SUMMARY
In a rush? Here’s the TLDR
WHAT WAS CREATED?
A feature on Google Maps that generates randomized routes based on customizable criteria/filters
MY ROLE
UX Designer and Researcher
TEAM
Solo project
DURATION
9 weeks
THE BACKGROUND
What would be the purpose of a random route generator on Google Maps?
The idea initially stemmed from my tendency to choose longer scenic routes when time allows. What if Google Maps could guide me on a random scenic drive?
I wondered if a randomized route generator could also be helpful for people exploring a city or area. This type of “assisted exploration” would allow people to explore areas with the reassurance of being guided by an app. I was curious to see if others might be interested in this.
This project imagines a feature on Google Maps that guides users without a specific destination through exploratory routes. It could also suggest alternative routes to a given destination that are more scenic or enjoyable, but not necessarily the fastest.
PROCESS
What was done?
RESEARCH
Secondary research
Secondary research helped provide insight about the current Google Maps application, as well as potential competitors and if there was a market need for such a feature.
Questions:
What current exploratory capabilities does Google Maps offer, and how can the proposed feature integrate with the existing application?
Are there existing applications and websites that allow users to generate random routes, and how robust are they?
What user needs can be met with the proposed feature?
What were the main takaways?
RESEARCH
User surveys & interviews
User research and surveys helped uncover additional insight behind the desire for the proposed feature.
Goals:
Continue to gauge interest and understand the need for a randomized route feature
Uncover major use cases in which users might use the proposed feature
Uncover factors that influence users to take alternative routes that are not the most efficient, and how to add value to this experience
Understand users’ driving habits as it relates to Google Maps
What were the main takaways?
USER PERSONAS
Meet Micah and Samantha
Based on the research, it seemed that there were two main types of users that would want to use the proposed feature.
One wanted to receive navigation guidance for scenic or otherwise leisurely drives that they had not explored before. The other wanted to generate random routes that would allow users to discover business and sites in an area.
A major value of introducing the route randomizer lies in the fact that users would be able to customize route factors, including the time it would take, traffic conditions, the start and end locations, and other preferences.
INTERACTION DESIGN
Access easily, learn with minimal guidance, and integrate smoothly
It was important to ensure that the feature would integrate seamlessly into Google Maps. The randomized route generator would be accessible from various places within the application. It would also be integrated subtly, avoid a steep learning curve, and leverage existing features within the app to provide the most value.
I created a user flow to map out the entry points and functionality, and three task flows to map what I anticipated as the most common use cases.
DESIGN
Mid-fidelity prototype
A mid-fidelity prototype was created to reflect the major flows that were mapped in the task flows.
TESTING
Usability tests for the mid-fidelity prototype
Three in-person usability tests were conducted to assess the ease of use of the interaction design, identify gaps in user needs, and identify pain points.
DESIGN
High-fidelity prototype, iteration #1
TESTING
Usability tests for high-fidelity prototype
This round of testing included 3 moderated remote tests via Zoom, and 8 self-guided remote tests via Maze. The goal was to assess how well the feature was integrated, gauge users’ satisfaction and experience with the feature, and find any pain points and opportunities for improvement.
Overall, the feedback received was positive. Minor suggestions regarding filters, colors, and notifications were incorporated into the final design.
Here were the testing results:
THE RESULT
The final iteration - check it out!
(Click a video below to play)
Integrating the feature subtly
One challenge was figuring out how to integrate the feature without distracting from the app’s main functions. Other than subtle indications and messaging, users can easily learn to use the feature by playing around with it.
1. To inform users of the new feature, users are shown a short message the first time they use the random route generator.
2. The feature can be accessed from multiple areas in the application, accounting for multiple use cases and providing flexibility to users.
3. Color indications and a fading notification lets the user know when the feature is enabled.
Filters and customizations
Users reported wanting to generate routes based on various filters, including traffic conditions, duration, and location start/end. They also wanted to to choose from multiple randomized routes for a given set of filters.
1. Users can apply quick filters through the filtering chips that appear at the top.
2. Additional filters can be accessed through the advanced filters view.
3. Users are able to choose between multiple randomized routes for the current preferences they have set.
Route recommendations via the Explore page
For those using the feature to explore an area, the existing Explore page on Google Maps serves as an important entry point.
1. The Explore page prompts the user to check out randomized routes based on interest.
2. Users receive multiple recommendations for a specific category on the Explore page.
3. After selecting a route, users can further customize the trip by adding stops.
PROJECT REFLECTIONS
As a conservative guess, I probably open Google Maps about four to five times a day. However, prior to working on this project, I hadn’t noticed many design and interaction details on the app.
When working on this project, it was important to take note of these details, and stay visually consistent with the types of visuals, cues, and interactions that are present. Additionally, it was important that the feature could be accessed from multiple points in the application, each of which could correspond to a slightly different use case.
Creating a cohesive experience meant integrating some of the existing features of the app, like filtering and the ability to add a stop, into the new feature. On the other hand, it was also necessary to visually distinguish the feature from the rest of the app (which was achieved through color), since it sort of functioned as a different “mode” of Google Maps.
Overall, this project was a great exercise in dealing with complex interactions and multiple use cases. Additionally, applying proper cues in the form of visual differentiation, feedback messages, and other signals allowed me to integrate the feature without being too explicit or prescriptive about how to use it.