Establishing an integrated and standardised user-centred guide system

for foreign tourists visiting Busan   

Keyword : wayfinding | design research | design strategy

Overview

- Client : Busan Metropolitan city, Design Council Busan

- Period : Jun. - Dec. 2019 (7 months), Busan, South Korea

- Team : design researcher 3 (our company), visual designer 2 (design agency partner)

- Role : Lead design researcher at Backstage

- Contribution : user research, concept development, facilitation, validation

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Legible Wayfinding Guideline for Toursists in Busan

Jun. - Dec. 2019

Challenges

Featureless, Illegible, Inconsistent, Not interactive

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.

We found out some challenges We found out some challenges We found out some challenges We found out some challenges We found out some challenges We found out some challenges We found out some challenges

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Featureless

Illegible

Inconsistent

Not interactive

Opportunity Identification

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.

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.

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.

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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.

" This was super great joureny hahahhaha"

Concept Design

Co-creation Workshop

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

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Design & 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.

Usability Test

Simulation Experiment for the Test of the Prototype ~~~~~~~~ Simulation Experiment for the Test of the Prototype ~~~~~~~~ Simulation Experiment for the Test of the Prototype ~~~~~~~~ Simulation Experiment for the Test of the Prototype ~~~~~~~~ Simulation Experiment for the Test of the Prototype ~~~~~~~~ Simulation Experiment for the Test of the Prototype ~~~~~~~~

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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

Value Proposition

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

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SYMBOL

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LINK TO MOBILE

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MEMORABLENESS

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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 

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Symbol Design

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Information Structure

PIN System 

Recommended routes

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