New approaches to wayfinding programs within healthcare facilities will result in

Process increasedGuide customer satisfaction, patients arriving to appointments on time and staff spending far less time giving directions.

The Language of Wayfinding By Philip Murphy President/CEO GNU Group

22

Lab: Radiology and Ultrasound

Hello! 22

Lab: Radiology and Ultrasound

Ambulatory Outpatient Care

Departme nt ID (ADA) 3445 Mt. Diablo Blvd. Lafayette, California 94549 925-444-2020 Telephone 925-444-2039 Facsimile

Language of Wayfinding

Environmental Graphics Architectural Sign Programs Marketing Communications www.gnugroup.com

4000 MacArthur Blvd., Ste. 900 Newport Beach, California 92660 800-971-8025 Telephone 925-444-2039 Facsimile

1

Process Guide

The Language of Wayfinding “Can you tell me how to find …?” Research indicates that in large healthcare facilities or campuses, responding to this question can consume thousands of hours of staff time. Granted, it only takes a few minutes to provide the necessary directions but responding to wayfinding questions consumes valuable resources as staff interrupts their routines to respond. The frustration of being disoriented in their ‘healthcare journey’ is significantly impacting customer satisfaction. Getting lost continuously appears high on surveys of patient’s complaints. As a result, healthcare organizations are devoting tremendous attention to providing more effective orientation and wayfinding instructions. Too often the solution is assumed to be more signs. Signs will always be the mainstay of but adding more signs does not solve the problems. Rather than more signs, the objective should be to make signs more effective. Signs must guide people in a logical and unfolding sequence. The messages should be presented simply and clearly with the visitor able to immediately recognize their destination and the path to get there. However, in the desire to provide sufficient information, signs in most healthcare facilities disseminate too much information, often at the wrong locations. Signs try to offer directions to virtually anyplace one needs to go, usually too early in the journey. This only adds to confusion. PROGRESSIVE DISCLOSURE The solution to too much information on signs is a concept called Progressive Disclosure. Progressive Disclosure means providing only the information that is needed to move one to the next decision point. This is the method used so effectively in airports where one is guided in increments, first to the correct parking lot, then the terminal, the concourse and ultimately the right gate. Progressive Disclosure means providing only the information needed at each decision point.

In an airport people know their final destination (their airline and flight number). In a healthcare environment visitors might have their physician’s name or a department name, but unlike an airport where the planes are usually visible and overall orientation, there is nothing intuitive about how to find destinations in a healthcare environment. Language of Wayfinding

12

Because healthcare facilities are not organized linearly like airports, Progressive Disclosure presents unique planning challenges, particularly in the choice of the appropriate wayfinding language. The GNU Group, with forty years of environmental graphics, wayfinding and signage consultancy, describes this pitfall of most healthcare wayfinding programs as the failure to communicate in language and terms that customers can easily understand. Traditional naming of departments, facilities and destinations has relied on medical terminology to designate practice areas and specialties. Naming is comprised of terms that are unfamiliar and often frightening. Ophthalmology, for example, like most medical terms has little meaning to most people. Arcane terms used to designate destinations contributes to the confusion of finding one’s way. Better healthcare wayfinding demands a different approach to language. The GNU Group advocates a simpler treatment that supports Progressive Disclosure by labeling prime destinations alpha-numerically. Visitors arrive pre-informed of their key starting points (parking and main building) and simply follow the signs to that location. At each point closer to their final destination they are provided additional alpha-numeric information (for example, elevator cores, floors and room designations) and ultimately the final department or office name. Alpha-numeric language and progressive disclosure simplifies communications. On signs, it requires fewer instructions to view and remember on each sign. Signs have room for larger type which means much greater legibility and comprehension by visitors, patients and staff. The challenge of this approach is making sure that the visitor begins their healthcare journey with orientation information about their upcoming appointment or visit and with a clear naming of their destination. Unlike airports where the location of gates and planes are obvious and the path of travel readily apparent (parking, terminal, security, gate, plane), healthcare environments are more likely to appear as blind labyrinths with no clues to the correct path. At this point signs are critical but knowing the language of the facility is crucial. Language of Wayfinding

