Eglinton Crosstown and Finch West LRT lines Customer Journey Mapping

Eglinton Crosstown and Finch West LRT lines Customer Journey Mapping

Client: Metrolinx
Design Team: Gelare Danaie, Karen Zwart Hielema, David Schellinger, Cody Foo, Bianca Weeko Martin
Project Completion: 2024

With 43 stops across 30 km, The Eglinton Crosstown and Finch West Light Rail Transit (LRT) lines are transformative projects aimed at enhancing public transportation infrastructure in Toronto, Canada. These two lines signify a substantial investment in modern, efficient, and sustainable transit options for residents and visitors.  

DEXD was tasked to map out the customer journey of these LRT lines, to ensure they are designed not just as transportation solutions but as holistic experiences that prioritize passenger needs and satisfaction. 

Combining station site visits, in-studio research, and community feedback, the DEXD team created five personas to represent future customers for the LRT lines. Mapping out journeys for each persona identified touchpoints such as pain points and moments of delight. These were then analyzed to inform strategic opportunities like the ideal placement of signage to facilitate easy movement through the stations and connections with other modes of transportation. 

The findings were then presented to the respective LRT teams at Metrolinx to provide comprehensive insights, including additional information pinpointing deficiencies that could be rectified prior to as well as after the system's public opening. This proactive approach ensured that Metrolinx was equipped with essential data to address any potential issues and enhance the overall performance and reliability of the LRT system before and after its official launch. 

By integrating customer journey mapping into the planning and implementation of the Eglinton Crosstown and Finch West LRT lines, Toronto is not only investing in modern and efficient transit solutions but also prioritizing passenger satisfaction and well-being. These projects represent a paradigm shift in urban mobility, where the passenger experience is at the forefront of decision-making, ultimately leading to a more connected, accessible, and inclusive city for all. 

The Tenor Building Wayfinding and Signage

The Tenor Building Wayfinding and Signage

Client: BentallGreenOak

Design Team: Gelare Danaie, David Schellinger, Suzan Mecitoglu, Kha Den De/ Lera, Ramin Beyraghdar

Location: Toronto, ON

Project Completion: On-going

Vibrant and Dynamic – The Tenor is embarking on an exciting journey to enhance its signage and wayfinding experience!  

Nestled in the bustling heart of Downtown Toronto, The Tenor attracts a substantial flow of visitors every day, necessitating a streamlined wayfinding system. DEXD was tasked to transform the wayfinding in the building to make it accessible and intuitive.    

As a starting point, DEXD team has crafted a comprehensive Signage & Wayfinding Report, that investigated existing challenges and presented innovative solutions. The report commenced with a site analysis, during which the DEXD team conducted a site survey, created flow diagrams, and collected information and observations pertaining to navigation within the building. Subsequently, the team benchmarked projects of a similar nature and identified the most prominent wayfinding pain points present at The Tenor. By analyzing these pain points, DEXD identified opportunities for improvement and proposed the kit-of-parts approach for a tailored solution.  

As a next step, DEXD team will work on a detailed design package that will encompass key wayfinding elements derived from the proposed kit-of-parts approach. Stay tuned! 

Princess Hollywood Wayfinding

Princess Hollywood Wayfinding

Client: Cortel Group

Design Team: Gelare Danaie, David Schellinger, Suzan Mecitoglu

Prime Consultant: BDP Quadrangle

Location: Vaughan, ON

Project Completion: On-going

Welcome to the Princess Hollywood, a Signage and Wayfinding system for an exquisite development, designed to embrace community creation.

Located north of Highway 7, west of Creditstone Road, and south of Barnes Court, the complex is adjacent to a major transit hub and highway so that residents and visitors can enjoy convenience and accessibility.

To bring the project vision to life, DEXD team studied how various user types access the site. By understanding their arrival processes, we identified key areas where strategic placement of clear directional signage was required.

Mimicking the architectural design's vision

Drawing inspiration from the building's façade, we focused our design on framing the signs and taking cues from the strong grid structure of the building. The frames are strongly expressed and often offset from the sign face, allowing for a very clean and rectilinear look.

Wayfinding and Brand

Finally, we carefully considered physical signage elements like color, materials, typeface, and iconography, taking inspiration from the brand vision and architectural concept. To achieve a clean aesthetic, we opted for subtle colors that complement the raw and soft exterior concrete.

The use of faux wood, inspired by the wood timber beneath the portico, adds warmth and continuity to the design. Typeface and icons were also meticulously selected to show an elegant and sophisticated ambiance, aligning seamlessly with the building's overall identity and brand image.

Abeja District Phase 2 Wayfinding

Abeja District Phase 2 Wayfinding

Client: Cortel Group

Design Team: Gelare Danaie, David Schellinger, Alisson Talancha

Prime Consultant: Turner Fleischer Architects Inc.

Location: Vaughan, ON

Project Completion: On-going

Atelier Park Wayfinding

Atelier Park Wayfinding

Client: Cortel Group

Design Team: Gelare Danaie, David Schellinger

Prime Consultant: IBI Group

Location: Vaughan, ON

Project Completion: On-going

The Atelier Park Signage & Wayfinding is a project that captures both graceful design and practical utility that create a smooth customer experience.

Located at the major intersection of Keele Street and Highway 7, Atelier Park is advantageously connected to VMC Subway Station (Vaughan Metropolitan Centre), GO Train line, bus routes, and even pedestrian walkways and green spaces, which outlines the need for clear wayfinding system that would provide clear directions for all users.

DEXD team began the work by producing flow diagrams and documenting expected master flow patterns, which then allowed us to identify decision nodes that would most benefit from having strong directional and/or branded signs, as well as identify best locations for address signs that would be easily pinpointed by users.

Architectural Patterning

As part of our design exploration, we looked into pattern expression and its storytelling potential.

Drawing inspiration from Atelier Park's brand vision that conceptualizes Atelier as designer's workshop or studio, we examined the idea of suit fashion, particularly referring to suit lining. Patterns we considered ranged from subtle but sophisticated to strong and bold-colored. The final design is inspired by the first building to be built within the proposed complex, and its angled faceted elements that run the height of the building facade.

Wayfinding and Brand

Although our design inspiration comes from the brand vision and architectural design, we built on the concept and proposed new colors that would pair nicely with initial brand palette. Typeface and icons were also meticulously selected to match overall elegant feeling of the building and brand.

GTAA Landside Security Mitigation Signage and Wayfinding Project

GTAA Landside Security Mitigation Signage and Wayfinding Project

Client: GTAA Toronto Pearson

Prime Consultant: Arup Cananda Inc.