1. Experience Design Development
Golden Gate University
Summer 2014
Meeting 3: July 22, 2014

2. Golden Gate University Digital Signage Programming
Our Meeting Schedule
2
• June 3: Kick-Off Meeting & Persona / Experience Design Workshop
• June 17: Guiding Principles & Boundaries Review; additional Personas development
• July 22: Journey Mapping Workshop
• August 5: Draft Requirements Document Review
• August 19: Requirements Document Refinement & Draft Pricing

3. Golden Gate University Digital Signage Programming
Process Overview
3
June DecemberJuly August September October November
Experience Design
Guiding Principles & Boundaries
Requirements Document
Draft Pricing
Vendor Selection & Final Pricing
Specification, Testing, & Procurement
Delivery & Installation
January
we are here
Committee Responsibility
Business Services & Facility Responsibility
Content Development
Content Development

4. Golden Gate University Digital Signage Programming
Experience Design Development
1:30 Review project schedule / progress
1:35 Review Meeting 2 notes and additional Personas
1:50 Review Guiding Principles
2:00 Journey Mapping Workshop
2:40 Report on Persona Mapping
2:55 Next Steps
4
Kick-Off Meeting Agenda

5. Golden Gate University Digital Signage Programming
Review Meeting 2 Notes
5
EXPERIENCE DESIGN KICK-OFF
MEETING NOTES
GOLDEN GATE UNIVERSITY
17 JUNE 2014
MEETING TWO
all content is proprietary 2Golden Gate University | Experience Design Workshop
EXPERIENCE DESIGN:
PERSONA DEVELOPMENT - continued from Kick-Off Meeting
During the kick-off meeting, MKThink came prepared with four personas that the steering
committee assisted us in further developing: a day student, a night student, a faculty/staff
member, and visitors. At that time, the committee recommended we add an international
student, an undergraduate student, and a prospective student. At the second meeting, the group
also recommended expanding the faculty/staff personas to include a full-time staff member, a
full-time faculty member, and a part-time adjunct professor.
The personas are intended to represent the full range of users found at GGU so that we can
properly develop the set of requirements that will guide the development of future signage,
whether digital or analog, and other components of the overall experience.
MEETING 2
ATTENDES:
MKThink: Chloe Lauer, Doug Humphreys, Liz Lessig
GGU: Scott Ciliberti, Greg Egertson, Barbrar Karlin
Meeting two’s presentation can be found at ggu.mkthinkstrategy.info. We reviewed the
Experience Design Guiding Principles for the first time, and those in attendance agreed that they
are correct. No edits were suggested.
With low attendence, we adjusted our plans for the second meeting and focused on developing
additional personas, based on the group’s suggestions. We are postponing the journey mapping
exercise until meeting three.
FULL-TIME STAFF MEMBER
DETAILS:
Name: Thomas
Position: Student Services Director
Special Interest: Wine
Age: 40
Personality: hard working, keeps to
himself
DESCRIPTION:
Thomas has been working at GGU for
over 15 years. He is connected with
some staff members but does not
know many of the newer ones.
Thomas is loyal to the school and his
department and interested in knowing
what is happening on campus, even if
he does not attend many events.
NEEDS TO KNOW:
holidays
realm of student services
mobile app with the latest
information from his
department
updates and notifications on
FULL-TIME TENURED PROFESSOR
DETAILS:
Name: Caroline
Type of Faculty: Full-Time Professor
Class Location: Business School
School Interests: Advising & mentoring
Age: 60
Personality: kind, loyal, respectful
DESCRIPTION:
Caroline has been teaching at GGU for
over 25 years. She is proud of GGU
and loves mentoring students and has
a few close relationships with other
tenured professors in her school.
Recently, she started working with a
Law Professor on a scholarly
collaboration. She is open to some new
technology but is very busy, so blogs
only occassionally.
NEEDS TO KNOW:
with her student mentees
accomplishments with GGU
online
she teaches at night
broader SF business
community
a b c d e f g h i j
PART-TIME ADJUNCT PROFESSOR
DETAILS:
Name: Andrew
Position: Adjunct Professor
Height: very tall
Works: in the city; walks to GGU
DESCRIPTION:
Andrew is a dedicated adjunct
professor and loves working with GGU
students. Besides teaching, he also
mentors students within a
special-interest club. He likes to stay
aware of what’s going on around
campus and participates when he can,
which isn’t too often, since he has a
full-time job and a family!
NEEDS:
and school activities
QUESTION:
with and clear on school pride,
vision, identity, procedures, and
policies?

