Enhancing the Waiting Time Experience:
Client: Arquer Institute | Industry: Healthcare
How the Arquer Institute Managed to Elevate their Waiting Room Design
"We've completely eliminated patients’ complaints for having to wait longer than expected" – Berta Arquer, Manager and Receptionist at the Arquer Institute
About the Arquer Institute
“We were looking for decoration elements that would make people feel calm. As for the TV’s content, we concluded that the best visual appeal to ensure our patients' tranquility was to display collections of historical, cultural and nature photography.” – Berta Arquer
The challenge
The initial TV installation and its programming presented difficulties for both the medical staff and the patients. The screen was a basic consumer TV that had to be switched on and off manually every day and that would frequently malfunction – especially after long-period usage – causing pixelation of the content and eventually leading to unattractive blue-toned visuals. In addition, the latter was limited and repetitive, burdening the manager with the task of regularly updating them and adding to her already stressful responsibilities. The poor quality of the visual experience contrasted with the Institute’s overall high-quality service and diminished the waiting room experience, resulting in patient complaints. Since the waiting area already evoked nervousness, boredom, and stress were heightened in the absence of visual stimuli and other distractions.
“We knew it was somewhat unpleasant, but we didn’t have the right tools to fix it.”
– explained Berta
The collaboration
Berta crossed paths with the WindowSight team at just the right time. She was frustrated with the TV experience when WindowSight approached her with a comprehensive solution that consisted of a professional TV installation in Arquer’s waiting room and a wide range of licensed art and photography content on the platform. The content was specifically customized to the Institute’s needs and preferences, providing patients with a memorable visual experience that helps them relax before their appointment.
Ever since, WindowSight has been enabling Berta to effectively manage the waiting room experience without compromising her valuable time. WindowSight’s curatorship team presented a variety of art & photography content aligned with the Institute’s desired ambiance. Furthermore, the platform’s and professional display’s automation capabilities have facilitated the Institute’s daily operations by scheduling the curated and queued content as well as the TV’s activation and shutdown in accordance with the clinic’s open hours.
“Everything runs so smoothly, we don't even have to remember to turn off the TV at the end of the day" - Berta Arquer
“Nature in Motion” Collection by Babak Tafreshi
Sample of content displayed at the Arquer Institute
“Autumn Vibes” Playlist by Fernando Pedro Salgado
Sample of content displayed at the Arquer Institute
“Healthcare professionals – physicians, nurses, caregivers – are dedicated to providing the best care for their patients. Their kindness and compassion sometimes extend appointments’ length, causing the subsequent ones to be delayed. This creates a waiting period that can intensify negative feelings with each moment. In order to counteract this, healthcare providers need to implement alternative methods to distract and entertain patients and make the best out of their waiting areas, in which the right visual art and photography can be helpful.” – Pol Rosset, Co-Founder and CEO of WindowSight
The study and impact
Since the Arquer Institute had already implemented a meticulous approach to selecting and combining elements in order to consistently deliver a high-quality service to their patients, the WindowSight team decided that it was an ideal setting to conduct a case study.
In order to determine the effectiveness of WindowSight’s solution for the clinic’s waiting area, this study was conducted to assess the patients’ behavior before and after the implementation of the new concept and in both cases determine the impact of visual art & photography on their emotional state, as measured by “perceived waiting time”.
To reach that goal, a WindowSight User Experience Analyst timed the patients’ real-time waiting periods and asked them how long they felt they had waited before entering the doctor’s office.
The study consisted of two samples with 30 participants each, for whom the quantitative data showed the following:
- The control group, which involved patients experiencing the previous TV installation that presented a burnout effect of the repetitive images, perceived the waiting time as 6% less (on average) than the actual time.
- The experimental group, which involved patients experiencing WindowSight’s concept, with diverse, high-quality and ever-changing content, perceived the waiting time as 43% less (on average) than the actual time.
Thanks to WindowSight’s visual experience the patients’ average perceived waiting time was decreased by 37% compared to the previous TV experience – a significant difference between the control and experimental groups’ data which indicated how WindowSight’s concept vastly outperformed the previous one.
Following the implementation of the WindowSight concept, patients provided positive feedback swiftly, highlighting a notable enhancement in their waiting experience. Along with their direct feedback, three key behavioral changes confirmed the enhancement of the waiting area:
- They became more mindful and eager to observe the visual content
- They were less likely to use their mobile devices
- They were more likely to interact with their companions and other patients.
Berta Arquer and Dr. Andreu Arquer, at the clinic’s waiting area. Timelapse in the background by Javi Lorbada
“Ever since the TV experience was upgraded, we’ve noticed that our patients exhibit more relaxed behavior, whether it is during the appointment or while waiting. We’ve enhanced the overall experience at the center.” – highlighted Dr. Arquer as one of the most important outcomes of the collaboration.
Discussion
It is crucial for all industries to create an atmosphere that would encourage and empower individuals. Michael Blackman, the Managing Director of ISE with whom we collaborated for the 2023 show, praised WindowSight’s concept as a quick and simple method to provide entertaining distractions in waiting areas and other public spaces where individuals have to wait.
“In public spaces, waiting becomes boring and seems long when you have nothing to occupy your mind. If you can distract people like Disneyland entertainers do with children and their families in long queues, then the time of waiting becomes shorter and you see less dissatisfied customers. Therefore, WindowSight’s concept of creating distracting artful surroundings would be suitable for hospitals or doctors’ waiting rooms, public transportation or any other space where people have to wait.” – Michael Blackman
The utilization of visual stimuli can be a significant influencer. While incorporating color psychology and scientific data, it can guide professionals in determining the most appropriate content for various sectors.
For whichever desired ambience, WindowSight with its variety and diversity of content can adjust to any brand’s needs and enhance its personality. If you are interested, request an online showcase to get a glimpse of the experience we can bring to your waiting area.
