LEGIBLE WAYFINDING GUIDELINE

FOR TOURISTS IN BUSAN

Jun. - Dec. 2019

- Overview -

Establishing an integrated and standardised user-centred guide system

for foreign tourists visiting Busan   

Key words

Wayfinding, Design Research, Signage Design, Design Strategy

My role

As a lead design researcher: conducted design research and evaluation

Client

Busan Metropolitan city,

Yehol Design Group

Design Council Busan

APPROACH

Opportunity Identification

- Desk research

- Trend analysis

- Ethnography

Concept

Design

- Co-creation workshop

- Probes

Value

Proposition

- Designing

STEP 01.

Opportunity Identification

Need to establish a standardized tourist information signage design that reflects the local characteristics of Busan

About Busan

Busan is the second largest and most beautiful port city in South Korea which best exemplifies the attractive balance between a long, rich heritage of dynasties and a recently developed modern culture.

Ethnography

In order to understand real problems from the different perspectives of tourists, we observed how they find their way and how to find their unusual movements and behaviours within the pilot zones. It was comprised of 28 participants from China, Malaysia, Indonesia and Japan who do not know much about Busan.  

Challenges

Featureless

Illegible

Inconsistent

Not interactive 

Featureless

Ethnography

Check lists

We provided check lists for participants 
to record their tourism experience for themselves. They recorded their movements, emotions, problems, etc. while moving which allowed us to understand their vivid experiences.

Persona

The target users could be divided into three categories depending on their level of desire about wayfinding. Among them, explorer tourists had a higher level of desire (enjoyable, meaningful) for fun experiences rather than being guided by the wayfinding system. 

Tourist Classification
based on the Hierarchy of User Needs 

Persona

Featureless

Tourist Journey Map

Their journey was subdivided into issues according to the similarities and differences between the three types of persona. The experience journey was designed based on four perspectives: Emotion, Needs, Wants, and Stereotypes. These were then divided into the sequence from the preparation of the tour to the point of leaving in order to discover fundamental problems.  

STEP 02.

Concept Design

Develop Ideas by evaluating design prototypes derived through Ideation with stakeholders

Co-creation Workshop

To generate novel ideas that are aligned with tourists, tourism experts, etc. participated in the co-creation workshop.

Prototyping

We carried out the design on the basis of 
issues derived from the workshop. We had established specific assessment plans
to verify the usability and satisfaction of the design. Suitable installation locations were selected and prototypes were deployed. Four foreign tourists were invited to conduct the simulation experiment so that results could be incorporated into the development of the designs.  

Several prototypes were produced in order to examine the color and size of the design.

 Simulation Experiment for the Test of the Prototype

Featureless

How to Evaluate

Think-aloud Method

The participants were assigned tasks and then 

observed trying to find their way. The moderator was induced them to think aloud and mention the reasons for their thoughts and actions. 
Moreover, several actions were taken to ensure a smooth assessment, e.g. no smart phones were allowed

In-depth Interview : Post questions

After the task, participants were asked questions 
about what happened during the assessment and 
we received an in-depth response.   

STEP 03.

Value Proposition

i-BUSAN  : Five Types of Wayfinding Signage Based on Each Purpose 

SYMBOL

LINK TO MOBILE

MEMORABLENESS

PERSONALIZED

It was designed to show the symbolism of Busan and make it easy to find from afar.

Due to the budget limit, we tried to use a QR code instead of digital signage to provide additional information via mobile.

Pin numbers were assigned to the signage to apply a new system in order to make them easier to remember.

We have created recommended routes for explorer tourists to travel between the attractions based on their taste 

i-BUSAN  : Five Types of Wayfinding Signage Based on Each Purpose 

Wayfinding types were divided into five different categories according to behavioral and cognitive stages, and their forms were designed differently. 

Symbol Design

Information Structure

PIN System 

Recommended routes

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