Comparison of Visualization Concepts of Map Layouts

Abstract

The emergence of new technologies enables the enhancement of traditional process analyses, since it provides information from new kind of data sources. However, this also leads to the challenge of information overload, i.e. it is difficult to perceive the essence of the information provided, due to the vast amount of recorded data. Information visualization provides the means to handle these huge amounts of data and allows to uncover knowledge that otherwise would remain hidden. In order to study the effects of visualization, we present different map layouts of a fictive clothing retail-shop and compare how the different layouts can contribute to the understanding of on the one hand the overall shop performance, i.e. finding areas customers stay very long or which are visited very frequently and on the other hand the shopping behavior of customers, i.e. examine the path customers took.