Design Highlights

What to do

Start your travel plans by simple clicks

Where to go

Deciding your next journey with Google

What’s for the day

Crafting on the journey for the day

ScenicDrive

Experiencing more than the distention

Starting the trip

Knowing more along your drive

Impromptu Time

Discovering where the locals are gathering

USER RESEARCH

122 Online Surveys

To understand users’ current navigating scenarios

15 Interviews

To understand users’ current navigation challenges

5 Contextual Inquiry

To observe how users navigate and manage their trips

Users Say…

Travel !

Lauran

"I barely use navigation apps during my daily routine since I've been driving this route for years. However, when it comes to TRAVELING, it’s different story.”

James

“I'fly all around the world for client meetings, when I have HALF-DAY OFFS from meetings, I want to explore the city like a local, a truly insider.”

Jennifer

“I love ocean and beach, my wife wants to visit museums. The vacation is approaching, but we can never to agree on a SAME TRAVEL DESTINATION.”

93% of users use more than two applications to make Travel Plans

Other types of platforms users use beside Navigation: Hotel/Flight Booking, Clock, Weather, Calendar, Instagram, Metro, Email, Government Official Website, etc.

65% of users use navigation most frequently during their TRAVEL

This involves searching for local transit, exploring travel ideas, checking the distance between scenic spots, and finding nearby attractions.

Research Shows…

Customization !

The competitor analysis encompassed a comprehensive evaluation across seven key categories: Accuracy, Privacy, Ease of Use, Features, Level of Detail, Customization, Ecosystem, and Updates.

Finding from this analysis, disregarding technical constraints, reveal a relatively consistent performance across the other six categories, however, the levels of customization differ among different apps. The majority of Navigation Apps available in the market offer restricted levels of customized information to users.

OPPORTUNITY

Travel

How might we help travelers to save time and effort to plan their trips?

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Customization

How might we help users to easily access customized information?

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How might we help travelers easily access customized travel plans based on their routines and interests?

Customized Travel

Google Maps or Apple Maps?

Google Maps:

As a more ambitious product, Google Maps offered a more comprehensive set of features and highly detailed interface.

Apple Maps:

The well-developed Apple Ecosystem allows Apple Maps to emphasizes simplicity and integration with other Apple devices.

Based on the research on both products’ approach, strategy, and interviews on users of both products. The result shows Apple Maps users like how it’s featuring a clean and visually appealing design, and well-categorized information. Google Maps users loves how the product offers a feature-rich interface with a wide range of functionalities and fast updated features. Based on the research and interview, I suggest the Customized Travel idea would be a better fit with Google Maps.