One of today's hottest trends in wayfinding is interactive digital
signage — the use of electronic kiosks and flat-panel screens that
display instantly updated information of a user's choice. In a hospital
setting, where patients and visitors are searching for information, and
staff and department locations change frequently, this high-tech
solution to provide multiple levels of easily updated information may be
just what the doctor ordered. However, digital signage is not the right
prescription for every healthcare facility with ailing wayfinding.
Factors such as the capability of the facility's information technology
(IT) department to support the kiosk and the technological comfort level
of its patient population must be carefully considered before plugging
in an interactive wayfinding solution.
Designing the Right Tool
It is important to note at the outset that electronic kiosks should
be considered and designed as part of a larger wayfinding solution
rather than used as a band-aid to replace dysfunctional signage. The
range of possibilities needs to be narrowed down by engaging a
wayfinding consultant in a detailed analysis of the factors discussed in
this article. As a key component of your wayfinding strategy, an
interactive kiosk can be a tremendous asset or a difficult burden. The
key to success is designing the right tool for your staff, your audience
and your budget.
When designed and deployed appropriately, digital signage can provide
a broad range of wayfinding information to patients and visitors — from
simple maps and directories to complex information that draws from a
variety of sources, such as physician databases, scheduling software,
patient registration and billing, and even the Web. A range of such
interactive solutions can be considered.
For example, Clarian North Medical Center in Carmel, Ind., recently
installed a system of touch-screen kiosks in three hospital lobbies that
works in concert with the more traditional sign-based interior and
exterior wayfinding system. electronic evolutions inc. in Carmel, Ind.,
provided the hardware and programming for the kiosks and partnered with
Corbin Design, Traverse City, Mich., to develop visual and written
content that reflects the rest of the wayfinding system, including the
terminology used for destinations.
Kiosk screens display a graphic map of the facility along with a
directory of major destinations, the floor they are on and the
recommended elevator to use to conveniently reach them. One button
allows users to convert the map listings and directory information to
Spanish, while another button displays a list of physicians at the
facility, along with their office locations.
An interactive main directory also can be incorporated as part of a
larger exterior and interior wayfinding system. For example, the
directory would consist of two screens located on opposite sides of a
four-sided column in the facility's main lobby and showing a map of the
entire facility along with the recommended elevator to use to reach
major destinations. Backlit display panels on the other two sides mimic
the look of the screens — at a much lower cost — and display static
marketing and informational material.
Which Way to Go?
When deciding whether to include a digital signage component in a
wayfinding system, the following factors should be considered:
 | The audience . Patient satisfaction is the primary goal
in every hospital interaction. In order to determine whether an
interactive kiosk will improve patient satisfaction, facility managers
need to understand their audience and their comfort level with the
technology. |
While demographics are changing and individuals of all ages are
becoming more literate with technology, in general, older patients and
visitors will be more comfortable addressing a person at an information
desk rather than interacting with a touch screen. This population may
also have difficulty understanding some interface designs. Furthermore,
if users are allowed to print from a kiosk, the resulting map may be
potentially disorienting to an individual not adept at reading maps.
| The scope of interactivity . A Ferrari is not necessary
to pick up groceries. Likewise, if a static map directory will serve
the purpose just as well for a given facility's audience, then an
electronic kiosk may be overkill. However, if the goal is to provide
guests with more complete, searchable information, those needs should
be analyzed and detailed functional expectations discussed with a
wayfinding consultant. |
Current resources should be taken into account as the scope is
considered. Can existing databases merge with a proprietary software
package? Are there internal capabilities to manage and maintain the
information to be presented? If an outside resource is being considered
for programming and development, a detailed scope must be finalized
before interviewing these firms to provide an apples-to-apples
comparison. References should be carefully checked and primary contacts
determined, as the relationship with these individuals will help
determine the success of the project.
| Cost. Once the scope has been determined and a developer
has been retained, preliminary cost estimates should be developed.
Remember that the up-front costs of programming and hardware, software
licenses, staff training, maintenance and support are just a portion
of the total cost. A wayfinding consultant will work closely with the
programmer to ensure consistency with the larger program, and in-house
staff will be called on to provide technical and content support in an
ongoing effort to keep the content up to date. |
There is one other cost to consider: the cost of negative guest
perceptions if the kiosks contain old information or if they
malfunction. A comprehensive plan should be developed and budgeted
accordingly to support the kiosks for the long term.
| Location . Kiosks are often incorporated with other
communications media, such as brochure racks and tele-health
information, to serve as a single location for a variety of
information sources. They should always be located in high-traffic
areas, such as building entrances, near information desks and at
pedestrian exits from parking structures. |
Is there physical space to accommodate a freestanding kiosk? If not,
kiosks come in a variety of shapes, sizes and orientations. They can be
surface mounted, incorporated into an existing hardware platform, such
as an Internet workstation, or even projected onto a specialized
translucent surface for a sleek, high-tech approach.
Just as with static map kiosks, the map elements of an electronic
kiosk must be properly oriented to the environment from the viewer's
perspective. For example, the top of the map should correspond to the
direction that the viewer is facing. Also, the kiosk should be facing
the entrance so that a user does not have to turn before viewing it,
which can cause visitors to lose their bearings.
Empowering Guests
If the decision is made to incorporate digital signage, the potential
rewards in terms of increased patient satisfaction are great. A kiosk
that is a well-integrated part of a larger wayfinding system displaying
consistent terminology and visual design will help visitors feel
supported at all points in their journey with a seamless flow of
information. Familiarity with a facility brings confidence and creates a
more empowered guest — and when patients arrive at their destination
under less stress, their entire experience will be worth noting to
friends and family. The ability to “dive deep" for many types of
information can help those audiences pre-disposed to using a kiosk. The
ability to access detailed physician information, change the language of
the kiosk content “on the fly” and view marketing, patient registration
and billing information will show visitors that their needs have been
anticipated and that up-to-date information is available. This in turn
leads to greater confidence and trust in the hospital as a whole.
Supporting this information can be more easily accomplished if
properly anticipated. A custom “back-end” interface should be simple to
update and user-friendly for internal staff. Should a specific corridor
be closed for any reason, information should be easily updated at a
moment's notice to route other guests around that closure. In the event
of an emergency, the kiosks can incorporate an “override” feature that
provides instant instructions for evacuation or other safety-related
information.
Conclusion
As an integral part of an integrated wayfinding system, all of these
benefits can contribute to a long-term return on investment. As with any
new technology, there will be a period of ramping up, both internally
and on the part of patients and visitors. Partnering with the right
consultants to properly analyze a facility's needs and the needs of its
audiences in order to implement a functional, flexible solution is the
key to success.
