How Google Maps fixed India's street name problem

Summary

In 2008, when Google Maps expanded to India, they faced a challenge due to the lack of street names and the reliance on landmarks for navigation. Many areas in India, like Pune, used landmarks instead of street names. To address this, Google UX researchers Olga and Janet traveled to India and conducted hands-on field research, discovering four key navigation elements. They used these insights to redesign Google Maps, incorporating landmark-based directions and subtly adding street names where possible. This localized approach improved the app's usability, demonstrating the importance of user-centered design and scrappy research methods.

Takeaways

• 😀 In 2008, Google Maps faced a major challenge in India due to the absence of street names and inaccurate GPS, making the service unreliable for users.
• 😀 Google Maps' initial reliance on street names didn't work in India, as many streets lacked names or had multiple names, and GPS on phones was still not precise.
• 😀 The street name issue wasn't unique to India—countries like Japan and Germany also had different systems, such as block numbers or no street names at all.
• 😀 Google Maps had to adapt its service to local navigation habits by focusing on landmarks as key navigational cues in India.
• 😀 Olga (a UX researcher) and Janet (a UX designer) were tasked with solving the problem of street names in India, employing a mix of field research and hands-on methods.
• 😀 The team’s research showed that in India, people typically use four key elements to navigate: orientation (e.g., 'head towards the water'), descriptions of turns, confirmation of the right path, and error correction.
• 😀 By incorporating landmarks like stores, fountains, and stations into navigation, Google Maps improved its accuracy and usability for Indian users.
• 😀 The solution involved adding additional cues like 'pass by' landmarks, alongside street names where available, enhancing the navigation experience in India.
• 😀 The approach taken by Google was a localized solution—tailoring the global product to fit specific local needs rather than forcing a one-size-fits-all solution.
• 😀 The story highlights the importance of user research, emphasizing that sometimes scrappy, DIY methods can yield valuable insights when adapting products to new environments.
• 😀 Olga and Janet’s process shows that asking the right questions, understanding local user challenges, and finding solutions that match those needs are crucial for successful UX design.

Q & A

What problem did Google Maps face when it expanded to India in 2008?

When Google Maps expanded to India in 2008, the main issue was that many streets in India lacked names or had multiple names, making navigation difficult. This was especially problematic because GPS technology at the time was not as accurate, and street names were a key foundation of Google Maps.

How did Google Maps try to solve the street name problem in India?

Google Maps addressed the problem by incorporating landmarks into the navigation system. Instead of relying solely on street names, the system started providing directions using local landmarks, such as 'turn left after the big bazaar' or 'go past the water fountain.'

What other countries also face similar street name problems to India?

Other countries with similar street name issues include Japan and Mannheim, Germany. In Japan, most streets don't have names, and people navigate using numbers and city blocks, while Mannheim also uses a block system with numbered addresses.

What key navigational elements were identified during the UX research in India?

The UX research in India revealed four critical navigational elements: orientation (e.g., head towards the water), description of a turn (e.g., turn past the big bazaar), confirmation of the right path (e.g., 'you'll see a petrol station on the right'), and error correction (e.g., 'if you reach the roundabout, you've gone too far').

How did Olga and Janet gather insights for their user research in India?

Olga and Janet used hands-on, field research methods such as calling businesses for directions, asking people to draw route diagrams, and following individuals as they navigated unfamiliar places to understand how locals navigate.

How did Google Maps adapt its system to better serve users in India?

Google Maps adapted by emphasizing landmarks in its navigation system. It introduced additional cues such as 'pass by [landmark]' and included street names when available. This allowed users to navigate more easily, even without the reliance on street names.

What is the main difference in how Google Maps works in countries like India compared to places like the United States?

In countries like India, Google Maps relies more on landmarks to guide users, while in countries like the United States, the system primarily uses street names and address numbers, since these are more widely available and commonly used.

Why is it important to perform user research when localizing a product like Google Maps?

User research is crucial when localizing a product because it helps designers and developers understand local navigation habits, challenges, and preferences. This ensures the product meets the needs of users in different regions and improves overall usability.

What lesson can be learned from the approach Olga and Janet used for Google Maps' localization in India?

The lesson learned is that user research doesn't always need to be high-tech or lengthy. Sometimes, scrappy, hands-on methods—like observing users and asking simple questions—can yield the most useful insights for solving real-world problems.

What is the role of landmarks in navigating areas without street names, and how did this affect Google Maps?

Landmarks play a significant role in navigation by serving as easily identifiable cues. In areas without street names, such as India, Google Maps incorporated these landmarks into its directions to help users navigate effectively, which allowed the product to be more relevant and useful in those regions.