632

LEARNING THE LANGUAGE “To assure that people understand where they are going, information must be communicated in advance of the visit using all of the tools available,” explains Phil Murphy, GNU Group’s President/CEO and Healthcare Studio’s Thought Leader. “This should include appointment reminders, brochures, the website, mobile wayfinding apps, phone call reminders and other communication options.” Essential to all of these communications tools, including the signs, is the facility’s common wayfinding language. Orienting the patient well in advance of their visit with comprehensive wayfinding instructions has proven to be especially effective. It allows the chance to teach the facility’s language and tells the patient what they must do to get to their appointment.

HOW IT WORKS (A CASE STUDY) When implementing a new branding program, Advocate Children’s Hospitals of Chicago commissioned the GNU Group to develop a Wayfinding Master Plan (WMP) program to make it easier for their customers to find their way. The Advocate WMP included the following communication tools for use by patients, visitors, and staff.

tpatient

n

22

Department dentification

finding

Wayfinding Language

WAYFINDING LANGUAGE

spital

Alpha-Numeric Wayfinding The foundation of the program is predicated on the providing simple stepby-step directions that correspond to the organization and naming of the facilities. Directions to an appointment would be as simple as:

You have an appointment at 8:30am, Children’s Outpatient July 13th, at Children’s

.

Park in A Lot A and follow the signs to the elevator lobby. Take the the elevators to Floor 2 and follow the signs to Department 22 Lab: Radiology & Ultrasound.

Language of Wayfinding

643

At Home Prior to their appointment, patients are informed on how to get to their appointment using the wayfinding language.

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FAD05d033 KP Library

Advocate Children’s Hospital

Let us help you

1775 Dempster Street Park Ridge, IL 60068

A simple printed piece Public Transportation Curab itur ut s nec felis iaculis consectetur . with a map oferothe building’s Sed tellus lectus, viverra non congue at . name and location

AP West D em p st er St reet

8/13/ Lutheran General Hospital Children’s Hospital

Ultrices in tellus: Praesent e rat lacus, sodale s qu is vestibul um e get, pellentesque ac lacus.

Valet

Center for Advanced Care

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You

D rop- O

Luthe ran General Hospital Children’s Hospital

Center for Advanced Care

Children’s Outpatient Center

Parkside

Online Services

Child

A

Mauris pu lvin ar, risus at fring illa laoreet, m etus tortor im perdiet risus, eget tincidun t puru s tu rpis sit am et orci. Aliquam pharetra sem ut ju sto www.Advocate Health.com. Mae portt itor , nisl eu conva llis sempe r, neque leo scelerisque risus, sed t ristique enim m i conse purus. Sed egestas eros vel puru s ultricies.

Children’s Outpatient

Directio

Luther Lane

AT HOME

Appointme

Western Aven ue

Wayfinding Brochure Getting to the Children’s Hospital

HEALTH CLASSES AND PROGRAMS

Advocate Children's Hospital

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3701 Broadway, Oakland, CA 94611

1775 Dempster Street Park Ridge, IL 60068 (510) 752-1000 (847) 723-2210

General Information

Patron Services Call Center

Donec fringi lla suscipit qua m eu accumsan.

Call us with question s about

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Weekdays, 7 am – 7pm Weekends, 7am – 3pm

Need Assistance?

Gene ral Line: TTY for the deaf, hard of hearing o r speech impared :

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PARK

A

s and billing .

(847) 723-2210

22

(847) 723-2210

(847) 723-2210

Please recycle. This material was produced from eco-resp onsible resources.

Appointment Card

ocate Children’s Hospital

75 Dempster Street Park Ridge, IL 60068

West D em p st er St reet

Lutheran General Hospital Children’s Hospital Valet

D rop- O

Luthe ran General Hospital Children’s Hospital

Children’s Outpatient Center

Brochur e

Gives step-by-step instructions to the patient’s appointment

Parkside

A Children’s Outpatient

App

Advocate Children’s Hospital APPOINTMENT CARD Appointment Date

Time

8/13/12

8:30 A.M.

