Bill Limpisathian
Credentials: Department of Geography
Position title: Assistant Professor
Email: limpisathian@wisc.edu
Website: Lab Website
Address:
376 Science Hall
Department of Geography
550 North Park Street
Madison, Wisconsin 53706
Keywords: accessible design, perception, cognitive cartography, map reading, virtual reality, CIE, color appearance model, aphantasia, ADHD, psychological stress, cognitive map, mental map
Education
BS 2015, Geography, Penn State
MS 2017, Geography, Penn State
PhD 2022, Geography, University of Oregon
Research
Dr. Bill Limpisathian leads the NeuroCarto Research Group of the UW Cartography Lab, which studies map perception and cognition using extended reality (VR/AR/xR) and neuropsychology (fMRI) methods. His research examines how brain activity supports the interpretation of spatial representations and how cartographic design can be adapted to better support neurodiverse populations, including individuals with ADHD or aphantasia. By integrating cartography with cognitive neuroscience, his group aims to characterize the diverse mental strategies underlying spatial thinking, map reading, and navigation. Prior to joining UW–Madison in 2023, Dr. Limpisathian was a member of the Apple Maps Cartography team and earned his PhD from the University of Oregon.