If you have a paper map then commonly it'll have a north pointer on it and it'll be oriented such that north is up. This works great if you don't know where you'll be standing when you look at the map: you figure out where north is, turn the map, and away you go. But fixed maps don't have to be oriented like that. In fact, they're better off oriented so that the person looking at the map is presented with a map oriented based on the direction they are facing.
Here's the map outside my office for the new London bike hire scheme:
The You Are Here arrow points in the direction the viewer is facing along the road they are standing next to. The north arrow is still present for people who want that piece of information. To my mind this is far more sensible because you eliminate worrying about which direction you are facing.
Here's another from central London with the same system. This time north is in a different direction.
And here's a section of the New York subway map. All of Manhattan has been falsely oriented north/south so that the designations uptown and downtown make more sense:
Of course on some mobile phones with maps a compass is included to oriented the GPS-based map the correct way. Here's my iPhone map application orienting itself down Dover Street in London:
There are probably lots of other examples of maps that are oriented in a more ergonomic fashion than north/south. Can you point me to examples?