If you need a person at the door pointing, the signs are not working.
Watch first-time visitors, or walk it as one yourself, and fix the spots where they stop and look around. That is all wayfinding is: removing the moments of "wait, where now?"
Where does wayfinding start?
Before people arrive. The confirmation email, the reminder text, and the map link should say which entrance, where to park, and what to look for. A lot of people who get lost were lost before they got out of the car.
What are the common mistakes?
- Three names for one place. The email says "Suite 200", the sign says "Imaging", and the receptionist says "upstairs".
- Signs where they were easy to hang. People need them where they have to choose a direction.
- Too many signs. When everything is labeled, nothing stands out.
- Insider language. "Ambulatory" means something to staff and nothing to visitors.
How do I test it?
Ask three people who have never been there to find a specific room, and follow them without helping. Write down where each one hesitated. Fix those spots and test again.
Is wayfinding part of service design?
Yes. It is the physical part of the same journey: the website, the reminder, the parking lot, the front door, and the desk are one route to the visitor. See service design.
Answered by Jared Lukes, Minneapolis. Twenty-five years in brand, UX, and technology, currently holding fractional AI and technology seats at three companies. About Jared.