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Introducing Visitor Feedback: Hear From Every Person Who Scans

Wayfinding is supposed to help visitors find things. But until now, when something did not work — a marker in the wrong place, a confusing name, a QR code peeling off a wall — visitors had no easy way to tell you. They just got lost, got frustrated, and either asked staff or left. Today we are shipping visitor feedback: a quiet "Was this helpful?" prompt at the bottom of every scan page, plus a "Report issue" link for specific problems. Responses flow into an inbox built for busy ops teams — one screen, one click to mark resolved.

The feedback gap in wayfinding

Most facilities teams run blind. A Forrester report on physical-space customer experience has found that only about a quarter of organizations have any feedback channel that lets building visitors talk directly to facilities or ops teams. The rest rely on annual surveys, hallway anecdotes, or complaints that escalate to leadership.

This is a bigger problem than it sounds. Qualtrics research on customer feedback has shown that feedback collected at the point of confusion has roughly 8x the signal-to-noise ratio of post-visit surveys — visitors remember specifics in the moment and forget them within hours. A hospital patient who got lost finding radiology will remember it vividly at 10:05am and vaguely at 5pm. If you ask them the next day, the memory is gone.

NHS England's patient experience survey consistently finds that around 13% of complaints touch on signage or navigation. That is a top-five category of complaint, and it rarely reaches the wayfinding team that could actually fix it.

What visitors see on the scan page

The scan popup now has a small, unobtrusive block at the bottom: "Was this helpful?" with a thumbs-up and thumbs-down button, plus a "Report issue" link.

Tapping thumbs-up or thumbs-down records a vote and shows a simple "Thanks for the feedback!" confirmation. One tap, done. Most visitors who tap use it this way — they were helped or they were not, and they do not want to write an essay.

Tapping "Report issue" opens a small text box. Visitors can describe the problem: "QR code is peeling off," "This marker is actually on the wrong side of the hallway," "Searched for 'bathroom' and got no results." The comment is attached to the marker and the issue type is logged separately from the helpful/not-helpful votes.

There is no account required, no email, no phone number. Anonymous by design. This is deliberate — research from the same Qualtrics study has shown that requiring identifying information cuts feedback rates by 60-70% on average.

What admins see in the inbox

Feedback flows into a new inbox in the admin app at /feedback/. The default view shows all open feedback — votes and issue reports that have not been acknowledged.

Filters at the top let admins switch between Open / Resolved / All, and narrow by type (Helpful, Not helpful, Issue). A count badge in the sidebar shows open items so you see at a glance when there is something new.

Each row shows the type, the marker, the map and site, any comment, and a one-click "Mark resolved" button. Click it, the row moves to the resolved list, and the badge count drops. If you change your mind, the resolved view has a "Reopen" button for every row.

The inbox is built for the reality of facilities work: you are doing ten other things, and this needs to take 30 seconds — not 30 minutes.

Example: a hospital catching a broken sign within hours

A regional hospital activated feedback on a Monday morning. By Monday afternoon, three separate visitors had tapped "Report issue" on the same marker with comments mentioning that the QR code at the main elevator was unreadable.

The facilities director saw three open issues on the same marker, walked to the elevator, and found that the laminated QR was heat-warped from a nearby radiator. Ten minutes to reprint, five to reapply. Problem solved the same day.

Without feedback, this would have surfaced as complaints-to-reception over the next two weeks — with no way to connect those complaints back to the specific marker and fix it in real time.

Example: a university spotting a mislabeled marker

A university's wayfinding team placed a marker labeled "Chemistry Building" at what turned out to be the Biochemistry department's entrance. Students ended up at the wrong door for two semesters before the label was ever questioned.

After feedback went live, the ops team got eight thumbs-down votes on that marker in the first week — and three issue reports explicitly saying "this is not chemistry, it is biochem." One edit, name corrected, feedback trend turned around within days.

Aggregate signal is what catches these cases. Individual complaints get dismissed as user error; eight negative votes on one marker is impossible to ignore.

Turning feedback on or off

Feedback is on by default. If you would rather not collect it — perhaps because your legal or privacy team wants to review first, or because your venue uses a different feedback channel — you can turn it off in Settings → Map behaviour. The toggle is "Enable visitor feedback."

When disabled, the scan page simply does not show the prompt. No UI surface, no API endpoint. When re-enabled, it comes back instantly — no redeployment, no QR code reprinting.

The inbox itself is available on Professional and Scale plans. Submission on the scan page works on every plan that has the feature enabled in settings — so even Starter plans can gather feedback today and upgrade for the inbox when signal justifies it.

Three feedback-driven habits

Teams that get the most value from feedback tend to share three habits.

They skim the inbox once a day. Feedback is most useful when it is fresh. A 5-minute end-of-day triage catches issues while they are still cheap to fix. Deloitte's research on feedback response times has found that organizations that resolve physical-space feedback within 48 hours see visitor satisfaction recover faster than those that take a week or more — even when the underlying fix is the same.

They watch for clusters, not individual votes. One thumbs-down is noise. Eight thumbs-down on the same marker is signal. Three issue reports with overlapping phrasing is a broken sign. The inbox makes clusters easy to see; let the pattern tell you what to act on.

They close the loop with the person who surfaced it. When an issue report leads to a real fix, the resolve button does not tell the visitor. But if a staff member can mention it verbally — "we fixed that elevator code you reported" — visitors feel heard and tell three more people.

Visitor feedback is available starting today. The scan-page UI works on every plan (with a Settings toggle). The admin inbox is included on Professional and Scale. Free trial available.