wayfinding executive summary

O R E G O N H E A L T H & S C I E N C E U N I V E R S I T Y

EXECUTIVE SUMMARY - WAYFINDING ANALYSIS AND RECOMMENDATIONSJ U N E 1 3 T H , 2 0 1 1

109 East Front Suite 304Traverse City, MI 49684

231 947.1236

corbindesignPeople get lost. We fix that.TM

Prepared by

E X E C U T I V E S U M M A R Y - W AY F I N D I N G A N A LY S I S A N D R E C O M M E N D A T I O N S

O R E G O N H E A LT H & S C I E N C E U N I V E R S I T Y

TA B L E O F C O N T E N T S

INTRODUCTION 1

RESEARCH 2

ELEMENTS OF SUCCESSFUL WAYFINDING 4

EXTERIOR SEQUENCE OF ENCOUNTER 5

INTERIOR SEQUENCE OF ENCOUNTER 6

OBJECTIVE 1 7

OBJECTIVE 2 8

OBJECTIVE 3 10

OBJECTIVE 4 11

OBJECTIVE 5 14

OBJECTIVE 6 15

OBJECTIVE 7 16

OBJECTIVE 8 19

OBJECTIVE 9 23

OBJECTIVE 10 24

OBJECTIVE 11 26

OBJECTIVE 12 27

OBJECTIVE 12 28

OBJECTIVE 13 29



Wayfinding is defined as “direction for people in

motion.” We design wayfinding systems primarily for

the first time visitor, and every employee and faculty

member who comes in contact with your visitors

needs to be well versed in the communication of

your wayfinding system. Improving the wayfinding

system at Oregon Health & Science University

(OHSU) will help increase your consumer confidence

in the services that you are providing to them.

This wayfinding analysis and recommendations

executive summary is a compilation of information

absorbed during our visit to the Marquam Hill and

the South Waterfront Campuses and through the

Wayfinding Survey sent to OHSU staff and faculty.

The 13 objectives highlighted in this document work

to emphasize and strengthen the OHSU identity

and commitment to their patients, students and

visitors. Through strategic wayfinding, prominent

identification and consistent terminology, OHSU can

redesign the visitor’s experience and create a space

that allows for an increased level of comfort and

confidence.

I N T R O D U C T I O N

We define wayfinding as “direction for people in motion.”

A comprehensive wayfinding program provides solutions

for clear and consistent communication before, during

and after a patient visit.

1



From April 18-26, Corbin Design and OHSU released a

wayfinding survey to staff throughout the three OHSU missions,

Healthcare, Research and Education. We presented them with

a total of 10 mostly multiple-choice questions regarding their

experience with patient and visitor navigation and their view of

the wayfinding at OHSU.

We received a total response of 686 individuals (about 6% of the

FTE). Of those 686 individuals, not every person responded to

every question, but we did gain enough insight for the following

conclusions.

RESEARCH CONCLUSIONS:

Over 72% of the responding staff provides directions to

other people more than once a week, with one-third of those

responses as more than five (5) times a week. If we assume that

each interaction takes 3 minutes of their day for either direction

giving or walking the person to their actual destination, we can

make the following estimations.

� 1 Average direction-giving interaction per day

� 3 Estimated minutes per interaction (this is probably a low estimate, given the size and complexity of your Marquam Hill campus)

� 15 Average minutes per week spent giving direction

� $15 Average hourly pay rate for professional staff

� $187.50 Average annual cost per employee to OHSU (50 weeks)

� 5,500 Estimated number of patient and visitor-facing professional staff (11,000 total FTE)

� $1,031,250 Estimated annual staff cost to OHSU for wayfinding deficiencies

R E S E A R C H

RESEARCH SAMPLE:

The following is an overview of the questions and responses

from the Wayfinding Survey.

How many years have you worked with OHSU?

� 9.5% Less than 1 year

� 38.5% 1 to 5 years

� 21.3% 6 to 10 years

� 30.8% More than 10 years

For which OHSU mission do you spend most of your time

working?

� 45.9% Healthcare

� 22.6% Research

� 8.5% Education

� 23.0% I work in a position that supports multiple missions

In the course of a given week, how often do you provide

directions to other people?

� 2.5% Never

� 25.2% Less than once per week

� 48.4% 1-5 times per week

� 23.9% 5 or more times per week

2



Which of the following best describes people to whom you most

often provide directions?

� 20.7% Other OHSU staff members

� 93.7% Patients and Visitors

� 5.2% Volunteers

� 7.6% Job-seekers

� 12.5% Students

� 13.6% Vendors or contract workers

� 12.8% Non-English speakers

� 7.4% Patients or visitors seeking accessible entry

When you or someone else needs assistance finding a location

at OHSU, which of the following do you use? (select all that

apply)

� 78.6% Verbal or written instructions

� 18.7% OHSU website

� 9.2% Map website (e.g., Google Maps)

� 34.3% OHSU information/reception desks

� 31.8$ Printed OHSU maps

� 66.5% Escorting the person to his/her destination

� 8.2% Other

Where do you most often see people lost?

