Google Map

Subway feature redesign

UX Researcher

Research Methods

Interview | Affinity Diagramming |Moscow Analysis | Persona | User Journe



As a globally- accessible app, Google Map’s public transportation feature is not satisfying. There is potential and need for improvement.

In line with Google Map’s mission:

“An experience designed to highlight what matters most to you with every search”

Our improvements on its subway feature aim to optimize what matters most for subway commuters.

1. Interview + Contextual Inquiry

To understand the pain points with current Google Map subway feature, we conducted ten user interviews with six contextual inquiries.

After gathering our data, we put our notes on individual post-it notes and created data buckets in the form of an affinity diagram. This affinity diagram allowed us to naturally group related ideas.


Affinity Diagram


We also tried to group ideas along the current user journey to uncover the implicit connection among pain points of Google Map user experience. It helped us to generate true insights for design improvement.


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2. Synthesis & Insights

By analyzing and synthesizing the data we gathered, we were able to get to the heart of the matter and see what our research was telling us. This led to three insights that encompass the overarching themes of our data. These realizations will help us formulate what specific areas and problems our solution needs to target.



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In sum, users prefer:

Controllability + Predictability

when using Google Map subway feature


The insights we found, in fact, are consistent with Google Map’s missions.


We visualized user profiles into three personas, which largely captured user’s goals, frustrations and needs.



3. Research to Design Solution

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