Primary Research

To better understand how others find meetup spots and if there was an opportunity relieve potential pain points, I conducted user interviews and a survey.

User Interviews

5 participants
Age Range: 20 - 32
Gender Identity: 2 male and 3 female
All meetup with others at outside locations at least once a week

How do you typically find locations to meet at in between you and the person you are meeting?

Usually just eyeball the route between our houses and see what major areas on the route I can look for food in

Put in directions between our locations, then estimate a middle point, then check the estimated time from our locations to the middle point to make sure they're similar

Put both our locations in Google maps and zoom out. Pray that I can figure out what is in between us.

Decide on a central neighborhood and use Google maps to see what places are there

Physically look at the map on apple maps

What would be useful to you when looking for meetup locations?

Suggestions of fun things to do that are in the middle of our points of origins

Being able to filter midpoint locations and rule out specific areas

Filtering meetup spots by parking situation, hours of operation, and maximum commute time for both parties would be helpful

Having the midpoint between our locations calculated automatically instead of having to estimate it on the map

Being able to see all the different activities available between our starting locations

Key Insights:

People currently have to go through a very manual process of looking at a map to estimate a midpoint and then search for meetup spots around that midpoint. Having meetup spots suggested to them would be very helpful, especially if they can filter to account for each individual's travel needs.

Survey

13 participants
Majority used Google Maps or Apple Maps
Want to learn if a larger audience would also benefit from a midpoint/suggested meetup spot feature

How often do people meet?

Most people meet with others at outside locations least once a week. This establishes that people are often looking for meetup spots.

Where do people meet?

The most common meetup spots are restaurants, activity-based venues, and coffee spots. Recommending these types of locations when users search for meetup spots can be helpful for users.

How useful would a meetup spot feature be?

Over half of the participants considered this feature to be "Very Useful". However, since it didn't receive an overwhelming majority (more than 80%), this added feature to Google Maps would not be a necessity but rather a nice to have feature.

How often would the meetup spot feature be used?

Most users would only use the feature once every few weeks or once a month. This again indicates that the feature is nice to have, but not a necessity.

Secondary Research

I was curious if there was already a demand for a midpoint feature to be added to navigation platforms.

9.7K

Upvotes

A post on the subreddit r/YouShouldKnow received 9.7K upvotes for mentioning a website that can determine the midpoint between two locations (source)

The post's popularity indicates a demand for a midpoint feature. Users are even resorting to third-party websites to fulfill this need. Additionally, there have been several posts on the Google Maps Help Center asking if Google Maps has this feature. (source)

To view closer, see Fig Jam link for competitive analysis here.

Through competitive analysis, several third-party websites offering a midpoint feature were found. However, these websites have outdated user interfaces and limited filtering options, making them not user-friendly. The existence of several third-party websites solely dedicated to the midpoint function suggests a gap in the features offered by both Google Maps and Apple Maps.

Considering that Apple Maps is Google Maps' primary competitor, the absence of a midpoint feature on both platforms presents an opportunity for Google Maps to differentiate itself. Adding this feature could be one way for Google Maps to stand out from its competition.

Research Findings:

There is no midpoint feature in Google Maps or Apple Maps currently, forcing users to resort to manually estimating the midpoint on a map or using outdated third-party websites. Users want interesting meetup spots near the midpoint to be suggested to them and high flexibility with filters to accommodate for each individual's travel preferences.

Add a Feature to Google Maps: Midpoint

The research revealed user interest in a feature that calculates the midpoint between two locations
Google Maps already includes an "Explore Nearby" feature. By combining this existing feature with the new midpoint feature, it effectively addresses users' needs for identifying high-interest meetup locations (i.e. restaurants, activities, etc.)
To meet users needs of wanting high flexibility in the calculated midpoint, the midpoint feature will incorporate two types of filters:
1. Filters for Individual Routes:
  These filters can be applied to each individual's route, allowing customization of maximum travel time/distance and travel method.
2. Calculation Filters:
  These filters alter how the midpoint is calculated. Users can choose between calculating it by time or by distance, and they can also exclude certain locations from consideration in the midpoint calculation.

Reasoning to Pursue Midpoint Feature

Google Maps is well positioned to roll out Nice-to-Have features

Existing for over 18 years, Google Maps currently is the most popular online navigation system and has already implemented all their Must-Have features
Google Maps can invest in Nice-to-Have features, such as a midpoint feature, to better serve users and further distinguish itself from competitors like Apple Maps

Minimal investment needed to create midpoint feature

Google Maps already has many of the necessary functions for this feature to operate; it can suggest nearby places based on category (e.g., restaurants, activities) and facilitate route-based searches on mobile devices
Only capability that needs to be added for Midpoint feature is calculating the halfway point, which can easily be accomplished by using map coordinates

Expansion of Google Search product

Midpoint feature takes Google's current highly profitable product of search (searching for restaurants, cafes, etc.) and presents it in a different manner to address users' needs
According to Statista, Google Search was ~58% ($162.45 billion) of their total revenue in 2022

Low Fidelity Wireframes

Finding the midpoint between two locations will be accessible from the directions page on Google Maps. The "+ Midpoint" icon is positioned on the side between your current location and the final destination. I chose this specific location for the icon to visually signify that the midpoint in between the two specified locations.

