As the name implies, any process that provides relevant and contextual knowledge along the way or in advance can be described as Wayknowing, especially if that information reveals conditions that allow for better decision-making.

Mapping apps already anticipate transit conditions, delays, and alternate routes based on your preferences. You can even choose options like avoiding toll roads or favoring fuel-efficient routes.

But in addition to showing optimal destination paths, app data can also reveal how busy your final location is or if it’s about to close before you can arrive. Both are relevant bits of additive information that could change your decisions on when or even if to leave. This type of predictive knowledge is a defining characteristic of Wayknowing.

Below are a few specific examples of predictive conditions.

The best journeys behave a little bit like a crystal ball.

Google Maps
Scrolling down in a Google Maps destination result lets you “see the crowd” in advance to anticipate wait times.

Tripit
Forwarding your email confirmations to Tripit builds a personal travel itinerary that can keep you on track in during your stay.

Waze
The “Leave later” feature in Waze uses historical traffic data to predict future conditions, allowing you to plan accordingly.

Uber
Declaring your future travel preferences helps establish some measure of control typically left to the driver’s whim.

United Airlines
Predictions aren’t always quantifiable. Sometimes, all you need to relieve anxiety is just a good explanation of what to expect.

Copenhangen Metro
Riders can share real-time onboard conditions to help others, especially those who need assistance or accommodations.

Phygital: merging physical & digital

Picking up where apps leave off
While digital apps can inform and guide us to an extent—lead a horse to water, so to speak—there will still be some environmental decoding left to do once we arrive. Physical signage and directional wayfinding systems embedded in the built environment can guide us at the local level. This navigation handoff between online and offline modes is often referred to as a phygital (physical + digital) experience.

The Target order pickup process provides continuity from the digital app to designated pick-up areas in their parking lot.

Pedestrian striping in Tokyo’s Metro and color-coded carpets in the terminal guide travelers to and from Narita Airport.

Limitations of physical wayfinding
The above airport examples leverage a technique commonly used in wayfinding called progressive disclosure. As the name implies, this navigation method gradually reveals the necessary information at each juncture to reach the next decision point. This method typically leverages fixed signage, making it harder to update if the urban landscape evolves over time. However, fixed signage can still be considered intelligent, as evidenced by the Legible London initiative that helps orient and guide pedestrians around that city.

But even after being physically guided to a building, park, or venue, we’ve all struggled to locate the correct doorway, gate, or meeting spot. The mapping platform what3words has mapped the world into individual 3m squares and given each square a unique combination of three words—precise enough to locate a specific entrance or parking spot. Automobile brands, businesses, and emergency services are rapidly adopting the method.

Eyes on the prize
At its core, a well-designed human-centered journey strives to minimize or eliminate friction and worry. Whether for urban exploration or retail/brand purposes, the more you’re aware of in advance, the less stressful you are in the moment. Intentional Wayknowing methods can demystify the unknown, instilling confidence and assurance.

The ultimate goal of Wayknowing is not ruthless efficiency but rather the opposite—to favor and optimize time for the conditions we prioritize. Once anxiety is laid to rest, it leaves the door open for serendipity, perhaps the most beneficial and rewarding part of any journey.