FDS International – TOURIST MAPS 2001

Description

A London Buses Strategy and Policy study (Oct 2001) tested a new Tourist Bus Map with 113 hall-test interviews and eight depth interviews of UK and overseas visitors. Overall reactions were very positive: nearly 9 in 10 found the map clear and simple, and 8 in 10 said it would make them more likely to travel by bus. Users liked the route clarity, highlighted attractions, and colours. However, usability problems emerged: most users did not use the Route Finder or Destination Finder and struggled to locate unfamiliar attractions—adding a grid reference system was recommended. The central box confused respondents, breaking route continuity and making letter codes unclear; relocating it to the map side was suggested. Awareness of the London River Service was low; clearer explanation, dotted river lines, and a more prominent key were recommended. Other improvements included enlarging the map key and boxing all bus numbers at each stop, not only terminators.