These are the 2 new posters we used:
route K
route P
We made the differences between the two more subtle, and got rid of the
map.
The direction is indicated by the spiral, a small size difference, and a change in gradient, and a slight overlap for the first and last stop with the train rails.
The choice for museums or shops is indicated by the first stop, and by a difference in transparency.
We did the test with 5 potential users (4 f, 1 m; age 45-65) from around Groningen.
We did not show the circles simultaneously, although that is what the assignment suggested, because the actual users would never see them at the same time, so it seemed irrelevant. Instead, we showed them right after each other for about 10 seconds. Some of them saw route P first, others route K.
After taking the posters away, we asked them to list the differences they had noticed.
Then, I showed them one of the posters, and asked them which direction they would follow, and if they would expect to visit mainly museums or shops, because the design should influence that decision, and why.
The test persons hardly noticed any differences between the two varieties: two of them saw no differences at all, two of them noticed the gap between the station and the last stop in route P (but not in route K!), and one of them (an artist) could list pretty much every single difference. So this part worked (but not for artists).
The direction on the circle was completely ignored. One of them chose "correctly": clockwise on route K for museums.
Other comments:
"Clockwise, always clockwise on a circle. Also, I want to see museums, and clockwise, a museum comes first." (route P)
"Counter-clockwise, I have a feeling I should go clockwise, but the pictures make it look more like a sightseeing tour in that direction, while the museums are on the left." (route P)
"Counter-clockwise, I have a feeling I should go clockwise, but the pictures make it look more like a sightseeing tour in that direction, while the museums are on the left." (route P)
"Counter-clockwise, the museum seems more clearly visible there." (route K(!!!))
Conclusion 2: the difference should be much, much greater. We tried to make it subtle, according to the assignment and feedback, but subtlety clearly doesn't work. Especially when people have in mind what they want to do, museums or shopping, they appear to ignore the direction of the circle, and pay more attention to the pictures. What they want to do should come first, that's how they decide on the direction.
They all liked the design of the circle, although we didn't pay a lot of attention to that when we made these versions.
Nice to see you tested the concepts already, and the results.
ReplyDeleteThe distance works well I think.
However, I think previous versions were more clear.
First, putting the start at the bottom could make people ignore the "clock-wise" connection, or make it seem less important, and maybe know faster where to start (also that did not seem to be a problem).
Also, the mix of photo's and icons is still a bit confusing, and makes the differences you put in the versions less noticeable (like transparency).
As far I understood the assignment, it is only important to make people choose left or right. It is not even important if they choose shops or museums on that route, but just that direction choice.
Why did you include icons and a big title inside, as well as icons/pictures outside? Maybe experimenting with that could make it more clear of where to focus.
VisualeM
The idea of leaving a blank “spot” at the end of the route guides the eye into the opposite direction, which allows users to go on the desired path. The differences between the two routes are subtle which allows the image to be changed from one day to the other.
ReplyDeleteIt is nice to see the shopping and the museums alternating along the circle. With this idea prevents users from being too aware of the route they are taking.
Doing the user testing by showing one map at the time represents the actual situation better. Users will not have the circles at the same time, so it makes sense. But maybe you should also analyze them together, it is expected that people don’t remember the differences, since the brain is not able to store all the information and especially small details.
Perhaps the subtle change it’s enough to guide them, since the idea is to not notice the differences if you come on different days and look at the picture.
We think it may not be about making the differences more visible but about guiding them better into each of the directions. Maybe use more popping out, like a highlighted color on the first “stop”, that way people get attracted to it easier.