6. Golden Gate University Digital Signage Programming
Additional Personas Development
6
INTERNATIONAL STUDENT
DETAILS:
Name: Ming
Type of Student: Business Student
Degree Program: Master of Business
Administration
Special Interest: Micro finance
Age: 27
Personality: Entitled, wealthy, bright
DESCRIPTION:
Ming is a very driven student from
Beijing, China. While she has a
working knowledge of English, she is
still shy about speaking during class
and giving presentations. Therefore,
she is enrolled in the GGU PLUS
(Preparation in Language and
University Studies) program. Her
famliy has high expectations for her
and her education.
NEEDS TO KNOW:
business world in the USA and
her own language
belongings during the day - is
on campus for many hours
entertainment

7. Golden Gate University Digital Signage Programming
Additional Personas Development
7
PROSPECTIVE STUDENT
DETAILS:
Name: Jonas
Type of Student: Business and Law
Possible Degree Program: MBA/JD
Special Interest: Corporate Law
Age: 26
DESCRIPTION:
Jonas moved to San Francisco from
Minnesota a few years ago and has
recently arrived at a professional focus
and clear educational pathway. He is
looking at joint MBA / JD programs in
the Bay Area that will prepare him for
work at the intersection of law,
technology, and entrepreneurship. He
may skip the academic route and
choose to join a tech company and
learn on the job.
NEEDS:
is the eduction relevant?
online location
links
prospective students
connections
Rocketspace, WeWork

8. Golden Gate University Digital Signage Programming
Additional Personas Development
8
UNDERGRADUATE STUDENT
DETAILS:
Name: Heather
Type of Student: Business Student
Degree Program: Bachelor of Science
Special Interest: Accounting &
Auditing
Age: 34
Personality: Warm, honest, stressed
DESCRIPTION:
A mother of three, Heather is
returning to school to complete her
undergraduate education. Her facility
with highly detailed numerical work
has led her to pursue this degree, and
she is very excited! Now that her
youngest is in school, she has more
time to devote to her own pursuits. At
the same time, she is nervous about
her academic performance.
NEEDS:
encouragement and support
her position
degree completion
can focus apart from her kids

9. Golden Gate University Digital Signage Programming 9
Additional Personas Development
FULL-TIME TENURED PROFESSOR
DETAILS:
Name: Caroline
Type of Faculty: Full-Time Professor
Class Location: Business School
School Interests: Advising & mentoring
Age: 60
Personality: kind, loyal, respectful
DESCRIPTION:
Caroline has been teaching at GGU for
over 25 years. She is proud of GGU
and loves mentoring students and has
a few close relationships with other
tenured professors in her school.
Recently, she started working with a
Law Professor on a scholarly
collaboration. She is open to some new
technology but is very busy, so blogs
only occassionally.
NEEDS TO KNOW:
with her student mentees
accomplishments with GGU
online
she teaches at night
broader SF business
community

10. Golden Gate University Digital Signage Programming 10
Additional Personas Development
FULL-TIME STAFF MEMBER
DETAILS:
Name: Thomas
Position: Student Services Director
Special Interest: Wine
Age: 40
Personality: hard working, keeps to
himself
DESCRIPTION:
Thomas has been working at GGU for
over 15 years. He is connected with
some staff members but does not
know many of the newer ones.
Thomas is loyal to the school and his
department and interested in knowing
what is happening on campus, even if
he does not attend many events.
NEEDS TO KNOW:
holidays
realm of student services
mobile app with the latest
information from his
department
updates and notifications on

