Research Setup

Delft Tourist Map _ Research Setup

1. Presumptions

Tourists will be influenced by subtle changes in two tourist maps in order to choose a route.

Two versions of delft city center tourist maps which meant to be perceived as the same have delicate distinctions such as emphasis of icons and areas. One map is a museum oriented map (route K) and the other is a shopping oriented map (route P). There is a limiting condition of making difference in route design to avoid a direct lead to a certain way. Other limitations* also prohibit big differences in both maps.

2. Research Questions

- Does even a subtle change in visual communication design (map in this case) play a role in making a (mental) decision?

- Which elements (theory) of design affect to the users to perceive the map?

- What elements (theory) of design play a role in choosing a route?

3. User Test

(1) Research Context

The user test will be conducted via internet “http://moving.zxq.net/maptest/test.swf?g=graphic” from 11^th to 14^th of June. The participants will be contacted by four of us and will be asked to visit the website above to be tested. The only constraint is the time limit of 16 seconds, otherwise it’s available anywhere even abroad. The test can be done in a cozy house. The participants will not be influenced by testers’ tacit oppressive feeling. Therefore, we are able to acquire more accurate and honest information from them. All the information gathered during the test will be also accumulated digitally.

(2) Participants

20+ participants will be participated in this research. People who are not acquainted with Delft in Netherlands will be recruited. They will be consisted of 10 male and 10 female because the space perception ability is different between male and female. Different nationality of people will be also participated.

(3) Task

1) First, participants access to the internet address “http://moving.zxq.net/maptest/test.swf?g=graphic” to be tested.

2) Then they see the initial screen of the test. With a proper greeting, they learn that two tourist maps of Delft will be shown and the total test time is less than one minute.

3) In order to see the maps, participants have to enter their name and region they come from and then click “start test”.

4) Participants will be asked to see two versions of the maps for 16 seconds simultaneously and be asked if they had noticed any conspicuous differences between those two maps. If some differences are found, they will be asked to name the differences and reason why afterwards.

5) After they press “show maps”, you can see two maps for 4 seconds for each map twice simultaneously (16 seconds total).

6) Participants will be questioned if they had seen any conspicuous differences between two maps. If “yes” is selected, they have to give reason why.

7) Finally, half of the participants will see the “museum map” and the others will see the “shopping map” with a question that supposed they are visiting Delft for shopping and visiting museums and pick route K or P.

	No. of male participants	No. of female participants
Museum oriented map (K route)	5	5
Shopping oriented map (P route)	5	5

8) Thank you message will be appeared at the last screen.

* Limiting conditions of making the maps

- The use of text on the map is not allowed, with the exception of names of buildings, museums, streets and squares (all in English).

- The use of de 'Route line' itself as indicator for direction is not allowed.

- The use of arrows or other arrow-like symbols as indicator for direction is not allowed.

- The names 'Museum route' and 'shopping route' should not be used on the map. You can refer to these routes by route K and route P.

- There will not be a key to symbols. All visual elements should speak for themselves.

- The subtle but effective differences have to be based on the theory presented in Colin Ware's book.