White paper | December2009

Digital Waylearning
Finding your way in a digital world
White paper | December 2009 | Digital Waylearning | 1

Shikatani Lacroix is a leading branding and design firm located in

Toronto, Canada. The company commission assignments from all
around the world, across CPG, retail and service industries, helping
clients achieve success within their operating markets. It does this
by enabling its clients’ brands to better connect with their
consumers through a variety of core services including corporate
identity and communication, brand experience design, packaging,
naming and product design.

About the Author

Jean-Pierre Lacroix, R.G.D., President and Founder of
Shikatani Lacroix
Jean-Pierre (JP) Lacroix provides leadership and direction to his
firm, which was founded in 1990. He has spent the last 30 years
helping organizations better connect their brands with consumers
in ways that impact the overall performance of their business. Mr.
Lacroix was the first to coin and trademark the statement “The
Blink Factor” in 1990, which today is a cornerstone principle to how
brands succeed in the marketplace. JP has authored several
papers, has been quoted in numerous branding and design articles
and, in 2001 he co-authored the book “The Business of Graphic
Design” which has sold over 10,000 copies. JP can be reached at
jplacroix@sld.com and you can follow his blog at:
www.belongingexperiences.com & www.sldesignlounge.com.

Other Articles and Books

The Belonging Experience

Managing Brands

Business of Graphic Design

 White paper | December 2009 | Digital Waylearning | 2

What is Digital Waylearning?

Wayfinding has
Wayfinding has existed since man identified a need to find his
existed since man bearings as he travelled for food, shelter or safety. In architecture,
Wayfinding also refers to the user experience of orientation and
identified a need choosing a path within the built environment, and to the set of
architectural and/or design elements that aid orientation.
to find his Wayfinding programs can range from landmarks used to guide
travelers to their destination, to signs along the road, interior and
bearings as he exterior signage to help one navigate through a space with ease.

travelled for food, The term “Wayfinding” is a derivation of the words “wayfarer” and
shelter or safety. “wayfaring”. Both of these words exist in Old English; “wayfaring”
(archaic) was first recorded in 1536 AD, whereas an older version of
Waylearning is the the word, “wayfering” (obsolete) can be traced back to 890 AD. The
word means “journeying” or “travelling”, particularly on foot.
new level of Another term of possible influence is “pathfinder”, a word of North-
American origin that can be traced back to the mid-nineteenth
communication, century.

born out of a However, “digital waylearning” is the evolution of wayfinding, fuelled

by the advent of digital technology and the heightened need for
digital world. rapid and personalized information in a world of terrorist threats,
H1N1 fears and Amber Alert messages. Due to the flexibility of digital
wayfinding and its relatively new state in the build environments, it
is easy for a first-time user to get overwhelmed by the ins and outs
of implementing a Digital Wayfinding Program. We have created this
white paper as a primer to guide you through what you need to
know before embarking in this program.

We will cover the following topics:

1. What is Digital Waylearning?

2. Why Leverage Digital Wayfinding?
3. What are the Advantages?
4. Steps to a Digital Signage Program
5. Who are the vendors?
White paper | December 2009 | Digital Waylearning | 3

Shaping the Corporate Culture Through Digital Waylearning

There is a second definition for effective Digital Wayfinding systems:

that of communicating a story about the people, culture, beliefs and
values of the society being directed. The ability to educate and
teach visitors and to people in transit the meaning of the
information, and its relevance to their needs for guidance and
direction while reinforcing a story of the place or journey being
taken. Wayfinding principles are rooted in memory and recognition
of symbols and colors to help navigate new surroundings.
“Waylearning” is the realization that the meaning of images and
information are best learnt and not assumed.

It is in this second category that most wayfinding programs fall

short, having been created strictly as a means of orienting their
viewers in the right direction, without providing any context or
personality to reinforce the meanings of the user society. In
marketing and corporate ethnography terms, a signing program
provides a great opportunity to brand the tribe, and to tell a myth
about their values and beliefs.

Leveraging the strength of an organization’s story and personality

helps in reinforcing, throughout the various consumer touch points,
the brand promise. This second definition is born out of the
organization’s need to reassert its values and beliefs as part of the
journey for both its people and the traveler. Digital technology has
raised the content and ability to personalize the information to
unique heights, matching the users individual needs with those of
complex environments.

For the visitor wanting to find his or her way, a successful

Wayfinding system tells a story about the place being travelled, and
for the community’s citizens it acts as a reminder of the values they
need to emulate to visitors experiencing their “space”. Digital
Waylearning systems not only provide proper direction for
unfamiliar individuals, but also tell of a story about the organization
and its beliefs.
 White paper | December 2009 | Digital Waylearning | 4

What is Digital Waylearning?

