Google maps
Enhancing safety and trust for travelers exploring new destinations with Google Maps.
Team
3 Product Designers
Date
May , 2025 (3 weeks)
Tools
Figma, Illustrator, Maze
In collaboration with two product designers, I worked on improving the travel experience for tourists by addressing personalization and safety.
Our solutions included custom travel modes and safer walking navigation, aimed at increasing retention and user confidence.
Summary
We designed a Travel Mode that, once activated, unlocks a set of essential features tailored for travelers in unfamiliar places, ensuring a safer and clearer navigation experience.
Problem To Solve
Tourists often struggle to assess route safety and clarity in unfamiliar areas, leading to confusion, stress, and missed opportunities for exploration, ultimately relying on alternative apps or locals, which reduces user trust and retention for Google Maps.
Overviewing Of the Final Redesign
Emergency Button
Instantly connects users to nearby police stations, hospitals, 24/7 pharmacies, or SOS help, directly from the map.
🚨
Crime Rate Awareness
Allows travelers to instantly view and compare route safety using crime-level indicators.
Walking Route Comparison
Users can view multiple walking routes with insights on safety and accessibility.
A toggle lets them check crime rates, while the “See Reports” section offers real-world reviews from others to guide safer decisions.
Smart Route Suggestion
Helping users save time on Multi-Stop trips.
Automatically suggests the most logical route.
This option simplifies multi-stop planning and reduces the mental effort of choosing the best route.
Did our Features Make a Difference?
We observed that, 11 out of 15 users identified Travel Mode in 5 seconds, showing good initial discoverability
%73
Identified Travel Mode
Behind the Scenes
How did We get there
Desk Research
User Interview
Survey
Early signals lit the way, to deeper understanding
Safety stood out as the most critical concern, supported by frequent tourist feedback and data insights, leading us to prioritize it in our design decisions
🚧
Confusing or Unsafe Routing
Tourists reported being sent through sketchy alleys, closed paths, especially when walking.
📍
Inaccurate or Missing Place Info
Attractions or restaurants were marked in the wrong spot, closed, or missing key details like hours or pricing.
🌐
Language Barriers Still Exist
Tourists unfamiliar with the local language struggled to understand place names and signs due to poor localization.
🚉
Transit Info Lacks Clarity
Metro and bus directions were often unclear, missing transfer details, or didn’t reflect real-time changes.
🔄
Slow or Glitchy in Low Signal Areas
In cities with poor internet or crowded tourist zones, the app lagged or failed to load maps or directions.
From the Streets to the Screens: What Users Really Experience
Through voices and moments shared, a pattern unfolded, revealing the quiet struggles and common threads that shape how people find their way and place their trust in the journey.
“I wish it had warned me about the area I was walking into. A simple heads-up or safer route option would’ve made a huge difference.”
“Google Maps sometimes sends me through dark alleys, gives vague directions, or shows buses that don’t arrive, leaving me lost and unsafe.”
📍
Meet the Travelers who Shaped our Solutions
How Google Maps Supports, and Fails, Tourists at Every Stage of Their Trip
Users pain points reveal how Google Maps falls short in addressing emotional needs like Safety, Control, and Inspiration, even though the core functionality remains the same.
Google Maps Leads in Reach, But Lags in Reassurance
Compared to competitors, Google Maps excels in coverage but lacks tourist-focused features such as, real-time safety updates, clarity in unfamiliar areas, and context-aware guidance, revealing key areas for improvement.
Deciding What to Build
A clear view of which ideas can drive the most value for travelers, balancing Impact with Effort to guide smarter design decisions.
What the Data Told Us to Build First
Backed by user insights and prioritization scores,
these solutions offer the highest impact with feasible effort.
OFF
ON
Probelm
Google Maps treats Tourists like locals, offering no extra guidance, safety cues, or travel-specific support
Solution
Travel Mode Button
A button that activates a safer, personalized travel mode with
location-based tips and emergency access.
The interface turns green when active, and users can toggle it anytime without disrupting navigation.
Everything Starts with
Travel Mode
Probelm
Tourists can feel vulnerable in unfamiliar areas when emergency help isn’t quickly accessible from the map, increasing stress in urgent situations.
Solution
Emergency Button + Quick Access Chips
Instantly connects users to nearby police stations, hospitals, 24/7 pharmacies, or SOS help, directly from the map.
Probelm
Manually planning multi-stop routes is confusing and inefficient, especially in unfamiliar cities
Solution
Smart Route Suggestion
Helping Users Save Time on Multi-Stop Trips.
Automatically suggests the most logical route.