Your Destination

Department

Children ’s Outpatient Center

Lab: Radiology & Ultrasound

22

Western Aven ue

Directions upon entering Advocate Christ Medical Center: PARK

A

Park your car in Lot

A

next to

Children ’s Outpatient Center Follow the signs to the entrance of Children’s Outpat ient

Patron Services Call Center

m eu accumsan.

Call us with question s about

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Weekdays, 7 am – 7pm Weekends, 7am – 3pm

culis consectetur . n congue at . (847) 723-2210

Gene ral Line: TTY for the deaf, hard of hearing o r speech impared :

Follow the signs to the elevator lobb y.

s and billing .

Take the elevators to Floor 2. Follow the directional signs to

(847) 723-2210 (847) 723-2210

22

Department

22

Lab: Radiology

& Ultrasound If you have any questions or need further assistance please to go the Welcome desk.

App ointme nt Card

Language of Wayfinding

45

Appointment Email An email that provides step-by-step instructions to the patient’s appointment.

0am, July 13th, at A Lot A and

’

’ Advocate Children’s Hospital Edward Smith

, Edward! You have an appointment at 8:30am, July 13th, at the Children’s Outpatient Center. Park in Parking Lot A and follow the signs to the elevator lobby. Take the elevator to Floor 2 and follow signs to Department [ 22 ] Lab: Radiology & Ultrasound.

You have an appointment at 8:30am, July 13th, at Children’s Outpat ient . Park in A Lot A and follow the signs to the elevator lobby. Take the elevators to Floor 2 and follow the signs to Department 22 Lab: Radiology & Ultrasound.

App ointme nt E-Mail

App ointme nt Text Message

Appointment Text Message An optional text message that delivers step-by-step instructions to the patient’s appointment.

You have an appointment at 8:30am, July 13th, at the Children’s Outpatient Center. Park in Parking Lot A and follow the signs to the elevator lobby. Take the elevator to Floor 2 and follow signs to Department [ 22 ] Lab: Radiology & Ultrasound.

obby. Take the

he signs to

& Ultrasound.

App ointme nt Text Message

OUR DOCTORS

A phone application that easily guides the viewer to

Em ergency Medicine

PARK

A

Park your car in Lot

A

MAP & DIRECTIONS

next to

Children ’s Outpatient Center

West D empster Street

Follow the signs to the entrance of

Deborah Bryk, M.D.

Children’s Outpatient

MAIN PARKING GARAGE Lutheran General Hospital Children’s Hospital Parkside

Center for Advanced Care

Cardio logy

Department

22

Lab: Radiology

A

& Ultrasound

Children’s Outpatient

Em ergency Medicine

Andrew J G

n, M.D.

Pediatric - Cardiology

Mob ile

Parkside

Follow the directional signs to 22

Jacqueline Corboy, M.D.

Children’s Outpatient Center

Advanced Care

Critical Care Medicine

Children’s Outp atient

D ro p -O

Take the elevators Centerto forFloor 2.

Enrique Cifuentes, M.D.

Children’s Hospital

Valet

Lutheran General Hospital Children’s Hospital

Follow the signs to the elevator lobb y.

Lut her Lane

their destination

MAP & DIRECTIONS

Martin Bazi, M.D.

Western Avenu e

Wayfinding Mobile App

nding App

Language of Wayfinding

56

Call Center Training

Advocate Children’s Hospital

Scripting for call center staff to assure consistent use of the wayfinding language.

