Google maps vs. apple maps
This project evaluated and compared two competing mapping systems, Google Maps and Apple Maps. The purpose of this study has been to investigate which system has the most serious usability problems. The study was based on the ISO 9241-11 2018 definition of usability, with its three sub-concepts: effectiveness, efficiency and satisfaction. Using usability tests, qualitative and quantitative data has been collected. The results show that Apple Maps has the most serious usability problems.
research question
Which of Google Maps and Apple Maps has the most serious usability problems?
Role
UX DESIGNER
Duration
6 weeks, April-May 2022
Background
In this report, I and two other students at Stockholm University, have investigated the usability problems that exist in the two mapping systems Google maps & Apple maps. Navigation apps are popular tools that people of all ages use in many different contexts and situations, which means that these apps need to be reliable and easy to use. Recently, navigation apps have gained broader and more detailed functionality, which has led to increased competition between apps. Increased functionality can also lead to apps becoming too complicated, removing their main purpose of getting from one place to another. With millions, maybe even billions of users of the mapping systems Apple Maps and Google Maps, it is interesting to investigate which of these competing systems has the most serious usability problems. This is to get a clue about which system is preferred and has the highest usability. Through usability tests, we have investigated one of the main functions of the systems, which is to provide directions.
Purpose
The purpose of this study is to evaluate the usability of two similar mapping systems, generated by Google and Apple, and to compare which system has the most serious usability problems.
Method
Two user groups of 5 people per cell have tested the systems in an inter-group design. One group tested Google Maps and the other group tested Apple Maps. The researchers were assigned one of these roles each: moderator, observer and computer. The usability tests were conducted in a controlled environment, with one participant at a time. During the test, each participant was given eight tasks to perform on an iPhone. The participant then completed a questionnaire based on the System Usability Scale (SUS). A short interview was then conducted with open-ended questions where participants had the opportunity to elaborate on their answers – which could result in findings on the most serious usability problems.
After the tests were carried out, a descriptive statistical analysis and two affinity diagrams were produced. The descriptive statistical analysis was based on the quantitative data extracted from efficiency and effectiveness, where time sampling and observations were the data collection methods.The affinity diagrams, which analyse the qualitative data, were conducted with data from the observations and interviews.
Evaluation
efficiency
In terms of efficiency, the results showed that Apple Maps, compared to Google Maps, had higher mean and median (time/task measured in seconds) in all tasks, which can be interpreted as the system being less efficient. This also indicates that Apple Maps has lower usability than Google Maps, which may be a consequence of its usability problems. Examples of problems that could be the cause of this include the complicated interface and the lack of clues.
The tables below summarize the time spent per task and test person. U represents task and P stands for person. These are written in seconds.
Table of time per task
apple
Table of time per task
effectiveness
Regarding the descriptive statistical analysis on effectiveness, there is a difference between the competing systems, where the test subjects from Google Maps managed more tasks than the test subjects from Apple Maps. There was no task that all five test participants managed to do in Apple Maps. Since the subjects had varying previous experiences, it can of course be argued that this could have an impact. However, the significant difference in results between the two systems, as well as the fact that none of the test subjects had previous experience with the systems, leads to the conclusion that the usability of Apple Maps is lower as a result of the serious usability problems.
satisfaction
Regarding the descriptive statistical analysis on effectiveness, there is a difference between the competing systems, where the test subjects from Google Maps managed more tasks than the test subjects from Apple Maps. There was no task that all five test participants managed to do in Apple Maps. Since the subjects had varying previous experiences, it can of course be argued that this could have an impact. However, the significant difference in results between the two systems, as well as the fact that none of the test subjects had previous experience with the systems, leads to the conclusion that the usability of Apple Maps is lower as a result of the serious usability problems.
If we look at the SUS result for Google maps, we got a final SUS value of 67, which on the whole indicates that users considered the system to be fairly satisfactory compared to the average SUS value. We can see a context in which questions with a positive statement received high scores, and questions with a negative statement received lower scores (i.e. disagreeing). One question that stood out was the question “I think I would need support from a technical person to use this system.”, where all answers leaned towards disagreeing.
Apple
If we then look at what the SUS value was for Apple Maps, we got a final SUS value of 40, which shows that the users as a whole are not satisfied with the system, and this is a lower result if we compare with the result on Google Maps. Here we can see that the questions with a positive statement generally scored lower, while the negatively stated questions scored higher. Although most of the answers were negative, we can still see that there are some positive points from the test persons. One issue that all respondents found lacking in the system was how the different functions were integrated with the system.
Affinity diagram for Google Maps
Affinity diagram for Google Maps
Based on the qualitative approach, using the affinity diagrams as a basis, both systems have serious usability problems in terms of satisfaction. Apple Maps stands out as a large proportion of the notes show the test subjects’ negative attitude towards the system. The general attitude towards the system as complicated and difficult to navigate makes it a critical usability problem. The results in Google Maps are similar, with test subjects expressing frustration with the interface, which was perceived as difficult to navigate and overwhelming in some cases. However, the affinity diagrams indicate that Apple Maps test subjects encountered more obstacles and experienced greater dissatisfaction in terms of observations/statements.
Conclusion
In summary, the results suggest that Apple Maps has the most serious usability problems, compared to Google Maps. This is based on the specific problems encountered in the tests, such as the lack of certain features, as well as the overall assessment of the concepts of efficiency, effectiveness and satisfaction.