A common assumption when one looks at Google Maps is, wow, it can do everything–but, can it really? Google Maps hosts up to millions of users per day, providing them with navigation, traffic info, business info, and much more. It is safe to say Google Maps covers a lot of bases. However, I saw an opportunity to gain a sense of what can be further improved with such a powerful product.
For this project, I conducted user and comparative research to identify any flaws and possible improvements. Following this, through deliberate design decisions I saw the opportunity to include a feature that would enhance the user’s experience of using Google Maps by incorporating a Scenic Route feature.
After planning, designing, and testing, the end result was a feature that would allow users to discover and pass by scenic views of nature, city skylines, the ocean coast, historical landmarks, and more along their routes.
1. Learn and understand the current user experience on Google Maps
2. Identify the user goals, user needs, and pain points that users encounter when using Google Maps
3. Identify what aspects of the current product of Google Maps that needs improvement with or is lacking on, in order to develop and add a new feature
I utilized these research questions to frame my research to find a solution.
1. What are user goals and needs when they are using Google Maps? What are their pain points?
2. How does Google Maps help users achieve their goals with using the product?
3. What is Google Maps lacking in their current product? What is working in their current product?
Assumptions were made based on an educated guess and initial exploratory research to generate a glimpse into what Google Mapsmay be missing. These assumptions later helped me narrow down what the research question would be.
• Users want to use Google Maps for many different reasons, in addition to navigating.
• Users want to see other features on Google Maps to enhance their experience.
I conducted 45-minute interviews to understand what users’ experience with using Google Maps and what they would want to see improved within the app. I interviewed 5 participants who use Google Maps everyday or regularly.
What I found was that users use Google Maps for a variety of reasons, from everyday traffic updates to road trips, in addition to travel planning.
I conducted affinity mapping with the gathered data to draw key insights to determine what feature to develop.
Users typically use Google Maps for a variety of reasons: Daily use, searching for new places, travel planning and research
Users tend to use Google Maps when visiting a new place within their city or general area.
Users would like to see a feature that is smart about suggesting new places versus commonly visited places.
Users do not use the saved locations function often.
I developed a persona named Diana to represent the Google Maps users that I spoke to during my user interviews.
Diana expresses the same user needs and pain points as shared by those said users, which include struggles with traffic and wanting to explore new places in her city.
To start brainstorming ideas, I wrote out Point of View Statements that helped create How Might We Questions in order to open up the opportunities of how to address user pain points; by following the double diamond model, I was able to begin ideating any app feature concepts.
I brainstormed on a Notion document to come up with a few solutions to address the user problems. The most notable ideas included:
Customizable ETA
User can customize their ETA based on travel preferences, such as speed, comfort, or scenic routes.
Contextual recommendations
Provides contextual recommendations for nearby attractions and restaurants based on the user's location and time of day.
Points of Interest option
A setting that can be turned on for users to be alerted or aware of scenic stops along the way.
The most relevant and innovative option that would most likely address user needs of wanting to see and explore new places would be the Points of Interest option.
To start visualizing what the new feature would look like, I created a site map that outlined the general current features of Google Maps and two potential features I would add (Scenic Route and Gas Finder). At this point, I was leaning towards Scenic Route as it addressed user pain points with wanting to see more options in routing.
I separated the sitemap into existing Google Maps features and new features I was adding in order organize the information more clearly.
Following the sitemap, I developed user and task flows to structure the user story for the Scenic Route feature. I aimed to have Scenic Route toggle be shown in the route options page as well as have an option to the feature turn on and off in the settings page.
To begin developing ideas for the structure of the Scenic Route feature, I created low-fi wireframes to see where this feature would be best located to be a seamless addition to the current product.
To bring the Scenic Routes option to life, I focused on making the feature look integrated in the Google design system and incorporated the same design patterns to reduce cognitive load when interacting with the product.
High-fidelity wireframes were created from the mid-fidelity wireframes, to mainly add color and final details.
Why Scenic Route feature is important
Users reported wanting a more personalized trip during user interviews; I found that I can incorporate this feature into existing patterns that already exist in Google Maps through adding Scenic Route in as an “alternative route” that is suggested before the user confirms what route they wish to take.
Usability testing on the prototype of the Scenic Route function on Google Maps was conducted to measure the functionality, usefulness, and first impressions of the added feature. An important aspect I was testing for was where the user expects the Scenic Route settings to be located, either the pre-navigation page or Google Maps settings. The testing has revealed there is room for improvement in where the settings of Scenic Route would reside.
Most users were able to complete both tasks of selecting the Scenic Route and turning off the feature globally. However, task 2 had a lower success rate, with some users struggling to find the on/off function and three users leaving the task unfinished. Users found the Scenic Route settings directly on the presented routes page. Heatmaps showed that users expected the off function to be directly on the scenic route or in the ellipses button next to the search bar on the same page. To reduce misclicks, adding an off option in the route options ellipses button is suggested.
The participants in usability testing provided valuable feedback to improve the Scenic Route feature and I wanted to ensure I made appropriate iterations that would still fit within the timeframe I had. Therefore, following usability testing, I performed feedback prioritization with a matrix to organize the feedback and comments from users.
