Summary
I led the design of a truck route planning feature in Yandex Maps, refining the user interface and visual elements to elevate the experience for truck drivers, leading to organic audience growth.
Results
90,000+
Monthly active users
20,000+
Daily active users
What I did
Competitive Audit
User Interface Design
User Experience Design
Art Direction
Team
Product Manager
Lead Graphic Designer
Product Designer (me)
Platforms
Mobile
Web
Product
Yandex Maps is the most popular mapping service in Russia, with approximately 11.5 million monthly users within the country and over 20 million worldwide.
Yandex Maps is a web mapping that that helps users find places and get around. It offers traffic updates, road restrictions, camera locations, and other pertinent information for drivers.
Background
Millions of drivers solve the task of getting from point A to point B daily. Drivers are significant portion of the audience, including drivers of passenger cars, trucks, and special vehicles drivers. According to the Federal State Statistics Service, there are more than 6,500,000 trucks in Russia in 2022.
In 2022, Yandex had two navigation apps: Yandex Maps and Yandex Navigator. During timeline of the project, Yandex Navigator allowed drivers to select a truck as the type of transport for route planning, considering all the specific features and restrictions. Yandex Maps, on the other hand, was oriented only towards drivers of passenger cars.
Goal
The goal was to develop a truck route planning tool that would take into account the specific characteristics of different trucks and road restrictions. The Yandex Navigator solution was used as a reference point, as engineers would use the same logic and routing algorithms.
Market Data & Research
I conducted a comprehensive analysis of competitors and Yandex Navigator, examining visual style, user journeys, interface, and solution features. Based on findings, I drew conclusions to form hypotheses and ideas for our own solution.
The product manager conducted research using Yandex Navigator data. Three main types of transport for the future solution were created based on the most filled-in information by Yandex Navigator users, such as height, weight, and axle quantity.
Design
Wireframes were initially used to structure the user journey. Wireframes were subjected to design critique sessions for faster iteration. Once the structure was determined, I proceeded to create high-fidelity mockups for discussion with engineers and preparation for user testing.
Technical constraints prevented the creation of a separate transport type for trucks, leading to the solution of an option within the car mode, allowing users to switch from a passenger car to a truck. It was assumed that users could switch between car and truck depending on the scenario, for instance, driving a truck for work and a passenger car in personal time.
In addition to illustrating each truck template in the interface, I asked lead graphic designer to create distinctive "cursors" that are always visible in free mode and during truck route navigation to help users differentiate between a passenger car and a truck. If the truck is selected, the cursor will reflect it. Changing the transport type is crucial, as the route depends on its specific features, especially in cities with many restrictions for trucks.
Additionally, team and I explored the possibility of using color to differentiate between truck types, with green trailer representing a small truck, blue a medium one, and red a heavy one. However, we ultimately decided to abandon this approach as the trailer colors were not intuitively associated with truck types.
Part of my responsibility involves conducting pre-launch design-review to ensure everything is in order.
During one such review, I discovered that the truck model had its axes (X, Y, Z) configured incorrectly, causing it to appear tilted. Despite it was funny, this issue was quickly resolved.
Results
Outcome
Since feature release in October 2022, Yandex Maps allows users to plan routes considering restrictions for trucks, including weight, dimensions, trailers, and more. Obstacles that cannot be avoided are marked on the route in advance. For example, if the only available road passes under a low bridge. This feature helps plan trips considering the specific characteristics of the transport, making them safer and reducing the likelihood of getting a fine.
The initial release of this feature did not coincide with a comprehensive marketing campaign. Consequently, the results in the first few weeks were modest, with approximately 1,000 daily active users. However, over the course of a year, the user base organically grew substantially, reaching the numbers below.
Takeaways
The project's launch could have been more effective if the team had taken steps to gather feedback from potential users, expand their reach, and raise awareness of the feature.
User testing. Conducting usability studies with truck drivers would have provided valuable insights into their needs and pain points, allowing the team to refine the product and address potential issues before the official launch.
Targeted ad campaign. Placing ads at truck stops, rest areas, and other locations frequented by truck drivers would have directly engaged the target audience and increased visibility.
Strategic ads placement. Leveraging local knowledge of accident-prone areas would have been an impactful strategy for ad placement. Placing ads high-risk locations could have significantly raised awareness of the feature and its potential to prevent accidents.
Lensovetovskaya Road, Saint Petersburg
Roschinskaya Street, Saint Petersburg
By addressing these factors, the team could have ensured a more successful launch that reached a wider audience and made a more significant impact on the lives of truck drivers.
