SafeRoadMaps: Communication of Location and Density of Traffic Fatalities through Spatial Visualization and Heat Map Analysis

Road traffic injuries are the number one, non-disease-related, cause of death in the world; more than 1.2 million people die each year on the roads, and between 20 and 50 million sustain non-fatal injuries. In 2008, in the United States, there were 37 261 motor vehicle fatalities – the result of 34 017 motor vehicle crashes. Clearly, there is an urgent need for governmental agencies, and other key institutions, to increase and sustain action to prevent motor vehicle injuries. This article reports on the iterative development of SafeRoadMaps, a publicly accessible system for presenting accident frequencies and characteristics based on geographic location (www.saferoadmaps.org). The system was developed to visually communicate and allow analysis of public health issues related to rural and urban road transportation safety. One of the distinctive features of this online system is the use of ‘heat maps’ as a visual means for communicating the spatial density of traffic fatalities. The article begins with a review of the action research design approach utilized for the analysis, design and implementation of this system, continues with an overview of the system and its visualization methods to communicate safety information to travelers and other stakeholders, and concludes with a summary of findings from end-user feedback, including the system's potential to raise user awareness and affect driving behavior.