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VR Signage


UW Medicine was building a new research building, and the major donors (investors) would like to have their names into the building signage. How could we find the best signage design option?

VR Signage is a VR visualization project that allows users to see different signage options in virtual reality, and help to identify the preferred one. The 3D VR contents were modeled with real world details to reflect real life experience.


8 Weeks (2017)


UW Medicine


Designer (Myself), PM, Engineer

My Role

3D Prototyping, VR Experience Design, A/B Testing

Project Brief



The donor's project committee - representing the major donors who earned their names into the building signage



The users couldn't decided on their preferred signage option, because they couldn't understand the technical drawings.



Signage Visualization in VR was introduced to the users to understand and test out signage options for decision making.



The winning signage was identified in the A/B testing with 4.8/5 rating, speeded up the decision process by 3 weeks, and was put onto the building.

Final Solution Highlights

3D Prototypes

I created the 3D prototypes in VR with real life details to allow users to enjoy experience as real as possible.

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Environmental Control

The control over the virtual environment allowed users to see the signage options in different conditions.

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VR Presentation

Presentation in VR with HTC Vive headset allowed users to see the signage options in person.

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Real-World Implementation

The signage has been implemented on the building in the real world! And the users are very satisfied!

Prototyping for VR

Step 01

Find User Needs

Understand what users would like to experience in VR, and what would make most sense for their decision making process

Step 02

Prototype in 3D

Create 3D prototypes with sophisticated 3D modeling tools that would be able to work with VR later down the road

Step 03

Refine in VR

Bring the 3D prototypes into VR environment, test them out, design and develop the details for the VR experience

2D Drawings

The 2D consultant drawings were too technical for the users, so I aquired the technical drawings from the signage consultant who worked out 2 versions for the building signage.

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3D Modeling

According to the user needs, I extracted the information from the drawings, and modeled the streetscape, the buildings, and the signage options.

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Testing in VR

I worked with the engineer to make sure all the experience-related items (geometry, material, lighting, colors) were all working well in VR.

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A/B Testing

A/B Testing Prep



  • The building signage design on the new UW Medicine research building


  • To identify the building signage that the users like the most (best performing)


  • Regular Layout
  • 1 large-size UW Medicine name + 3 small-size donors' names lined up vertically
A drawing A prototype


  • Organic Layout
  • 1 medium-size UW Medicine name + 3 medium-size donors' names organically placed
B drawing B prototype

Sample Size

  • 10 participants (all the members in the donor's project committee)

Sample Groups

  • 10 participants divided into 2 groups with 5 people each
  • Testing each group with corresponding signage

Activity Sequence

  • Introduction
  • Perform Task 01 - Walk past the Signage on Pedestrian Sidewalk (VR)
  • Perform Task 02 - Drive past the Signage on Road (VR)
  • Post-test Survey
  • Debrief
  • Introduction
  • Thank Participants

Survey Questions

  • How do you feel about the signage design? (Rate from 1 to 5)

    1 - Dislike A Lot

    2 - Dislike

    3 - Neither Like nor Dislike

    4 - Like

    5 - Like A Lot

  • Can you tell us more about it?
Testing Photo

A/B Testing Findings


A - Regular Design

  • 1 participants rated the signage design as "5 - Like A Lot ".
  • 2 participants rated it as "4 - Like".
  • 2 participant rated it as "3 - Neither Like nor Dislike".

B - Organic Design

  • 4 participants rated the signage design as "5 - Like A Lot ".
  • 1 participant rated the signage design as "4 - Like".

Winner - B

  • 4 participants rated the signage design as "5 - Like A Lot ".
  • 1 participant rated the signage design as "4 - Like".


Working Solution

The selected design option was passed on to the implementation stage with minor changes according to the users.

Now the signage is on the building in the real world!


Test Usability

It would be great to engage the users after the launch, and conduct usability testing by asking the pariticipants to the building site and walk/drive around the building signage, and gather user feedback for potential future changes.

Scale Success

Since the VR project is the first of its kind in the firm, it would be great to document the project well, and package the effort as professional VR visualization service for future business use.

Collect Feedback

When a project is done, it's a good time to engage the client for feedbacks and business suggestions.