The goal of the research was to examine how consumers interpret and react to the concept of an Affordability Map through moderated usability testing with a Lo-Fi prototype.

Key Findings:

1. The overall response was positive, with participants recognizing that the map effectively visualized cheaper vs affluent areas across Dubai.

2. Filter Usage:

   • Users seldom interacted with filters unless prompted.

   • They preferred entering monthly budget, family size, or connectivity preferences over using pre-set filters.

3. Heatmap Understanding:

   • Users easily understood the color coding (cheapest to most expensive) due to clear labeling at both ends.

   • However, the middle color codes lacked clarity, making price ranges guesswork for users.

4. Common "I wish I could see" requests:

   • Information on transportation, food, health, and education within specific areas or communities.

5. Price was the primary factor, followed by secondary considerations like:

   • Bedrooms

   • Community types (villas vs apartments)

   • Location familiarity and connectivity

Key User Quotes:

“It starts with the amount or budget. I allow it to suggest areas to me, and then I see where it is, if I'm familiar with the area or not.”

“It’s price first, and then the secondary factors, which would be bedrooms, locations, apartment versus some other type of property.”

“The price is one of the biggest ones. Then, maybe, which areas have more villas versus apartment buildings.”