Episode 69: Corinn Soro, Interior Designer, CID, NCIDQ, CHID, EDAC, Senior Planner, Roswell Park Comprehensive Cancer Center

"Another sign is not the answer—it dilutes the message." - Corinn Soro

Today on the pod, Cheryl sits down—virtually—with Senior Planner and Interior Designer Corinn Soro of Roswell Park Comprehensive Cancer Center in Buffalo, NY for a deep dive into wayfinding that actually works: why "visual pollution" erodes attention, how de-crapification clarifies intent, and where evidence-based choices can transform the patient journey from disorientation to ease. 

Expect real examples—subway-style maps that set expectations at a glance, pictograms that land when words won't, and donor walls designed to evolve rather than date out—plus the small, cumulative tweaks that lower stress for visitors and staff alike. 

Today's conversation is about design as reassurance, translating research into decisions that cut through noise and hand back control the moment someone walks through the door.

What We Cover

• A 17-year-old's spark: geriatric care, neuroplasticity, and the built environment

• London roots: learning research methods alongside OTs and PTs; universal design for all bodies

• Evidence-Based Design in action: NICU decisions (sound, circadian light, infection control) backed by research

• "Visual pollution" vs. visual cues: the case for ruthless editing ("de-crapification") before adding signs

• Wayfinding that works under stress: step-by-step instructions, few decision points, and reassurance cues

• Designing for low literacy: a color-and-letter "subway" system, line-of-travel markers, and proximity intuition

• Pictograms that actually communicate: testing, swapping out abstractions, and kid-friendly icons

• Measuring ROI: missed appointments, staff disruptions, and the real cost of poor wayfinding

• In-house rhythm at a research hospital: tight feedback loops, quick iterations, and process fixes

• Donor walls that age well: digital storytelling, magnetic plaques, and durable substrates

• Advocacy and pipeline: AMFP Upstate NY, craft labor realities, and manufacturing shifts ahead

• Big wish list: self-cleaning floors (for hospitals…and home)

• Why post-occupancy evaluations could prevent future design disasters (and why they rarely happen)

Key Takeaways

• Edit before you add. Wayfinding succeeds when clutter is removed and destinations are made legible through architecture, lighting, and contrast—not just more signs.

• Design for the stressed brain. Fewer decision points + stepwise reassurance beat complex directions every time.

• Evidence accelerates approvals. EBD turns subjective taste debates into science-backed decisions leadership can green-light.

• Symbols > sentences. Tested pictograms improve comprehension across languages, ages, and literacy levels.

• Iterate in the wild. Being embedded with clinicians and patients surfaces quick wins you'll never catch from afar.

Memorable Quotes from Corinn Soro

• "Another sign isn't the answer—it dilutes the message."

• "Wayfinding is about giving choice back to patients when so much else is out of their control."

• "If a space is 'too quiet' for the engineer, it's probably just right for the neonates."

• "Healthcare design is a team sport."

Resources & Links