11. Golden Gate University Digital Signage Programming
Guiding Principles
page 1
11
CONTENT shall / shall be…
• Clear, direct, relevant, and quick
• Warm, welcoming, and “human”
• Consistent with the GGU brand and the overall university aesthetic: clean, professional, up-to-date,
alive
• Integrated across platforms, especially mobile
• Promote student and employee engagement, instill pride in GGU, and represent GGU’s vision and
legacy
• Consider user needs (e.g. ESL) and incorporate visual cues / icons where possible
+++++
• When required, selected signs may be interactive to engage the user and provide an additional
layer of personalized information; these must be easy to use

12. Golden Gate University Digital Signage Programming
DRAFT Guiding Principles
page 2
12
FUNCTIONS
• Primary, secondary, and tertiary functions for each sign shall be defined from the following choices:
• Way finding
• Internal news / deadlines / calendar
• Promotion (of GGU related courses, events, activities) / information
• Events advertisement
• Education
• Brand / identity / pride
• Emergency preparedness
• News
• Entertainment
• Advertisement (money generating) (?)
• Other
!TYPES and LOCATIONS
• A set of physical signage types / designs shall be specified
• Signage types and locations must align with each sign’s function(s) and content
• Mounting shall be elegant and thoughtful

13. Golden Gate University Digital Signage Programming
Mental Mapping
Kevin Lynch, The Image of the City
13

14. Golden Gate University Digital Signage Programming
Mental Mapping
Liz’s Journey to 6211
14

15. Golden Gate University Digital Signage Programming
Tools for developing your own mental map*
15
PATH - A path consists of channels along which the observer moves — these can be streets,
paths, transit routes, hallways, etc.
*These concepts are drawn from Kevin Lynch’s seminal work, Image of the City.
ZONES - Zones are larger areas held together by some commonality — this can range from a
department in GGU to an area of interaction.
Edges - are boundaries that separate one area from another — these can be physical edges such
as walls, doorways, and elevators, or they can be less defined edges that an individual may
perceive as a barrier.
LANDMARKS - are a point of reference — they are often physical structures such as a building,
sign, or geographic feature that allows the individual to better understand and navigate their built
environment.
VISUAL REFERENCE - an object or point of reference that an observing and effects their personal
navigation of their space
POINTS OF CONFUSION- location where a observe may encounter confusion on direction

16. Golden Gate University Digital Signage Programming
Your Mental Map
16
1. Each of you will be given a blank
piece of paper
2. Use the tools and notation device
provided in the previous slide
3. Map the journey to your office from
the point of arrival at GGU
4. There are 10 minutes for this
exercise

17. Golden Gate University Digital Signage Programming
Create Mental Maps for each of the GGU Personas
17
DAY STUDENT
DETAILS:
Name: Kelsey
Type of Student: Law Student
Degree Program: JD Full-Time Program
Special Interest: Environmental Law
Age: 27 years old
Personality: Type A, East Coast
DESCRIPTION:
Kelsey is a passionate environmentalist
whose undergraduate degree is in
environmental science. An East Coast
transplant, she is in her 2nd year of the
three year program and is finally
getting an understanding of how to
best leverage the resources that GGU
and San Francisco have to offer.
NEED TO KNOW:
and tasks
Scale: 3/32" = 1'-0"
FIRST FLOOR PLAN
1
Destination

18. Golden Gate University Digital Signage Programming
Next Steps
18
• MKThink:
• Revise Guiding Principles as required
• Integrate Guiding Principles, personas, collage activity, and journey mapping into draft
requirements document
!
• Next meeting: Review revised Guiding Principles and draft requirements document
• After that: Revise final requirements document