� 31.6% Exterior: Finding the right parking on arrival

� 41.6% Exterior: Finding the right building after parking

� 67.4% Interior: navigating transitional spaces inside or between buildings

� 55.3% Interior: finding a specific destination (building, room)

R E S E A R C H ( c o n t i n u e d )

What do you use as markers or identifiers when giving verbal or

written directions? (select all that apply)

� 82.5% Physical places (cafeteria, gift shop, elevators, etc.)

� 54.8% Visible landmarks (structures, artwork, sculptures, etc.)

� 38% Signage

� 7.6% Other

3



E L E M E N T S O F S U C C E S S F U L W AY F I N D I N G - IMPORTANT THINGS TO REMEMBER

DESIGN FOR THE FIRST-TIME VISITOR

When a system is designed intuitively, the target

audience will be able to confidently navigate around

the campus, to their destination, and back to their

point of origin. For the visitor, it is imperative that

they receive consistent information throughout their

journey, across all types of media.

Always present information in an orderly way

by providing names of buildings, transitions into

buildings, entrances and elevators to move visitors

over longer distances, then follow with detailed

information about the destinations in a given area.

This concept is called “progressive disclosure” and

keeps wayfinding elements, such as guide signs, from

overwhelming the visitor with too much information.

Wherever possible, use architectural cues, to create

or emphasize intuitive routes. For example, highlight

and differentiate public corridors with paint colors,

warm indirect lighting and patterned flooring.

Reverse more utilitarian design for staff corridors.

Finishes, lighting, artwork, furniture and color also

play an important role in enhancing a visitor’s

comfort level.

Differentiate public and staff corridors to minimize

cross traffic and help keep the public away from

sensitive patient and restricted access areas.

DESIGN THE SYSTEM FOR EASY UPDATING

The wayfinding system should be designed to

accommodate frequent information changes. These

changes should not require replacement of the sign

structure.

STRUCTURE INFORMATION

SUPPORT INTUITION

CONTROL CIRCULATION

4



S E Q U E N C E O F E N C O U N T E R - EXTERIOR WAYFINDING EXPERIENCE

THE EXTERIOR WAYFINDING SYSTEM SHOULD LEAD VISITORS TO THE PROPER PARKING, BUILDING AND ENTRANCE BY:

� Announcing a visitor’s arrival to the campus and indicating appropriate entry points (Campus Entry Identification, Entrance Identifiers, Boundary Markers).

� Directing visitors to the appropriate buildings, drop off locations and parking areas for their destination (Vehicular Guide, Building Identification, Parking Identification).

� Orienting the visitor to their surroundings and identifying, at strategic locations, where they are on the campus and what destinations are near them (Map Kiosks, Pedestrian Guides).

� Identifying accessible entrances and routes for visitors that may require special needs (Regulatory signs).

CAMPUS ENTRY IDENTIFICATION

BUILDING AND ENTRANCE IDENTIFIERS

VEHICULAR GUIDE

PEDESTRIAN GUIDE BUILDING AND ENTRANCE IDENTIFIERS

5



S E Q U E N C E O F E N C O U N T E R - INTERIOR WAYFINDING EXPERIENCE

THE INTERIOR WAYFINDING SYSTEM SHOULD PROVIDE DIRECTION TO DESTINATIONS AND BUILDINGS BY:

� Provide the “universe of information” upon entering the building. Announce the brand while identify the building and floor. Use map artwork to orient the visitor to their surroundings (Main Directory).

� Provide supporting guide information and transitional signage along public corridors to specific destinations and buildings, allowing visitors to confirm their route (Guide Signs, Strip Maps, Transition Signs).

� Identify elevator cores and the destinations accessible from each. Differentiate public and staff elevators (Elevator Identifiers, Elevator Directory).

� Identify public destinations within the facility and their points of entry/control (Destination Identification).

MAIN DIRECTORY KIOSK

ELEVATOR DIRECTORY

OVERHEAD IDENTIFIER

STRIP MAP

GUIDE SIGN

PRIMARY IDENTIFIER

6



O B J E C T I V E 1 - C L A R I F Y T H E C A M P U S E S

EXISTING CHALLENGE: Patients and visitors are arriving at the wrong campus for their appointments. This could be due to not providing enough information to the visitor when scheduling the appointment or the visitor having a pre-existing knowledge of one campus and not another. We have found that ODOT does not distinguish between the two campuses on their guide signage. This is not unfounded, as DOTs will generally only wayfind to inpatient healthcare facilities. Frustration levels are elevated when visitors are told that they are at the wrong campus and need to navigate to the proper location.

