Geographic Information System (GIS) is a common and powerful tool for analyzing quantitative data with locational information and visualizing digital maps, but its potential for qualitative studies has not yet been fully explored. Based on a case study from Seoul, South Korea, this paper investigated how hand-drawn mental maps can be converted into GIS-created maps to gain a deeper understanding of people's perceptions of the ‘imageability’ of their neighborhood. The findings of this process also provide insights into the implications and limitations of Seoullo 7017, a regenerated public space in the area.