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.
Cost, Confidence, and the Trail Ahead
Exploring a pay-per-map experience inside AllTrails.
In summer, many people hit the road to explore new places, and connecting with nature is often part of that experience. While these travelers may not hike regularly, they still enjoy getting on a trail or two to see unfamiliar landscapes. However, limited knowledge of the area and spotty cell service can make them hesitant to explore.
The free hiking app they downloaded may stop working offline, leaving them without maps or safety tools. This can put both them and their loved ones at risk.
AllTrails Currently Offers:
Free – Great for casual users on popular trails with reliable service.
Plus ($36/year) – For regular hikers who need offline access, route alerts, and safety features.
Peak ($79.99/year) – Designed for advanced users who want custom routes and real-time trail insights.
The Problem
Occasional hikers, especially those exploring during vacations, often rely on the free version since they only hike once or twice a year. A yearly subscription feels unnecessary and easy to forget about. As a result, they miss out on essential offline and safety features.
The Solution
Introduce a pay-per-map option. Hikers can purchase a single offline map or a bundle of three without committing to an annual plan. This gives them flexibility, safety, and control, which makes them feel prepared on the trail without a long-term subscription.
Project Background
Project Details: How the Work Came Together
Project duration: 6 weeks
Role: I was the end-to-end UX/UI designer on AllTrails add a feature 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.
Research: Cost vs. Confidence on the Trail
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 AllTrails:
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?
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.
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.
Bald Mountain Blue,
White and Orange Loop
Bald Mountain State Recreation Area
6.9 mi
Trail length
2hr 26min
449 ft
Elevation gain
.
Moderate
4.6 (872)
Purchase offline map
Elevation gain, topography, turn-by-turn directions, location sharing
$2.99/map
Basic single map
Offline access plus 2 features
Basic 3 map bundle
$7.99 (that’s $2.66/map)
Single offline maps are here
Choose your map type
Enhanced single map
Offline access plus all features
Enhanced 3 map bundle $12.99 (that’s $4.33/map)
Elevation gain, topography,wrong turn alerts, location sharing
$4.99/map
Single offline maps are here
Choose your 2 features
Basic single map
Offline access plus 2 features
Elevation gain
Topography
Wrong turn alerts
Location sharing
Elevation gain
Single offline maps are here
Choose your 2 features
Basic single map
Offline access plus 2 features
Elevation gain
Topography
Wrong turn alerts
Location sharing
Topography
Single offline maps are here
Choose your 2 features
Basic single map
Offline access plus 2 features
Elevation gain
Topography
Wrong turn alerts
Location sharing
Wrong turn alerts
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.
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