In connection with the creation of new campuses and the reorganisation of The University of Southern Denmark in Odense, Goodmorning Technology was asked to develop a research report and signage strategy for all 5 of the University’s campus areas in Denmark.

To obtain thorough insight into the structure of the university and its users we needed an overview of the geography of the area as well as insight of the needs and habits of the users. So we carried out an in-depth social investigation of how staff, students and visitors to the University of Southern Denmark experienced wayfinding on the campus.

The methods for this investigation consisted of qualitative user-interviews, cultural probes, observations and photo/video documentation of the relevant areas. The users were categorized in 3 main types, defined by their means of transportation. These user types became the archetypes for concept development:

- By car
- On bike
- Public transport/ walking

Taking a close look at the ”Engagement maps” and movement patterns of the users we discovered a series of ”wayfinding barriers” that had to be resolved before we were able to execute the actual signage design and strategy. A part of this process consisted of comparative research and analysis of organizations and public areas of a similar size; the University of Copenhagen, Copenhagen Airport and the National Hospital. Based on the analysis and findings from the resulting ”Service ecology”, a workshop was facilitated and the research report produced.
The report documented and stated the conclusions from the research and was the foundation for the following development of strategy and design of the signage.

The final results of our efforts will be implemented on campus in Odense in the fall 2009 before being rolled out to the other campuses across the country.