Improve Google Maps for Visually Impaired Users
Company: Google
01 · Goal
Objective
Increase the end-to-end journey completion rate for visually impaired users by 20% within 6 months of launch.
Measured By
- 1 Full funnel completion rate — app open → route start → journey end
- 2 Drop-off rate at each stage (search, route selection, active navigation, arrival)
- 3 Session length delta between visually impaired users and the broader user base
Why Google Cares
Google dominates local search, and high-frequency queries like 'restaurants near me' are its primary revenue lever. Visually impaired users who can navigate independently make those searches repeatedly — they become high-LTV, loyal users. Accessibility investment also builds brand equity and reduces regulatory risk in markets where accessibility compliance is becoming mandatory.
02 · Market
Global sizing (WHO, 2024)
Visually impaired people globally
~2 billion
Google Maps users among them (~12.5% of 2B)
~250 million
Google-addressable (~75% Maps market share)
~187.5 million
Realistic feature adoption (~20%)
~37.5 million
Insight
At 37.5 million active users, even a conservative ARPU lift of $1/month from increased local search frequency = $37.5 million/month in incremental revenue. This excludes ad impression upside from higher session frequency.
03 · Users
Companions & Caregivers
Family members, guardians, or personal assistants
Core Need: Peace of mind — know the person arrived safely without calling repeatedly
Independent Mobile Users
65–72, semi tech-savvy visually impaired smartphone owners
Core Need: Travel independently without friction in navigation apps
Focus Segment
Segment B — Independent Mobile Users. They complete journeys themselves — each successful trip increases their frequency and Google's ad inventory. Solving for Segment B improvements also benefit Segment A downstream.
04 · Pain Points
Silent navigation after route start — no proactive turn alerts
No way to share live location with family or caregivers
Cannot identify nearby landmarks to orient or direct others
05 · Priority
RICE framework: (Reach × Impact × Confidence) / Effort
| Feature | R | I | C | E | Score |
|---|---|---|---|---|---|
| Landmark voice alerts | 3750 | 3x | 80% | 5m | 1800 |
| No-Screen navigation mode | 950 | 2x | 80% | 8m | 190 |
| Live location sharing | 400 | 2x | 50% | 6m | 67 |
MVP Decision
Build in sequence: Landmark voice alerts → No-Screen mode → Live location sharing. Landmark alerts have the best score, moderate effort, and broad appeal beyond the VI segment — making them easiest to get stakeholder buy-in for.
06 · Solution
Landmark Voice Alerts (Ship first)
Proactively reads nearby landmarks aloud as the user approaches them (e.g. 'Boots pharmacy on your left in 20 metres'). Works via existing Google Maps Places data — no new data source needed. User can set density preference: major landmarks only vs all named buildings.
No-Screen Navigation Mode (Ship second)
Screen-off mode that maintains full audio navigation without requiring the display to be active. Proactive turn warnings at 200m, 50m, and at the turn — no user action required. Compatible with TalkBack (Android) and VoiceOver (iOS) — must pass accessibility audit before launch.
Live Location Sharing (Ship third)
One-tap share of live location with a named contact for the duration of a journey. Recipient sees user's position, estimated arrival, and any deviation from route. Opt-in, journey-scoped (not persistent tracking). Audio confirmation when the recipient starts viewing — reassures the user someone is watching.
07 · Metrics
North Star Metric
% of Companion Mode users who complete at least one full journey per week — outcome-based, not feature-based.
| Type | Metric | Target |
|---|---|---|
| Adoption | % of accounts with Companion Mode active | > 30% in 90 days |
| Quality | Journey completion rate (VI users) | +15% vs baseline |
| Engagement | Sessions per active VI user per week | +25% vs baseline |
| Safety | Avg response time to live location view | < 2 min |
Guardrails — stop shipping if:
- Companion Mode is activated but no journey is completed within 7 days by > 25% of users → signals onboarding friction, not feature value
- Overall Maps session volume drops among VI users after launch → feature is causing confusion, not solving it
08 · Risks
Assistive tech compatibility (TalkBack / VoiceOver conflicts)
HighMandatory accessibility audit with screen reader users before any public release. Dedicated QA pass on both iOS and Android.
Privacy concern — live location sharing misused or accessed without consent
MediumJourney-scoped sharing only (not persistent). Explicit opt-in with clear consent UI. No third-party data access.
Low Companion Mode adoption — users unaware feature exists
MediumSurface Companion Mode in onboarding for users who have accessibility features enabled at OS level. Partner with VI advocacy organisations for launch.
Landmark data gaps in developing markets reduce feature value
HighPhase 1 launch in cities with high Places data density (London, NYC, Mumbai). Expand as data quality improves.
Summary
The core bet is that independent navigation is the unlock — visually impaired users who can move freely become high-frequency Maps users and, by extension, high-frequency local search users. Landmark voice alerts are the right first ship: broad appeal beyond the VI segment means easier internal buy-in, and existing Places data keeps effort manageable. No-Screen mode is the real differentiator but requires deeper accessibility work. Phase it, measure completion rates at each step, and only invest in live location sharing once the navigation core is proven.
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