Digital wayfinding has evolved from the growth of the digital signing
industry and its use in retail, hotel, stadium and airport
What is Digital environments. According to SignIndustry.com, Digital Signing is “A
network of digital displays that are centrally managed and
Wayfinding? addressable for targeted information, entertainment, merchandising
and advertising.” In short, Digital waylearning is the art of displaying
a wayfinding message that would traditionally be printed in a
The art of conventional format while educating and enhancing.

displaying a Why Leverage Digital Waylearning?

message that There are many reasons why your organization should consider
implementing a Digital Waylearning program. One of the main
would traditionally reasons is the medium’s ability to provide a depth of information or
quick responses due to emergencies or room changes. No longer
be printed or does the airport, hospital, stadium or public space need to wait for
sign fabricator changes, or lengthy approval processes. The
produced to technology can be automated to reflect CAD drawings, Outlook
meeting appointments or pre-established electronic approval
communicate a processes that are devoid of the location of the approvers.
Additional reasons for implementing a Digital Waylearning program
dynamic message include:
• The ability to deliver specific messages to specific audiences
in specific locations
• As equipment prices fall, the technology required to
implement a Digital Signage program is becoming more
affordable and more accessible to small- and mid-sized
organizations
• The ability to update content quickly or to respond to
emergencies
• Better reporting and tracking tools allow you to analyze
results as they happen and adjust your strategy accordingly
• The ability to use ready-made templates gives you control
over your spending and your creative
• Newer user-friendly editing tools are the norm: you no longer
need a dedicated IT department to handle the program
White paper | December 2009 | Digital Waylearning | 5

What are the Advantages?

One of the main advantages of a Digital Waylearning Program is the

flexibility with which it can be used. Several of these uses include:
• Provide information: corporate messaging, news and
weather in elevators or customer waiting areas, etc.
• Ability to respond quickly to emergencies, threats or amber
alerts
• Revenue source: digital ads in waiting areas, food court, etc.
• Improve customer experience: health tips in hospitals, snack
suggestions in stadiums, gate changes and stand-by list in
airport gates, etc.
• Enhance environment: ability to enhance physically
handicapped consumers through multi-sensory information
• Employee communications: after-hours training and general
company communication
• Brand building: interactive or static screens in outdoor
locations that help develop your brand

Added to this, a Digital Waylearning Program offers several

advantages that impact your organization’s bottom line, namely:
• An improved customer experience, resulting in lower anxiety,
confusion and staff information requests
• Heightened perception of the benefits and values of the
organization, its story and key messages
• Ability to support donor and sponsorship programs with
richer information
• Drastically reduced printing costs for signing changes
• Guarantee of 100 percent compliance with messaging
• Reduce temporary hand-written signs or staff’s taped
messaging
White paper | December 2009 | Digital Waylearning | 6

Shaping the Visitor Experience Through Waylearning

The visitor’s experience typically starts well before he or she enters

the actual building or site. This experience could be…

In the parking area/garage

• Unable to find parking
• Unable to find their way to the building

On the site or at an entrance

• Unable to find a building
• Unable to find the main entrance or specific department/area
entrance

Difficulty finding a destination

• Area/block
• Floor
• Department
• Key meeting areas (landmarks)
• Amenity/service: gift shop, cafeteria, washrooms, telephones,
taxis

Lack of available assistance

 No one to give verbal directions
 No one to aid those needing physical assistance

A lack of attention to these items may reflect negatively on the

organization, and may give the impression of a lack of sensitivity to
visitors’ needs. Digital Waylearning provides a new communication
tool that can assist in ensuring the right level of information is
provided at the right moment for the visitor or guest.

Digital signing allows people to determine their location within a

setting, define their destination and develop a plan to get from point
A to B.
White paper | December 2009 | Digital Waylearning | 7

It should identify and mark spaces, group spaces and link spaces by
enhancing both architectural and graphic Wayfinding, namely the
following:

Architectural Wayfinding
 Paths and circulation can include touch-screen maps that can
help quickly locate the visitor and provide a print-out of their
given route
 Landmarks (object used such as fountains, arches, monuments,
kiosks, natural features or artwork that are focal points) can be
further integrated as part of digital maps and signing elements
and can more easily be described and supported with short
The Digital stories and history
Waylearning  Intersections (decision-making areas when more than one choice
exists) can become more visible through the use of motion such
system is key to as pointing arrows and also scrolling messaging
 Edges/boundaries (specific area beginnings and ends) can be
the success of the further defined by directories that are customized to the given
area while providing additional information or linking to the
organization since user’s Bluetooth device, indicating distances or overall direction

it reflects the Graphic Wayfinding

 Directional information (signs that guide people along a route;
values and beliefs signs with arrows) can be further enhanced with the addition of
digital signs and interactive maps
of the  Destination identification (building signage, floor numbers, room

organization as identification, room numbers) can be linked to Outlook and

easily changed as the individual room uses are modified
part of the
Updating and implementing a successful Digital Wayfinding that
visitor’s journey. enhances conventional systems allows organizations to provide
greater information that can be enhanced quickly to meet the given
needs of the organization and visitor.