This option simplifies multi-stop planning and reduces the mental effort of choosing the best route.
Probelm
Travelers can't easily spot unsafe areas, making walking routes feel uncertain or risky.
Solution
🚨
Crime Rate Awareness Toggle
Allows travelers to instantly view and compare route safety using crime-level indicators.
Probelm
Google Maps shows only one walking route with no safety or accessibility info, leaving tourists unsure of better options.
Solution
Walking Route Comparison
Users can view multiple walking routes with insights on safety and accessibility.
A toggle lets them check crime rates, while the “See Reports” section offers real-world reviews from others to guide safer decisions.
Constraints
🔍
No Access to Real User Data
Since we lacked real user data, we used public reviews to find pain points, future research should include direct user input.
⏱
Limited Time & Resources
A small team and tight deadline limited the project scope, testing, and iteration. We focused on key features with the highest potential impact.
🚫
No Engineering Support
Since we didn’t have developers, we couldn’t assess technical feasibility. Engineering input is key for refining and scoping solutions
Metrics we would have evaluated if we had the opportunity
Engagement with Travel Mode
Track how often users activate Travel Mode, and whether they continue using it throughout their journey
Emergency Button Access Rate
The percentage of users who were able to locate and activate the emergency button within 3 seconds during an emergency scenario.
Effectiveness of Smart Suggestions in Multi-Stop Planning
Evaluate whether smart suggestions reduce planning time and minimize the need for manual route adjustments.
Impact of Safety Insights
We evaluate how the information provided to users, such as the area’s crime and violence levels, lighting conditions, accessibility, and other safety related factors, impacts the reduction of reported insecurity and enhances user trust and overall safety.
What UX Research Revealed About Tourist Needs
Now we know Behind Every Map, There’s a Human;
Our UX research revealed that for tourists, trust goes beyond accurate navigation, it’s rooted in emotional safety and confidence, especially in unfamiliar cities.
From the start, we prioritized safety not only because of data frequency, but due to its emotional significance for users.
This project reinforced the importance of designing with empathy, acknowledging that feelings of security are subjective and deeply personal.
What’s Next
The Next Chapter in Travel Experience:
Smarter, Safer Public Transit
Building on these insights, our next focus is enhancing the public transportation experience for tourists.
We aim to reduce confusion and stress by improving information clarity, route confidence, and real-time support, paving the way for scalable, human-centered solutions in complex urban systems.
More projects
Final Design
Emergency Button
Instantly connects users to nearby police stations, hospitals, 24/7 pharmacies, or SOS help, directly from the map.
🚨
Crime Rate Awareness
Instantly connects users to nearby police stations, hospitals, 24/7 pharmacies, or SOS help, directly from the map.
Walking Route
Comparison
Users can view multiple walking routes with insights on safety and accessibility.
A toggle lets them check crime rates, while the “See Reports” section offers real-world reviews from others to guide safer decisions.
Smart Route Suggestion
Helping Users Save Time on Multi-Stop Trips.
Automatically suggests the most logical route.
This option simplifies multi-stop planning and reduces the mental effort of choosing the best route.
Summary
We designed a Travel Mode with Smart Route Suggestions, Safety insights, a Crime Rate heat map, and Emergency Access, aimed at improving clarity and traveler confidence.
Problem to solve
Tourists often struggle to assess route safety and clarity in unfamiliar areas, leading to confusion, stress, and missed opportunities for confident navigation and exploration.
Behind the Scenes
How did We get there
Desk Research
User Interview
Survey
Early signals lit the way,
guiding us toward deeper understanding
Safety stood out as the most critical concern, supported by frequent tourist feedback and data insights, leading us to prioritize it in our design decisions
🌐
Language Barriers Still Exist
Tourists unfamiliar with the local language struggled to understand place names and signs due to poor localization.
🚉
Transit Info Lacks Clarity
Metro and bus directions were often unclear, missing transfer details, or didn’t reflect real-time changes.
🔄
Slow or Glitchy in Low Signal Areas
In cities with poor internet or crowded tourist zones, the app lagged or failed to load maps or directions.
🚧
Confusing or Unsafe Routing
Tourists reported being sent through sketchy alleys, closed paths, especially when walking.
From the Streets to the Screens: What Users Really Experience
Through voices and moments shared, a pattern unfolded, revealing the quiet struggles and common threads that shape how people find their way and place their trust in the journey.
“I wish it had warned me about the area I was walking into. A simple heads-up or safer route option would’ve made a huge difference.”
“Google Maps sometimes sends me through dark alleys, gives vague directions, or shows buses that don’t arrive, leaving me lost and unsafe.”
