Client: Aarhus University Hospital

Year: 2018


​Aarhus University Hospital is going through an extensive transformation as is expands to become one of the biggest “super” hospitals in Denmark. The transformation includes moving more than 10.000 employees to 500,000 new square meter facilities before spring 2019 from when the hospital will accommodate more than 1 million patients annually. For the past 10 years Aarhus University Hospital has been awarded “The best Danish hospital” and to keep up that title while going through a tremendous transformation, AUH has asked us to assist, optimize and further develop the wayfinding and patient processes to match the new premises – all while ensuring the high level of patient satisfaction.


We were asked to help ensure a high level of usability in the user journeys, outdoor and indoor wayfinding systems and patient communication; nudging the patient experience from the moment they receive the summoned letter until the moment they leave the hospital after treatments.

The challenge was to make sure that patients and relatives are left to focus on recovery rather than having to worry about how to find the adjacent parking space, the right clinic and registration stations and essentially the easiest way to exit. To us, this meant redesigning summon letters and emails, outdoor and indoor wayfinding systems, digital services and registration processes to better match subconscious decision processes when you visit the hospital.


To meet the challenge, we began by mapping the most urgent patient journeys, the ones leading to the emergency room and more specifically leading patients arriving by car and by public transportation to the entrance and successfully register to get the right treatment. 

Observations and analysis of the existing surroundings and communication elements gave us insights on where to focus the first round of nudge development. 

Based on our analysis, we started designing solutions that would better match subconscious decision making, using visual icons over text, increasing signage viability by integrating visual milestones, simplify location names and give visual feedback on time to destination.


The result was a collective and strategic optimization of elements supporting the outdoor wayfinding system, creating the best possible prerequisites for patients and relatives going to the ER by making it easy to arrive, drop-off, park, and register – thus letting them allocate more mental strength to handle the difficult situation and circumstances.


Nudging better patient flow and satisfaction