� Position campus identifiers on the perimeter of each campus and welcome visitors to the site while identifying the brand and campus location. Note that at the South Waterfront Campus, the building façade visible from the highway states OHSU. The canopy above the entrance says Center for Health and Healing. Nowhere did we see identification for South Waterfront Campus.

� Include campus designations in addition to the brand on the signage, especially the signs that are initially experienced upon entry to the campus. A distinction between the campuses will become especially important with the Schnitzer development is complete. We recommend combining Schnitzer and South Waterfront into one campus based on their close proximity.

� Use icons to help graphically identify the two separate campuses. Images depicting a “hill” and “water” will help further identify these two campuses. The “hill” plays on the already strong use of the Marquam Hill name. The “water” will help strengthen the identity of the South Waterfront name.

� Incorporate both campuses into mapping elements to assist with the visualization of the distance between the two sites.

� Include information on which campus and where to park in all information packets and mailings sent or given to patients prior to their visit.

GOAL: Clearly differentiate and identify the Marquam Hill and South Waterfront Campuses.

ACTION ITEMS:

7



O B J E C T I V E 2 - C O N T R O L E X T E R I O R C I R C U L A T I O N

EXISTING CHALLENGE: OHSU, Marquam Hill, is a large campus in a congested area. Tall buildings nestled closely together make it difficult to get a good spatial representation of the campus. Visitors must make quick decisions as they maneuver their way around. Parking is difficult to locate, and many times visitors find themselves parking on the other side of campus from their desired destination.

� Strategically place exterior wayfinding signs along roadways to provide visitors with the necessary time to read and follow the information.

� Control the circulation through the two “front doors” that access Marquam Hill campus. Use Sam Jackson Road for buildings and parking on the North side of the campus and direct visitors off of Terwilliger Blvd to Campus Drive for buildings and parking on the south side of campus.

� Increase visibility of building and parking identification for both vehicular and pedestrian traffic. The existing building identification is mounted so high on the buildings that, while nice for media shots, they are virtually unusable for the vehicular traffic that is focused down on the road.

� Clearly identify public parking by providing additional information at parking lots and garages. Include supplemental information to direct to additional parking, as parking is so limited. Research the use of electronic messaging to provide up-to-date information to the driver.

� Provide improved pedestrian wayfinding throughout the campus. Include exterior map kiosks to assist the visitor with orienting themselves to the campuses. Design the elements so the user sees the map just as they experience the environment around them.

GOAL: Define and visually identify the campus borders and circulation routes for drivers, bikers and pedestrians.

ACTION ITEMS:

8



SW Campus Dr

SW Gaines Rd

SW 6th Ave

SW 11th Ave

SW Gibbs

SW Sam Jackson Park Rd SW Sam

Jackson Park Rd

SW Sam Jackson Park Rd

SW U

S Vet

eran

s Hos

pita

l Rd

SW US Veterans Hospital Rd

SW Terw

illiger Blvd

CASEY EYEINSTITUTESCHOOL OF

DENTISTRY

KOHLERPAVILION

PHYSICIANSPAVILION

MULTNOMAHPAVILION

SAM JACKSONHALL

HATFIELDRESEARCHCENTER

OHSUHOSPITAL

DOERNBECHERCHILDREN’SHOSPITAL

VETERAN’SAFFAIRSMEDICALCENTER

VETERAN’SAFFAIRSMEDICALCENTER

BUILDING 28

CAMPUSSERVICESBUILDING

GAINSHALL

RONALDMCDONALDHOUSE

PHYSICALPLANT

VOLLUMINSTITUTE

MEDICALRESEARCHBUILDING

DILLEHUNTHALL

EMMAJONESHALL

SHRINER’SHOSPITAL

MODULARBUILDINGSTRUCTURE

ENERGYMANAGEMENTCENTER

DOTTERINTERVENTIONALINSTITUTE

OHSUAUDITORIUM

RICHARD T. JONESHALL

BAIRDHALL

MACKENZIEHALL

BIOMEDICALRESEARCHBUILDING

BIOMEDICALINFORMATIONCOMMUNICATIONSCENTER

OHSUSTUDENTCENTER

SCHOOL OFNURSING

CHILD DEVELOPMENT &REHABILITATION CENTER

CHILD DEVELOPMENT &REHABILITATION CENTER WEST

Bike Parking

Bus Stops

Campus Roads

Buildings

Parking Structures

Legend

9



O B J E C T I V E 3 - U S E C O N S I S T E N T T E R M I N O L O G Y

EXISTING CHALLENGE: Staff uses old and new building names when communicating with visitors and providing directions. While OHSU has instructed all staff during their training that acronyms are not to be used when talking with visitors, this is not enforced – many staff still use them in communications with patients and visitors.

