Reading Terminal Market

1. Reading Terminal Market Minji Kwon

2. The Goal • To make navigating Reading Terminal hassle free for everybody which includes first time users, new users, young teenagers, elderly senior citizens etc.

3. Space Observations • Huge, crowded, space which is entirely covered with different merchants • To be specific: Reading Terminal boasts over 80 unique merchants. Everything from hot prepared food to chocolates to smoothies to ice cream. • Location is on 12th and Arch. Adjacent to two Marriot Hotels, Hilton Garden Inn, the Pennsylvania Convention Center, SEPTA’s Market East Station, the Philadelphia

4. Reading Terminal Market Pictures of the space in Reading Terminal

5. Reading Terminal Market Pictures of the space in Reading Terminal

6. Reading Terminal Market Pictures of the space in Reading Terminal

7. Reading Terminal Market Pictures of the space in Reading Terminal

8. Location • Since it’s located in a relatively busy part of Philadelphia, it’s usually busy especially on the weekends like Saturday. • The location helps drive the market and the merchants operating inside of it. • There are many tourists who come in the market since it’s conveniently placed next to the SEPTA station, Greyhound Bus Terminal, the Convention Center, and a few hotels (as stated earlier). • Bottom line: Location is a key factor to success.

9. Patterns • Since it’s very big and busy, many get confused as to where to go. So many options; visual confusion. • Personal example: even though I’ve been to Reading a couple of times, I always get confused on where to turn to next. • Since there’s so many merchants and no visible map, it might be hard to find what you’re specifically looking for unless you’ve been there before several times. • The trip inside can take longer than the person hoped it would take and lead to distractions. • Easy to get lost alongside the many people may also be lost.

10. Process - Before • Enter Reading through the one of many different entrances Person is inside looking around to see where they want to go is confused and keeps wandering or knows exactly what they want and wanders to the location arrival of location/merchant stays there for awhile to see what they want finally gets what they want and decide whether to stay and wander some more or leave finally leaves through an exit.

11. Process - After • Enter Reading Person is inside Wanders over to directory located near every entrance/exit and picks up a personal map finds what they’re looking for goes to the merchant gets whatever they need leaves

12. Process Observation • The before process map contains so many different steps/processes while the after process map is simple, easy and straight to the solution/point. • The simpler the steps, the easier it is for the consumer. • In & out of there in no time in the after process map.

13. The Proposal • In the after process map, I mentioned the prospects of using maps and directories near every entrance/exit, similar to the ones used in malls, to help aid the consumer on their journey. Provides way finding. • This makes it easy for the consumer to not get lost and spend a lot of their time wondering and wandering. • It also still keeps up with the aesthetic and appeal of the market. Doesn’t turn it into looking like a supermarket with overhanging signs and category divisions.

14. Models – Directory Front

15. Models Directory - Back

16. Models – Map Closeup

17. Reading Terminal Before

18. Reading Terminal After The map/directory is added all the way to the back of the image where one of the entrances are.

19. Reading Terminal Before

20. Reading Terminal After Man is holding the map in his hands to find the next location.

21. Personas • Tourists • This map and directory help will guide first time users and make their overall trip more enjoyable rather than confusing. • Environmentalists • The map will be printed on 100% recycled material so they won’t have to worry about the killing of trees. • The website url will also be included on the menu so people can interact with the web and save paper. • The Blind • Braille will also be incorporated on the directory and maps. • Web Users • The directory is completely available offline on the official website and is downloadable via PDF format.

22. Personas cont. • Recurring Users • The back of the directory shows upcoming events so the consumer can know what’s happening at Reading Terminal. Also the maps are located in the back as well. • Also if in a rush makes shopping quick and easy since the places are categorized on the map. • Also if they wanted someone to go shopping for them, they can just send somebody without having to worry about the confusion of finding things. • Once in awhile users • They might vaguely remember where certain things are but if not, they still have the option to grab a map or look at the directory. Also, similar to the recurring users, they can look at the back of the directory for upcoming events, which may eventually turn them into regular users.

23. Scenarios • How does these updates make a recurring customer come back for more? • As stated earlier, the back of the directory shows upcoming events so that even a recurring customer can know what’s happening within the market. • What happens if a store changes it’s location, disappears, or a new one sprouts up? How will I know? • The back of the bulletin board will not only post upcoming events but will also include any changes made to the store. Also, the directory will change accordingly. • Are the physical maps accessible for handicapped people? • Yes. They are conveniently placed down low for handicapped people to reach. • Is it children friendly? • Yes. It’s just a map and a directory provided to give you better navigation. There is no foul language, crude images, or something that may harm a child physically on the directory.