Visitor Experience Plan / Wayfinding Evaluation + Plan / Map + Brochure

In 2017, the Portland Japanese Garden opened a major expansion—which led to an influx of new visitors—and new challenges related to wayfinding, behaviors, and cultural understanding.

 

The Garden hired us to complete a wayfinding evaluation and plan. They knew that their visitors were finding themselves “confused, uncertain and even lost.” And wanted to know why and what to do.

A serene garden scene with lush green trees and bushes surrounding a calm pond and a wooden bridge where several people are standing and conversing.

We took a holistic, human-centered approach and created a robust Visitor Experience Plan to improve and build upon their existing wayfinding, interpretation and services.

Two people walk along a stone path surrounded by lush greenery toward a traditional wooden gate with a tiled roof.
Two adults sit across from each other at a small table in a dimly lit room, engaged in conversation with notebooks and papers in front of them.
A map shows a courtyard with buildings and pathways marked with colored lines and symbols indicating walking routes, looking at a map, taking photos, asking questions, stopping, and employee locations.
A person is adjusting a camera mounted on a tripod in an outdoor area with paved ground, surrounded by trees and buildings.
A chart shows that most visits in 2018 were one-time visits with general admission visits peaking mid-year and a bar graph illustrating the number of visits per member declining as the number of visits increases.

To understand visitor challenges, we studied their behavior through data analysis, spatial mapping, and stakeholder and visitor interviews.

Insights from the research formed a foundation to identify opportunities to improve visitor experiences.

A group of people dressed in winter clothing attentively listens to a person speaking outdoors near a wooden structure and trees.

The Visitor Experience Plan identified 16 key moments and associated opportunities ranging from signage and graphics to new visitor services, scripts and amenities. 

An illustration shows two adults with short hair are sitting at a table looking at a map together, accompanied by text about visitor orientation and tips for a garden visit.
A design proposal for wayfinding for the "village" part of the garden includes photos of Japanese-style shop signs and banners with text explaining the need for clear, flexible signage to help visitors navigate and find food.
An illustration shows two adults standing outside a traditional building with one pointing toward a sign, accompanied by text about finding the garden entrance and enhancing visitor experience.
A schematic diagram showing three labeled zones named Entry, Village, and Garden connected by lines and circles representing pathways and nodes.

One foundational insight was that many visitors did not have a clear mental model of the garden. We designed a new map and guide to establish clear expectations and experiences for the Garden’s three primary zones: the Entrance, the Village and the Historic Gardens.

The map is drawn in perspective with people and nature illustrated to help people intuitively understand their physical place within the Garden.

A person holds a folded map with a detailed layout of one portion of the garden, while two smaller images show the same person holding the cover in hand and one tucked into a pocket.

We worked with the Garden to move their existing map sign across the courtyard so that it draws visitors within view of the entry gate to the historic gardens—and so that the map is oriented consistently with the landscape itself.

Three people wearing coats are standing together on a wide paved area surrounded by trees and buildings, pointing at a map on a sign.
Two adults with long hair are pointing at a large outdoor information map surrounded by greenery.
Two people stand outdoors looking at and pointing to a detailed information board with a map and text about a cultural village.
A person wearing a dark jacket is pointing at a detailed map of a cultural village and garden area with labeled locations and pathways.

The new design focuses on landmarks—rather than vegetation—to help visitors find their way. Illustrations of koi swimming in the pond and people wandering the paths, encourage visitors to jump in and explore—while subtly suggesting garden etiquette. 

A detailed illustrated map shows a garden complex with labeled areas including Historic Gardens, Natural Garden, Sand and Stone Garden, Flat Garden, Strolling Pond Garden, Tea Garden, Cultural Village, and Entry Garden, with pathways, bridges, and vi

More than just maps or signs, the Visitor Experience Plan identified the best solutions to reinforce an understanding of the Garden and Japanese culture. For example, reinstating visitor services at the Historic Garden gate, and investing in the brochure as a tool for self-guided tours.

Two people walk along a paved path toward a traditional wooden gate surrounded by lush green trees and bushes.
Two people with long hair stand at a wooden concierge and information window, both holding map brochures.
A person is holding and pointing at a folded map outdoors with greenery and a stone lantern in the background.
A person wearing a red sweater is holding and reading a small brochure outdoors near a fenced sand and gravel garden with scattered objects.

Throughout the process, we collaborated closely with staff and volunteers to test ideas, mock-up solutions and measure the effectiveness. 

A person wearing a blue beanie and dark jacket is holding a prototype map outdoors near a paved area with trees and benches in the background.
Two people are engaged in a discussion while one holds up a printed map or diagram in a well-lit indoor setting.
A person wearing a red jacket is walking up a steep, wooded hillside with wooden steps surrounded by dense green foliage and tall trees.

The Garden continues to implement the recommendations from the Visitor Experience Plan. From a new kiosk in the village, to traditional flag signs identifying the visitor services in the new buildings, many enhancements will be completed over the next several years. 

Special thanks to the dedicated and passionate board, staff and volunteers who helped develop and continue to champion this Visitor Experience Plan.

 

Project Team

Client Team
Lisa Christy, Portland Japanese Garden
Megumi Kato, Portland Japanese Garden
Tyler Quinn, Portland Japanese Garden
Portland Japanese Garden Staff, Board and Volunteers

Photography
Micah Fischer
Tyler Quinn

Graphic Design support
Paige Buda, State of Sage

sparks+sullivan Role
Visitor Experience Plan
Wayfinding Evaluation + Plan
Map + Brochure Design

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