� Support the use of building acronyms for academic buildings, as students are more familiar with them. The use of building acronyms is a standard for university settings.

� Support the use of proper building names, do not use acronyms, when referring to healthcare buildings. Most patients are first-time visitors, and are not familiar with acronyms.

� Simplify terminology, specifically for public destinations within the healthcare ministry. Medical terminology is heavily used on the academic and research side, but is not commonly understood by the average patient or visitor.

� Develop a comprehensive list of public and academic destinations. Keep this list up to date and located so that all public-facing staff can access and reference it – such as on the O-zone Intranet.

GOAL: Adopt consistent terminology for the public destinations, buildings, parking and interior amenities. Train staff and volunteers to use only approved terminology when directing visitors.

ACTION ITEMS:

10



O B J E C T I V E 4 - I M P R O V E T H E PA R K I N G E X P E R I E N C E

EXISTING CHALLENGE: Parking on campus is limited with entrances that can be difficult to find. Visitors are often unsure of where to park relative to their destination.

� Update the look and feel of the visitor parking information site on the former “Carnival Lot.” Signage is undersized and difficult to see. The landscaping and shack at the entrance are uninviting and run down. Remember that this is the first impression of the Marquam Hill campus.

� Prominently identify the entrance to the parking garages with the correct name. Where space allows, also include a list of buildings that are in close proximity to the garage. This will allow a visitor to confirm that they are parking in the proper garage for their destination.

� Simplify and coordinate the names of the parking garages. Staff and visitors have a difficult time differentiating between the garages, making remembering where you parked – or assisting someone who doesn’t remember in which garage they’ve parked – difficult. See the attached graph and map for naming recommendations.

� Incorporate secondary reminders into the parking system. Like the Kohler Pavilion Garage, use a local photographic image for each garage and integrate a level color system.

� Include supporting directions to alternate parking locations for use when the garages are full. Consider the use of electronic messaging to provide real-time messaging and special event information.

GOAL: Direct and identify parking opportunities for the first-time visitor.

ACTION ITEMS:

11



O B J E C T I V E 4 - I M P R O V E T H E PA R K I N G E X P E R I E N C E ( c o n t i n u e d )

Current Name New Name Levels Image

Emma Jones Garage 1 2 Arch

Physicians Pavilion Garage 2 5 Beach

Sam Jackson Garage 3 4 Cone

Canyon Garage 4 6 Dam

Casey Eye Garage 5 6 Evergreen

Campus Drive Garage 6 8 Falls

Doernbecher Garage 7 2 Glacier

Kohler Pavilion Garage 8 4 Mt. Hood

� Clearly differentiate between Staff and Public parking on all garages and lots through signage design and terminology.

� Number the garages instead of using long garage names. The numbers will be incorporated into guide and identification signage. Integrate the numbering system into all literature distributed to patients and visitors, the website, and everyday communications.

� Numbering the garages assists with abbreviating the information contained on the guide signs, allowing more garages to be listed on each guide sign. Numbers are grouped based upon the garage location along Sam Jackson Rd and Campus Drive.

� Incorporate a unique local image from nature for each garage, providing a secondary cue to the visitor for remembering where they’ve parked. Also incorporate a unique color to every level within a parking garage. The level colors will be repeated between the garages.

12



SW Campus Dr

SW Gaines Rd

SW 6th Ave

SW 11th Ave

SW Gibbs

SW Sam Jackson Park Rd SW Sam

Jackson Park Rd

SW Sam Jackson Park Rd

SW U

S Vet

eran

s Hos

pita

l Rd

SW US Veterans Hospital Rd

SW Terw

illiger Blvd

CURRENT NEW LEVELS IMAGE

Emma Jones Garage 1 2 Arch

Physicians Pavilion Garage 2 5 Beach

Sam Jackson Garage 3 4 Cone

Canyon Garage 4 6 Dam

Casey Eye Garage 5 6 Evergreen

Campus Drive Garage 6 8 Falls

Doernbecher Garage 7 2 Glacier

Kohler Pavilion Garage 8 4 Mt. Hood

Sample Guide Sign – Northeast Face

1

2

3

47

6

5

8

1 2 3 4

5 6 7 8

DoernbecherKohler PavilionParkingEMERGENCYHospitalPhysicians PavilionParkingCampus Roads

Buildings

Parking Structures

Legend

13



O B J E C T I V E 5 - H I G H L I G H T A C C E S S I B L E R O U T E S

EXISTING CHALLENGE: Accessibility is a requirement, especially on a healthcare campus. However, Marquam Hill Campus provides unique obstacles with being built on a hill and being comprised of older buildings that are not easy to bring to current code standards. Accessible routes throughout the campus are not identified clearly, and often difficult to find. This makes moving across campus, or from one building into the next extremely difficult without proper guidance. The wayfinding system requires solutions that are specific and sensitive to support this audience.

