The scheme needed to align with Royal Museums Greenwich’s new brand strategy, launched in April 2017, positioning the museum as “an epic place of exploration”, and use this to help visitors to explore and immerse themselves in the experience.
A significant challenge was the architectural disconnect between the original museum building and extension. The wayfinding needed to make the museum permeable, unite the two spaces and deliver epic exploration to visitors.
Key to the museum was showcasing the world-class collections and encouraging visitation to the other Royal Museums Greenwich sites: Royal Observatory, Cutty Sark and Queen’s House.
Humanising the challenges
To humanise the problems at hand, CCD talked with both staff and visitors using a range of research.
Feedback from front-of-house staff workshops highlighted that visitors struggled to find facilities, such as the toilets, and were often unaware that there were two entrances. In response to these insights, a key part of our strategy was identifying these areas as a basic need and focusing on directing to entrances and onward travel beyond.
CCD used a variety of ethnographic methods to understand visitors and inform the strategy:
Behavioural observations helped to identify visitor pain points. ‘Undercover’ work, such as asking visitors where to find specific facilities, reinforced the insights from front-of-house staff that basic facilities were difficult to find.
Interviews with visitors gave us deeper understanding of causes behind frustration or confusion with the building layout, including entrances, exits, vertical circulation and onward travel.
The Head of Marketing approved the wayfinding scheme design as an extension of the NMM brand, which was an important part of the brief.
The project led to further work with RMG, including the wayfinding strategy and design for the Prince Philip Maritime Collections Centre.