Way Fiding Project

ASDA is one of the most famous British supermarket chains. It sells a lot of different things like groceries, clothing, toys and electronic devices. I decided to experiment its way finding system and see how customers navigate inside such a big store.

The main entrance has a big facade, making it easy for the customers to find it. The only signage on the outside indicates the temporary opening hours, which has been changed for a reason they don't explain.


Back to the store, there are different things before you go to the area where the groceries and most of the things they sell are. It's easy to locate yourself and navigate from this part of the store, since there are signage everywhere. Lifts, escalators and different sections of the store have their directions well indicated.

Inside the store, there is just too many different kinds of thing for just one place, with different corridors to each categories. I'm gonna talk about the aspects that got my attention during the navigation around the place.

1. Corridors

Most of the corridors inform to the clients what kind of products they will find there, and also have a number, to make a easier job to find it when you need to go back there or when you are being told by someone where it is located.


3. Shelfs.

The products on the shelfs are distributed, in many cases, on a price order. Most expensive items are located higher, on a level where the customers eyes can easily find, while the cheaper items are in the bottom, making it more difficult for the clients to see them.



4. Offers.

Red signs along the shelfs are used to get the clients attention to special offers. The colour makes it easy to locate them.

The way finding system on this supermarket seems to work, but it could be more efficient. It's a big store and it takes a lot of walking around to find what you need. It might be part of a strategy, since the chance of the users buying more stuff grows with as much as the time they spend inside the store.