� Include accessible routes and entrances on mapping – especially exterior maps.

� Design all information kiosks to be easily accessible and legible for all audiences.

� Sign accessible routes on the interior and exterior clearly, using signage and other tools that exceed ADA minimum requirements. Use consistent signage designs to enhance the anticipatory value of the routing signage.

GOAL: Identify accessible pathways and building access points to benefit those that have mobility constraints.

ACTION ITEMS:

14



O B J E C T I V E 6 - C O N T R O L I N T E R I O R C I R C U L A T I O N

EXISTING CHALLENGE: With the task of navigating the exterior behind them, the visitor experiences a new challenge of finding their destination within the campus buildings. Accessing destinations is difficult for the first time visitor because of a lack of clear identification, mapping, and guide signage. Aside from Doernbecher, which is signed well for its patrons, the different signage systems that a visitor experiences as they transition from one building to the next can be very disorienting.

� Ensure that all staff and volunteers understand the preferred routing from an entrance or information desk to each destination. Keeping visitors on the public pathways will ensure that they have the proper signage to guide them as they get closer to their destination. It will also assist them with returning to their entrance at the end of their visit. The best path between two points is not always the shortest route, while it is often the shortest route that a staff member, familiar with the building, will take.

� Clarify internal public circulation patterns, public verses non-public areas and level designations, especially for building connections.

� Announce transitions from one building to the next.

� Orient visitors to each building by use of directory information at main lobbies, elevators and necessary building transitions. Floor maps and corridor maps are also helpful tools to provide a visual reference.

� Support wayfinding along public corridors with additional tools like guide signs and corridor maps.

� Support guide information back to public parking areas.

� Emphasize key information locations such as information desks and elevators lobbies with architectural treatment, lighting and color.

� Use universal symbols consistently to help breach language barriers.

GOAL: Clarify internal public circulation patterns, public versus non-public areas and building connections.

ACTION ITEMS:

15



O B J E C T I V E 7 - C L A R I F Y P U B L I C E L E V A T O R S

EXISTING CHALLENGE: The elevators themselves blend into the corridor and are often easy to walk by without noticing. Throughout the various buildings a consistent lack of information was identified at the elevator banks; this lack of information can leave a visitor wondering if they are using the proper elevator. There is no differentiation between public and non-public elevators.

� Update elevator lobbies with special finishes to highlight them as important wayfinding tools. Color, lighting, floor treatments and signage are all finishes that will help call attention to these areas.

� Support direction to and at public elevator lobbies only. Staff elevators should be identified as such and not part of the public wayfinding system.

� Enhance the identification of elevators by instituting new elevator names (see map for a graphic layout of these recommendations).

� Name elevators that function to serve one destination by the service name, e.g., Conference Center Elevators and Emergency Elevator.

� Name remaining public elevators based upon their building name and with an alpha character designation to differentiate multiple elevator banks in one building. Because OHSU Hospital and Hatfield Research Center function as one building from an interior standpoint, the alpha characters should flow through both buildings together. All other buildings can start with A.

� Incorporate the international elevator symbol along with elevator identification consistently on all signage, map graphics and in patient literature.

� Provide a directory listing at every elevator bank that highlights public destinations available from that elevator.

GOAL: Emphasize the importance of public elevators as vertical corridors to reach specific destinations.

ACTION ITEMS:

16



O B J E C T I V E 7 - C L A R I F Y P U B L I C E L E V A T O R S ( c o n t i n u e d )