appointment directions

department quick search

Department Directory

Appo intmen t Scripting For Teleph on e Calls

Ambulatory Outpatient Care

1

Chapel

G

11

Echo Lab

1

G1

MAIN PARKING GARAGE

Heart Institute for Children

G

10

Keyser Center

1

G2

Kid’s Kafe

G

22

Lab: Radiology & Ultrasound

2

20

Patient Rooms

2

40

Patient Rooms

4

30

Pediatric ICU

3

15

Pediatric Radiology

1

Pediatric SHU

Valet

Dr o

Lut heran General Hospital Children’s Hospital

Center for Advanced Care

Children ’s Outpatient Center

PARK

A

Parkside

A

3

Park your car in

Children ’s Outp

Follow the signs

Children ’s Outpatient

2

21 30

Lutheran Gen eral Hospital Ch ildren’s Ho spital Parkside

Center for Advanced Care

Luther Lan e

Call Cent er

West De m pst er Street

Floor

12 G3

Children’s Ou tp Western Avenue

No. Department (Alphabetical)

Follow the signs

Take the elevato

begin search

Follow the direc 22

Department & Ultrasound

Call Center Traini ng

Website Appoint me nt Page

Website Wayfinding Information Page

Advocate A wayfinding menu to locate Children’s Hospitala department and obtain the

appointment directions

directions to get there.

department quick search

Department Directory

Appo intmen t Scripting For Teleph on e Calls

Ambulatory Outpatient Care

1

Chapel

G

11

Echo Lab

1

G1

Heart Institute for Children

G

10

Keyser Center

1

G2

Kid’s Kafe

G

22

Lab: Radiology & Ultrasound

2

20

Patient Rooms

2

40

Patient Rooms

4

30

Pediatric ICU

3

15

Pediatric Radiology

1

Pediatric SHU

Valet

Dr o

Lut heran General Hospital Children’s Hospital

Center for Advanced Care

Children ’s Outpatient Center

PARK

A

Parkside

A

3

Park your car in Lot

A

next to

Children ’s Outpatient Center Follow the signs to the entrance of

Children ’s Outpatient

2

21 30

MAIN PARKING GARAGE

Lutheran Gen eral Hospital Ch ildren’s Ho spital Parkside

Center for Advanced Care

Children’s Ou tpatient Western Avenue

Call Cent er

West De m pst er Street

Floor

12 G3

Luther Lan e

No. Department (Alphabetical)

Follow the signs to the elevator lobb y. Take the elevators to Floor 2.

begin search

Follow the directional signs to 22

Department

22

Lab: Radiology

& Ultrasound

Website Appoint me nt Page

Doctor’s Appointment Forms

Park in the A Lot A (see map below). Enter

10 Pediatrics

Park in the A Lot A (see map below).

at the Main Entrance.

Children’s Ou tpatient

at the Main Entrance.

You are heading to Children’s Outpatient Center for the following: 10 Pediatrics

Subspecialties

22 Lab: Radiology

Subspecialties

Subspecialties

Enter

Time:

& Ultrasound

8/13/12

Time:

Children’s Ou tpatient

10 Pediatrics

8:30am

MAIN PARKING GARAGE

Luthe ran General Hospital Ch ildren’s Hospital Parkside

at the Main Entrance.

Brain Tumor Center

Cen ter for Adv anced Care

A Children’s Outpatie nt

33 Pediatric

Subspecialties

& Ultrasound

8/13/12

Time:

D rop -

Children’s Outpatie nt Cen ter

Parkside

Subspecialties

Subspecialties

22 Lab: Radiology

Valet

Luth eran General Hospital Children’s Hospital

Cen ter for Adv anced Care

31 Pediatric

20 Pediatric

Date:

West Dempst er St reet

23 Midwest Children’s

11 OB/GYN

X

8:30am

West Demps t er Stree t

You are heading to Children’s Outpatient Center for the following:

Subspecialties

Subspecialties

8/13/12

Park in the A Lot A (see map below).

