MICA UXD · 2024
Google Maps
More than directions — Reimagining discovery
Overview
Many users across the world rely on Google Maps as not only a source of navigation, but a way to discover new places nearby — whether for dining, entertainment, or activities.
However, the process can be overwhelming due to information overload, requiring users to sift through numerous listings and reviews. This results in decision fatigue, making exploration less enjoyable and more time consuming.
User Research
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User interviews conducted
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Key findings identified
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Feature recommendations
I interviewed 15 people over the course of 2 weeks to assess and understand the different friction points and decision factors that currently impact their user journey when searching for places to visit.
I applied Ash Maurya's Lean Canvas philosophy to define and structure the problem statement. To ensure research aligned with both user needs and strategic business goals, I used the Outcome Laddering framework.
“I find browsing without knowing what to look for very overwhelming.”
— Interview Participant
Key Findings
Research Insights
- Information overload slows decision making — participants found it difficult to quickly compare places due to excessive text-based reviews
- Users wanted more dynamic filtering options beyond just 'rating' and 'distance' — like quiet ambience, unique experience, good for groups
- Photos and summarized highlights drive faster decisions — participants wished for summarized key pros and cons
- Many users rely on social recommendations based on friends' experiences and past visits
Recommendations
Based on the research findings, I developed three actionable feature recommendations for Google Maps.
Proposed Solutions
- Filter & Scan: Add option to filter for keywords, implement additional sorting criteria
- AI Recommendations: Use AI to generate search results based on past user activities or prompts
- Smart Summary: Auto-scan websites & reviews for places of business to generate keywords and photo tags
Next Steps
My next steps would be to prototype the 3 features identified and conduct moderated usability tests with diverse users to evaluate ease of use, utility and efficiency.
For Smart Summary and AI Recommendations, I'd conduct A/B testing to evaluate results in terms of engagement and task success rates. For the new filter & sort functionality, I'd recommend conducting card/tree sort testing to ensure categories align with user mental models.
Next Project
When inspiration ends, the user leaves. I designed features that let creatives act on their ideas without leaving the platform.
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