Navigating a University Food Court

Platforms:
Print
App
Deliverables
Digital & Interactive
Experiential & Events

Project Overview

Jefferson Common Thread, located on the first floor of the Kanbar Campus Center at Thomas Jefferson University, is the primary food court for students and faculty. With several different meal offerings prepared daily, this space plays a vital role in campus life. Our team took on this experiential design project to optimize navigation, enhance the user experience, and create a cohesive, accessible environment for students and staff. By incorporating UI, UX, and wayfinding strategies, we proposed a solution that addresses current inefficiencies and enhances the cafeteria’s service, flow, and visibility.
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The Challenge

Navigating the food court was not intuitive, and there was no system in place to guide students or staff, making the experience frustrating and inefficient. The lack of clear, consistent visual cues and digital integration further complicated the dining process.

• Overcrowding and long queues during peak hours, especially during lunch.

• No clear line identification, leading to confusion and students cutting into other areas.

• Poor signage with clustering effects, low lighting, and discontinued signs still displayed.

• Inadequate visibility for menus, prices, and food options, and display TVs not positioned effectively.

The Process

Our design process involved four key steps:

• Research: Submersion, interviews, and surveys helped us understand the user experience.We observed the space, documented issues through photography, and gathered insights from students, staff, and the general manager.

• Assessment & Planning: After identifying key pain points, we analyzed the data to map out actionable solutions.

• Elevation Drawings: We created visuals to reimagine the space with new design concepts, including signage and navigation systems.

• Schematic Designs: Mockups and protoypes of modernized signs, floor decals, and an interactive app were developed to present the proposed changes.

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Enhanced Directional Markers

To improve navigation and reduce bottlenecks, we introduced non-slip, color-coded floor decals that guide traffic flow and help form proper lines at each station. We also transformed an eye-sore support beam in the middle of the space into a functional four-sided directional sign, turning it into a clear focal point for wayfinding. These combined solutions make navigation more intuitive from the moment users step inside, streamlining movement throughout the food court.

Integrated Digital Experience

A new digital component was designed to streamline the ordering process and reduce waiting times. We created an app, accessible via QR code, that includes features like special ordering options, a navigation floor plan, an allergy guide, and menu details. This app centralizes all important information—previously scattered across paper signs and brochures—into one easily accessible digital platform. Additionally, we proposed reintroducing the pick-up express window for pre-orders, reducing congestion in high-traffic areas.

Improved Identification

We designed new visual displays to clearly mark each action station, showcasing the type of food served and the associated menu options and prices. A color-coded diagram was created to map the entire system, providing a clear, easy-to-understand layout for both new and returning visitors. We relocated the TV menus to more prominent locations to improve visibility and ensure that all users can make informed decisions about their dining choices.

Brand Identity

For the branding identity, we incorporated the existing brand by using the Jefferson Ram emblem and the standard university colors of Deep Blue, Bright Blue, and Citron. To bring vibrancy into the cafeteria space, we introduced complementary accent colors, including bright green, peach, teal, and coral. The typography and branding elements are consistent with the university’s existing style guide, ensuring cohesion across digital and print platforms.
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The Result

The enhanced wayfinding system, digital integration through the app, and modernized signage make the space more navigable, reduce overcrowding, and streamline the overall dining experience. By using clear, consistent branding and user-centered design principles, we created a space that will serve the university’s diverse population with efficiency and ease. The potential implementation of this project has the power to transform Jefferson Common Thread into a well-organized, modern dining hub for students and staff alike.

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