The 4.5 Million visitors per year can find at the Brighton Palace Pier facilities -food kiosks, Rides, resturants, bars- in 525 m.
Having joined the team as a service designer my main task was to identify 'touchpoints' where customers will interact directly with the Pier's products and services.
Wayfinding is particularly important in complex built environments such as the Brighton Palace Pier. People need visual cues such as maps, directions and symbols to help guide them find what are they are looking for or, from the Brighton Palace Pier side, show them what is on offer to them.
The Visitors journey becomes for most of the time a linear path. During the Pier's busiest time most of the signage on the kiosks are not visible to everyone as the decking becomes crowded and the signage is covered by people.
After studying and observing how visitors behave during their journey onto the Pier and mapping the location of the facilities.
I realized an ergonomic study to detect the best spots to place the visual aids and advertsing. Furthermore, adopting same colors on icons for every group unit/product will help the customers identify along the Pier where to enjoy the different offers or services.
The process of deciding, ordering and paying takes place in the same spot: the front of the unit
I took one kiosk as an example. The main products were hot drinks, soft drinks, soft ice cream and slush drink. Looking and talking to customers in the food kiosk made it clear that a lot of them were taking time to make a decision as the menu wasn't clear about the offers and prices. The main questions asked were:
Do you sell tea?
Which coffee do you make?
Do you serve drinks aimed at children?
Is it possible to order soft drinks?
How much is...?
Where is the bathroom? (the bathroom is in front of the kiosk)
Where can I buy tickets for the rides? (the kiosk to buy tickets to the rides is just behind the kiosk)
It became evident that the customers see the advertising when he is at the front of the kiosk and one of the reasons is because of a long queue, people decide what to order when they arrive at the till and the disposition of the furniture makes it hard to move and serve the customers efficently.
I propose to move out and display the menu near to the kiosk so the process: awareness, deciding, buying and taking the order will be split at different points
During the process of decision making, the menu plays a key role. I want to simplify by naming the product in a way the customers shouldn't need to decipher but undertand what the offer is given. For the coffee and cake shop, instead to have a different item to tell the customer that they can add a syrup to their coffee for extra pens, I add and item and name as following: syrup's name + kind of coffee (I.e Vanilla latte).
Also I divided the menu into main categories -hot drinks, cold drink, deals and drinks, and one with a snack, soft drinks and ice cream-. In each category I added a referent image so the customers can associate and find the desired product faster.