The Digital Waylearning system is a crucial part of the life and safety
of all members, visitors and staff using the building on a daily basis.
A positive experience for these individuals enhances the facility’s
reputation and key messages.
White paper | December 2009 | Digital Waylearning | 8

Digital Waylearning Critical Factors

In order to implement an effective digital waylearning program, it is

important that an organization review all decision-making areas,
from entrances/lobbies, elevators, intersections, corridors and
rooms to determine the level of information required and the rate
that this information changes. It is by clearly understanding the
degree of required change and at which moment of decision that an
effective digital waylearning system can meet the needs of its
stakeholders.

The Digital Waylearning system needs to build on conventional

wayfinding principles while taking into consideration the need for
personalized and rapid message changes, namely:

• Simple language terminology, common (not technical) terms &

flexible templates, easily maintained and changed as required;
• A consistent and standardized uniform look, and logical
locations and placement of signs, arrows and symbols;
• Graphics legible and visible from a distance;
• A hierarchy and scale of signs to emphasize certain messages
(layering of information);
• Accordance with all Disabilities Act regulations (American
Disability Act, Ontario Disability Act))
• Ability to be visible and read from a distance

In addition, a Digital Waylearning system must:

• Provide quick messaging that is no longer than 10 seconds
• Easy to understand graphics
• Support, if required by audio
• Ability to change the information quickly and efficiently
• Provide a platform for efficient approvals
• A system that takes into consideration the depth of information
being communicated and the travelling speed of the viewer
• Ability to support emergency messaging and staff training
programs
• Ability to broadcast video
• Ensure LCD screens are visible in daytime light
 White paper | December 2009 | Digital Waylearning | 9

Understanding how the Digital Waylearning Process

The system must Integrates with Key Elements

be easily A digital signing program must ensure it addresses all needs when it
comes to traffic, circulation (drop-offs, pick-ups), public
accessible to transportation, parking, entrances, emergency departments and
shipping and receiving areas. It is important to act as support to
people with conventional wayfinding systems that are providing properly
identified access to all visitors, staff, vendors, and deliveries in order
disabilities to to avoid congestion and chaos.

ensure equal
Pre-Visit
treatment and The pre-visit information and instructions which include written
instructions, maps and diagrams regarding traffic routes, access
opportunity for all points to and from public transportation, and alternate means of
transportation (i.e. bicycles) should mirror the same styles and
visitors. design standards found on the physical site’s Digital Waylearning
systems.

Parking
Parking can cause significant levels of stress and frustration for
visitors and vendors. Digital signs should be considered for use
when the customer has parked their vehicle and are adjacent to the
vertical access points of the facility. Additional information
regarding hours of operation, location of parking pay machines
should be incorporated as part of the parking directory. Not
presenting this information can result in confusion, delays and
inconvenience, which amounts to a bad visitor experience.

Digital signs could be used for overall parking directional signing for
use in case of emergencies, though this technology has not proven
itself operationally efficient or cost-effective at the moment. New,
more efficient LCD panels are in development that would make
these more affordable and efficient to deploy.
White paper | December 2009 | Digital Waylearning | 10

The Main Entrance

The main entrance is an important destination. It is generally very
busy, and its primary function is to welcome and guide visitors and
vendors. Thus, Digital Waylearning is key in this area and can assist
in reducing the number of questions asked at the information desks.
Typical digital signs would consist of directories and maps that are
visible and easily read, and audio tools that let the individual
understand in different languages the given destination on the map
being sought.

Sensitivity to Disabilities
The system must be easily accessible to people with disabilities to
ensure equal treatment and opportunity for all visitors. Digital
Waylearning aids such as audio and visual systems in elevators,
visual displays that allow for larger font sizes depending on the need
of the viewer in waiting areas, higher back-lighting levels for the
visually impaired, interactive directories and maps that can be
printed or downloaded to a Bluetooth-enabled smart phone will aid
all visitors, staff and vendors to easily navigate complex
environments.

