Refreshing the John Lewis floor directory

The brief

I was tasked with updating our wayfinding information. Customers had told us that there was too much information on the boards and that the terminology was out of date. The aim was to simplify the information and update the tone of voice so it reflected the modern, current John Lewis.

APPROACH:

• Thoroughly reviewed all existing store terminology

• Collaborated with the Store Design team to look at how customers shop, sticking points and opportunities

• Grouped departments using broader terms (using high frequency words that reflected customers’ everyday language)

• Created new formats for different stages of the customer journey. e.g. concise wayfinding at entrances and more detailed wayfinding boards at escalators

• Created a clear terminology guide that other copywriters and designers could use

• Successfully tested the new Wayfinding format at John Lewis Stratford, which led to a full rollout across all John Lewis shops