Lost in the hospital: How (not) to design wayfinding for better CX

Imagine you’re dealing with a serious health issue, feeling stressed and anxious, and on top of that, you find yourself lost in a hospital where the signs are more confusing than helpful. Unfortunately, this isn’t just a hypothetical scenario — almost half of patients face similar challenges in Czech hospitals. In this talk, Ladislava and Michaela will walk you through the results of hospital walkthroughs, eye-tracking studies, and virtual reality testing to uncover why people get lost in hospitals and how it critically impacts their overall customer experience (CX). They will share practical insights into effectively connecting digital and physical navigation, demonstrating how clear, intuitive, and user-centred design not only enhances orientation but significantly transforms their entire patient journey. Join them to learn why effective wayfinding goes beyond reaching a desired destination — it’s fundamentally about empathy towards people.