Once upon a time, Streetmap.co.uk was one of the most popular Web Mapping sites in the UK, competing successfully with the biggest rival at the time, Multimap. Moreover, it was ranked second in The Daily Telegraph list of leading mapping sites in October 2000 and described at ‘Must be one of the most useful services on the web – and it’s completely free. Zoom in on any UK area by entering a place name, postcode, Ordnance Survey grid reference or telephone code.’ It’s still running and because of its legacy, it’s around the 1250 popular website in the UK (though 4 years ago it was among the top 350).
So far, nothing is especially noteworthy – popular website a decade ago replaced by a newer website, Google Maps, which provide better search results, more information and is the de facto standard for web mapping. Moreover, already in 2006 Artemis Skaraltidou demonstrated that of the UK Web Mapping crop, Streetmap scored lowest on usability with only MapQuest, which largely ignored the UK, being worse.
However, recently, while running a practical session introducing User-Centred Design principles to our MSc in GIS students, I have noticed an interesting implication of the changes in the environment of Web Mapping – Streetmap has stopped being usable just because it didn’t bother to update its interaction. By doing nothing, while the environment around it changed, it became unusable, with users failing to perform even the most basic of tasks.
The students explored the mapping offering from Google, Bing, Here and Streetmap. It was fairly obvious that across this cohort (early to mid 20s), Google Maps were the default, against which other systems were compared. It was not surprising to find impressions that Streetmap is ‘very old fashioned‘ or ‘archaic‘. However, more interesting was to notice people getting frustrated that the ‘natural’ interaction of zooming in and out using the mouse wheel just didn’t worked. Or failing to find the zoom in and out buttons. At some point in the past 10 years, people internalised the interaction mode of using the mouse and stopped using the zoom in and out button on the application, which explains the design decision in the new Google Maps interface to eliminate the dominant zoom slider from the left side of the map. Of course, Streetmap interface is also not responsive to touch screen interactions which are also learned across applications.
I experienced a similar, and somewhat amusing incident during the registration process of SXSW Eco, when I handed over my obviously old laptop at the registration desk to provide some detail, and the woman was trying to ‘pinch’ the screen in an attempt to zoom in. Considering that she was likely to be interacting with tablets most of the day (it was, after all, SXSW), this was not surprising. Interactions are learned and internalised, and we expect to experience them across devices and systems.
So what’s to learn? while this is another example of ‘Jacob’s Law of Internet User Experience‘ which states that ‘Users spend most of their time on other sites’, it is very relevant to many websites that use Web Mapping APIs to present information – from our own communitymaps.org.uk to the Environment Agency What’s in Your Backyard. In all these cases, it is critical to notice the basic map exploration interactions (pan, zoom, search) and make sure that they match common practices across the web. Otherwise, you might end like Streetmap.