📍
📍
From the Streets to the Screens:
What Users Really Experience
Through voices and moments shared, a pattern unfolded, revealing the quiet struggles and common threads that shape how people find their way and place their trust in the journey.
How Google Maps Supports, and Fails, Tourists at Every Stage of Their Trip
Users pain points reveal how Google Maps falls short in addressing emotional needs like Safety, Control, and Inspiration, even though the core functionality remains the same.
Google Maps Leads in Reach, But Lags in Reassurance
Compared to competitors, Google Maps excels in coverage but lacks tourist-focused features such as, real-time safety updates, clarity in unfamiliar areas, and context-aware guidance, revealing key areas for improvement.
A clear view of which ideas can drive the most value for travelers, balancing Impact with Effort to guide smarter design decisions.
Deciding What to Build
Solution
Emergency Button +
Quick Access Chips
Instantly connects users to nearby police stations, hospitals, 24/7 pharmacies, or SOS help, directly from the map.
Probelm
Tourists can feel vulnerable in unfamiliar areas when emergency help isn’t quickly accessible from the map, increasing stress in urgent situations.
Solution
Emergency Button +
Quick Access Chips
Instantly connects users to nearby police stations, hospitals, 24/7 pharmacies, or SOS help, directly from the map.
Probelm
Tourists can feel vulnerable in unfamiliar areas when emergency help isn’t quickly accessible from the map, increasing stress in urgent situations.
Solution
Emergency Button +
Quick Access Chips
Instantly connects users to nearby police stations, hospitals, 24/7 pharmacies, or SOS help, directly from the map.
Probelm
Tourists can feel vulnerable in unfamiliar areas when emergency help isn’t quickly accessible from the map, increasing stress in urgent situations.
Solution
Emergency Button +
Quick Access Chips
Instantly connects users to nearby police stations, hospitals, 24/7 pharmacies, or SOS help, directly from the map.
Probelm
Tourists can feel vulnerable in unfamiliar areas when emergency help isn’t quickly accessible from the map, increasing stress in urgent situations.
Constraints
🔍
No Access to Real User Data
Since we lacked real user data, we used public reviews to find pain points, future research should include direct user input.
⏱
Limited Time & Resources
A small team and tight deadline limited the project scope, testing, and iteration. We focused on key features with the highest potential impact.
🚫
No Engineering Support
Since we didn’t have developers, we couldn’t assess technical feasibility. Engineering input is key for refining and scoping solutions
More projects
Google maps
Enhancing safety and trust for travelers exploring new destinations with Google Maps.
Team
3 Product Designers
Date
May 15, 2025
Tools
Figma, Illustrator, Maze
In collaboration with two product designers, I worked on improving the travel experience for tourists by addressing personalization and safety.
Our solutions included custom travel modes and safer walking navigation, aimed at increasing retention and user confidence.
Google maps
Enhancing safety and trust for travelers exploring new destinations with Google Maps.
Team
3 Product Designers
Date
May 15, 2025
Tools
Figma, Illustrator, Maze
In collaboration with two product designers, I worked on improving the travel experience for tourists by addressing personalization and safety.
Our solutions included custom travel modes and safer walking navigation, aimed at increasing retention and user confidence.
Summary
We designed a Travel Mode with Smart Route Suggestions, Safety insights, a Crime Rate heat map, and Emergency Access, aimed at improving clarity and traveler confidence.
Problem
Tourists often struggle to assess route safety and clarity in unfamiliar areas, leading to confusion, stress, and missed opportunities for confident navigation and exploration.
Constraints
🔍
No Access to Real User Data
Since we lacked real user data, we used public reviews to find pain points, future research should include direct user input.
⏱
Limited Time & Resources
A small team and tight deadline limited the project scope, testing, and iteration. We focused on key features with the highest potential impact.
🚫
No Engineering Support
Since we didn’t have developers, we couldn’t assess technical feasibility. Engineering input is key for refining and scoping solutions
Behind the Scenes
How did We get there
Desk Research
User Interview
Survey
🚧
Confusing or Unsafe Routing
Tourists reported being sent through sketchy alleys, closed paths, especially when walking.
📍
Inaccurate or Missing Place Info
Attractions or restaurants were marked in the wrong spot, closed, or missing key details like hours or pricing.
🌐
Language Barriers Still Exist
Tourists unfamiliar with the local language struggled to understand place names and signs due to poor localization.
🚉
Transit Info Lacks Clarity
Metro and bus directions were often unclear, missing transfer details, or didn’t reflect real-time changes.
