Legible London scheme evaluation in new areas 08224 September 2010 Confidentiality Please note that the copyright in the attached report is owned by tfl and the provision of information under freedom of information act does not give the recipient a right to re-use the information in a way that would infringe copyright (for example, by publishing and issuing copies to the public). Brief extracts of the material may be reproduced under the fair dealing provisions of the copyright, designs and patents act 1988 for the purposes of research for non-commercial purposes, private study, criticism, review and news reporting. Details of the arrangements for reusing the material owned by tfl for any other purpose can be obtained by contacting us at [email protected]. Research conducted by Steer Davies Gleave CONTENTS 1 EXECUTIVE SUMMARY ............................................................................ 1 2 INTRODUCTION .................................................................................... 5 About this report .................................................................................. 5 Legible London ..................................................................................... 5 The Pilot Schemes ................................................................................. 5 Study Outcomes .................................................................................... 6 Structure of the Report ........................................................................... 7 3 CONTEXT FOR EVALUATION .................................................................... 9 Vision and Mission Statement .................................................................... 9 Goals and Objectives .............................................................................. 9 Evaluation Framework ........................................................................... 10 4 SURVEY PROGRAMME OVERVIEW .............................................................. 13 Methodology ....................................................................................... 13 Pedestrian Counts ................................................................................ 14 PERS Audits ........................................................................................ 15 On-street User Interview Surveys .............................................................. 17 Mystery Shopper Surveys ........................................................................ 21 Accompanied journeys ........................................................................... 23 5 OVERALL FINDINGS .............................................................................. 25 Key findings ........................................................................................ 25 Pedestrian counts ................................................................................. 25 PERS ................................................................................................. 29 On-street surveys ................................................................................. 34 Mystery shopping.................................................................................. 39 Accompanied journeys ........................................................................... 43 Additional questions from LDA ................................................................. 46 6 SURVEY DETAIL SOUTH BANK .................................................................. 51 Key findings ........................................................................................ 51 Local Context ...................................................................................... 56 Detailed Survey Programme ..................................................................... 58 Survey Outcomes ................................................................................. 62 Figures On-street user interviews ........................................................................ 65 PERS Audits ........................................................................................ 73 Mystery Shopper Journeys ....................................................................... 75 Accompanied journeys ........................................................................... 85 7 SURVEY DETAIL CLEAR ZONE .................................................................. 89 Key findings ........................................................................................ 89 Local Context ...................................................................................... 93 Detailed Survey Programme ..................................................................... 95 Survey Outcomes .................................................................................. 99 On-street user interviews ...................................................................... 102 PERS Audits ...................................................................................... 110 Mystery Shopper Journeys ..................................................................... 112 Accompanied journeys ......................................................................... 122 8 SURVEY DETAIL RICHMOND & TWICKENHAM .............................................. 125 Key findings ...................................................................................... 125 Local Context .................................................................................... 129 Detailed Survey Programme ................................................................... 132 Survey Outcomes ................................................................................ 137 On-street user interviews ...................................................................... 140 PERS Audits ...................................................................................... 150 Mystery Shopper Journeys ..................................................................... 152 Accompanied journeys ......................................................................... 164 9 CONCLUSIONS ................................................................................... 166 FIGURES Figure 3.1 Goals and objectives of Legible London ........................................... 10 Figure 4.1 PERS Review parameters ............................................................. 16 Figure 5.1 Weekday pedestrian counts – daily count by pilot area – comparison of pre- & post-stages ............................................................................. 26 Figure 5.2 Weekend pedestrian counts – daily count by pilot area – comparison of pre- & post-stages .......................................................................... 26 Figure 5.3 Total observed users of selected monoliths (weekday, 7am-7pm) ............ 28 Figure 5.4 Pedestrians observed using Legible London in CLear Zone ..................... 29 Figure 5.5 PERS Audit mean scores – Pre-stage and post-stage – all pilots (mean) ...... 30 Figure 5.6 PERS Audit mean scores – post-stage – comparing areas ........................ 31 Figures Figure 5.7 PERS Audit mean scores – Pre-stage, forecast and post-stage – South Bank . 32 Figure 5.8 PERS Audit mean scores – Pre-stage, forecast and post-stage – Richmond .. 32 Figure 5.9 PERS Audit mean scores – Pre-stage, forecast and post-stage – Twickenham33 Figure 5.10 Awareness of legible London signs ................................................. 34 Figure 5.11 Ease of finding way around area by foot .......................................... 35 Figure 5.12 Would you know how to find your way by foot? .................................. 36 Figure 5.13 Use of information sources .......................................................... 37 Figure 5.14 Ratings of local signage .............................................................. 37 Figure 5.15 Has this pedestrian information scheme been personally helpful to you? – all pilots .................................................................................... 38 Figure 5.16 Attitudes towards signs and maps in the area – all pilots ...................... 39 Figure 5.17 Mystery shopper satisfaction by pilot area– comparison of pre- & post-stages ........................................................................................... 40 Figure 5.18 Ratings for wayfinding ................................................................ 41 Figure 5.19 Occasions of failing to find information when needed .......................... 42 Figure 5.20 Attitude statements .................................................................. 43 Figure 5.21 Base mapping – colour comparison ................................................. 49 Figure 6.1 South bank pilot area ................................................................. 57 Figure 6.2 Survey locations map ................................................................. 59 Figure 6.3 PERS Audit – Areas surveyed in SOuth Bank pilot area .......................... 60 Figure 6.4 Pedestrian counts by location - comparison of pre- & post-stages - weekday ........................................................................................... 62 Figure 6.5 Pedestrian counts by location - comparison of pre- & post-stages - weekend ........................................................................................... 63 Figure 6.6 Observation counts by location - weekday ........................................ 64 Figure 6.7