Below are the main insights that I learned from the usability testing and includes what iterations I would make for the final version.
83% of the users that participated in usability testing always or often uses Google Maps and 57% of users sometimes use any of the alternative routes
81% of the users that use Google Maps always or often were able to complete both tasks, with or without friction
There was 73% success average for both tasks, but there is still a considerably high rate of 73% of misclicks average per each task --> even though most users were able to complete the tasks, they struggled along the way before reaching the end
77% of users completed Task 2 directly on the pre-navigation page, and not through settings —> unsure if this was because the flow given to users for Task 2 started on the pre-navigation page
2 users mentioned that they assumed that they could access the Scenic Routes option through the other options button on the pre-navigation page, instead of scrolling down on the pre-navigation page
My last step was creating the new iteration of the Scenic Routes feature following usability testing, which provided me with insight on how to improve the feature. This new iteration included another area for users
Below are the details for key functions of the Scenic Routes feature in Google Maps, with explanations and descriptions of specific design decisions made with research, user flows, and user testing insights in mind.
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Scenic Route feature allows users to enhance their routing experience by providing them with notable landmarks or views during their route. The Scenic Route feature has the same design system as the new Google Maps Eco-friendly route feature, so it seamlessly blends into the existing Google Maps interface. This feature would prompt users to be existed about their journey, rather than just focusing on the destination.
The feature shows a preview of specific views and approximately where the view would be along the way. The user has the option to customize what types of views they would see, with a range of options of nature, historical landmarks, skylines, ocean coast, and points of interest (as curated by local Google guides).
There are three ways to turn on and turn off the feature: Directly on the pre-navigation page, through the Route Options, or through Settings. During user testing, I tested to see where users expected the Scenic Route to be globally turned on and off. Initially, my first user flow had the on/off toggle on only the Pre-Navigation and Settings pages. What I found during user testing was that users had a bit of trouble locating either of the on/off toggles due to their expectation that it would be on the map itself or in the Route options (ultimately, the Route Options page made the most sense to include the on/off option for Scenic Route).
Therefore, in the MVP, I added the on/off within the Route Options page, which is what users were clicking into during usability testing to find the on/off toggle. I wish to test this new version again to validate that this iteration is an improvement.
I developed Scenic Route while keeping in mind of the user who uses Google Maps regularly for drives and travels. This feature is another type of alternative route in adjacent to the eco-friendly route option that Google Maps offers, therefore it is seamlessly integrated into the existing design system.
The final MVP is the result of my initial research plan, which outlined how I can solve the main research problem of what can be added to Google Maps as an enhancement that users need as well as addressing pain points.
In the end, does the Scenic Route features fulfill the purpose of research and design? Let’s refresh….here are the research objectives again:
Learn and understand the current user experience on Google Maps
✅ Yes, through user interviews and usability testing, I was able to gather data and analyze how users navigate through the Google Maps mobile app
Identify the user goals, user needs, and pain points that users encounter when using Google Maps
✅ Yes, through user interviews, I determined that users struggled with wanting to enhance their experience with suggestions on Google Maps, hence, Scenic Route was born to give users unique and beautiful highlights of locations
Identify what aspects of the current product of Google Maps that needs improvement with or is lacking on, in order to develop and add a new feature
✅ Yes, through competitive analysis, wireframing, and usability testing, I discovered how I could integrate Scenic Route into the existing Google Maps design system
This project taught me how to integrate a new feature within an existing design system. Google has an extensive design system that is published online for anyone to use, which is how I was able to mimic Google’s specific style into my added feature.
By conducting user interviews and competitive analysis research, I gained perspective on what users were looking for in Google Maps, even when it had much to offer as a product. I discovered that users wanted to enhance their trips with suggestions, hence why Scenic Route would be a useful tool for traveling and visiting particular locations. Finally, I created an interactive prototype for the final handoff of this project.
...was how to develop a new feature within an existing design system. I initially assumed that this would be an easy task, but it proved to be a mountain I had to cross to perfect it. I believe I created a functional feature within the Google Maps product with the resources and skills that I currently hold.
...was the prototyping process. It was exhilarating seeing the product being put together and look like it actually was a part of Google Maps. I also enjoyed seeing that users would consider using this for real-life situations such as travel or road trips.
...was the user interview phase. I encountered difficulty pinpointing areas for improvement in Google Maps as I lacked a specific, initial focus for the research. Consequently, many user pain points were linked to external factors beyond the product’s control, such as traffic accidents. To mitigate this issue in future projects, I have learned to ask more targeted questions during the user research phase to maintain a clear direction.
…are to put the new prototype through another round of usability testing and ask users about whether they would like to see more customization aspects with Scenic Route, such as where in the trip the user would like to see scenic highlights and how many highlights, if that is what they are interested in.
Special thank you to my DesignLab mentor, Nicola Rushton, for the guidance and support during this project! Thank you to my DesignLab peers for the support in user interviews, usability testing, and providing feedback. Everyone’s generosity has not been overlooked – 💌
