Imagine an airport check-in situation without signage. Or how about arriving nervous for a difficult appointment at the hospital with no signs to guide you to your goal. What a stressful start of a journey or appointment that would be. Of the many steps in our process of showing the way, the user journey is our strongest focal point. We spend a fair amount of time putting ourselves in the place of the users – walking their way, analysing, discovering the tricky areas and the natural places to look for signage. All this: Because wayfinding is all about the empowerment of the user. The first thing we do is to map the area and define the journey. Then we imagine different kinds of users, sometimes in the shape of personas, who will walk the journey with different purpose and mindsets. Once the journey is mapped with touchpoints and pitfalls, we work with the feeling of the journey and on the hierarchy of information. When working on the user journey we interview everyone involved in the area, staff and travellers of all ages, hear their feedback and work with it until the solution is tested and tried, has passed the ’sanity-test’ and become what we call user centred.