Once the "+ Midpoint" icon is clicked, the exact midpoint is calculated and the two locations are assigned as Location A and Location B. Directions from each location to the midpoint are shown. Options for how the midpoint is calculated are found at the top of the map.

To adjust the travel method for each route, users can click on the travel icon next to the respective location's name. This will reveal Google Maps' available travel methods, from which the user can select a different option.

Users can also modify travel methods within "Route Options." Here, the user can find Google Maps' existing choices ("Avoid" and "Distance Units"), along with options for adjusting travel maximums and methods. This customization applies to each route from the individual locations to the midpoint, offering users the flexibility to accommodate diverse travel preferences between the two individuals journeying to the midpoint.

Based on the primary research, users don't want to only know the exact midpoint, but also be given suggestions of places to meet. Users can find different types of midpoints in the "More Midpoints" feature, where popular, scenic, and easy to park at midpoints are suggested.

Using the current "Explore Nearby" feature in Google Maps, users can find restaurants near the midpoint.

A specific restaurant can be set at the midpoint and the directions would update accordingly.

Where should the Midpoint feature live in Google Maps?

Logically, the midpoint and current directions feature in Google Maps have distinct and separate user flows. However, the midpoint feature is a 'nice-to-have,' whereas the directions feature is a 'must-have.' Placing the midpoint feature on an equal standing with directions in the user flow respects logical hierarchy but overlooks their differing levels of importance in Google Maps.

To decide where to place the midpoint feature within Google Maps, and whether to prioritize logical or importance hierarchy, A/B testing was conducted.

A/B Testing

3 participants per test (6 total participants)
Test A followed importance hierarchy and did not have midpoint icon on starting screen
Test B followed logical hierarchy and did have midpoint icon on starting screen

Test A: Importance Hierarchy - No Midpoint Icon at Start

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In alignment with Google Maps' importance hierarchy, Test A excludes the midpoint icon from the starting screen and nests the midpoint feature within the directions feature. This arrangement acknowledges that the directions feature is a priority, as it's considered a must-have in Google Maps, while the midpoint feature is considered a lower-priority 'nice-to-have' feature.

Test A pass condition: Users find the midpoint through finding the directions between the locations first and then add the midpoint

Test B: Logical Hierarchy - Midpoint Icon at Start

In Test B, we prioritize a logical hierarchy by placing a midpoint icon alongside the directions icon on the starting screen. However, we still retain the option of accessing the midpoint feature within the directions feature. The aim is to assess whether having the midpoint icon readily available on the starting screen is more user-intuitive compared to it being nested within directions. Test B recognizes that users may perceive finding a midpoint and obtaining directions as separate user flows.

Test B pass condition: Users find the midpoint by using the midpoint icon at starting screen

Possible Outcomes from A/B Testing

Test A passes, Test B fails

Indicates: Users do not notice the midpoint icon in the starting screen but can still find the midpoint by finding the directions first

Implement: Will follow importance hierarchy and midpoint feature will be nested within directions, will not have midpoint icon on starting screen

Test A passes, Test B passes

Indicates: Users can find the midpoint with and without the starting screen midpoint icon

Implement: Do not need to break importance hierarchy to find midpoint, will not include midpoint icon on starting screen to respect directions being more important than midpoint

Test A fails, Test B fails

Indicates: Users can not find the midpoint through directions or starting screen midpoint icon

Implement: Redesign feature to make finding the midpoint more intuitive

Test A fails, Test B passes

Indicates: Users need the icon at the starting screen to find the midpoint

Implement: Nesting the midpoint within directions is not intuitive for users, will respect logical hierarchy and will include midpoint icon on starting screen

A/B Testing Results

Test A Passed, but needs improvements

Users were eventually able to find the midpoint
(3/3 participants)
Most users did not stray from the direct path to find the midpoint
(2/3 participants)
Midpoint icon was not easy to find, needs to be more prominent
(3/3 participants expressed this)
2 out of 5 average score when asked "How easy was it to find the midpoint?"

Test B failed, starting midpoint did not help

Midpoint icon on starting screen was not used
(3/3 participants did not use icon)
Some users were able to find the midpoint by going through directions first
(2/3 participants)
Midpoint icon on directions screen was not easy to find, needs to be more prominent
(3/3 participants expressed this)
3 out of 5 average score when asked "How easy was it to find the midpoint?"

