Hello, I am Robert Brown and this user research project focuses on maps related specially to population density. Map design or cartography is a form of data visualization that involves the study and practice of making maps. It is a complex process involving many decisions, each of which affects all the others. 

Maps can be designed by both designers and cartographers. The issue here is that most cartographers do not have a strong design background and most designers do not have a strong background in geography. Being able to understand the users of population density maps will help both cartographers and designers develop a deeper understanding of what design and mapping principles, processes, and practices are suitable for developing and presenting data to specific audiences.

The main question here is how can a cartographer or designer best portray population density on a map to an audience. Some secondary questions that can provide an even deeper understanding of this initial question include:

- What mapping and design practices are individuals/users drawn to?

- How can a cartographer of designer properly combine the knowledge from distinct backgrounds without overwhelming the audience/users?

Two research methods were selected for this project: focus groups and card sorting.

Two focus groups of 3-4 individuals were shown a three different maps: a choropleth map, a dot density map, and a proportional symbol map. They were to discuss what works and what does not work within map design. Discussion topics will focus on informational hierarchy and overall design. Following the focus groups, card sorting was conducted where individuals ranked information found from the focus groups from most important to least important when it comes to map design.

The two focus groups were everyday users and cartographers / designers. There were 4 everyday users in one focus group and three cartographers / designers in another.

The card sorting process consisted of 23 participants that ranked 7 topics resulting in 161 total.

When preparing for the focus groups, the target audiences were narrowed down to cartographers / designers and everyday users.

Cartographers / designers are the creator and developers of maps. Understanding current designers and cartographers will hopefully result in a comprehensive comparison on what designers think works and what actually works for their users. This is because anyone can and has used a map. Recruiting individuals from diverse and unique backgrounds will provide an unbiased approach and understanding of the average map user experience. 

The following characteristics were used to select cartographers and designers: 

- Over the age of 18

- Studying or possess a degree in design, geography, or similarly related degree

- Have an understanding of best design practices and theories

- Know how to use design or mapmaking software

- Is available to meet with other individuals and discuss the topics of design and mapmaking

The following characteristics were used to select everyday users: 

- Over the age of 18

- Has used a map before

- Does not possess a degree in design, geography, or similarly related degree

- Is available to meet with other individuals and discuss their usage of maps

Once all the data was collected, certain topics immediately rose to the top.

Here are the most discussed topics from the everyday users focus groups. Understanding the map was discussed 8 times, hierarchy was discussed 7 times, and both the purpose of the map and usage of color was discussed 6 times.

The most discussed topics in the cartographer / designer focus groups were understanding the map and usage of color. Both were discussed 5 times. Choropleth maps were discussed 4 times. Lastly, both the purpose of the map and hierarchy were discussed 3 times.

To clarify, this is a choropleth map. It uses differences in shading and color to indicate average values of a particular topic within a certain area.

Ranking the top seven topics that were discussed within the focus groups happened during the card sorting phase. Here is how the data was ranked by all 23 individuals.

Looking deeper into the data, the most common ranking order appeared. This is the order from most important to least important: map content, the key, the purpose of the map, the placement of the map in public, the usage of color, the typography, and understanding the audience. 

Each step resulted in their own unique findings.

The everyday user focus group found that choropleth maps are best when talking about maps related to population density, but the type of map should be based off of the map’s topic. They preferred to use analogous and monochromatic color when talking about maps. Three out of the four individuals agreed on this. Lastly, legible typefaces are key in map design. All four participants unanimously agreed that sans serif typefaces were the most successful when designing maps.

The cartographers / designers initially did not think choropleth maps were the best type of maps that focused on population density. As the discussion continued, they finally agreed that choropleth maps were the best type of maps for population density. They agreed with the everyday users in that the type of map is dependent on the topic. Everyone within this focus group also agreed that color and typography cannot be selected with out various other factors being considered. There is no correct answer for every map..

The individuals from the card sorting process heavily agreed that map content in the most important topic. 14 out of 23 individuals said this. The interpretation of the map should be simple because all the topics toward the front of the rankings focused on content and purpose. Lastly, understanding the audience was commonly seen towards the back of the rankings. Thus, people think it is not important for cartographers / designers to understand their audience.

Moving forward three things need to be done.

One, Cartographers / Designers need to do better job explaining why it is important to understand their audience. This is not seen important by most people, but it ultimately make the difference between a well designed map and a poorly designed map.

Two, Cartographers / Designers need to be properly educated in both color theory and typography before learning about map design. This will naturally make maps more functional and visually appealing.

Three, Cartographers / Designers cannot design maps for purely aesthetic purposes. Making a map without any research will end up being designed poorly and push users away from a map.

Again, I am Robert Brown and I would like to thank you again for taking the time to listen and watch my presentation on map design focused on population density.