Digital Waylearning has much merit for the visually impaired since
this group cannot rely on their sight to locate and read signs. Most
can identify shapes, see visual contrasts in colour and will use their
other senses to find their way (hearing, touch). deaf or hearing -
impaired visitors will rely on signage, lip reading and written
instructions or maps and diagrams to find their way. Digital
Waylearning can convert printed directions to audio messages to
help the visually impaired to navigate spaces using their wireless
devices, MP3 music players or Apple IPods. Concise pre-visit
information showing accessible routes is critical for these visitors as
they plan their routes and decide where to be dropped-off or park,
and Digital Waylearning allows this process to be seamless from the
web to the facility. People with learning disabilities rely on all
aspects of a Wayfinding system.
 White paper | December 2009 | Digital Waylearning | 11

Landmarks & Beacons

Landmarks, architecture and interior design enhance Wayfinding
“Light is the most and can help people find their destinations. Digital Waylearning can
further enhance these key landmarks by allowing a 3-dimensional
important view of their shapes in order to overcome confusion since most
visitors are not trained in iconography or architectural principles.
environmental These features can be easily described and remembered when
giving directions through the use of actual pictures that morph into
input, after food, the given icon, supported by stories behind their meaning and
history.
in controlling
Human Factors
bodily functions.” Digital Waylearning lowers the anxiety level of visitors since it can
be humanized through branding, stories, motion graphics and
- Richard Wurtman, pictorial elements to give the Wayfinding system and the facility a
distinct personality that reinforces need state based messaging. The
Neuroscientist physical environment can greatly affect how one feels. Light, colour,
texture, materials and art not only enhance an environment, but also
have an effect on a person’s overall well-being, all factors that can
best be delivered through a Digital Waylearning environment.

Light
Natural and artificial lights make a difference in Wayfinding. Good
quality and the correct quantity of lighting must be used to create a
non-threatening and relaxing environment. New advances in
projection systems and LED-based LCD systems allow for digital
signing to effectively communicate in well-lit environments.

Motion
The use of motion through the use of Digital Signing is an effective
tool to capture the attention of viewers, even within a cluttered
environment. Motion allows a more engaged relationship and the
delivery and more complex information for the viewer.
White paper | December 2009 | Digital Waylearning | 12

Digital Signing also allows for a rapid change in background

graphics and colors. For example, using a calming color may help to
reduce patients’ anxiety and stress levels. Color is also an effective,
inexpensive way to give warmth and personality to what can be a
cold environment. Different rooms and areas have specific uses and
must have a certain feeling. For example, reception areas and
lobbies should be welcoming and inviting, while bedrooms should be
relaxing and calming, and dining areas warm and fresh.

Tactile Features
Touch is a confirmatory sense, with the skin being the largest
sensory organ. Touch is especially important to people with visual
disabilities. Tactile floor and wall surfaces can be used to convey
important information about the environment. A change in texture
or material can indicate change in floor level, a set of stairs, an
escalator, an elevator, a transition area or adjoining spaces or
buildings. Digital Signing can help support the conventional use of
tactile wayfinding tools by linking the actual touch of such things as
Braille to an audio message that brings into clarity the given
messages.

Graphic Arts
Visual arts (painting, sculpture, murals, prints, photographs,
decorative tile, tapestry) can be an integral part of the wayfinding
system. They can act as landmarks, and appear on maps and
diagrams, and in written and verbal instructions. Digital Signing
allows for a richer delivery of graphical elements, allowing a more
engaged connection between the viewer and the sign.
White paper | December 2009 | Digital Waylearning | 13

Helping Visitors Navigate

A successful Digital Waylearning program is flexible and easy to
maintain in-house, and improves the visitor’s experience. Signing
and Wayfinding solutions also need to be intuitive, with logic applied
to mapping through numbering, color and pictogram systems that
provide clarity and familiarize users with the unknown. Digital
Wayfinding is the marriage of conventional signing with website and
interactive designs, leveraging the best of both platforms. Coupled
with intuitive logic, these factors make the destination safe and
convenient to find and provide intelligent systems and information
that remove barriers.

Flexibility & Adaptation

Large facilities or social communities are intimidating due to size
and complexity, the possible nature of the business, and whether the
person is a resident or visitor. A large facility or geographical area
can seem an endless maze of pathways, hallways and rooms if you
are unsure of where you are going. Visitors entering the facility can
be under stress, preoccupied and easily disoriented if the
Wayfinding system is not effective, clear and simple in its
messaging. Digital Waylearning systems allow for information to be
either deconstructed for ease of understanding or personalized to
the visitors specific needs.
White paper | December 2009 | Digital Waylearning | 14

Perception, Experience and Conditioning

Digital Waylearning has factored into its process the constant
change and modifications commonly taking place within facilities,
which can heighten confusion and frustration. Many facilities have
evolved over time and are comprised of different buildings,
additions and extensions. In many instances, little attention is paid to
ensuring logical circulation paths and routes were developed that
allow people to enter, navigate and exit the premises easily,
especially in the case of an emergency. Digital Signing allows for
organizations to compensate for the changes occurring within their
environments, allowing for both employees and visitors to be
properly guided.

