfinding system in place, adding and updating maps of the property already has a foundation on which to build.

在设计过程中讨论的可触碰的数字化导视标识的一个例子是纽约州曼哈顿的哈德逊庭院(Hudson Yards),占地1,672,254平方米(1,800万平方英尺),酒店、商店、写字楼和住宅楼应有尽有。哈德逊庭院位于互动艺术装置和地标性建筑“船”周围,规划的目标是在2019年一期的推出中,整座建筑都可以顺利进入,新游客能够方便快速地到达想去的地方。整个项目完成后,它将包括超过11.3公顷(28英亩)的优质房产,要在这其间找到想去的地方, 可触碰的数字化导视标识是必不可少的。


A holistic digital signage strategy



By using the customer’s location within a property, businesses can push notifications to their smartphone.(通过定位客户的位置,企业可以将通知推送到他们的智能手机。)

Digital signage is used across a variety of verticals to gain attention for advertising, information messaging, entertainment, and merchandising. Consumers have come to expect the bright, flashing screens as having important information accessible to them. Digital maps and wayfinding are one component of this digital signage strategy. Ads, proximity marketing, and mobile applications are just some of the ways companies are harnessing the power of digital to encourage more business. While these tactics are effective, they require accurate maps and location data to ensure the greatest ROI for company marketing efforts.