33 Pediatric

33 Pediatric

& Ultrasound

Date:

Brain Tumor Center

22 Lab: Radiology

Date:

Brain Tumor Center

31 Pediatric

Subspecialties

31 Pediatric

20 Pediatric

X

X

23 Midwest Children’s

11 OB/GYN

23 Midwest Children’s

20 Pediatric

8:30am

Western Avenu e

Enter

11 OB/GYN

MAIN PARKING GARAGE Lu theran Gene ral Hospital Ch ildren’s Hospital Parkside

Center for Advanced Care

West De m pst er Stre et

Valet

D ro p -O

Lutheran General Hospital Children’s Hospital

Center for Advanced Care

MAIN PARKING GARAGE

Lut heran G eneral Ho spital Children’s Ho spit al Parkside

Center fo r Advanced Car e

Children’s O ut patient Center

Valet

D ro p -O

Lutheran General Hospital Children’s Hospital

Center fo r Advanced Car e

Children ’s Outpatien t Cente r

Parkside

Parkside

A

Lu ther Lan e

Western Avenue

Doctor’s Appoi ntment Form

Language of Wayfinding

Western Avenu e

Children ’s Outpatien t

A Children’s O ut patient

Lu the r Lane

DOCTOR’S OFFICE

Printed and digital forms to help doctors’ offices convey clear wayfinding information.

Children’s Outp atient

You are heading to Children’s Outpatient Center for the following:

Lu th er Lane

ter Traini ng

Doctor’s Electronic Appoi ntment Form

67

22

Signs The entire sign system utilizes the wayfinding language introduced at home to the patient or visitor.

VEHICULAR

VEHICULAR

Vehicular

Offsite Directional site Directional

Campus Skyline Campus Skylin e

site Directional

Campus Skylin e

Advocate Children’s Hospital

Advocate Children’s Hospital

Advocate Children’s Hospital

Main Entrance Main Entrance Main Entrance Parking Parking Parking Children’s Hospital Children’s Hospital Children’s Hospital

Children’s Outpa tient Children’s Outpa tient Children’s Outpa tient

Parkside CenterParkside CenterParkside Center

Campus Cam pus Cam Marke pus Cam Marke r pus Marke r Marker r

Vehicular Territory Vehicular Vehicular Directi Vehicular Directi onaDirectional l Directi ona l ona lTerritory Territory Marke Territory Marke r Marker Marke r r

PARKING

LOT A

Children’s Outpatient

Parking Directional Parkin g Directiona l

Language of Wayfinding

ParkinParking g Area Area Fla g Flag

78

PEDESTRIAN PEDESTRIAN

Pedestrian Advocate Advocate Children’s Children’s Hospital Hospital Advocate Children’s

Advocate Children’s

Outpatient Center

Outpatient Center

Outpatient Center

Outpatient Center

Yacktman Pavilion Yacktman Pavilion

Hours of Operation Sun-Sat 6am-7pm

CAN YO U FIND TH E REST O F U S?

Hours of Operation Sun-Sat 6am-7pm

CAN YO U FIND TH E REST O F U S?

Child ren’s ChildOutpa ren’s Outpa tient Entrance tient Entrance MarkeMarke r r Children’s Outpatient Entrance Marker1

Children’s Outpatient Entrance

Child ren’s ChildOutpa ren’s Outpa tient Entran tient Entran ce ce

Children ’s Hospital

Advocate Children’s Hospital

Directiona l Directional

Children’s Outpatient Lobby

Child ren’s Ou tp atient Lobby

? ?

