Spatial branding
A Carnegie Mellon University (CMU)-sponsored project focused on redesigning the visitor experience at the David and Susan Coulter Welcome Center to help students and their families better understand and envision their future at CMU.
Coulter Welcome Center at CMU
Year
2024
Challenge
Spatial Branding for CMU's Welcome Center
My Role
User Research
UX Design
Video Concept Design
Visual Effects and UI Design
Stakeholder management
Tools
Figma,
Adobe Illustrator
Photoshop
Adobe Suite AfterEffects, AutoCAD
Introduction
What information or experiences would you want before selecting a college to determine if it is the right fit for you?
Real, first-person POV footage of CMU life can help you better imagine yourself as part of the campus community.
Personalized pathmaking gives you the confidence to pave your way, tailoring your experience to fit your goals at CMU.
Connecting with a CMU student after using Path Maker helps you become more proactive in shaping your journey at CMU.
Problem Space
At Carnegie Mellon University, the David and Susan Coulter Welcome Center is the starting point for campus tours, aiming to showcase CMU's culture and brand.
But,
there is a gap between its intended purpose and current use.
The David and Susan Coulter Welcome Center at CMU
Research Question
This spatial branding and experience design project explores
Qualitative Research Methodology
The Design Process
We began by creating a constituent map to identify all potential stakeholders, followed by a territory map to highlight their motivations and challenges. Through a mixed-methods approach, including surveys, interviews, and observational studies, we interviewed 6 international and 2 first-gen students. This process helped us create two personas that represent the needs and experiences of these groups.
Persona Creation
The team used a range of research methods, including a co-design participatory workshop with current CMU students, where we gathered insights through storytelling and group exercises. We also conducted surveys, created storyboards, and used a 2x2 matrix to evaluate design concepts based on feasibility and importance matrix. Additionally, we mapped out the Welcome Center's interior and developed a 3D model to explore spatial possibilities.
Concept Development and Feasibility matrix
Generative Design-Participatory Workshop
Scaled 3-D models of the space
Spatial Documentation of the space
iterative Approach
Iteration 1:
An Immersive Experience called "See My CMU"
A 270-degree screen showcasing CMU’s daily life, seasons, and otherwise inaccessible areas. Through bodystorming, the team created a physical space for participants to walk through, providing a real, human-scale perspective for prospective students.
What worked:​
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Real, human-scale perspective.
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Envisioning daily life at CMU.
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Viewing all seasons.
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Experiencing otherwise inaccessible campus areas.
Bodystorming to test iteration 1
Iteration 2: See yourself at CMU through the "Mirror Mirror Experience"
A single screen where participants could see themselves and create a personalized journey to envision their time at CMU, helping them imagine the next few years ahead.
User Journey Mapping for Iteration 2
What worked:​​
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Personalized journey creation.
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Seeing their own face integrated into the experience.
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"Visiting" a class or interacting with a famous professor.
Design Outcome
Path Maker
The Path Maker is an interactive display wall at the Welcome Center.
This phy-gital experience generates personalized CMU paths based on student's interests, allowing them to navigate the campus from a first-person perspective.
Systems
The 8x6 feet touch-enabled screen adjusts to visitors' eye level using their selfie and height, with a detection zone marked by Scotty paw prints. When idle, it displays CMU footage.
The entire experience is < 3 minutes and includes a printing kiosk for a personalized souvenir.
User Journey
System Diagram
Design Feature 1
Personalized Pathways
With countless possible paths, it encourages exploration beyond traditional academic boundaries, helping students envision their own journey at CMU.
Possible Map iterations
Design Feature 2
Discover Connections
The system personalizes paths, connects students with alumni, and highlights interdisciplinary opportunities at CMU.
Building Locator
"Meet" a famous alum
Pick souvenirs
Design Feature 3
Personalized Souvenir
Visitors receive a custom souvenir card featuring their selfie, collected stickers, CMU icons, and a QR code to revisit their journey and connect with a current student.
Physical Souvenir Design
Existing Interface Integration
Inclusive Design Elements
Accessibility Accommodations
The Path Maker adapts the UI & Video Point Of View to each visitor’s height, ensuring an inclusive and personalized experience for everyone.
Accessibility Design
Consistent & Intuitive UI Design
The UI aligns with CMU’s brand guidelines, featuring clear, bold UX writing and a simple arrow button for smooth navigation. The vertical path selection reinforces the idea of choosing a journey, while micro details, like a CMU-branded loader, enhance the experience.
Brand Language and UI
Reflection
This project reimagined CMU’s Welcome Center to immerse prospective students in its culture, helping them envision their place in the community while embracing individuality and building connections.
Experience CMU
Immerse in campus life and culture.
Interactive & Memorable
Explore CMU with a custom souvenir.
Celebrate Uniqueness
Forge a path in the quirky, creative community.