Recommended Elevator Name

Auditorium - Auditorium Elevators

Baird Hall - Baird Hall Elevators

Biomedical Research Building - Biomedical Research Bldg A Elevators

Biomedical Research Building - Biomedical Research Bldg B Elevators

Biomedical Information Communication Center - BICC A Elevators

Biomedical Information Communication Center - BICC B Elevators

Casey Eye Institute - Casey Eye Elevators

Child Development and Rehabilitation Center - CDRC A Elevators

Child Development and Rehabilitation Center -CDRC B Elevators

Child Development and Rehabilitation Center -CDRC West Elevators

Doernbecher Children’s Hospital - Conference Center Elevators

Doernbecher Children’s Hospital - Doernbecher Elevators

Doernbecher Children’s Hospital - Lobby Elevators

Hatfield Research Center - Emergency Elevator

Hatfield Research Center - Hospital C Elevators

Hatfield Research Center - Hospital D Elevators

Hospital - Hospital A Elevators

Hospital - Hospital B Elevators

Kohler Pavilion - Kohler Inpatient Elevators

Kohler Pavilion - Kohler Outpatient Elevators

Recommended Elevator Name

Mackenzie Hall - Mackenzie Hall Elevators

Multnomah Pavilion - Accessible Elevators

Multnomah Pavilion - Multnomah A Elevators

Multnomah Pavilion - Multnomah B Elevators

Multnomah Pavilion - Multnomah C Elevators

Multnomah Pavilion - Multnomah D Elevators

Multnomah Pavilion - Multnomah E Elevators

Physicians Pavilion - Physicians Pavilion Elevators

Jones Hall for Basic Medical Sciences - CROET A Elevators

Jones Hall for Basic Medical Sciences - CROET B Elevators

Jones Hall for Basic Medical Sciences - Jones A Elevators

Jones Hall for Basic Medical Sciences - Jones B Elevators

Sam Jackson Hall - Sam Jackson A Elevators

Sam Jackson Hall - Sam Jackson B Elevators

School of Dentistry - School of Dentistry Elevators

School of Nursing - School of Nursing Elevators

17



Casey EyeElevators

KohlerOutpatientElevators

KohlerInpatientElevators

DoernbecherElevators

ConferenceCenterElevators

Hatfield DElevators

Sam Jackson AElevators

Sam Jackson BElevators

PhysiciansPavilionElevators

AccessibleElevators

Multnomah A, BElevators

Multnomah C, D, EElevators

Hospital BElevators

School ofDentistryElevators

LobbyElevators

EmergencyElevators Hospital A

Elevators

AuditoriumElevators

MacKenzie HallElevators

Jones Hall BElevators

BiomedicalResearch Bld BElevators

BICC BElevators

BICC AElevators

BiomedicalResearch Bld AElevators

Jones Hall AElevators

CROET AElevators

CROET BElevators

Baird HallElevators

School of NursingElevators

CDRCWElevators

CDRC AElevators

CDRC BElevators

Hatfield CElevators

Elevators

Campus Roads

Buildings

Parking Structures

Legend

18



O B J E C T I V E 8 - P R O V I D E S Y M B O L O G Y T O A S S I S T I N C O M M U N I C A T I O N

EXISTING CHALLENGE: OHSU serves a diverse audience and communicating information clearly is difficult. This audience often includes visitors who have difficulty reading, speaking or understanding written English (Limited English Proficiency – LEP). Reaching out to all of the visitors in an effective manner is challenging. With a complex and sprawling campus, it can be easy to experience information overload if too much information is provided on the signage. Used properly, symbols can be a powerful device for wayfinding.

� Incorporate internationally recognized symbols into the wayfinding system consistently.

� Evaluate the “Universal Symbols in Health Care” as produced by Hablomos Juntos (meaning “we speak together”) and the Society for Environmental Graphic Design for use at OHSU. While this symbol set has been shown to enhance cognition and wayfinding success for both LEP and English speaking audiences, it is important that the symbols used at OHSU are relevant to your facility and fit your culture. Using symbols in conjunction with the English destination names will help improve communication. The following pages break the universal symbols into categories for your evaluation.

� Integrate selected symbols into print collateral, such as brochures, pre-visit letters and handheld maps. Be sure that patients and visitors are aware of the symbol and destination they seek prior to arrival.

� For more information on Hablamos Juntos, visit: www.segd.org/#/learning/hablamos-juntos.html

GOAL: Consistently incorporate symbols into the wayfinding system.

1

M ain Entr a nce

1

Dining Prairie 1

Conference Room Prairie 1

Gift Shop Prairie 1

Health Education Resource Center Prairie 1

Starbucks Prairie 1

Surgery Prairie 2 F2531-F2585 H2703-H2722

Walgreen’s Prairie 1

Wellness Boutique Prairie 1

Use this elevator to access the following destinations.

M a inEle vator

M a inEle vator

Main ElevatorPatient Rooms 302-324Restroom

Patient Rooms 325-340

M ain Elevator

ACTION ITEMS:

19



BARRIER-FREE STAIRS ELEVATOR MEN’S RESTROOM WOMEN’S RESTROOM UNISEX RESTROOM

TELEPHONE TTD INFORMATION GIFT SHOP CAFETERIA

RADIATION BIOHAZARD FIRE EXTINGUISHER DO NOT ENTER NO SMOKING

I N T E R N A T I O N A L S Y M B O L S

These symbols are used throughout the world and are generally recognizable, even without supporting descriptive copy.

These symbols are recognizable and required by code.

20



PHARMACY

FAMILY PRACTICE LABORATORY

OPHTHALMOLOGY

INTERNAL MEDICINE LABOR & DELIVERY

PEDIATRICS

DENTAL

PHYSICAL THERAPY

EMERGENCY

AMBULANCE

REGISTRATION WAITING AREA

BILLING CHAPEL

INTENSIVE CARE INTERPRETER SERVICES

MEDICAL RECORDS OUTPATIENT

RADIOLOGY

U N I V E R S A L S Y M B O L S I N H E A LT H C A R E

The following two pages of symbols were developed as part of the SEGD and Hablamos Juntos project. The symbols below were broken out as we use these symbols more often for the destinations noted and feel they have a higher chance of comprehension.

