Scout for Apple Maps

Project: Add-a-Feature Capstone


Role: Solo UX Designer


Duration: 4 weeks


Platform: Apple Maps


Tools: Figma, FigJam, Maze, Photoshop, Notion

Overall, users are split 50/50 between Apple Maps and Google Maps…

and trust is low in the details of businesses provided.

Methods:
User Interviews (6 participants): Travelers and new residents
Competitive Analysis: Google Maps, Yelp, AllTrails, Apple Guides
Behavioral Survey: Conducted with 15 respondents via Google Forms

Key Findings:
People use maps not just for directions but to decide where to go and what to expect.
Trust is often built through word-of-mouth, visuals, or local insights.
Google Maps reviews are helpful but often unreliable, outdated, or biased.
Users want a holistic picture of a place, not just what’s there, but how it feels.


Objective

To add a meaningful feature to an existing product—Apple Maps—by identifying a real user need and building a solution from concept to high-fidelity prototype.

Scout is a new Apple Maps feature that helps users preview the vibe of a neighborhood before they go. Designed for travelers, new residents, and the curious, Scout provides an immersive, contextual layer of editorial insight, visuals, and local voices. Think of it as part guide, part story, part safety net.

Define

The core opportunity emerged from a shared pain point: How do you “read” a neighborhood without physically being there?

Problem Statement
People rely on maps to navigate and explore, but the current experience lacks emotional texture, real-world feel, and context. This creates uncertainty and missed opportunities for connection or discovery.

Design

Feature Concept: Scout – A new tab within Apple Maps that shows you the personality of a neighborhood.

Scout blends editorial content, visual highlights, and real local input to provide a pre-exploration lens.

Key Features:
Neighborhood Vibe Tags (e.g. "Laid Back," "Lively at Night," "Dog Friendly")
Photo Carousels sourced from trusted creators and recent public uploads
Mini Profiles of shops, parks, or hotspots with quotes from locals
Safety & Accessibility Info provided in collaboration with municipal data
Scout Stories — short, swipeable editorial snapshots curated by Apple

Design Process:
Started with low-fidelity wireframes to explore layout within the Apple Maps UI
Mid-fidelity iterations focused on visual hierarchy, voice and tone
High-fidelity UI matched Apple’s brand standards while introducing a fresh editorial feel

Test
I conducted guerrilla usability testing using Maze and 1:1 interviews. Prototype participants were asked to explore a Scout-enhanced neighborhood.

Feedback Highlights:
“This feels like the missing layer in Google Maps.”
“I would totally use this while apartment hunting.”
“Love the tone—it feels human, not robotic.”
Key Insight: Users want trust and context—Scout’s mix of curated visuals and editorial voice helped build both.

Outcome & Next Steps

Scout bridges a gap between cold GPS data and warm, real-world experience. By weaving in visuals, sentiment, and local insight, it helps Apple Maps evolve from a tool to a guide.

Next Steps:

-Partner with Apple editorial and local tourism boards for launch content
-Expand Scout Stories to support user-submitted entries
-Add accessibility layer (e.g., “wheelchair accessible cafés in artistic neighborhoods”)
-Pilot with travelers and city newcomers for further feedback