Business & Market Research Ltd – TUBE GUIDE RESEARCH 1997

Description

Business & Market Research Ltd evaluated a proposed combined London Underground leaflet intended to replace the Journey Planner and Tube Guide. Using qualitative (14 depth interviews, two mini-groups) and quantitative (hall tests, n=236) research, the study examined usability, content and preferences. Respondents ranked the map with station index, train frequency and journey times as most important. The new leaflet was generally well received: 64% preferred it over the existing version and three quarters approved replacing the two existing leaflets. It was rated much easier to open and use (97% vs 75%), though slightly less convenient to carry (78% vs 93%). Key recommended changes included concertina folding, placing the station index on the same side as the map, showing zone colours on the map, presenting first/last train info together, clarifying peak/off-peak frequencies, and adding ticket availability. Issues to address were small print, map-symbol keys, restricted-service notices, print quality and durability. Heavier users were somewhat less positive than light/medium users