The power of wayfinding signage to influence behaviour

Always keen to use our mapping products in situ and view them from a user perspective, I recently decided to carry out some research at the Queen Elizabeth Olympic Park. The last time I visited was at the height of the Olympic Games and the area was teeming with tourists clutching the T-Kartor produced Host City Map.

I have read about legacy plans for the area and the London Legacy Development Corporation, a mayoral planning authority with the remit to manage ongoing regeneration of the Park and surrounding areas. One stated goal was to link the Olympic Park to the communities in the surrounding urban area. Legible London wayfinding maps are intended to help towards this goal, so I planned to see how well the system works in reality.

As part of T-Kartor’s creation and maintenance of the Legible London database, we developed the online LLAMA portal, from where Transport for London (TfL) can manage Legible London products in a geographic asset management view (above). From the portal I could see the positions of 43 Legible London products. An excel output broke down the details: 11 bus stop maps, 8 vicinity maps at stations (including DLR) and 23 walking totems, of which 4 are OWCRE (Olympic Walking and Cycling Route) signs along the canal towpath. In addition, the LLAMA portal allowed me to study the layout and rotation angle of each sign, and see a preview of the printed artwork (below).

What struck me on arrival at Stratford Station is the complexity of the area. A vast shopping centre and transport hub were my first impressions, but without a map it would be very difficult to appreciate its layout. I made my way across a huge raised walkway towards the old Olympic Stadium, now home to West Ham United Football Club, where I hired a (TfL) Santander cycle.

I often hire a TfL cycle in London, and head off in any direction with the confidence (due to the high density of mapping products) that I will not get lost. Although I was very unsure of the area, I soon came across map products and felt confident to explore.

The area is still heavily under construction, and does have a very deserted feel about it. However, I am fascinated by the level of investment in infrastructure that is still going on, years after the Olympic Games left town. The area is trying to encourage growing businesses, with Here East digital quarter, 3 Mills Film and TV Studios and International Quarter London (new home for progressive business).

My cycle ride took me first through the slightly desolate park, around the outside towards Hackney Wick, then along the canal riverwalk. Within a very short cycle I had experienced areas of urban decay and vandalism; recreational areas along the canalside, where people tending their barges lended a feeling of safety; vast, barricaded building sites; new business developments and the impressively landscaped grassy verges of the Queen Elizabeth Olympic Park.

An area of such contrasts, both negative and positive, needs cohesion and context. Legible London mapping helps by displaying how the area fits together, how to quickly walk or cycle to areas of safety and just how close everything is to where you are standing. The familiar design will have helped many unfamiliar visitors to the Olympics to feel that the area is as much a part of London as the West End.

If anything, I was disappointed by the lack of density of the wayfinding signage. Once away from the Stratford transport hub I found myself worrying that I had cycled ‘off the map’ before seeing another mapping signpost and breathing a sigh of relief.

I had also expected the area to be more complete than it is. I will have to repeat my field study in a few years and see if the sense of cohesion is improved as well as the density of wayfinding signs.

T-Kartor’s 700 bike hire maps in London have helped boost cycling to the highest levels ever recorded

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T-Kartor have produced maps for Transport for London (TfL) for 15 years now and we also created and manage the Legible London mapping database. We have worked on their cycle hire project since it began and have outputted maps from our system for each of TfL’s 700 ‘Boris Bike’ stations across the city.

The cycle hire scheme continues to expand year on year and recent figures from TfL show that 2014 recorded a figure of over 10 million cycle hire journeys taken by customers that year. This is an estimated 12% increase and the 5th quarter in a row numbers have continued to rise – it is also the highest number of instances of bikes being hired since their records began.