In addition, factors such as low literacy levels, limited knowledge of

the English language, and physical disabilities (poor vision, poor
hearing, limited mobility) can contribute to any anxiety that a visitor
may already be experiencing, all of which can be minimized through
the use of Digital Wayfinding. The perception and experience of a
visit should not be a negative one. The visitor should feel that the
surroundings are inviting, comfortable, and provide an environment
in which the staff will be supportive and helpful toward their
situation. A difficult experience can reduce a visitor’s confidence in
the institution or organization.

The Overall Planning Process

The implementation of a Digital Waylearning program can be

divided into four main stages, each one impacting the preceding
steps. On the following pages, we will explore each step and how it
impacts the overall success of implementing a Digital Waylearning
program. Please keep in mind that this example represents a typical
environment and the phases and task may require adjustments to
meet your specific type of wayfinding needs.
White paper | December 2009 | Digital Waylearning | 15

A Digital Waylearning Program can be as simple as one locally

managed media player displaying one message in one screen or as
complicated as several remotely managed messages playing on
different screens in different locations at different times. The
complexity of such programs is determined by the needs of your
organization and the resources, time and effort you commit to it.

Now that you know more about the advantages of Digital

Wayfinding, you are probably wondering, “What do I need to do
now?” To answer that question, in the next pages we have outlined
several phases you will need to follow in order to implement a
successful Digital Signage program. It is important to understand
that the implementation of a Digital Waylearning system must align
to the more conventional approach to wayfinding programs and
should be positioned as in a support role (for now).

STEP1: Asking the Right Questions

• What and Why
• Understand the need states of visitors and employees
• Establish performance metrics and project needs
• Maintenance and on-going needs
• List of potential consultants

STEP 2: Pilot Program before rollout

• Location, location, location
• Is all about the Zones
• RFP process
• Testing the location

STEP 3: Define your budget

• Hardware
• Software
• Resources
• Additional Costs

STEP 4: Re-evaluate
White paper | December 2009 | Digital Waylearning | 16

Step One: Asking the Right Questions

In developing a Digital Waylearning program, the first step of the

planning stage is to ask the right questions to ensure the right
investment of both time and resources is allocated. As part of the
Discovery phase of the planning process leading up to assigning a
Digital Waylearning design consultant, the organization needs to
explore a range of questions to establish an effective RFP document,
and to gain alignment within the organization. Here are a few
questions that should be considered when undertaking a Wayfinding
program:

1) Relationship to the Environment and Transportation

What service or function will this project, or has this project,
provided for the travelling public? How will it impact transportation?
What is the role of digital signing? What are the key landmark
stories that can be integrated as part of the signing program? What
is the level of communication requirement for both visitors and staff
and how will this be integrated as part of the digital signing system?

2) Demonstrated Need
What need(s) will this project fulfill within the community? How will
it impact visitors and staff? What is the organization’s position and
brand promise, and how does the Wayfinding program support the
need to differentiate the groups within the organization? Who are
the main target users that will benefit from the program, and can
they be clustered in need state groups?

3) Project Usefulness and/or Benefit

What purposes will this Digital Waylearning project serve, and how
will it benefit the community? Is there strong community support?
To what extent should digital signs support the wayfinding system?

4) Amenities/Support Facilities
What facilities or departments are available and/or included in the
Wayfinding program? What means of access will the consultants
have available to them? Who will lead the project from the client’s
side? How often do the environments change?
White paper | December 2009 | Digital Waylearning | 17

5) Educational/Historical Context
Explain the history and/or scenic significance of this project. What
educational experience will be provided?

6) Project Resources
How has the community involved itself in the project? What support
has been provided? Has funding been secured? Is this a continuation
of an existing project, and if so, what is the status of that project?

7) Measure Twice, Cut Once

Once you decide what you want your Digital Waylearning program
to accomplish, you need to define how are you going to measure its
success. Will success be measured by comparing your Digital
Signing program to a current program based on key metrics, both
tangible and intangible? By measuring a reduction of staff answered
questions? Through the use of exit interviews to measure message
retention? Or is success a combination of all these factors?

Note that several Digital Signing providers offer some type of traffic
tracking and measurement tool as well as reporting, which should be
leveraged to increase your Digital Signing solutions ROI.