Prototype & High Fidelity Wireframes

Adding Midpoint

Based on the results of the A/B testing, the midpoint icon located on the starting screen didn't provide much assistance to users. As a result, it was not included on the starting screen in order to maintain the importance hierarchy of Google Maps. Additionally, many A/B testers had difficulty locating the "Add Midpoint" icon on the directions screen. To enhance the visibility of the "Add Midpoint" feature, it was moved right below the "Add destination" feature.

Users also expressed challenges in distinguishing which set of directions corresponded to each location during the A/B test. Several modifications were made to improve clarity. Instead of solely using labels like "Location A" or "Location B," the actual names of the locations were placed above their respective directions. Additionally, to differentiate between the two routes, the route for Location A was displayed in blue, while the route for Location B was displayed in green.

Travel Methods

You can customize the travel methods for each route by clicking on the respective travel method icon. If the midpoint hasn't been locked in, changing the travel method from one starting location will automatically update the calculated midpoint. In the scenario shown, if you change the travel method to walking from Chinatown and opt for driving from Penn Station, the midpoint will shift from Greenwich Village to SoHo. This functionality allows users to accommodate for different travel methods for each individual, while still providing a midpoint of equal time from each location.

More Midpoints & Route Options

Based on the primary research, users highly value meetup spots that offer attractions or convenient parking options. To accomodate this, the "More Midpoints" feature presents users with nearby midpoint options that are either scenic spots, popular destinations, or locations with easy parking access. These midpoints are organized based on the additional time they would add to the route, with those incurring the least extra travel time appearing at the top of the list.

Additionally, users can fine-tune their route options from each individual starting location. Aside from the route options Google Maps currently has, there are two added parameters: "Travel Maximums" and "Travel Method." This is another area where users can edit the travel method from each individual location, on top of the travel method icon functionality shown previously.

Finding a Restaurant Midpoint

To give users more options for different types of meetup spots, users can explore restaurants, cafes, activities, hotels, etc. near the midpoint. In this example, nearby restaurants to the midpoint are viewed. The desired restaurant was then set at the midpoint and the directions were updated.

Unmoderated Usability Testing

6 participants
Participants were asked to complete 2 flows: Adding a midpoint (same flow from A/B testing) and finding a restaurant near the midpoint
Unmoderated test through UsabilityHub to simulate how users would experience the midpoint feature on their own

Goals of Usability Test

Determine whether users' ability to locate the midpoint has improved since the A/B testing
Identity any obstacles users encounter when finding the midpoint
Uncover any challenges users face when finding restaurants near the midpoint
Learn if the midpoint feature has met users' needs

Usability Test Results

What worked well...

Most users were easily able to find the midpoint
(4/6 participants)
4 out of 5 average score when asked "How easy was it to find the midpoint?"
(A/B testing only had 2.5 overall average)
Users easily found restaurants near the midpoint
(6/6 participants)
4.2 out of 5 average score when asked "How easy was it to find restaurants near the midpoint?"
Midpoint feature meets users' needs:
‍4.3 out of 5 average score when asked "How useful would like midpoint feature be to you?"

What could improve...

Some users were clicking on the map to add the midpoint instead of going to the sidebar
(3/6 participants did this)

Iterations

Added Midpoint Popup Menu when clicking on map

To accommodate users who instinctively click on the map to add a midpoint rather than using the sidebar, a popup menu was added to appear when users click on the map. This popup menu provides options for adding a destination or a midpoint.

Final Prototype

To explore the click through interactive prototype, see Figma link here

Reflection & Next Steps

In hindsight, there are several changes I would have made in this project. Specifically, in the A/B testing phase, I would have redesigned the midpoint icon on the starting screen of Test B to be more explicit. The outcomes of our A/B testing might have been affected if users were uncertain about the meaning of the midpoint icon. If I could redo the A/B testing, I would refine the icon to better convey its association with 'midpoint' and include a question in the testing to gauge participants' understanding of the icon's representation. This approach would provide more clarity in the A/B testing results, revealing whether users' reluctance to use the midpoint icon on the starting screen stemmed from it being less intuitive compared to searching for a location or from its lack of clarity.

Additionally, during usability testing, I would have included a question about the participant's primary navigation system (e.g., Google Maps, Apple Maps). Some usability test results were influenced because some participants were not familiar with Google Maps' user interface as a whole. This lack of familiarity made it challenging to determine whether the difficulties users faced were due to the design of the midpoint feature or their unfamiliarity with Google Maps. By knowing whether participants already use Google Maps and by targeting those who do, this issue would have been mitigated and more accurate insights from the usability test would have been acquired.

Next steps in this project include further usability testing with iterated prototype to see if there is improvement in users' success of the midpoint feature.