Problem
Users planning trips often lack the time for thorough route research, resulting in missed opportunities to explore scenic areas and notable stops.
The current Google Maps interface does not provide comprehensive information about hidden gems along the way, leaving users uninformed. Additionally, while some users save places of interest, there is no efficient way to incorporate them into a route, necessitating manual planning. These issues collectively lead to a suboptimal user experience for travelers seeking adventure and the discovery of scenic routes.
solution direction
A scenic route feature that curates a list of stops along the users route.
secondary Research
Before diving in, I initiated a comparative analysis between Google Maps navigation application and other popular navigation tools available in the market. The goal was to determine whether a similar feature already existed, understand its implementation if present, and identify opportunities to make my feature even more distinctive and appealing.
Among the applications analyzed, Roadmappers was the only one found to have a similar feature. However, it came with notable constraints, such as limiting users to just one or two additional stops before requiring a paid subscription. Additionally, Roadmappers imposed several other restrictions that were only accessible through the paid version of the app, potentially limiting the user's freedom and experience. These findings emphasize the opportunity to offer a more user-friendly and accessible scenic route feature in Google Maps.
User Interviews
As I embarked on this project, the inclusion of a scenic routes feature was a personal desire of mine. Numerous times, I found myself yearning to pause and appreciate a scenic view or explore a captivating hiking trail, but the lack of information on where to make these stops, combined with time constraints, left me frustrated. It was essential for me to ascertain whether this frustration was a common experience among others and if the addition of such a feature would be feasible. To explore this, I initiated a series of interviews with individuals aged 20 to 35, delving into their thought processes when planning impromptu travel experiences.
THE MAIN INSIGHTS:
Research Efforts: Navigating Potential Stops
All participants invested significant hours researching potential stops and manually arranged their travel routes.
Impromptu Travel Challenges: A Hurdle of Time
When they engaged in impromptu travel with the intention of making stops along the way, they often had to abandon the idea due to the time-consuming process of finding suitable places.
What emerged prominently from their feedback was a shared desire for a feature that could provide personalized suggestions, taking into account their time constraints, planned route, and specific parameters, thereby streamlining the stop-selection process and enhancing their overall travel experience.
Top 3 themes in my Affinity Mapping:
Lack of Time 2. Invests a considerable amount of time in researching destination choices 3. Desires the ability to tailor the route to meet their specific requirements
Based on this foundation, I proceeded to pose two central questions…
How might we enable users to efficiently add scenic stops to their routes, ensuring a quick and hassle-free experience?
How might we make it easier for users to personalize their routes for scenic drives, enhancing the users journey as they travel?
Persona
To enhance the clarity of feature development, I crafted a user persona, complete with a user scenario. This exercise allowed me to better empathize with my target users and design solutions that align with their needs and goals.
design
Following my interactions with interviewees and the creation of my user persona, the subsequent phase involved a thorough review of Google Maps to identify the optimal areas for integrating the new scenic route feature. To aid in visualizing the most suitable placement, I developed an Application Map. From there I was able to draw out my Task flows, followed by my User Flows.
Application Map
Task Flow
User Flow
sketches, wireframes & Prototyping
Upon finalizing the user flows, I proceeded to sketch the design of the new scenic route feature, determining its visual appearance and placement within the app.
Given that this is an existing application, I transitioned directly to creating high-fidelity wireframes for the implementation of the new scenic route feature.
testing and recieving feedback
A crucial aspect of implementing this feature was to seamlessly integrate it into Google Maps without disrupting the existing user experience. It was essential to introduce the feature in a manner that felt familiar to users and avoided causing any confusion.
The tasks included:
Flow 1: Enhancing a Route with Scenic Stops
Searching for a Destination: Begin by searching for your destination on Google Maps.
Enhancing with Scenic Stops: Discover scenic stops along your route by enabling the "Scenic Route" feature.
Saving Scenic Places: As you come across scenic places, save them to your scenic route list.
Adding Stops: Add three scenic stops to your route, ensuring a more picturesque journey.
Route Preview: Review your route to confirm the selected scenic stops and ensure it aligns with your preferences.
Starting the Drive: Commence your scenic drive, enjoying the carefully curated stops along the way.
Flow 2: Creating a Route from Saved Places
Accessing Saved Places: Navigate to the "Saved" screen within the app.
Selecting "Want to Go": Identify a place you previously marked as "Want to Go" from your saved list.
Creating a Route: Create a route from your saved locations, enabling a convenient journey.
Feedback: The usability testing phase proved to be highly informative, with valuable feedback from 8 participants:
Discoverability: 5 out of 8 users were able to locate the scenic route option immediately. However, the remaining participants faced challenges in understanding its placement.
Flow Disruption: Some users expressed concerns that the placement of the scenic route option disrupted the intended flow of Google Maps, indicating a need for better integration.
Icon Confusion: Users reported confusion regarding the quick add button and struggled to differentiate between the save icon and the plus icon, highlighting a potential area for improvement in the user interface design.
With these insights in mind, I proceeded to revise my screens to create a more intuitive and user-friendly experience for the implementation of the scenic route feature.
Revisions
final solution
final screens
prototype
View my full Figma file
reflections & what i would do differently
Thorough Market Research: In hindsight, due to time constraints, I couldn't dedicate as much time as desired to compare my feature with existing navigation tools. In future projects, I would prioritize conducting extensive market research to identify potential competitors and emerging trends. This would provide a deeper understanding of the competitive landscape, ultimately ensuring that my feature stands out distinctly in the market.
Additional Testing: Once again, due to time constraints, I couldn't proceed with a second round of testing. However, in future product development initiatives, I plan to prioritize dedicated time for conducting multiple rounds of testing. This proactive approach includes implementing A/B testing, which takes into account the geographical variations in Google Maps. I aim to track metrics such as the viability of scenic routes in different locations, and monitor location specific constraints, such as network connectivity, identifying where this feature could shine the brightest.
This project has served as an invaluable learning opportunity, particularly in the aspect of adhering to an existing UI design. It has underscored the importance of closely following established guidelines and ensuring that any new feature seamlessly integrates without disrupting the well-thought-out flow of an existing application. This experience has significantly contributed to my growth as a designer by highlighting the intricacies and challenges of harmonizing innovation with established design principles.