21



MEDICAL LIBRARY HEALTH EDUCATION

SOCIAL SERVICES MAMMOGRAPHY CATH LAB MRI/PET

ULTRASOUND IMAGING IMAGING ALTERNATE IMAGING ALTERNATE IMAGING ALTERNATE

IMAGING ALTERNATE

HEALTH SERVICES CARE STAFF AREAINPATIENT

DIABETES EDUCATION

IMMUNIZATIONS NUTRITION ALTERNATIVE/COMPLEMENTARY

PATHOLOGY ONCOLOGY

MENTAL HEALTH NEUROLOGY DERMATOLOGYEAR, NOSE & THROAT RESPIRATORY

KIDNEY

CARDIOLOGY

WOMEN’S HEALTH

GENETICS INFECTIOUS DISEASES

ANESTHESIA

SURGERY

ADMINISTRATION

U N I V E R S A L S Y M B O L S I N H E A LT H C A R E ( c o n t i n u e d )

These symbols should be evaluated by your patient care teams, including the interpretive services department, to determine which, if any, should be used to designate public destinations.

22



O B J E C T I V E 9 - U S E T E C H N O L O G Y W I S E LY

EXISTING CHALLENGE: With a campus of this size, updates to signage require a lot of effort and tracking. One small department change could result in changes to multiple signs and directories. Often times, signs are not updated properly or in a timely manner – funding for the changes can also be an issue. The inconsistencies found are very confusing to the visitor. Additionally, the amount of information that could be provided to a visitor at an information site can be overwhelming when looking for their destination.

� Incorporate interactive display kiosks with search features that are capable of diagrammatically showing a recommended driving or walking rout to individual primary campus destinations. The programming for these kiosks could also provide additional information for special events or security notices. The kiosk could be piloted at certain high-traffic primary entrances before spreading to all public entrances.

� Incorporate smart phone solutions that use bar codes to download wayfinding mapping and information.

� Incorporate smart phone devices in wayfinding system. The percentage of people using smart phones is rising every year. These devices are being used for wayfinding on the streets and now can be used to find your way in interior building spaces. The wayfinding web applications use a hospital’s WIFI network to triangulate the position of the user’s smart phone. This would be similar to the GPS.

GOAL: Supplement the static signage system with electronic tools that will support the best practices for information display and update.

ACTION ITEMS:

23



O B J E C T I V E 1 0 - E S TA B L I S H A W AY F I N D I N G T E A M

EXISTING CHALLENGE: While there is a single point of contact for implementing signage changes, the procedure for requesting new signs or updates to existing signs is relatively unknown – as is the protocol for paying for signage requests. As such, departments have gone rogue and implemented their own work-around in the form of inconsistent permanent signage, paper mock-ups, and removal of “their” signs when relocating departments. All of this adds to visual clutter and chaos to confuse the visitor.

� Remember that a wayfinding system is a active tool that needs to be maintained in order to continue to function properly after the initial implementation.

� Organize a team of personnel that will be in charge of maintaining the wayfinding system. This team should include representatives from Marketing, Facilities, IT, Campus Development and Human Resources.

� Develop a policy that outlines the Wayfinding Committee’s responsibilities including:

-how to submit wayfinding and communication change requests

-timeline on when any change requests will be reviewed

-follow-up action on change requests once reviewed by the committee

-responsibilities for enforcing the policy and addressing rogue work-around solutions

� Coordinate monthly meetings to review and address all change requests.

� Create and compile the “Filter” of standards that the Wayfinding Committee will use to approve or deny requests. This filter consists of the Wayfinding Master Plan, Interior Design Master Plan, Brand Standards, etc.

� Regularly monitor all types of communications during the monthly meetings to ensure compliance with the wayfinding standards – this assures a single point of review and control for compliance prior to public release.

GOAL: Organize a team of personnel from various departments that are the administering body for the wayfinding program.

