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In summer, many people take to the road to experience the beauty the world has to offer. Part of that experience often includes connecting with nature. While these travelers may not hike regularly, they often hit a few trails to see landscapes that are different from what they’re used to. However, unfamiliar terrain and spotty cell service can leave them feeling hesitant about taking that hike. The free hiking app they downloaded will not work without coverage, which could put them and their loved ones at risk.
AllTrails currently offers three tiers:
The Free version works well for casual users who stay on popular trails and have reliable cell service.
The Plus version ($36/year) is ideal for regular hikers who need offline access, route alerts, and safety features.
The Peak version ($79.99/year) is designed for advanced hikers who want to create custom routes and access real-time trail insights.
The Problem
Travelers often rely on the free version of AllTrails because they only hike occasionally, such as during a vacation once every year or two. A yearly subscription feels unnecessary and wasteful for such infrequent use. Many users are also wary of recurring yearly subscription charges that are easy to forget about.
The Solution
Hikers can purchase a single offline map without needing a yearly subscription. They choose the features that matter most to them, which helps them feel prepared on the trail. If they are planning multiple hikes, they also have the option to purchase a bundle of three maps. This gives users flexibility and supports safety without requiring a long-term commitment.
Cost, Confidence, and the Trail Ahead
Exploring a pay-per-map experience inside AllTrails.
Project Background
Project duration: 6 weeks
Role: I was the end-to-end UX/UI designer on The Pollinator Project.
Tools used: Figma, Canva, Adobe Lightroom, Adobe Photoshop
Approaches taken: The project began with a linear research and definition phase, then shifted to an iterative design and testing process where feedback guided refinements.
Project Details: How the Work Came Together
App: ALL TRAILS
Main Strength:
Trusted for trail discovery, reviews, and route browsing.
Main Weakness:
Offline maps require purchase of a yearly subscription
Opportunity for AllTrails:
Offer affordable single-map offline access.
App: KOMOOT
Main Strength:
Known for flexible map or region purchasing.
Main Weakness:
Recommendations can feel generic.
Opportunity for AllTrails:
Offer personalized, trail-specific pay-per-map options.
App: OnX
Main Strength:
Strong location awareness and offline performance.
Main Weakness:
Feature-heavy,designed for more specific outdoor use.
Opportunity for The Pollinator Project:
Add land boundary overlays for safer route planning.
App: GAIA GPS
Main Strength:
Reliable and detailed offline maps.
Main Weakness:
Interface can feel complex for casual hikers.
Opportunity for AllTrails:
Provide offline access that is simpler to use.
Together, these comparisons highlighted an opportunity for AllTrails to offer flexible offline map access for occasional hikers, while also improving map overlays that support safe and informed route planning.
User Interviews
I interviewed hikers to learn how they choose trails, navigate unfamiliar terrain, and manage safety. The questions encouraged participants to share both their practical needs and their feelings about confidence on the trail.
Have you ever needed access to a map while offline but didn’t have it?
How important are offline access, turn-by-turn alerts, or map details to you?
If given the option, would you consider paying a small fee for just one trail map instead of a full subscription?
What would feel like a fair price for one downloadable map?
What features would make a paid map valuable to you?
Most interviews were remote via Google Meet, I conducted one in-person interview.
The main insight from user interviews was that many hikers couldn’t justify paying for a full AllTrails subscription because they don’t use the app often enough. Participants embraced the idea of purchasing individual offline maps as a more flexible and affordable option.
I was also surprised by how many users said they either don’t currently pay for a subscription or wouldn’t choose a yearly plan if given the option. This reinforced the opportunity for a pay-per-map model that aligns better with occasional users’ needs and spending habits.
Synthesis
I built a complete affinity map that included every interview question and response. In the case study, I highlighted only the questions that directly shaped the feature and supported a clear narrative. Sharing these selected questions keeps the synthesis focused and helps the reader understand the most important patterns.
Research: Cost vs. Confidence on the Trail
Prioritization: Defining What Matters Most in the Flow
Wireframes: Bringing It All Together
Lo Fidelity Wireframes
These wireframes explore how non-subscribing users can purchase a single offline map. After selecting a trail, users are offered the option to purchase either a basic map or an enhanced map, with the ability to buy a single map or a bundle of three. Basic maps allow users to choose two features, while enhanced maps include all features automatically. A feature preview is included to help users understand what each feature does before making a selection. Once features are chosen, the user proceeds to payment.
Hi Fidelity Wireframes
The high fidelity wireframes show how users move from selecting a trail to purchasing an offline map. The purchase screen presents single maps and bundle options, with clear pricing and feature details. Feature preview screens help users understand what each feature does before choosing which ones to include. This ensures the user can make an informed and confident purchase decision.
Testing and Iterations: Ensuring We Are on the Right Path
Usability Test Results
I tested the feature with six users, including both Android and iPhone users. During testing, some iPhone users experienced difficulty scrolling through the feature preview screens due to a prototyping limitation in Figma. When the test was viewed on desktop, users were able to scroll without issues.
Participants liked the feature preview screens for elevation gain, topography, wrong turn alerts, and location sharing. They noted that these previews helped them understand the value of each feature, especially for users who may be new to hiking or offline navigation tools.
Overall, users reported that the purchase task was clear and easy to complete.
Revisions
The core flow tested well and did not require major changes. However, testing highlighted a few opportunities to improve clarity and completeness in the experience.
I added a final confirmation screen so users clearly see what they purchased and which features are included, creating a more confident and complete experience. I also corrected the alignment of the title and the back button to improve visual consistency and readability.
These adjustments strengthened the overall polish of the feature without changing the flow itself.
Final Results and Insights
Designing within an existing product requires attention to how every detail fits into the larger experience which also involves balancing what users want with what supports the business.
Offering single offline maps may make the app more accessible for occasional hikers, but it could also lead some current subscribers to switch to a lower-cost option.
However, a flexible purchase model could attract new users and increase revenue from those who were not subscribing at all. Understanding and designing for both sides is an important part of UX decision-making.