The primary objective of this project is to significantly improve the aesthetic and usability of the Michelin Scotland Innovation Parc (MSIP) entrance. The new design will ensure that the entrance accommodates all users, including those with disabilities, thus promoting inclusivity and ease of access. The aesthetic enhancements will offer a visually appealing first impression, aligning with MSIP’s brand image.
Time:
12 weeks
Role:
User research,
branding, concept
development
Background
Importance of the main entrance The main entrance of MSIP is not just a physical entry point but also a symbolic gateway that sets the tone for the innovation and collaboration happening within. The entrance is the first thing an individual sees when entering the site, which makes first impressions incredibly valuable.
“Your first impression of a thing sets up your subsequent beliefs.”
~ Daniel Kahneman (Nobel prizewinning psychologist)
Therefore, it is crucial that this entrance reflects the forward-thinking ethos of MSIP and effectively meets the needs of all its users.
Drawbacks of the current entrance
Currently, the main entrance of MSIP faces several challenges that impede its functionality and impact the overall visitor experience. One of the primary issues is the existing design of the entrance which is outdated and does not align with the modern, innovative image that MSIP seeks to project. This issue diminishes the appeal and purpose of the entrance, making it less welcoming and harder to navigate for first-time visitors and regular users alike.
Aligning with MSIP’s goals
The necessity for change stems from the growing demands placed on MSIP as it continues to expand and attract more businesses and visitors. As MSIP positions itself as a leading innovation hub, it is imperative that all aspects of its infrastructure, including the main entrance, are upgraded to support this growth. By redesigning the main entrance, MSIP can address these deficiencies, ensuring that it provides a seamless, secure, and visually appealing entry point that is befitting of its status as a premier Innovation Parc.
Research:
Answering the 'WHY?'
Surveys and Interviews
Using various design thinking tools, the pain points of visitors and staff regarding the current entrance were mapped out. The following feedback is colourcoded to show common clusters of visitor pain points. Highlights from the survey and interviews:
Question 1: What are your impressions of the main entrance of MSIP?
Themes and top answers from the survey:
1. Industrial/Factory looking:
Very industrial-looking and feels a bit hostile.
Not welcoming. Very industrial looking, like I am entering a factory or prison.
Industrial, intimidating, not open to public, not particularly ‘innovative’ looking. This is in contrast to the security team, who are always so lovely.
It looks like a secure factory entrance.
It looks like the entrance to a highly secured facility which is a quite intimidating.
2. Not open to the public:
It's unclear when you need to go to the reception or not, or if you need to sign in. The entry is like football turnstiles and feels quite gated and not welcoming.
It’s not approachable and you feel as if you might not be in the right place.
Doesn't look like an entrance for an innovation park at all.
3. Bleak aesthetic:
Bleak and has no life.
Harsh, unwelcoming, cold, confusing to navigate.
Has repelling energy. I would not feel good going through those gates as a visitor.
Question 2: How welcoming is the main entrance? (36 respondents)
Question 3: What do you think would help transform the entrance onboarding experience?
Top answers:
Inviting use of colours, more open and breathable looking entry form.
Remove the turnstiles. Look at the decoration of the walkway why are they needed. Someone needs to speak to people as they enter and leave the site to understand this.
Clearer signage and information on whether you need to sign in, or how to enter the site otherwise. Opening up the turnstile area would make it appear more open and inviting.
An open and welcoming experience with clear signage and permission to just pop in for a look around or a quick coffee.
Colour! Would be great to see a mural utilising the MSIP colour scheme on the walls and get rid of that gate! Would also be lovely if the security office was fully accessible, automatic door and level access. Thanks!
Bright colours and better wording rather than "reception". Could lose the turnstiles.
The entrance could us the bright-coloured MSIP branding and some signages saying it is open to the public.
Key Findings
Visitors feel the turnstiles are intimidating.
The aesthetic is bleak and lacks character.
Confusion on whether the Innovation Parc is open to visitors or not.
Co-design Workshop
I conducted a co-design workshop with MSIP staff to capture their perspective on implementing the new entrance. They were provided with A4 sheets containing pictures of different parts of the main entrance. Tracing paper was placed on top of those A4 sheets, and the participants were asked to write, sketch or colour their ideas and thought on what the revamped version of the entrance might look like.
The team members were provided 15 mins to 'doodle' what changes they thought would be beneficial to the entrance. Since everyone had their own expertise (HR, health and safety, finance, etc.), the suggestions received were diverse and insightful.
Key Findings
Changing or removing the turnstiles was a common suggestion.
The need for an alternative security feature if turnstiles are removed.
Updating the aesthetic to match the MSIP brand.
Updated signages and better wayfinding.
Concluding Statements
There are obvious similarities between the perception of visitors and the MSIP employees. Using the overlapping viewpoints and suggestions has helped us create a comprehensive plan to proceed with a clearer goal in mind. The next few sections will explore some of the ideas that can be adapted, their estimated timeline and the budget required to implement them.
Ideation:
Answering the 'WHAT?'
Using the feedback gathered from the stakeholders, i.e. visitors and staff, I created possible mock-ups of what the new entrance and its sub-components may look like. These designs are subject to change once the proposal is approved, however for the purpose of this early-stage discussion and clarity in communication, the following early iterations have been made.
Turnstile gate outside security booth
Since the turnstile gate would be removed, the external gate at the end of the walkway shall be fitted with the existing Verkada Pass security system to allow the Security Team to conduct their routine after-hours perimeter checks without having to worry about intruders. Additionally, any tenants arriving after public hours can use their Verkada Pass access to enter the Innovation Parc.
Security Alternative
Removing the turnstiles will declutter the entrance way and make the first point of contact for the visitors less intimidating. The brand colours, being vibrant and welcoming, will great a pleasing aesthetic and invoke a curiosity of what to expect after entering the Innovation Parc. It will get rid of the lingering industrial feel and keep a consistent theme with other areas of the Innovation Parc such as the Innovation Hub and Skills Academy.
Mural
Murals can create a sense of community, beautify urban spaces, express historical and cultural identity, raise awareness about social issues, and inspire creativity and wonder. As such, they are a powerful tool for making places more vibrant, engaging, and meaningful. The mural will leave a lasting impression on any individual visiting MSIP.
Results
The data gathered through research provides a clear indication that there needs to be radical change to the existing entrance of MSIP. Though the inner vicinity of the Innovation Parc has steadily been upgraded to fit our new business model and offerings, the gateway that opens the doors for new opportunities remains untouched. This proposal has hopefully shed light on the importance of first impressions and why revamping the main entrance should be seen as a priority project. Even though the particulars of this proposal are not set in stone, it should be taken as a framework to make future decisions for this project.