Project Overview

Client: Carnegie Mellon University, private university in Pittsburgh, PA
Industry: Education Services, Edtech
Timeline: 8 weeks (2024)
My Role: Experience Designer

This CMU-sponsored project aimed to reimagine the visitor experience at the David and Susan Coulter Welcome Center. I worked on designing a phy-gital experience for a clearer, more engaging journey that helps prospective students and their families envision their future 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. This spatial branding and experience design project explores:

How might we express Carnegie Mellon University’s culture, brand, and hospitality in a way that fosters feelings of belonging in prospective students and their families?

The Path Maker is an interactive display wall at the Welcome Center. This phy-gital experience generates personalized CMU paths based on students' interests, allowing them to navigate the campus from a first-person perspective.

Product Demo

Design and Research Schema

Qualitative research and design methods we employed for the project were:

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.

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 the feasibility and importance matrix.

Additionally, we mapped out the Welcome Center's interior and developed a 3D model to explore spatial possibilities.

Design Solution

The Path Maker is an 8x6 feet touch-enabled screen that 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. The user journey map is below:

Features

1. Personalized Pathways

   With countless possible paths, it encourages exploration beyond traditional academic boundaries, helping students envision their own journey at CMU.

   
   

   

2. Discover Connections

The system personalizes paths, connects students with alumni, and highlights interdisciplinary opportunities at CMU.

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.

Inclusive Design: Accessibility

The Path Maker adapts the UI & Video Point Of View to each visitor’s height, ensuring an inclusive and personalized experience for everyone.

Reflections

I learned how to craft spatial interactions with precision, shaping environments where every detail of movement, scale, and brand storytelling works together to guide the visitor’s experience.