Based on the 1st hypothesis experiment, I did 2nd hypothesis experiment with a slightly different form of prototypes. Below is the hypothesis I want to prove.
Negative information is more effective than positive information for a solo traveler to choose a safer route. We will know this is true when we see the solo travelers informed the negative information than positive information about crimes more likely to choose a safe way rather than a fast way.
Below is the experiment design.
I used Zoom for this experiment same as 1st experiment. Below is the prototype I used.
The only difference between the two prototypes is the last pages. Type C only has negative information about Route A(fast), and Type D only has positive information about Route B(safe). I used Zoom for this experiment same as 1st experiment.
Below is the result note.
And here are some key takeaways:
- The number of participants who saw the negative information chose the safer route 33.3% more than those who saw the positive information.
Negative information is more effective than positive information for a solo traveler to choose a safer route. (Assumption is correct!) - People want to see both negative and positive information about crimes on each street.
- Men are mostly only worried about possible murder crimes such as a gunshot. However, women are worried about more various crimes like physical & verbal assaults, sexual assault, robbery, racism and catcalling, etc.
- If the time is enough, men rather than women tend to choose a safe route than a fast route, not because they feel unsafe more often than women but because men usually don’t mind walking long distances.
- People want to see crime details — exact location, type & severeness.
- The locations of 24-hour convenience stores, gas stations, and police stations can be helpful when considering the path.
- Crowdedness and street light environment(at night) are important factors for not safe feeling.
- Rentable bike or scooter information can be helpful for safe travel.