2

3

2

1

1 1

FLOOR

3

1

DEPARTMENT

SUITE

FLOOR

DEPARTMENT

SUITE

FLOOR

2

ALPHABETICAL DESTINATION

12

2

1

ALPHABETICAL DESTINATION

12

1

12

3

12

3

12

1

12

1

ALPHABETICAL DESTINATION

12

1

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12

1

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ALPHABETICAL DESTINATION ALPHABETICAL DESTINATION

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4

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12

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12

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12

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12

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ALPHABETICAL DESTINATION

12

2

ALPHABETICAL DESTINATION

12

2

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12

1

ALPHABETICAL DESTINATION

12

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ALPHABETICAL DESTINATION ALPHABETICAL DESTINATION

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12

2

12

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ALPHABETICAL DESTINATION

12

3

ALPHABETICAL DESTINATION

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12

2

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3

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12

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2

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12

3

12

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ALPHABETICAL DESTINATION

12

1

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12

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12

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12

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12

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12

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ALPHABETICAL DESTINATION

12

4

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4

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ALPHABETICAL DESTINATION ALPHABETICAL DESTINATION

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12

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ALPHABETICAL DESTINATION

12

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12

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12

2

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12

2

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ALPHABETICAL DESTINATION

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ALPHABETICAL DESTINATION

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ALPHABETICAL DESTINATION

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ALPHABETICAL DESTINATION ALPHABETICAL DESTINATION

ALPHABETICAL DESTINATION

22 Lab:

Radiology & Ultrasound

23 Midewest

Children ’s Brain Tumor Center

25 Conference Room

Lookin’ for something?

Directory Directory Directory

Elevator Directory Eleva tor Directo Eleva tor ry Directo ry

22 1

FLOOR

201 201

ALPHABETICAL DESTINATION ALPHABETICAL DESTINATION ALPHABETICAL DESTINATION 12 12

SUITE

ALPHABETICAL DESTINATION ALPHABETICAL DESTINATION ALPHABETICAL DESTINATION

DEPARTMENT

ALPHABETICAL DESTINATION ALPHABETICAL DESTINATION

FLOOR

22

Secon dary Directional Secondary Directory

Lab: Radiology and Ultrasound

3

Hello!

22 Lab:

22

Radiology & Ultrasound

Lab: Radiology and Ultrasound

Ambulatory Outpatient Care

23 Midewest

Children ’s Brain Tumor Center

25 Conference Room

Secon dary Directional

Depar tme nt Fla g

Department Flag

Language of Wayfinding

Depar tme nt ID (ADA)

Department ID

TRAINING

2

869

Web-based Wayfinding Training Even with the most comprehensive Wayfinding Master Plan program, people will still ask for directions. To maximize success, all personnel at the facility must understand the WMP and know how to give directions that are consistent wayfinding language for the facilities. A web based training program assures that everyone will get the necessary training. www.gnugroup.com/wayfinding-training

Wayfinding at INTRODUCING WAYFINDING

GIVING DIRECTIONS

INTEGRATED WAYFINDING

INTRODUCING WAYFINDING 1. Introducing Wayfinding 2. Customer Satisfaction

You’ve no doubt noticed the new exterior and interior signs that are appearing around the campus. They are part of a program to make it easier for our patients, visitors, and even our staff to find their way around the site and in the buildings.

4. About This Tutorial

West Dempste r Street

5. You are a Wayfinding Deputy

Lu theran Gen eral Hospital Ch ildren’s Hospital Valet

6. About Healthcare Wayfinding

Cent er for Advanced Care

Dro p

Luther an General Hospital Children’s Hospital

Cent er for Advanced Care

Ch ildren’s Outp atient Cent er

Parkside

A

Western Avenu e

Ch ildren’s Outp atient

Luth er Lane

TRAINING

3. Orienting Members

NEXT »

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W

nding Training Web site

MAKING IT WORK Any comprehensive wayfinding program that is based on an alpha-numeric, graphics language must engage all facets of the healthcare facility. Solving wayfinding problems at most healthcare organizations typically is the responsibility of the facilities manager. Succeeding in changing the way that an organization addresses wayfinding must include a much broader group of stakeholders. Marketing, IT, staff and management at all levels must understand and ‘buy in’ to the program. With everyone on the same page, wayfinding at any healthcare environment will for sure enhance the customer experience and eliminate the many headaches so common to getting people where they need to be. About Philip Murphy Philip Murphy is President/CEO of the GNU Group, a California-based environmental graphic design firm that has been pioneering wayfinding for healthcare environments for over 40 years. Phil leads the firm’s Healthcare Studio. He manages a team of over 20 designers and project managers in planning, designing and implementing wayfinding projects that range in scale from 20,000 sq. ft. to over 2 million sq. ft. For more information about GNU Group’s approach to Healthcare Wayfinding contact [email protected] or 925 444-2021. Also visit our website at www.gnugroup.com.

Language of Wayfinding

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