About the app
Google maps is a free app for intra city and inter city travel, its available across android, ios, msite and desktop site. Users can see commutes via personal vehicles and public transport along with time taken for each so they can decide how to commute.
Google app comes pre-installed on all android devices and is the leader when it comes navigation app space.
Clarification
at what stage – today or at the time of launch, assuming today
Assuming this is for the consumer business – Maps has a B2B business has where it can be used to navigates
Mission: Google maps mission is to navigate new experience around the world/corner
who are the user
Business owners whose businesses feature on the map
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End users using the google maps to search/navigate
User journey
End user
- User needs to find out about a particular new place ( either location or phone number or ratings) or known place (work for commute)
- User searches: either directly in Google maps or most likely on google search
- Goes through the results
- Clicks on location which matches the search, either chooses to select it as destination or abandons the journey
- Example: I want to see how long it takes me to get to work if I leave right now
- I know the route , I just want to see how long it’ll take me
- if destination then looks at the commute
- may choose to navigate to the commute using maps or abandons the journey right there
- If choosing to navigate through the commute then map stays open while user reaches destination
business
- business owner finds out google maps
- Signs up /updates info
- Leads to traffic (literal traffic) or contacts via google maps info
Phone number is present across a number of other platforms as well
Business is a subset of overall maps use cases so I’d want to focus on end user metrics
I want to look at it from 2 keys perspective
- mission metrics
- Commute check: Users using it to look at the commute between 2 places
- Commuting users: % of users using it commute(set up route between the 2 and started navigating)
- product health metrics
- Users searching for locations/viewing results (Daily) since you can search on google and change to maps for results
- Daily actives: how many people open the app daily
- Commute completion rate: Commutes completed as a % of commutes started, may not be a complete 100% since people will stop navigating once destination is in visibile
- % of users abandoning a commute and restarting for a diff destination
- Time spent in the app: Overall engagement of the app
- Searches and commute per user per week: Travel trends follow a weekly cadence – for example you may not search for your work commute everyday however when traveling to a new place over the weekend you may search and commute
- WoW Retention: Since commute/travel trends have a a weekly cadence
among the above I want to focus on the following metrics
– Users searchings – given maps is meant to be a discovery tool, users searching is an important input metric
– Commute check: what % of users actually use it check the commute from A to B, the actual value offered by the app ie navigation
the above 2 combined helps e2e visibility though I would want to be pair 2) with % of users starting a commute, that acts as a quality metrics – are the routes suggested good enough for users to take up their commute on
to summarise
I want to focus on
– User searching/viewing results
– % of users using it for a commute check
The above 2 combined gives me visbility on E2E funnel for maps from a value discovery and product health perspective, I want to pair 2 with % of users taking up commuting on suggested routes as a defensive metric to make sure the quality of commutes offered is in line with expectations.
For example: if I suddenly see a drop in % of users using commute/navigation function then I might want to investigate why thats the case
Google