Google Maps is the most popular navigation app in Apple's App store. It has a wide array of useful navigation and customisation features. However, the experience for bookmarking locations is minimal. The goal was to expand upon the interface of saving locations to enable users to organise their lists to better suit their needs.
Google Maps first launched the "lists" feature 8 years ago, since then the feature has received little to no updates, outside of renovating the aesthetics and UI alongside the rest of the app's interface. Therefore, I developed on the existing feature to offer further categorisation features and address user needs.
My hypothesis was that Google Map's current implementation of lists greatly limits users who rely on the feature to save places nearby and plan trips. For instance, if someone wants to organise locations for an upcoming holiday, they may need multiple lists, making categorisation cumbersome. This limitation could drive users to seek alternative apps that better support their organisational needs.
To enhance Google Maps’ list feature by introducing better categorisation and organisation tools, making it easier for users to save, manage, and plan trips efficiently — ultimately improving the user experience and reducing the need for alternative apps.
Google Maps serves a wide range of users, from those who need simple navigation to avid users who rely on its advanced features. By dividing users based on their behaviours and needs, we can better understand how different people interact with the platform and who the target audience is
Basic Navigators
Use Google Maps solely for getting from point A to B. They are not very technical and rely on simple turn-by-turn directions without exploring additional features.
Occasional Explorers
Use Google Maps for navigation and to find places when in unfamiliar areas. They might create lists for holidays or have a small favourites list but don’t use the app extensively.
Urban Explorers
Likely city dwellers who use Google Maps often for navigation and discovering nearby shops, restaurants, coffee shops, bars, and attractions. They actively use lists to organise favourite places, travel destinations, and dining spots.
Power Users
Maximise Google Maps’ features, using it for real-time traffic updates and location discovery. They create and manage multiple lists, leave reviews, contribute photos, and might offline maps frequently. They may be travel enthusiasts or foodies.
User personas were created through a combination of desk research, interviews and existing knowledge and assumptions. Creating the personas ensured I thought about how every type of user interacts with the app and ensures enhancing the UX of the lists feature will benefit everyone.
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The user flow highlights how individuals currently interact with Google Maps' list feature, revealing key inefficiencies in organising saved places. By mapping out this process, we can identify pain points such. These friction points lead to frustration, making users more likely to seek alternative apps that offer better organisation and trip-planning capabilities. Addressing these challenges can enhance usability, streamline planning, and improve overall user satisfaction.
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I researched online to understand what users appreciate — and what frustrates them — about Google Maps. Analysing their feedback revealed key pain points.These insights guided my approach to enhancing the user experience.
To improve the Google Maps Lists experience, I started by analysing its current functionality. These notes highlight both the useful features and the areas that create friction for users. By identifying pain points, I was able to prioritise key improvements — such as better categorisation, search functionality, and a more intuitive editing experience. This audit forms the foundation for my proposed enhancements to make Lists more flexible and user-friendly.
Understanding the overall structure of Google Maps allowed me to see how the Lists feature fits into the app's ecosystem. When creating the sitemap, I was able to visualise the new feature seamlessly integrated, in green.
The user flow illustrates how the new features would be used in practice, using the Urban Explorer as an example. This creates an important visual tool to demonstrate the impact on users story for any stakeholders
After mapping the IA and the user's new journey through the app, I began working on wireframes. These low-fidelity designs focus on enhancing organisation and addressing the pre-established pain points. Additionally, I wanted to ensure the experience would be intuitive for users, integrating seamlessly into the Google Maps interface.
While working on the wireframes, it became quickly apparent sub-list would not be an appropriate name for the average user. This prompted me to weigh-up alternatives and settle on "Lists">"Categories".
During the design process, I carefully considered which UI elements would best balance clarity, usability, and consistency within Google Maps. Every design choice needed to enhance the user experience without disrupting familiar navigation patterns.
User testing showed that while the new features improved organisation, they weren’t always easy to find. In fact, some users reported they didn't even know about the pre-existing lists feature! To ensure better discoverability, I created a mock-up of prompt. This would guide users to explore categories without disrupting their experience. This example is after users have clicked on "coffee" one of the first search suggestions when you open Google Maps.
This project was my first realistic solo case study, and while it was conceptual, it taught me valuable lessons in balancing innovation with a seamless user experience. Working within existing design constraints helped me focus on functionality, ensuring new features integrated smoothly with the pre-existing UI.
One key takeaway was the importance of working within an established UI framework — enhancements should feel natural, not disruptive. I also learned that ideation and iteration are crucial; refining even small details can significantly improve usability.
If I were to approach this project again, I’d expand my user research, incorporating usability testing and card sorting to validate assumptions and refine categorisation. Exploring alternative naming conventions and UI elements would also help ensure the experience is as intuitive as possible.
Ultimately, this project taught me the value of balancing creativity with practicality, iterating early and often, and keeping the user at the centre of the design process.
Made by Emily Lonie