Define – WINNING ELEMENTS 1993

Description

A June 1993 London Buses qualitative study tested new map, timetable and information ideas with segmented user groups (heavy/medium/light/ potential users, elderly, phobics, pragmatists) to identify preferred elements for quantitative follow-up. Key findings: map needs vary by user—medium/heavy users want geographic detail for orientation; light/non-users prefer simple, diagrammatic “skeleton” maps. Several prototypes were rejected for excess or lack of information; the recommended “Pensquitch” combines strengths of Penrose, Squircle and Fitch designs (clear stop dots, boxed bus numbers, bus numbers on roads, named streets, zone lines, ‘you are here’). Timetable needs differ by zone: inner zones favor high-impact frequency displays with first/last times, outer zones need full timetables plus at-a-glance frequency. Recommended next tests: four map variants (Penrose, Squircle, Fitch, Pensquitch) and three timetable formats. Favoured initiatives: real-time DMI/countdown displays, onboard DMI/PA, freephone, staffed kiosks, clearer stop names/route diagrams, illuminated stops and alarms. Rejected: newsagent advice, payphones/ticket machines at stops, standalone info points. All proposals require quantitative, in vivo and accessibility testing. The report also includes extensive route timetables, fare-zone and contact details.