8) Assemble Your Dream Team

To succeed, it is important to decide who will be taking care of what:
due to the complexity of the program, you will need to ensure you
have the right people for the right tasks. At the very least, you will
need a process-oriented full time employee whose sole purpose is to
identify the program requirements, analyze any constraints and
provide continuous feedback to improve the program.

Also, ideally hire an individual or organization that understands

Digital Signing from implementation to creation and measurement
and who can provide the much-needed support during the
beginning stages of the program.
White paper | December 2009 | Digital Waylearning | 18

9) Project Timing and Milestone

What is the required timeframe for the planning and implementation
of the project? Will it be phased to align with construction or urban
planning over a period of years, or completed in a set timeline?

8) Maintenance and On-Going Planning

Who will maintain and manage the content and playlist messages on
an on-going basis? Will external resources, or internal staff handle
this? Do you need to increase internal resources or capital
investment in equipment?

9) Consultant List
Will the Digital Wayfinding program require the resources of an
architectural firm (exterior signing, landmarks and ceiling-hung main
signs), or the requirements of a Digital Wayfinding graphic design
firm? Who will participate in the RFP process, and will tasks for
effective Wayfinding implementation be divided by functions?

Step Two: Pilot Program Before Rollout

We recommend the development of a pilot program is order to

obtain the best results from your program. As part of the pilot, you
will need to determine who you will partner with, which locations
you will be testing your program, and what the key benefits are for
the viewers and the organization.

Location, location, location

The locations you choose should be determined by the type of
Waylearning results you are looking for. For example, if you are
looking to reduce the demand of your reception desk, you may want
to install Digital Waylearning Displays in locations that are adjacent
your reception area, similar to how airports now use interactive
kiosks for check-in; however, if you are looking to measure customer
satisfaction, you may also want to install Digital Signs in reception
areas where viewers are more relaxed to grasp key information.
White paper | December 2009 | Digital Waylearning | 19

It is all about the Zones

Once you have selected your locations, you will need to establish
the ideal positioning of the Digital Display within these spaces. This
positioning, also known as zones, will need to be aligned with the
services and information you are looking to provide. Dividing your
Digital Waylearning program into zones has the added benefit of
helping structure the content playlist to better match the given
needs of the viewer.

For example, if you own a convention or conference centre, your

intent will be to promote seminars and upcoming events as well as
provide wayfinding tools for your visitors. With that in mind, Zone 1,
consisting of ceiling mounted large Digital Displays positioned at the
beginning of each corridor and in the main eating areas, will be
dedicated to promotions and upcoming events; Zone 2 could use
smaller floor-mounted Digital Displays positioned at the entrance to
wayfinding.

If you are in the college or university business, you will probably see
Digital Displays used for several purposes: to notify students of
emergency situations, facility issues, weather delays, etc (Zone 1).
They could also be used as part of a kiosk to orient guests
throughout the premises, services and amenities (Zone 2).
Additionally, they could be used as a revenue source for
administration by allowing advertisers to pay per use (Zone 3), etc.

The RFP Process

To effectively select a Digital Wayfinding consultant, it is critical to
provide a Request for Proposal (RFP) document that creates a level
playing field for each participant to respond. The internal person
leading the selection process should draft the document. In most
cases, this person is in Purchasing and experienced with vendor
selection.
White paper | December 2009 | Digital Waylearning | 20

It is important that a clear line of responsibility be established within

the selection committee, and that this group have fair representation
of the departments impacted by the new Digital Wayfinding
program. Typically, these departments consist of Legal, Purchasing,
Facilities, Marketing and Architectural services.

The RFP document should be drafted based on consultation with

the Wayfinding selection committee, and should include the
following information:

1. Description of project;
2. Cover Page that explains in detail the actual scope of work and
how it fits into a master plan;
3. Table of Contents outlining the full content of the RFP
document;
4. Instructions to Proponents listing the specific scope of work,
timing and requirements in addition to the structure, content
and key deliverables of the proposal;
5. Proposal Form that outlines pertinent information on each firm
and the total budget allocation. This form allows for speedy
screening of submissions so that the evaluation committee can
concentrate on the short list of selected proposals;
6. Subcontractor Form outlining all supporting individuals or
collaborations that would form part of each firm’s submission;
7. Proponent Profile outlining relevant case studies and support
material on similar projects;
8. Reimbursable Expenses cost sheet with all corresponding costs
for the entire assignment;
9. Evaluation Criteria explaining how the selection committee will
assign points and review submissions;
10. Certificates of Insurance should form part of the RFP selection
process;
11. Scope of Services section write-up outlining in great detail the
different phases of the project, key deliverables and
corresponding timelines;
12. List of Reference Material such as a master plan, key areas and
current systems being used, to assist in the development of
accurate deliverables and costs.
 White paper | December 2009 | Digital Waylearning | 21

