Digital wayfinding directories reduce customer search time at Mall of America

Since Mall of America replaced its static directories with digital wayfinding directories, the average search time for guests has dropped from more than three minutes to less than 40 seconds, according to AOPEN America, the electronics manufacturer that teamed with Express Image Digital on the digital directories.

The new directories also offer guests the option to send themselves a text with step-by-step map-view navigation, or to engage in real-time texting with a Mall of America digital concierge.

"We delivered a kiosk wayfinding experience that met Mall of America's objectives by providing a custom map and interface that focuses on the user experience," Jeffery Sarenpa, chief technology officer at Express Image, said in the press release.

The Chromebox Commercial, a shock- and vibration-resistant solid-state device with a small form factor, fit snugly behind the kiosk-sized display, said Aaron Pompey, general manager at AOPEN America. The Chromebox also features built-in hardware encryption and verified firmware boot, said Pompey, "which means confidence in protection from unauthorized breaches of information or updates."


Topics: Customer Experience, Interactive / Touchscreen, Manufacturers, Retail, Wayfinding / Information

Companies: AOPEN Inc., Express Image


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