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Map Feedback Tool
Since digital maps are manually created, verified and maintained, they are likely to be out-of-date and error prone. NAVTEQ wants those using its maps to report discrepancies which reduce its cost of maintenance. The increased variety of internet capabilities allowed NAVTEQ to encourage more rapid and accurate report submissions.

SKILLS HIGHLIGHT

• Design for complex transactions
• Content management
• Contextual user research
• Usability testing
• Prototyping
• Online digital maps

SITUATION

• Existing service was text based
• Only registered visitors were allowed to submit reports
• Operation depends on large multi-disciplinary and cross-functional organizations
• Service needs to support a global audience
• Audience spans diverse group of customers, experts and single-time users

METHODS

• Perform usability testing with existing prototypes and review of other map based services
• Engage several agencies to provide user research and visual design support
• Develop use-case based scenarios for requirements to handle wide spectrum of possible conditions
• Develop understanding of global differences with local interviews and testing
• Cart sort exercises to create user-based categorization scheme
• Release solutions with iterative development

RESULTS

• User based innovation included
  • Asking users “What” the discrepancy was rather than “where” simplified the transaction by providing contextual questions
  • Provide a real-time “strength meter” to evaluate and improve report prior to submission
  • Updated categorization scheme including a “top 5 report types” to speed transaction and also to help users understand the service
• Business based innovation included
  • Eliminate registration to increase report utilization
  • Added advanced usage metrics to track behavior
• Solutions increased submissions
  • Dramatic increase of submissions
  • Improved conversion rates for completing report
  • Improved quality of submissions from better error handling scenarios