The selection committee prior to being released to the selected

Vendors and bidding consulting firms should review the RFP document. These
firms are identified via:
visitors need • Online web-enabled procurement system posted on the
company’s website;
different • A request for information (RFI) initiative;
• Referred list from an association such as the Society of
information at Environmental Graphic Designers (SEGD) (www.segd.org);
• List of previous suppliers.
each stage of
Each consultant should confirm their participation in the RFP
their journey. The process.

needs of the STEP 3: Define Your Budget

visually impaired
Before you start your Digital Wayfinding program, you will need to
and visitors with determine what you already have on hand and how much you will be
investing in the program.
other disabilities
As with any initiative, the larger the budget, the more options you
should receive will have; it really all depends on how complex you want your
program to be. If at all possible, a test period should be planned to
particular help your organization identify any gaps and opportunities in the
Digital Signing program prior to rolling it out to all of your locations.
consideration. This will help you scale up or down based on the specific needs of
your organization and the actual results of the test, which will help
you manage your budget.

Also, it is useful to start creating an inventory of assets that could be

re-used and re-purposed for the Digital Signing program. For
example, do you have a repository of images, videos and/or sounds
available already? If so, with some smart editing, you could re-use
them for your Digital Signing.
White paper | December 2009 | Digital Waylearning | 22

What about existing network cables in-store? They can be re-

purposed for the Digital Displays if needed. This approach will allow
you to allocate costs where you really need them and transfer your
savings into areas where the need is larger, such as infrastructure.

Additionally, you will need to allocate a budget for the following

components of the program:

Hardware
• Digital Displays
• Digital Player
• Digital Mount
• Enclosures
• Wiring

Software
• Player software
• Internet connection or Satellite

Resources
• Project Management
• Content creation
• Content Management

Additional costs
• Monthly access fees (news, weather, Bloomberg, etc)
• Monthly maintenance fees
• Network Management fees

Creating a Digital Waylearning Strategy

A comprehensive Digital strategy is the key to solving Wayfinding
issues. Every site has specific problems and different people
responsible for resolving each issue. The firm should work together
with the organization to pinpoint priorities and agree on a policy. All
partners should help implement and maintain the strategy, from the
digital infrastructure organization all the way through to the
architect and client.
 White paper | December 2009 | Digital Waylearning | 23

Paramount in this process is consideration to the needs of users and

The environmental visitors as it relates to the usage and benefits of digital signing. The
Digital Wayfinding Master Plan ensures consistency in the hierarchy
program, both in of information (exterior entrances and exits, site paths and parking,
building identification, interior departments or wings, floor level,
printed and digital room number, etc.), and defines the sign standards in placement and
form (including color, text position, text height, sign design, and
formats are your installation) across all visitor touch-points, starting from the web to
the final destination.
primary on-site
communication At this stage the system guidelines are created, establishing the
standard objective and defining the core elements from the
fundamentals of wayfinding systems such as: naming, identity usage,
tool, your visual link code structure, color palette, fonts, and images to the addition of
digital content, namely: zones, playlists, technology infrastructure,
to the community. content management approval systems and implementation
processes. A key factor in the development of a system is the level
of interaction with the content and the depth of this content for the
viewer, namely:
• Develop and present the brand structure and core graphic
elements of the system for both conventional and digital
content;
• Define identity and nomenclature. It is important to use names
that are easy to pronounce, spell and remember for:
- Site entrances
- Buildings and building entrances
- Departments
- Floors
- Landmarks
- Other facilities such as restaurants
• Determine initial sign type requirements and how they are
integrated with the digital content approach;
• Develop a comprehensive code system to navigate laterally
(wings, room numbers) and vertically (floor levels) for the
interior signing program. The code system should be simple and
memorable, using references to symbols and/or color, alpha
and/or numeric digits, etc;
• Develop image html coding for each of the messaging and
images used in the digital signing system for easy access;
 White paper | December 2009 | Digital Waylearning | 24

• Create an initial Wayfinding plan (interior and exterior) and

identify the role of digital signing as part of the traffic flow and
zones;
• Develop a plan with smooth transition from conventional to
digital signing systems;
After a creative
concept has been Phase 3: Design Development
The process of fashioning an environmental digital signing system
approved, the firm involves far more than creating a strong visual design. Rather, what
must be developed is a clear expression of the service, commitment
should develop it and mission. The environmental program is your primary on-site
communication tool, your visual link to the community. The
further, working exterior/interior Digital Signing program and all visual
communication must be designed to convey a unique personality,
out the specific specific to the organization’s objectives.

