Bing Maps

CLIENT: Microsoft

ROLE: UX/UI Designer

Duration: 7 Months

Since the last major revision in 2009, Bing Maps had seen little visual or functional improvement. While useful for basic searches, the existing experience had not kept pace with their primary competitor, Google. I led the initial discovery and definition to design and deliver an entirely new experience that would make Bing Maps as viable competitor once again.

To kickstart our definition process I began evaluating our core competitors offerings for comparable features or lack thereof and gathered all the data and feedback accessible to start understanding our core users. While we had basic feature parity with most, our product didn't really have anything distinct to offer. Why did our users use us versus Google or MapQuest? It was something we didn't have the answer to.

To kickstart our definition process I began evaluating our core competitors offerings for comparable features or lack thereof and gathered all the data and feedback accessible to start understanding our core users. While we had basic feature parity with most, our product didn't really have anything distinct to offer. Why did our users use us versus Google or MapQuest? It was something we didn't have the answer to.

It would be easy enough to update the look and feel in direct response to our competitors, but how could we move forward to create a richer experience that aligned to our user needs? I started going through our feedback and feature requests from user and a common thread started to emerge.

Maps are a resource for trip planning. Whether one is at an amusement park, mall or out on the road, viewing places in relation to each other helps us determine how to navigate effectively and plan the best course. This wasn't something you could do effectively in Bing Maps or our competitors.

I investigated multiple paths which started much simpler, but grew quickly into what ultimately would become our new working paradigm. You can watch the video below to see the evolution.

Early Comps

Fig. 1 - Early work included building around travel narratives and building an enhanced ability to save places to collections.

Fig. 2 - A short introduction to the previous and new search model.