🔄
Slow or Glitchy in Low Signal Areas
In cities with poor internet or crowded tourist zones, the app lagged or failed to load maps or directions.
Early signals lit the way,
guiding us toward deeper understanding
Safety stood out as the most critical concern, supported by frequent tourist feedback and data insights, leading us to prioritize it in our design decisions
From the Streets to the Screens What Users Really Experience
Through voices and moments shared, a pattern unfolded, revealing the quiet struggles and common threads that shape how people find their way and place their trust in the journey.
“I wish it had warned me about the area I was walking into. A simple heads-up or safer route option would’ve made a huge difference.”
“Google Maps sometimes sends me through dark alleys, gives vague directions, or shows buses that don’t arrive, leaving me lost and unsafe.”
“I wish it had warned me about the area I was walking into. A simple heads-up or safer route option would’ve made a huge difference.”
“Google Maps sometimes sends me through dark alleys, gives vague directions, or shows buses that don’t arrive, leaving me lost and unsafe.”
📍
📍
Nila – Safety Conscious Mindset
Newcomer / Solo Traveler
“I wish I could trust the map to guide me through safe, well lit routes with clear directions and real time transit info, without second guessing everything."
Nila explores unfamiliar cities on foot, as a solo traveler or recent migrant. Safety and clarity matter more to her than speed.
She needs reliable, context-aware navigation that considers time, lighting, and foot traffic, with clear and trustworthy guidance.
Liam , Goal-Oriented Mindset
The Working Professional/Student
“I plan my day around Maps, but one wrong pin or late update can throw everything off.”
As a student or professional navigating new places for specific goals like school, work, or events, he’s punctual, organized, and expects reliable, real-time guidance from Google Maps, especially for public transport and walking.
He needs accurate station pins, transfer instructions, timely updates
Nico – Discovery Focused Mindset
The Curious Tourist
“I just want to wander and find cool places, but sometimes Maps makes it stressful instead of fun.”
Visiting a new city, Nico wants to explore at his own pace, museums, food spots, scenic routes. He doesn’t know local customs or routes and relies on Google Maps to discover, navigate, and make decisions on the go.
He needs clear, friendly walking routes, curated places, scenic suggestions
Meet the travelers who shaped our solutions
🧩
Design Consideration: Supporting Less Tech-Savvy and Older Users
We considered the needs of older and less tech-savvy users, whose challenges align with Nila and Nico, especially around clarity, confidence, and ease of use.
Our solutions focus on simple, safe, and stress-free navigation in unfamiliar places.
How Google Maps Supports, and Fails, Tourists at Every Stage of Their Trip
Users pain points reveal how Google Maps falls short in addressing emotional needs like Safety, Control, and Inspiration, even though the core functionality remains the same.
Google Maps Leads in Reach, But Lags in Reassurance
Compared to competitors, Google Maps excels in coverage but lacks tourist-focused features such as, real-time safety updates, clarity in unfamiliar areas, and context-aware guidance, revealing key areas for improvement.
Deciding What to Build
A clear view of which ideas can drive the most value for travelers, balancing Impact with Effort to guide smarter design decisions.
Everything Starts with
Travel Mode
OFF
ON
Solution
Travel Mode Button
A button that activates a safer, personalized travel mode with
location-based tips and emergency access.
The interface turns green when active, and users can toggle it anytime without disrupting navigation.
Probelm
Google Maps treats Tourists like locals, offering no extra guidance, safety cues, or travel-specific support
Solution
Emergency Button + Quick Access Chips
Instantly connects users to nearby police stations, hospitals, 24/7 pharmacies, or SOS help, directly from the map.
Probelm
Tourists can feel vulnerable in unfamiliar areas when emergency help isn’t quickly accessible from the map, increasing stress in urgent situations.
Final Design
Emergency Button
Instantly connects users to nearby police stations, hospitals, 24/7 pharmacies, or SOS help, directly from the map.
🚨
Crime Rate Awareness Toggle
Instantly connects users to nearby police stations, hospitals, 24/7 pharmacies, or SOS help, directly from the map.
Walking Route Comparison
Users can view multiple walking routes with insights on safety and accessibility.
A toggle lets them check crime rates, while the “See Reports” section offers real-world reviews from others to guide safer decisions.
Smart Route Suggestion
Helping Users Save Time on Multi-Stop Trips.
Automatically suggests the most logical route.
This option simplifies multi-stop planning and reduces the mental effort of choosing the best route.
What the Data Told Us to Build First
Backed by user insights and prioritization scores,
these solutions offer the highest impact with feasible effort.