details related to This process will lead to the establishment of a strong visual
vocabulary to not only communicate necessary information but to
form and function, also embrace, inform and direct visitors at the facility through the
use of Digital Signing and sensory elements, typically not found in
brand voice, and conventional signs, namely:
• Prepare concept design proposals for visual vocabulary (3 to 4
visual presentation. initial options including a limited sampling of sign types) that
incorporate core graphic elements and code system;
 Create nomenclature recommendations;
• Initiate a preliminary exploration into industrial design, hardware
and sign component issues;
• Recommend advanced design features that enhance experience
and aid in the path process;
• Create video and motion graphic templates that support the
conventional wayfinding messaging;
• Identify optimum LCD screen size and location and establish
standards for their use;
• Create a playlist and zone structure for digital content and how
they support web, interactive and conventional wayfinding
systems
White paper | December 2009 | Digital Waylearning | 25

Design Detailing
After a creative concept has been approved, the firm should develop
it further, working out the specific details related to form and
function, brand voice, and visual presentation. The firm should work
to ensure the creation and production of all material is accomplished
strategically, meeting the budget parameters and timelines:

• Complete proposed Master Plan;

• Design detailing/refinements to approved conceptual option;
• Design detailing/refinements to industrial design elements;
• Create visual interpretations of all remaining sign types and
provide detailed visual report;
• Finalize the Wayfinding plan (includes on-site review);
• Finalize the zones and playlist templates;
• Establish digital content management systems for approvals and
changes;
• Confirm digital sign sizes and configuration and supporting
technology infrastructure.

Pilot Testing
After the development of final specifications, initiate the Pilot test to
evaluate the digital system effectiveness against the key metrics
established at the onset of the project.

STEP 4: Re-evaluate

After your Digital Wayfinding Program has been piloted, review your
progress to see if you are accomplishing your initial goals. You may
see the following results:
• Users of Digital Signing are engaging with your content
• There is an increase in awareness about your brand
• Lower level of confusion and anxiety by visitors
• Fewer staff questions
• High level of employee efficiencies

These results will allow you to build your rollout and adjust/modify
your strategy as needed.
White paper | December 2009 | Digital Waylearning | 26

Who are the vendors?

As part of a recent Digital Signing initiative for one of our clients, we
conducted personal interviews or web-research reviews of several
Digital Signing program suppliers.

Following is a summary of our findings:

Selection Criteria
• Proven track record within the retail industry
• Ability to implement a North American program
• Have scalability to handle a full roll-out as part of a future
initiative
• Ability to bring best of class expertise and knowledge
• Technology and systems that will allow for
segmentation/day-part messaging
• Can provide all facets of the digital signing program, from
consultation, technology installation, content management
systems, support, maintenance and content creation.
White paper | December 2009 | Digital Waylearning | 27

Vendors Reviewed (alphabetical order) and their Point of

Difference
• AdFlow Networks:
Turnkey hosted system with patented security that requires
zero I.T. to implement.
• Capital Networks Limited:
Integrated infrastructure technology with creative services
• Cisco/Telus:
Integrated infrastructure technology
• Diversified Media Group:
Owns private teleport and data center for its customers
• EK3:
Multi-disciplined firm
• Insite Advantage:
Specializes in Financial Institutions
• John Ryan:
Specializes in Financial Institutions
• Miller Zell:
Specializes in retail design, with services in digital media
• NewGround:
Full service design and Implementation Company
• Novramedia:
Manufactures and develops its own software and hardware;
Proprietary eye-tracking software.
• Omnivex:
Manufactures and develops its own software and hardware;
Proprietary eye-tracking software.
• Stratacache:
Alliance with Bell Canada and AT&T; Proprietary traffic and
measurement system
• TheMediaTile Company:
Proprietary Kiosk-in-a-box Marquee Edition
White paper | December 2009 | Digital Waylearning | 28

Conclusion
Hopefully after reading this article you will have a better
understanding of what Digital Waylearning is, why its
implementation is key and where it is heading.

And remember, a well-managed, well-implemented Digital

Wayfinding program has the potential to become your number one
communication tool, your best loyalty builder and your largest
efficiency creator. In short, a more accurate definition for Digital
Wayfinding system would be “The single best investment decision
your company can make”.
White paper | December 2009 | Digital Waylearning | 29

For more information, contact:

Jean-Pierre Lacroix, President

Shikatani Lacroix
387 Richmond Street East
Toronto, Ontario
M5A 1P6
Telephone: 416-367-1999
Email: jplacroix@sld.com