The ask

Reimagine Google Maps as a local expert you can talk to. Explore how Ask Maps can make finding places, planning trips and getting around feel more natural with conversational AI.

The goal

Help people get more out of Google Maps by giving them a smarter, more personal way to ask questions, discover places, and figure out where to go next.

The process

A few simple principles helped guide the work, from early ideas to finished journeys.

Engage the next generation: Design experiences that feel visual, participatory and relevant to Gen Z, with more room for UGC and discovery.

Reimagine the map: Move beyond static text and let more of the experience happen directly on the map.

Make it conversational: Give people natural ways to ask, follow up and understand why a recommendation fits—or doesn’t.

Build for more than one moment: Create flexible patterns that can work across different needs, places and use cases.


From rough ideas to real journeys.

Brainstorming: Generated a wide range of ideas for each use case, with an emphasis on moving past the obvious answer.

User journeys: Each week focused on a different AI persona. Ideas were narrowed based on user value, potential impact and business needs.

Sketching and iteration: Low- and mid-fidelity concepts helped make ideas tangible, gather feedback and quickly refine the experience with the client.

UI/UX design: The strongest concepts were developed into more complete designs, shaped by client feedback and product priorities.

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The result

Three distinct AI personas, each built around a different way people might use Ask Maps.

  1. Savvy explorer: Helps people find unexpected places, try something new and follow their curiosity.

  2. Life hacker: Helps make everyday plans, trips and routines easier with recommendations that fit the moment.

  3. Trusted companion: Keeps context in mind and helps people figure out what to do next.

The work

Every journey begins with a simple question or statement...…and Ask Maps is always ready.

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