Material Design
Mobile App

Google Maps

Designing an events layer to connect
discovery, booking, and navigation in one place

Material Design
Mobile App

Google Maps

Designing an events layer to connect
discovery, booking, and navigation in one place

Material Design
Mobile App

Google Maps

Designing an events layer to connect discovery, booking, and navigation in one place

My Responsibilities

Field Research

UX/UI Design

User Testing

My Responsibilities

Field Research

UX/UI Design

User Testing

My Responsibilities

Field Research

UX/UI Design

User Testing

INTRO

The Project

The Project

This was a personal project that explored adding an events feature to Google Maps. I believed this would be an interesting exploration because of Google’s frequent usage as more than just a navigation tool and integrated tools like Gmail and Google Calendar. The idea was to imagine how Maps could expand into social discovery by integrating events alongside restaurants, landmarks, and activities. What would it look like to transform an app people already use for social proof, city guidance, and bookmarking into a platform for event discovery and attendance?

INTRO

The Project

This was a personal project that explored adding an events feature to Google Maps. I believed this would be an interesting exploration because of Google’s frequent usage as more than just a navigation tool and integrated tools like Gmail and Google Calendar. The idea was to imagine how Maps could expand into social discovery by integrating events alongside restaurants, landmarks, and activities. What would it look like to transform an app people already use for social proof, city guidance, and bookmarking into a platform for event discovery and attendance?

INTRO

The Project

This was a personal project that explored adding an events feature to Google Maps. I believed this would be an interesting exploration because of Google’s frequent usage as more than just a navigation tool and integrated tools like Gmail and Google Calendar. The idea was to imagine how Maps could expand into social discovery by integrating events alongside restaurants, landmarks, and activities. What would it look like to transform an app people already use for social proof, city guidance, and bookmarking into a platform for event discovery and attendance?

THE WEB EXPERIENCE

The existing Google web experience for events provides the basics: details, booking, and timeframe filters. I reinterpreted these elements within Maps, where place-based context and navigation are core. Along the way, I introduced updates like event categories to make discovery more intuitive and relevant to users.

AFTER

THE PROBLEM

A Fragmented Customer Journey

While Google Maps excels in location-based navigation and reviews, it lacks an integrated events feature that allows users to discover real-time, local happenings. People often need to switch between multiple apps (Eventbrite, Facebook Events, Meetup) to find activities and then return to Maps for directions or logistics. This creates friction and lost opportunities for engagement within the Google ecosystem. The absence of an events layer leaves a gap in how users could connect place-based information with time-based experiences.

THE CHALLENGE

Consistency Over Innovation

The primary challenge was figuring out how to design an event-discovery layer without disrupting Google Maps’ clean, utility-first interface. Events are dynamic, temporary, and community-driven—making them harder to represent than static businesses or landmarks. Another challenge was defining categories and filters (music, food, exhibitions, sports) that felt intuitive while avoiding clutter. Additionally, balancing event authenticity (user-submitted, business-submitted, or algorithmically surfaced) was a key design concern.

SOLUTION

a Complete Events Journey with Google

A Complete Events Journey with Google

A Complete Events Journey with Google

a Complete Events Journey with Google

Through the user research process, I discovered that the customer journey does not end with booking an event. Once a customer confirms attendance, they must also manage a series of logistical details. While this project began as a feature addition to Google Maps, I saw potential to extend the experience by integrating with other Google platforms like Calendar and Gmail. These touchpoints would require minimal investment but could make the overall journey more seamless and supportive for users.

Through the user research process, I discovered that the customer journey does not end with booking an event. Once a customer confirms attendance, they must also manage a series of logistical details. While this project began as a feature addition to Google Maps, I saw potential to extend the experience by integrating with other Google platforms like Calendar and Gmail. These touchpoints would require minimal investment but could make the overall journey more seamless and supportive for users.

STEP 1
Smart Discovery

Events appear directly in Google Maps, layered alongside familiar places. Users can filter by time, category, or location to quickly find experiences without leaving the app.

STEP 2
Seamless Booking

After selecting an event, users book through trusted third-party providers in a streamlined Google flow. Event cards highlight key details—time, venue, reviews—before purchase.

STEP 3
Day-of Assistance

Booked events sync to Google Calendar and Gmail with details, tickets, and directions included. When it’s time, Maps provides reminders and direct navigation to the venue.

Always open to thoughtful collaborations.

Let's Chat
Share Your Project

© 2025 Serena. All rights reserved.

Always open to thoughtful collaborations.

Let's Chat
Share Your Project

© 2025 Serena. All rights reserved.