Reimaginging maps: a modern, intuitive appraoch to location-based experiences

Designing a product from scratch

Summary

Spaced Magazine had reached a point where they had developed a sizable database of locations such as hotels, restaurants, itineraries, you name it. They were ready to take their vision onwards by building a web-based in-platform map product that users can use to dive into all the possible locations and curate their ideal days, weekends, special occasions, vacations and more. The CEO (client) and I worked very closely to not only make their visions come true but also to create a new and enjoyable experience for users.

Role
Product designer, worked in all stages with focus on visual design and user flow

Scope
Competitive analysis, ideation, user flows, visual design, interactive design, iterations, copywriting

Skills
Figma, sketching, competitor analysis, copywriting

Team
Client/CEO, developer

The challenge

The client’s ask was for a responsive, web-based mapping product that:

  • Is in line with the look and feel of the current brand

  • Could make all locations accessible to users

  • Would enhance users’ experience on their website

Why are we doing this? (value)

  • Expand on the brand’s services that contribute to the overall brand vision

  • Increase user engagement and satisfaction

  • Increase subscribers

  • Increase foot traffic

  • Add value to brand for more partnership and client opportunities

Our hypothesis was that, if we produce a product that is not only nice in visual designs, but also functional and easily adoptable:

  • Users will be able to successfully navigate the product and features 

  • Users will be encouraged to refer to the product and brand content more

  • Users will have enjoyable experiences

  • The brand sentiment will increase

  • Opportunities for partnerships and clientele will open up

Considerations and constraints

  • I was tasked to lead the project from conception to launch on a tight deadline, collaborating across various time zone differences

  • There were some limitations to resources that I had to be mindful of

Solution

The final and live version of the map, called The Guide, allows users to follow standard search, and customized filtering and exploration features on a platform that is simple yet sleek and modern.

Out of all the features of the product, the home state and filter system were my biggest challenges. Especially when finding the happy medium between good UX and satisfactory aesthetics. After multiple rounds of iterations, the client and I were able to move forward with the design and solutions that met both client and user needs.

Three pronged filter system:

A three pronged filter system was created as it best met the client’s ask, left room to be further developed on in the future, and presented users with organized options to decrease feelings of overwhelm. The three main filters are Location, Type, and Vibe

Dual view experience:

The client wanted users to feel they had freedom in exploration and flexibility in how they used the product, so I designed a dual viewing experience to allow users to choose how they want to discover places to go: in map viewing, grid viewing with images, or both

Customization opportunities:

In addition to the dual view experience, the filter system was created with the intention of encouraging users to filter and search for locations as broad or as specific as they want. The “Vibe” filter option especially offers users a unique filter experience that further supports the brand and one of its target audiences

Impact:

  • Launched a new product that opens up opportunities for the brand

  • Built a product with a strong base framework that can be built on over time 

  • Expanded the brand’s services that increase users’ engagement and retention

Next steps:

  • Design feature to bookmark locations and build out lists

  • Fine-tune minor details that are buggy post-launch

  • Conduct usability tests and surveys to get insight on user sentiments and challenges

Key learnings:

  • There will be times when you will have to compromise or let clients make their final calls even after multiple attempts of advocating for users and best practices

  • Collaborating closely with a client and developer who had strong requirements and limitations challenged me to push my design and problem solving skills to find solutions that were favored and also fulfilled requirements