Mobile App | UX Research | Interaction Design
Improving the Usability of Apple Maps on iOS
APRIL 2023
INDUSTRY: TECHNOLOGY
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PROJECT OVERVIEW
ABOUT
What is Apple Maps?
Apple Maps is a navigation app developed by Apple Inc. as the default map system, or native app, for iOS devices like the iPhone. Apple Maps provides navigation for different forms of transit, interactive ways to learn & explore, and curated guides that highlight must-have experiences.
PROJECT BRIEF
But can Apple Maps be made better?
I analyzed the habits of longtime iOS users and looked for opportunities to improve their daily experience with Apple Maps.
As informed by my research including user interviews, user surveys, task analysis, information architecture review, and usability testing I proposed updates and modifications to Apple Maps that would meet a user's daily needs.
PROJECT TIMELINE
UX/UI DESIGN | INFORMATION ARCHITECTURE | INTERACTION DESIGN
2-WEEK DESIGN SPRINT
This was a solo project completed over a 2-week period following a modified Design Thinking process (d.school). I chose Design Thinking for this project because it would allow me to focus on users, encourage collaboration, and help me find innovative solutions by challenging assumptions, asking questions, and understanding complex problems before finding solutions.
My design toolkit included Figma, Illustrator, Whimsical, Google Forms, & Google Sheets.
PROBLEM
The usability of Apple Maps impacts user experience.
When using Apple Maps, there is a lack of affordances for users to navigate back through the planning process. Switching between map and list views of route options poses challenges, as the full view of one area obstructs the other. Additionally, users face difficulty finding Apple Maps settings, as they are located outside the app in the iOS settings, interrupting the user experience. These issues hinder efficient route planning and comparison, impacting the usability and satisfaction of the application.
SOLUTION
A more intuitive trip planning process ensures the best experience.
I made several updates including prioritizing must-have tools, providing affordance to move between steps in the user flow, clearly labeling route options, and adding standard icons to allow for a more intuitive trip planning experience for Apple Maps users.
DISCOVER
USER INTERVIEWS & MARKET RESEARCH
Most iOS users do not use Apple Maps
Discovery started with user interviews with 5 people to better understand the usability of Apple Maps on iOS.
Users described themselves as longtime iPhone users who use their navigation app regularly to search for and follow directions to a destination. I was surprised to learn that some used Apple Maps while others used Google Maps or a combination of navigation apps. Through these conversations, I noticed some common themes and sentiments about Apple Maps including:
Apple Maps users experience difficulties with the user flow as there aren’t affordances to go back.
For some reason I get stuck on screens in Apple Maps and I don’t know how to go back or proceed.
Not all iPhone users use Apple Maps and some use a combination of apps because they prefer how other apps display traffic, alerts, and navigation visuals.
I use a combination of Apple Maps and Waze. I use Apple Maps when I need to look up something and see an aerial view because I find it easiest to use but I use Waze more often for navigation because I like the visual display of Waze.
A simple interface is preferred since most use navigation apps while multitasking.
I switched from Apple Maps to Google Maps because Google had the option of traffic overlay before Apple Maps. This is important if I’m driving so I can know how long things will take and where things will go sour on my route.
USER SURVEY
Were the interviews actually representative of iOS users?
As someone who uses an Android phone and its native app, Google Maps, I was surprised to learn from the interviews that some iOS users did not use Apple Maps or that they used a combination of navigation apps.
I was curious to hear from more iOS users about their navigation app preferences so I conducted an online user survey that received 40 responses. From this survey I found that 75% of iOS users preferred either Google Maps or Waze over their native app, Apple Maps.
DEFINE
TASK ANALYSIS & PROBLEM DEFINITION
But why do iOS users choose other apps?
To better understand why users were choosing other apps I observed 4 iOS users as they completed a series of tasks within Apple Maps to see and experience their pain points. From these observations I was able to identify key problem spaces including:
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A lack of affordances for going back through the trip planning process
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Users struggling when looking between map and list views of route options because a full view of one area obscures the full view of the other
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Some users could not find Apple Maps settings while others knew that the settings could be found outside of the app in their iOS settings which seemed to interrupt the user experience.
USER PERSONA & JOURNEY
The Time-Crunched Traveler
A busy working professional who enjoys exploring new places & experiences but has limited time due to work commitments.
Needs
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Being efficient with their time when planning trips
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Their navigation app must work seamlessly across their iOS devices.
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Their navigation app should to alert them to traffic delays so they can choose the most optimal route.
Frustrations
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Having difficulty changing destinations when en route
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Having a hard time choosing between routes when toggling between map and list views
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Not sure where to find Apple Maps settings so they can personalize their experience
User Journey
Begins Navigation
They decide they want to pick up dinner on their way home from work since they are leaving late. They open up Apple Maps and start the route to their favorite pizza place.
Which Route is Which?
When they input the new destination, they are given 3 different route options and spend time toggling back and forth between the map and list of options. It's hard to keep track of which route is which.
New Route Chosen
They pick a route and head on their way.
Needs to Find Settings
While driving they end up going through tolls. They need to update their settings to avoid tolls but keep forgetting because they don’t actually know where Apple Maps settings are.
It seems like Apple Maps could be a lot more intuitive in the way it was designed.
DESIGN
USABILITY TESTING
I explored the idea of small updates to alleviate the pain points experienced by users.
After sketching out ideas I created a high fidelity prototype of Apple Maps and conducted usability testing. Based on feedback, two key updates were made:
Settings updated from being at the bottom of the landing page to the top left of the landing page screen for easy access. The settings icon was chosen to be consistent with iOS setting icon standards.
Back arrow updated to a button instead of being overlaid on the map to increase visibility. Carrot icon chosen to be consistent with iOS icon standards.
Information Architecture
I learned what tools were most valuable to users so that I could prioritize them in the user experience, while deprioritizing less valuable features.
During usability testing I had also noticed users scrolling past elements of the landing page like “Guides we Love” and “City Guides”. When later asked if they used those tools, users said that they did not because they’re searching for places using “Find Nearby.” With that in mind, I conducted an additional survey with 6 iOS Apple Maps users in order to understand the most used and valued tools.
Results suggested that tools that users found most useful were either hidden or not made immediately available, whereas the tools that were made immediately available on the landing page were much less frequently used.
When asked what tools on the Apple Maps home screen are most important 100% of users chose the Search Bar and Recents. Additionally 83% chose Favorites followed by Siri Suggestions & My Guides.
When asked what tools should be added to the home screen, 83% of users chose the Nearby Places Options and 66% chose Navigation Preferences and Maps Settings.
DELIVER
SOLUTION
A more intuitive trip planning process ensures the best experience.
I made several updates including prioritizing must-have tools, providing affordance to move between steps in the user flow, clearly labeling route options, and adding standard icons to allow for a more intuitive trip planning experience for Apple Maps users.
High Fidelity Prototype
NEXT STEPS
Based on user feedback there are additional pain points in the trip planning & navigation processes that need to be addressed.
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Improve navigation experience with display of real-time updates
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Address difficulty in confirming driver choice to go a different route instead of being rerouted back to the original route
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Clarify confusion with dropping pins or adding stops along a planned route
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Explore integration of music streaming while navigating for a seamless experience
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