GOOGLE MAPS (UNAFFILIATED CONCEPT)
Guiding tourists through unfamiliar transit with AR
Guiding tourists through unfamiliar transit with AR
A Google Maps Live View concept for finding stops and making transfers in new cities
PROJECT
Google Maps Concept
RESPONSIBILITIES
UX Research, UX Design, Interaction Design
TIMELINE
3 months
DEVICE
Mobile App
AT A GLANCE
AT A GLANCE
Problem
Problem
Visitors to New York struggle with transfers, uptown and downtown entrances, and signs that assume local knowledge.
Visitors to New York struggle with transfers, uptown and downtown entrances, and signs that assume local knowledge.
My role
My role
I led research and design for an unaffiliated Google Maps Live View concept that overlays directions on the real world, from the street to the platform.
I led research and design for an unaffiliated Google Maps Live View concept that overlays directions on the real world, from the street to the platform.
Outcome
Outcome
We generated three core features, two future ideas, and a plan for measuring success in a pilot. Shortly after, Google launched a similar feature in Google Maps.
We generated three core features, two future ideas, and a plan for measuring success in a pilot. Shortly after, Google launched a similar feature in Google Maps.
BACKGROUND
BACKGROUND
Ever feel lost navigating the NYC subway?
Ever feel lost navigating the NYC subway?
Public transit is essential in big cities but overwhelming for visitors. In New York City, newcomers struggle with complex transfers, uptown vs. downtown entrances, and frequent delays.
Public transit is essential in big cities but overwhelming for visitors. In New York City, newcomers struggle with complex transfers, uptown vs. downtown entrances, and frequent delays.
RESEARCH INSIGHT #1
RESEARCH INSIGHT #1
Signs and symbols mean different things in different systems
Signs and symbols mean different things in different systems
Travelers read a new transit system through what they already know. When the structure differs, confusion and mistakes go up.
Travelers read a new transit system through what they already know. When the structure differs, confusion and mistakes go up.
RESEARCH INSIGHT #2
RESEARCH INSIGHT #2
Directional labels assume local knowledge
Directional labels assume local knowledge
First-time riders easily misread directional signs, and when they get it wrong, there’s no easy way back. That costs time and causes frustration, so clarity at every transition is critical.
First-time riders easily misread directional signs, and when they get it wrong, there’s no easy way back. That costs time and causes frustration, so clarity at every transition is critical.
RESEARCH INSIGHT #3
RESEARCH INSIGHT #3
A visitor’s travel log shows where it goes wrong
A visitor’s travel log shows where it goes wrong
I couldn’t find anyone who could point me to the green line. I just got confused looks. Wait… do the colors even matter here?
Wait… this is the wrong entrance?
Now I have to exit and pay again?
Great. I’m definitely going to be late.
Okay, I’m at the right station… I think.
I can catch the 6 train here to get to Grand Central…
I’m finally on the 6 train…
Why isn’t it stopping at my station?
Am I on the express?
I couldn’t find anyone who could point me to the green line. I just got confused looks. Wait… do the colors even matter here?
Okay, I’m at the right station… I think. I can catch the 6 train here to get to Grand Central…
Wait… this is the wrong entrance? Now I have to exit and pay again Great. I’m definitely going to be late.
I’m finally on the 6 train… Why isn’t it stopping at my station? Am I on the express?
I couldn’t find anyone who could point me to the green line. I just got confused looks. Wait… do the colors even matter here?
Wait… this is the wrong entrance?
Now I have to exit and pay again?
Great. I’m definitely going to be late.
Okay, I’m at the right station… I think. I can catch the 6 train here to get to Grand Central…
I’m finally on the 6 train… Why isn’t it stopping at my station? Am I on the express?
Visitors want to focus on exploring the city, not on costly detours and delays
Visitors want to focus on exploring the city, not on costly detours and delays
Visitors want to focus on exploring the city, not on costly detours and delays
APPROACH
APPROACH
We chose AR navigation after reviewing several solutions
We chose AR navigation after reviewing several solutions
We couldn’t redesign NYC’s physical signage, so we used AR to skip the “interpretation tax” entirely. Directions appear right in the rider’s field of view, turning a confusing station into a self-guiding space.
We couldn’t redesign NYC’s physical signage, so we used AR to skip the “interpretation tax” entirely. Directions appear right in the rider’s field of view, turning a confusing station into a self-guiding space.
SOLUTION
SOLUTION
AR navigation for public transit
AR navigation for public transit
The final concept guides tourists through unfamiliar transit systems, from the street to the platform.
The final concept guides tourists through unfamiliar transit systems, from the street to the platform.
FEATURE #1
FEATURE #1
No more guessing which entrance
No more guessing which entrance
AR signage marks the Uptown and Downtown entrances before riders go in, so they choose the right one and avoid switching platforms.
AR signage marks the Uptown and Downtown entrances before riders go in, so they choose the right one and avoid switching platforms.
FEATURE #2
FEATURE #2
Navigate the station with confidence
Navigate the station with confidence
Step-by-step guidance takes riders through the station to the right platform, with no need to decode lines, numbers, or colors.
Step-by-step guidance takes riders through the station to the right platform, with no need to decode lines, numbers, or colors.
FEATURE #3
FEATURE #3
Predict the best boarding spot
Predict the best boarding spot
Real-time crowd data points riders to the best place to wait on the platform, so they board faster and more comfortably.
Real-time crowd data points riders to the best place to wait on the platform, so they board faster and more comfortably.
FUTURE ENHANCEMENT
FUTURE ENHANCEMENT
Other concepts to support travelers
Other concepts to support travelers
Share custom AR routes
Share custom AR routes
Share private AR directions to help others find hard-to-reach or hidden places.
Share private AR directions to help others find hard-to-reach or hidden places.
AR photo map for cultural discovery
AR photo map for cultural discovery
Shared photos help tourists understand an area before they arrive, enriching the Google Maps experience.
Shared photos help tourists understand an area before they arrive, enriching the Google Maps experience.
IMPACT
IMPACT
What I’d measure if it shipped
What I’d measure if it shipped
Wrong-way rate
Wrong-way rate
Share of trips where a rider takes the wrong entrance or platform and has to backtrack.
Share of trips where a rider takes the wrong entrance or platform and has to backtrack.
Time to platform
Time to platform
Time from reaching the station entrance to standing on the correct platform.
Time from reaching the station entrance to standing on the correct platform.
Navigation confidence
Navigation confidence
How confident tourists feel finding their way, compared with standard directions, rated after each trip.
How confident tourists feel finding their way, compared with standard directions, rated after each trip.
REFLECTION
REFLECTION
Looking back, moving forward
Looking back, moving forward
Designing beyond the first idea. Letting go of our original concept and focusing on validated needs led to a stronger, research-backed solution, one that extends AR navigation in Google Maps into personal sharing, local guides, and memory-driven AR layers.
Designing within a complex system. Adding features to an ecosystem like Google Maps takes restraint to avoid experience rot. Discoverability, especially for AR features, could have been stronger, and an AR-first entry point might have felt more seamless.
Designing beyond the first idea. Letting go of our original concept and focusing on validated needs led to a stronger, research-backed solution, one that extends AR navigation in Google Maps into personal sharing, local guides, and memory-driven AR layers.
Designing within a complex system. Adding features to an ecosystem like Google Maps takes restraint to avoid experience rot. Discoverability, especially for AR features, could have been stronger, and an AR-first entry point might have felt more seamless.
KEEP EXPLORING
