Behavioural Mapping and Observation
Behavioural Mapping, also known sometimes Observational Mapping or just Observation, is the process of observing and analysing how users move through, and interactive with, a specific physical space.
A session of Behavioural Mapping would be conducted by one member of staff, and would usually last around 30 minutes. The staff-member would usually start with a blank map of the area, using coloured pens to chart the paths users take through the space, and note behaviour. You would expect to run multiple sessions in the same location to get a good understanding of how a space is used - at different times of day, and potentially at different times of year depending on the nature of the space and the scope of your project.
This technique is done at a distance, and does not identify or seek feedback from any individuals: as such consent is not usually required.
We used Behavioural Mapping in our first Summer UX project in 2015. The UX Space Project in 2017 is our most extensive use of Behavioural Mapping so far, and the observations made as part of that have informed the completely redesigned Morrell Lounge area.
An example of a Behavioural Map from 2015, focusing on the Morrell Lounge
This technique is usually only applicable when the subject of the research is a specific physical location or space, rather than a particular cohort or user-group.
It is often extremely revealing to spend half an hour actually in the space occupied by users, and as such many UX projects start with some Behavioural Mapping to provide useful context before engaging directly with users through other ethnographic techniques. It is worth ensuring that any member of staff undertaking a session of mapping has a briefing from someone experienced in the technique first: members of the UX Steering Group are happy to do this, and several members of Customer Services staff in the Library are also familiar with it.
| Blank Map | If possible, the researcher needs a blank map of the area. In the past at York, we’ve used a page of the Library floor plan for the relevant space, if necessary using a PowerPoint to simplify the map and leave more room for mapping routes and making notes. If no blank map is available, the researcher will need to sketch out a broad outline of the area on a blank piece of A4 before they start the session. |
| Pens/Pencils | You will ideally have access to several different colours of pen and cycle through them for each new user whose path you’re plotting on the page. |
| A copy of the "AEIOU" | It is useful to have the AEIOU written out on the reverse of the map, to act as a reminder of what to look for. This is a framework or approach to observation, and stands for Activities, Environment, Interactions, Objects and Users. We tend to use EthnoHub’s explanation / definition when we print AEIOU on the back of the maps, but you can see a more detailed (and library-centric) explanation of it in this excellent presentation from George Cronin. |
A session of Behavioural Mapping and Observation typically includes the following steps:
Go to the area that is the subject of the research - for example, a lobby or other area of the building. Choose a place to sit with good sight-lines.
Take the blank map and be sure to make a note of the date and time of your session. If possible use a pen-colour per user, and plot on the map the path each user takes through the space. Once a user is out of sight move onto the next person: you don’t follow the users as you don’t move from your position.
Use the AEIOU framework as a guide to making notes on what you see. Note down anything of interest - often the notes are the most useful part of this exercise, so don’t be shy about sharing your thoughts!
There are sophisticated things that can be done with Behavioural Maps, involving overlaying them in Photoshop to create a master image revealing the paths most used through the space. We’ve not done that at York (although don’t let that stop you trying it - if you have the skills please go ahead and tell us in the UX Steering Group how it goes!) and have stuck to a more DIY approach.
The key thing in analysing the maps themselves is to look for trends (several users doing the same or similar things) and to try and identify whether the space is being used as we intend it to be used. Are people completely bypassing certain important areas or displays? Are they congregating in places where we haven’t provided enough seating for them to do so? Again, not just the maps but your observations / notes are crucial here. Always think: how can we make this space work better for the users?
The most common changes made as a result of Behavioural Mapping are re-arranging an area so it works better for both the library and the users: for example, repositioning a digital screen so it’s in the eye-line of people as they take the most popular path through the space, rather than ignored off to one side.
We have used (and defined) Behavioural Mapping and Observation as one combined technique, but they can be described as distinct from one another. Behavioural Mapping is specifically the act of mapping the users’ routes through the space, and Observation is in essence everything else described above.
The Observation part of this is very powerful, so we wouldn’t recommend doing only Behavioural Mapping. However, you may find times when it’s better to do only Observation. We have found that plotting users’ routes through the space is almost impossible at peak times in very busy spaces such as the entrance to the Morrell Library, so developed a simplified version where user positions within the space are marked on the map, and whether they’re actively engaging with a service or technology - but we don’t map their paths. The emphasis is then on the Observation, and the AEIOU framework.