ACTION ITEMS:

24



F A C I L I T I E S

Wayfinding Signage StdsArchitecture, Interiors

Procurement

I T

Data StdsStaff Intranet

M A R K E T I N G

Communications StdsPublic Affairs, PR

Internal, External Brand

T H E F I LT E RTerminology | OHSU Wayfinding Standards | OHSU Brand Standards | Budget | Timeframe | Ideal Patient Experience

D E V E L O P M E N T

Donor Signage StdsDonor Contracts

Donor Relationship Mgmt

S I G N A G E P R I N T D I G I TA L

H R

Training, OrientationInternal Info

Donor Marketing Wayfinding Map Graphics Staff Training& Orientation

External Internal Internal External

Standard VisionWalls

Interior MapTearsheets

EmployeeComm

StaffIntranet

PublicWebsite

Non-Standard

PatientInfo

Exterior PatientInfo

VolunteerComm

Marketing“Toolkit”

E-News

Staff/VolInfo

Regulatory ReferringPhysicians

StaffRecruiting

Call CenterInfo

PhysicianExtranet

Promotion ODOT MarketingComm

DonorComm

Info Desk SocialMedia

FutureTech

PublicAffairs/PR

Temporary& Event

Forms DatabaseMgmt

PAT I E N T & V I S I T O RE X P E R I E N C E

T H E W AY F I N D I N G T E A M

25



O B J E C T I V E 1 1 - D E V E L O P S TA N D A R D S F O R S I G N A G E

EXISTING CHALLENGE: There is no existing standard in place that creates consistency from one building to the next. As a majority of OHSU’s buildings are connected, this inconsistency can cause confusion for the visitor navigating to their destination. The OHSU campus experience offers extensive inspiration for design; historic and contemporary architecture, reserve surroundings, impressive scenery and multiple transportation options.

� Design the standards to provide signage tools to support a variety of wayfinding solutions and anticipate different needs.

� Design the standards to allow for limited customization to integrate signage within the surrounding architecture.

� Use a consistent brand message.

� Design the standard to be flexible and inexpensive to maintain and update.

� Simplify the planning and ordering process for signage.

� Design to reflect the OHSU Brand and include some of the following characteristics; pushing forward, cutting edge, intelligent, brilliant, world class care, edifying, natural.

GOAL: Create a master plan with signage standards for use at all current and future OHSU facilities.

ACTION ITEMS:

26



O B J E C T I V E 1 2 - L I N K A L L M E D I A S O U R C E S

EXISTING CHALLENGE: Terminology and graphics are inconsistent across media. Online searches result in a number of potentially confusing listings.

� Follow protocol to request updates to the base maps for both Google and Bing search engines. For example, the existing maps show that Doernbecher Children’s Hospital is located at Kohler Pavilion. This should be a top priority update.

� Develop one exterior map with various layers that can be turned on and off to provide all necessary maps for OHSU. The map should be designed as a flat map for the best representation of all roads, parking entrances and building entrances. Although the perspective map is precise and pleasing to look at, it is difficult for the patient and visitor to use. Drivers need to be comfortable with the roads and building entrances, yet on this map the road to the primary Hospital entrance, the entrance itself and parking are all hidden behind the 3-D rendering of the building.

� Consider the use of simple, low-tech tools such as tear sheets to augment interior circulation and wayfinding between highly traveled destinations (e.g., the main hospital information desk to Same Day Surgery in Multnomah Pavilion).

GOAL: Update printed and web-based wayfinding tools to be consistent with the new terminology and wayfinding methodology as supported by the signage.

ACTION ITEMS:

27



O B J E C T I V E 1 2 - L I N K A L L M E D I A S O U R C E S ( c o n t i n u e d )

� Develop a tool for information desks that allow volunteers to select the current location and the visitor’s destination and have a customized map print with written directions for the visitor to take with them.

� Provide referring physicians with updated information and staff training tools. For owned physician groups, schedule OHSU tours for administration staff orientation, especially as major campus changes occur.

ACTION ITEMS:

28



O B J E C T I V E 1 3 - T R A I N A N D C O M M U N I C A T E W I T H S TA F F

EXISTING CHALLENGE: Often cultural norms create barriers for prospective patients and visitors.

� Incorporate a wayfinding module into your Big Brain training system requiring compliance for all new orientations and all existing staff and volunteers.

� Communicate all wayfinding changes to staff and volunteers early and regularly through email, printed communications and the O-zone intranet.

� Provide staff, especially the patient-facing employees and volunteers, with the necessary tools to understand and speak clearly about the new wayfinding system. A “cheat sheet” should outline basic wayfinding logic in one page (see example in the lower right corner).

� Generate a set of scripts to use when giving directions to the campuses, and to destinations on the campuses. This is especially important information for switchboard operators and pre-registration staff. Staff and volunteers at the information desks should also have access to these scripts.

GOAL: Often staff cultural norms create barriers for providing proper direction for patients and visitors. Wayfinding changes are cultural changes in addition to physical changes. Educating staff to use the correct terminology and wayfinding routes when providing instruction to visitors is paramount to ensuring a successful wayfinding system.

EXTERIOR STAFF EDUCATION PIECE

INTERIOR STAFF EDUCATION PIECE

ACTION ITEMS:

TEAR SHEET

WAYFINDING CHEAT SHEET

29