Marked
Product Designer
B2B + B2C project
Overview
As the sole Product Designer at Marked, I led the end-to-end design of the colour-coded Marked wayfinding system for cycling and walking routes in Fort William.
This case study goes beyond metal signage design; it goes through the process of how I designed an intuitive and user-friendly wayfinding system for a small city that lacked connectivity. It involved designing colour-coded cycling and walking routes with a smart numbered navigation system. The final solution delivered an intuitive experience where users could confidently navigate using either the signage, the route planner app, or a combination of both.
Problem
In one of Scotland’s most heavily visited outdoor and regional destinations, Fort William struggles to connect its community with the scenic walking and cycling routes it has to offer.
The following are the main factors that impact this problem:
Challenges
Below are the main challenges I faced throughout this project, which directly impacted my design decisions.
Solution
An intuitive, user-friendly numbered & colour-coded wayfinding system for Fort William’s walking & cycling routes
Approach
Understanding users
User Journey Map
The following showcases the user experience of a tourist wanting to explore more of Fort William on a rental bike
I conducted several in
User needs
After conducting further user research I narrowed down the main user needs that our product had to try meet
Ideation
User Testing
Refining
Outcomes
Outdated Signage
Fort William had too many repeated signs in the same area with outdated information
Lack of Use
Existing signage didn’t make it clear where all the possible cycling and walking routes were
Seeking innovation
Previous wayfinding proposals lacked innovation & were simply out of the city’s budget